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John Deere

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Deere & Company
Company typePublic
IndustryAgricultural machinery, heavy equipment, forestry tools, diesel engines, financial services
FoundedJanuary 1, 1837; 189 years ago (1837-01-01) in Grand Detour, Illinois, United States
FounderJohn Deere
Headquarters
Moline, Illinois
,
United States
Area served
Worldwide
Key people
John May (CEO and president as of 2019)
ProductsAgricultural machinery (tractors, combines), heavy equipment, forestry tools, diesel engines, drivetrains, financial services
Number of employees
67000 (2014)
Websitewww.deere.com

Deere & Company, commonly known as John Deere (), is a leading American enterprise engaged in the production of agricultural machinery, heavy equipment, forestry tools, diesel engines, and drivetrains for both heavy and lawn care machinery. Additionally, the firm provides financial services that support its product offerings.

Deere & Company is publicly traded on the New York Stock Exchange under the ticker DE and is headquartered in Moline, Illinois. Its distinctive leaping deer emblem alongside the tagline "Nothing Runs Like a Deere" have been integral elements of its branding for more than 155 years.

Ranked 84th on the 2022 Fortune 500 list, Deere’s extensive product lineup features the D series, E series, Specialty Tractors, Super Heavy Duty Tractors, and JDLink telematics solutions. The company’s strategy combines manufacturing capabilities with financial services to strengthen its market position and expand its global reach.

19th century

The origins of Deere & Company trace back to its founder, John Deere, who was born in Rutland, Vermont, in 1804. In 1836, facing financial difficulties, Deere relocated to Grand Detour, Illinois, where he established a 1,378 square-foot blacksmith shop the following year. His pivotal invention was the self-cleaning steel plow created in 1837 by modifying a Scottish steel saw blade. This design effectively tackled the problem of sticky soils prevalent in the Midwest and played a crucial role in advancing farming across the American Great Plains.

To improve efficiency, Deere transitioned from custom-made plows to producing them ahead of demand for immediate sale, which accelerated business expansion and increased market penetration.

In 1843, Deere formed a partnership with Leonard Andrus to construct a water-powered manufacturing facility on Illinois' Rock River. Operating as "L. Andrus Plough Manufacturer," this factory produced approximately 100 plows in 1842 and increased output to 400 units in 1843. After dissolving this alliance in 1848, Deere moved operations to Moline, Illinois to leverage superior rail and river transportation options. There he joined forces with Robert Tate and opened a 1,440 square-foot factory. By 1849, their enterprise—Deere, Tate & Gould Company—was manufacturing over 200 plows monthly and expanded its plant accordingly.

In 1853, John Deere took full ownership of the business and brought his son Charles Deere into management. The company diversified its offerings beyond plows to include wagons, corn planters, and cultivators. By 1857 production had scaled up to nearly 1,120 implements per month. However, the economic downturn of 1858 dealt a severe blow; plans to introduce steam engine products were abandoned. To prevent insolvency, John Deere delegated operational control to his son Charles and son-in-law Christopher Webber.

John Deere served as company president until retiring in April 1886; he passed away one month later. The firm was officially incorporated as Deere & Company in 1868 with Charles Deere effectively leading operations. In 1869, efforts focused on expanding sales through establishing marketing centers and independent dealerships nationwide. That same year, the company received accolades at the Illinois State Fair for its diverse range of plows.

Although agriculture remained its primary domain, John Deere briefly explored bicycle manufacturing during the 1890s.

20th century

Facing heightened rivalry from the International Harvester Company in the early 1900s, Deere & Company broadened its range of agricultural equipment, with gasoline-powered tractor manufacturing ultimately becoming central to its 20th-century identity.

In 1912, under the leadership of president William Butterworth, son-in-law to Charles Deere, the firm ventured decisively into tractor production. Following trials with models such as the Dain All-Wheel-Drive, Deere purchased the Waterloo Gasoline Engine Company in 1918, acquiring the well-known Waterloo Boy tractor line. Tractors were marketed under this brand until 1923 when Deere introduced the John Deere Model D. Today, key tractor lines including the 7R, 8R, and 9R series continue to be produced at the Waterloo, Iowa facility.

John Deere debuted its inaugural combine harvester, the No. 2, in 1927, featuring enhancements over the Model D. By 1929, these were succeeded by lighter models. The 1930s saw Deere develop hillside harvesting equipment capable of operating on inclines up to 50%, significantly boosting operational efficiency.

Throughout the Great Depression, Deere maintained a customer-centric approach by refraining from repossessing machinery from American farmers.

During World War II, with Charles Deere Wiman as president (who also served as a U.S. Army colonel) and interim president Burton F. Peek, Deere diversified into manufacturing military tractors, tank transmissions, aircraft components, ammunition, and mobile laundry units to support wartime demands.

Post-war advancements included launching the first self-propelled combine (model 55) in 1947 and introducing attachable corn heads in the mid-1950s to enhance harvesting processes.

The acquisition of German tractor manufacturer Heinrich Lanz AG in 1956 marked Deere’s expansion into international markets.

By late 1958, John Deere had established a manufacturing plant in Rosario, Argentina, operated by Agar Cross & Co., producing various tractor models until the mid-1990s. Production resumed in 2011 with contemporary models such as the Serie 5D/E and Serie 5000/5025/70 combines added by 2012. The facility also produced backhoe loaders and motor graders under the green line branding.

On August 30, 1960, John Deere celebrated "Deere Day" in Dallas to introduce its "New Generation of Power" tractors—four- and six-cylinder machines including models 1010, 2010, 3010, and 4010—signifying a strategic move away from two-cylinder engines. This launch was pivotal for reclaiming market presence amid growing competition.

The leading John Deere 4010 model delivered around 80 horsepower and incorporated advanced features such as enhanced hydraulics and improved operator comfort. It set the stage for the highly successful John Deere 4020. These innovations contributed to increasing John Deere’s U.S. market share from 23% in 1959 up to 34% by 1964.

In the early 1970s, Deere unveiled Generation II "Sound Idea Tractors" (4030–4630), which featured redesigned cabs equipped with insulation and climate control systems—significantly improving operator comfort and safety through integrated roll-over protection. The mid-decade introduction of the 'Iron Horses' series brought upgraded engines and hydraulic seating.

The mid-1980s saw further enhancements with models like the 4050–4850 series incorporating new transmission systems and optional front-wheel drive to boost traction. The late '80s and early '90s witnessed redesigned versions of the 7000 and 8000 series tractors entering production.

By 1962, John Deere employed approximately 35,000 personnel across several Illinois plants headquartered in Moline. These facilities focused on producing agricultural implements and earth-moving machinery—demonstrating a solid manufacturing base supporting its business operations.

Regarding combines, John Deere launched its New Generation series in 1969 (models ranging from 3300 to 7700) featuring Quik-Tatch header mounting technology. The following decade introduced updated models boasting larger capacities and enhanced cabs; by the late '80s, redesigned 'Maximizer' combines (9400–9600) incorporated center-mounted cabs and rear-engine layouts for improved ergonomics.

Deere's commitment to innovation earned it induction into the National Inventors Hall of Fame in 1989. The late '90s brought incremental improvements with '10 series' combines followed by major redesigns in the '50 series' that utilized rotary technology—a strategic move responding to competitive pressures.

Starting in 1999, John Deere adopted Single-Tine Separation (STS) technology on combines to boost efficiency while lowering horsepower demands—illustrating an ongoing dedication to product innovation that sustains its competitive edge.

21st century

In 2014, the Smithsonian Museum honored John Deere's original plough design as a pivotal artifact in the history of the United States.

By that time, Deere & Company had a workforce of approximately 67,000 employees worldwide, with about half stationed in the U.S. and Canada, solidifying its status as the leading manufacturer of agricultural machinery globally. In August 2014, the company announced indefinite layoffs affecting 600 workers at factories located in Illinois, Iowa, and Kansas, citing a decline in product demand. Deere’s principal U.S. operations include its World Headquarters in Moline, Illinois, as well as manufacturing sites throughout the central and southeastern regions. By 2016, Deere was advancing into electric tractor development, marking a strategic investment in sustainable farming technologies.

The well-known leaping deer emblem has served as Deere’s brand identifier for over 155 years. The company uses specific color schemes—green and yellow for agricultural machinery and black and yellow for construction equipment—to clearly distinguish its product categories and reinforce brand consistency.

In September 2017, Deere expanded its technological capabilities by acquiring Blue River Technology, based in Sunnyvale, California. This acquisition enhanced Deere’s focus on precision agriculture through machine learning and computer vision technologies aimed at improving herbicide application efficiency.

Leadership transitioned on August 29, 2019, when John May took over as CEO and president from Samuel R. Allen, ensuring continuity in strategic direction. May brought extensive experience from his previous roles heading Worldwide Agriculture and Turf as well as Integrated Solutions divisions.

In October 2021, approximately 10,000 union members from the United Auto Workers initiated a strike following stalled contract negotiations. This labor action disrupted production and underscored ongoing challenges within Deere’s labor relations framework.

January 2022 saw Deere unveil a self-driving tractor at the Consumer Electronics Show designed for large-scale agricultural operations. This development aligns with Deere’s emphasis on smart machinery and digital agriculture ecosystems. The company aims to connect around 1.5 million machines and oversee management of half a billion acres through its cloud-based John Deere Operations Center to enhance operational efficiency and profitability.

In June 2022, Deere discontinued manufacturing its model 3710 moldboard plow but continued offering the model 995 reversible plow.

By July 2024, Deere announced plans to lay off 600 workers at Midwest facilities amid intentions to relocate some component production to Mexico. This decision triggered political reactions including threats of tariffs on Mexican-made equipment by former President Donald Trump, highlighting geopolitical risks impacting Deere’s global supply chain.

Non-serviceability by owners or third parties

Recent John Deere farm machinery has attracted criticism for being maintainable solely through authorized company channels because only John Deere controls the proprietary software and approves replacement parts. This creates dependency on the manufacturer for repairs while restricting independent or owner servicing options, effectively controlling equipment operability. Reports during the 2022 Russian invasion of Ukraine revealed instances where stolen John Deere machines were remotely disabled by dealers, demonstrating this level of control.

The company’s licensing agreements prohibit users and independent technicians from altering tractor control software, thereby granting exclusive repair rights to John Deere dealerships. Deere defends these restrictions under the Digital Millennium Copyright Act (DMCA), citing safety considerations and enforcement of digital rights management. Nonetheless, this policy has faced opposition from right-to-repair advocates and organizations such as the Electronic Frontier Foundation who argue it curtails farmer independence and reduces market competition. Some farmers have resorted to alternative software solutions to circumvent these limitations.

In response to mounting pressure, U.S. Senate legislation introduced in 2022 aimed to empower farmers with self-repair rights. By April 2022, right-to-repair bills had been proposed in 26 states. On January 9, 2023, John Deere entered into a memorandum of understanding (MOU) with the American Farm Bureau Federation (AFBF), granting farmers and independent repair shops access to manuals, software, and relevant information. Critics highlight that this MOU lacks binding legal force and permits Deere to withdraw if more stringent laws are enacted. The AFBF agreed to discourage further right-to-repair legislation beyond what is outlined in the MOU.

Globally, challenges remain; for instance, Australian right-to-repair laws exclude agricultural machinery even though they cover automotive sectors. Industry associations continue advocating for legislative reforms. Additionally, a decade-long intergovernmental agreement signed in November 2024 seeks to promote expanded right-to-repair policies within agriculture internationally.

This ongoing issue significantly influences John Deere’s business strategy and market power while shaping customer relations and regulatory oversight across its worldwide operations.

Legal challenges related to repair policies

In June 2022, a group of thirteen lawsuits initiated by farms and individual farmers accused John Deere and its dealerships of unlawfully monopolizing the repair and maintenance services for Deere equipment. These cases were consolidated in a federal court located in Illinois. By February 2023, the U.S. Department of Justice submitted a "statement of interest" opposing Deere's request to dismiss the lawsuits, emphasizing that restrictions on repairs negatively impact consumers and the broader public interest. Later, in November 2023, U.S. District Judge Iain Johnston rejected Deere's motion to dismiss, highlighting significant factual claims indicating Deere’s dominance over the repair services market for its machinery.

In January 2025, the Federal Trade Commission (FTC) initiated an antitrust lawsuit against John Deere concerning its restrictive repair practices. The FTC alleged that Deere artificially raised repair expenses by preventing independent repair shops from servicing its equipment. This legal action was supported by five U.S. states, including Michigan and Wisconsin, intensifying regulatory examination of Deere’s after-sales service policies and competitive market behavior.

Product Lines

John Deere provides an extensive range of products, featuring various models across several categories.

Agricultural Machinery

The company's principal agricultural offerings encompass tractors, combine harvesters, cotton harvesters, balers, planters and seeders, silage equipment, sprayers, spreaders, dryers, and grain carts.

Construction Equipment

Within construction machinery, John Deere manufactures excavators, loaders, tracked loaders, backhoes, and graders.

Forestry Machinery

John Deere’s forestry product range includes harvesters, forwarders, skidders, feller bunchers, and log loaders. The Timberjack brand was part of the company’s portfolio from 2000 until 2006.

Additional Products

Beyond heavy machinery, John Deere produces consumer and commercial equipment such as lawn mowers, compact utility tractors, snow throwers, snowmobiles, all-terrain vehicles (notably the John Deere Gator), and the StarFire GPS navigation system. The company also supplies diesel engines and powertrain components designed for heavy-duty equipment.

John Deere’s leasing division has evolved significantly; by 2017 it had surpassed equipment loans to become the company’s largest segment with a loan portfolio valued at $2 billion, accounting for approximately one-third of total revenue.

Manufacturing Facilities

Prominent North American manufacturing sites include:

  • Harvester Works (large combine harvesters), located in East Moline, Illinois
  • Cylinder Internal Platform (hydraulic cylinders), based in Moline, Illinois
  • Seeding Group (planting machinery), operating in Moline, Illinois and Valley City, North Dakota
  • Davenport Works (wheel loaders, motor graders, articulated dump trucks, forestry equipment), situated in Davenport, Iowa
  • Dubuque Works (backhoes, crawlers, skid-steer loaders, forestry machines), located in Dubuque, Iowa
  • Des Moines Works (tillage equipment, cotton harvesters, sprayers), found in Ankeny, Iowa
  • Ottumwa Works (hay and forage machinery), based in Ottumwa, Iowa
  • Thibodaux Works (cane harvesting machines), located in Thibodaux, Louisiana
  • Horicon Works (lawn care and turf equipment), situated in Horicon, Wisconsin
  • Augusta Works (small commercial and agricultural tractors), located in Grovetown, Georgia
  • Turf Care (golf course equipment and commercial mowers), based in Fuquay-Varina, North Carolina
  • Industrias John Deere (agricultural tractors; construction machinery), Monterrey, Mexico
  • Motores John Deere (power systems including engines and heavy-duty axles), located in Torreon, Mexico
  • Coffeyville Works (transmissions and pump drives), situated in Coffeyville, Kansas
  • Waterloo Works (tractors assembly including cabs and drivetrains; foundry operations), based in Waterloo, Iowa
  • Power Systems and Engine Works (power systems and engines), Waterloo facility
  • Greeneville Works (entry-level lawn care products), located in Greeneville, Tennessee

Key international manufacturing locations include:

  • John Deere Usine Saran (power systems) in Fleury-les-Aubrais, France
  • John Deere Argentina (engines, tractors, combine harvesters) at Granadero Baigorria, Santa Fe
  • John Deere Equipment Pvt Ltd producing 5000-series tractors in Pune and Dewas, India
  • John Deere Electronic Solutions facilities in Fargo, ND and Pune
  • John Deere Harvester Works at Sirhind-Fategarh in India
  • John Deere Werke Mannheim producing 6000-series tractors in Mannheim, Germany
  • John Deere Brasil operations in Montenegro and Horizontina - RS; Catalão - GO focusing on tractors and harvesters
  • John Deere Brasil Construction & Forestry manufacturing tractors and excavators in Indaiatuba
  • John Deere Werke Zweibrücken specializing in harvesting equipment at Zweibrücken, Germany
  • John Deere Fabriek Horst producing agricultural sprayers at Horst in The Netherlands
  • John Deere Forestry Oy manufacturing forwarders and wheeled harvesters located in Joensuu, Finland
  • John Deere Reman facilities operating out of Springfield, Missouri

Equipment Divisions

Name Location (City/State) Country Products Division Notes
Industrias John Deere Argentina S.A. Granadero Baigorria, Santa Fe Argentina Tractors, engines, combine harvesters Agriculture  
John Deere Limited Parts Distribution Center Derrimut, Victoria Australia   Agriculture  
Auteq Telematica S.A. São Paulo Brazil   Agriculture  
John Deere Brazil Ltda. - Unidade Catalão Catalão (GO) Brazil   Agriculture  
John Deere Brazil Ltda. - Unidade Horizontina Horizontina (RS) Brazil   Agriculture  
John Deere Brazil Ltda. - Unidade Montenegro Montenegro (RS) Brazil   Agriculture  
John Deere (Harbin) Agriculture Machinery Co., Ltd. Jiamusi, Heilongjiang China   Agriculture  
John Deere (Ningbo) Agriculture Machinery Co., Ltd. Zhenhai District, Ningbo China   Agriculture  
John Deere (Tianjin) Agriculture Machinery Co., Ltd. Tianjin China   Agriculture  
John Deere Usine d'Arc-les-Gray, France Gray Cedex France   Agriculture  
John Deere GmbH & Co. KG Bruchsal/Mannheim/Zweibruecken, Germany Germany   Agriculture  
Maschinenfabrik Kemper GmbH & Co.KG Stadtlohn Germany   Agriculture  
John Deere Equipment Private Ltd. / India Private Limited / Pvt. Ltd. Dewas Multiple sites, India India   Agriculture  
John Deere BH Works Ltd Park Zvaim Israel   Agriculture  
John Deere Cylinder Internal Platform / Industrias John Deere S.A. de C.V. / John Deere Ramos Various locations, Mexico Mexico Cylinder production and agricultural machinery Agriculture  
John Deere Fabriek Horst B.V. Horst, Netherlands Netherlands Self-propelled and pulled sprayers Agriculture
John Deere Domodedovo / Orenburg Russia Russia   Agriculture/Construction and forestry  
John Deere Ibérica, S. Madrid Spain   Agriculture
The Vapormatic Company Ltd. Exeter United Kingdom   Agriculture
NavCom Technology, Inc. Torrance, CA United States Precision farming technologies Agriculture
John Deere Cylinder Internal Platform / Harvester Works / Seeding Group / Des Moines Works / Ottumwa Works / Paton / Intelligent Solutions Group / Waterloo Works / Thibodaux / Valley City Seeding Group Various locations, United States United States Tractors, combines, sprayers, cotton harvesters, tillage tools, baling equipment, precision ag solutions Agriculture
Waratah Forestry Equipment Pty. Ltd. / Waratah Forestry Equipment Canada, Ltd. / Waratah OM Oy / Waratah NZ Ltd. / Waratah Forestry Attachment LLC / Bell Equipment Limited / John Deere Construction & Forestry Company / Davenport Works / Dubuque Works / Reman Springfield / Kernersville LLC Multiple international sites including Australia, Canada, Finland, New Zealand, South Africa, United States Various countries Construction and forestry machinery Construction and forestry
John Deere Brazil Ltda. - Indaiatuba / Brasil Escavadeiras Indaiatuba, São Paulo Brazil Construction and forestry machinery Construction and forestry
Ashok Leyland John Deere Construction Equipment Pvt. Ltd. Tamil Nadu India Construction equipment Construction and forestry
SABO - Maschinenfabrik GmbH Gummersbach Germany Turf equipment (divested in 2020) Turf
John Deere Commercial Products / Turf Care / Training Center Morrisville / Transaxle Manufacturing of America Corporation / Power Products / Horicon Works Various U.S locations including Grovetown GA, Fuquay-Varina NC, Morrisville NC, Rock Hill SC, Greeneville TN, Horicon WI United States Golf course mowers, commercial mowing equipment, riding lawn tractors, utility vehicles Turf

Active

  • AGRIS Corporation (John Deere Agri Services)
  • Bear Flag Robotics – Company specializing in autonomous agricultural machinery and technology
  • John Deere Ag Management Solutions (smart mobile equipment technologies), Urbandale, Iowa
  • John Deere Capital Corporation
  • John Deere Financial (Credit and Financing services), Johnston, Iowa
  • Kemper (forage harvester and combine row-tolerant headers), Stadtlohn, Germany
  • Waratah Forestry Attachments (forestry harvesting heads), Tokoroa, New Zealand
  • Agreentech
  • NavCom Technology, Inc. (precision positioning solutions including StarFire), Torrance, California
  • John Deere Electronic Solutions (durable electronics), Fargo, North Dakota
  • Ningbo Benye Tractor & Automobile Manufacture Co. Ltd. (low horsepower tractors), Ningbo, China
  • Machinefinder (marketplace and division for used equipment)
  • John Deere Technology Innovation Center, located at Research Park, University of Illinois at Urbana-Champaign
  • QCFS and Consolidating (attachment distribution hub), Davenport, Iowa
  • Hagie Sprayers (Upfront Sprayers)
  • KingAgro and PLA (sprayer manufacturers) Argentina
  • Wirtgen Group
  • Blue River Technology – Leader in agricultural computer vision and robotics with see-and-spray technology facilitating targeted crop protection

Former

  • John Deere Renewables, LLC – wind energy manufacturing branch divested to Exelon Energy in August 2010

Financial Overview

Financial figures in millions of USD
Year 2005 2010 2015 2020 2023
Revenue 21,191 26,005 28,863 35,540 61,251
Net Income 1,447 1,864 1,940 2,751 10,166
Assets 33,637 43,267 57,948 75,091 104,087
2023 Revenue Breakdown by Business Segment
Business Segment Revenue (billion USD) Percentage Share (%)
Production & Precision Agriculture 26.8 43.7%
Construction and Forestry 14.8 24.2%
Small Agriculture & Turf 14.0 22.8%
Financial Services 4.7 7.7%
2023 Revenue Distribution by Region
Region Revenue (billion USD) Percentage Share (%)
United States 34.1 55.7%
Latin America 8.2 13.4%
Western Europe 7.3 12.0%
Asia, Africa, Oceania & Middle East 5.2 8.5%
Canada 4.3 7.0%

Environmental Impact: Carbon Emissions

For the fiscal year ending 30 September 2020, John Deere disclosed total greenhouse gas emissions (both direct and indirect) amounting to 766 kilotonnes of CO2 equivalent, marking a 16.8% reduction compared to the previous year. The company targets a 15% emissions cut by 2022 relative to its 2017 baseline.

Annual Total CO2e Emissions by John Deere – market-based scope 1 plus scope 2 (in kilotonnes)
Sep 2018 Sep 2019 Sep 2020
967 921 766

Sponsorship Activities

  • The John Deere Classic is a professional golf tournament underwritten by the company.
  • John Deere has sponsored NASCAR drivers including Chad Little (#23 and #97 vehicles) during the late 1990s and Ricky Stenhouse Jr. (#17 vehicle) in the late 2010s.
  • The firm also provided sponsorship for the Carolina Hurricanes' ice resurfacing machines from the early 2000s through the mid-2010s.

Green Magazine

Green Magazine caters to John Deere aficionados and was first issued in November 1984 by Richard and Carol Hain from Bee, Nebraska. Starting as a bimonthly, black-and-white publication with 10 pages and an initial subscriber base of 135, it quickly expanded and shifted to a monthly schedule by 1990. Presently, the magazine has a circulation near 30,000 copies, featuring about 88 full-color pages produced in Michigan.

Regular sections include "Tip of the Month," focused on New Generation tractor restoration, along with columns like "Youngtimer," "Shop Talk," "Saw It On eBay," "Scale Models," "What's New and Old," "Feature Model," "Do You Have One of These," and expert commentary under the title "Mr. Thinker."

President

  1. John Deere, 1869–1886
  2. Charles Henry Deere, 1886–1907
  3. William Butterworth, 1907–1928
  4. Charles Deere Wiman, 1928–1942, 1944–1955
  5. Burton F. Peek, 1942–1944
  6. William Alexander Hewitt, 1955–1964
  7. Ellwood F. Curtis, 1964–1978
  8. Robert A. Hanson, 1978–1985
  9. Boyd C. Bartlett, 1985–

Chairman of the Board

  1. William Alexander Hewitt, 1964–1982
  2. Robert A. Hanson, 1982–

See also

Sources and further reading

  • Dahlstrom, Neil. Tractor Wars - John Deere, Henry Ford, International Harvester, and the Birth of Modern Agriculture (2022)
  • Leffingwell, Randy. The John Deere Century (2018), richly illustrated

External links