Question only asked of farmers who identified as purchasing farm equipment.
Source: McKinsey US Farmer Insights 2022–23 (n = 1,315)
¹
(< 2,000 acres) n = 1,074
Small farms
(2,000–5,000 acres)
n = 153
Medium farms
(> 5,000 acres) n = 88
Large farms
More brand loyal
No change
Less brand loyal
About 30 percent of operators of larger farms have become less brand loyal in the past five years.
Q: How has your primary farm equipment brand preference changed in the past 5 years? (n = 1,315)¹
Farmer equipment brand loyalty,
% of respondents
