Ag Leader-AutoFarm Alliance Shakes Up Precision Agriculture World

Months of rumors about an impending alliance between Ag Leader and AutoFarm came to fruition this week with a resounding bang. The two companies announced the release of several new products in addition to the new business relationship, swinging Ag Leader in a new direction and away from its previous relationship with Trimble.

“Ag Leader chose to partner with AutoFarm for steering solutions based on our belief that the combination of products from both companies will provide the end-user with the greatest efficiencies in their operation,” says Jessica Reis, marketing communications specialist for Ag Leader.

The product releases, individually developed and co-marketed by Ag Leader and AutoFarm, represent a significant broadening of the Ag Leader product line for its Midwest-intensive sales force, and provides greater brand exposure for AutoFarm in the Heartland. In particular, the ParaDyme dual antenna roof module provides an Ag Leader branded entre into the premium RTK guidance arena, and the new Integra display console provides a control center for the new products and capabilities.

“The collaboration between the two companies brings together the highly popular and successful precision agriculture products of Ag Leader with the latest embedded and integrated steering solutions from AutoFarm,” read a joint press release. Adds Al Myers, Ag Leader founder and president: “This alliance is nothing but a win-win for the precision agriculture industry, and more importantly for our combined customers. Each company brings strengths to the table allowing us to develop better precision farming solutions quicker, ultimately furthering the industry.”

“This alliance will allow the new ParaDyme products to operate with Ag Leader’s new INTEGRA display as well as its recently launched EDGE display for planter control, application control, yield monitoring and other key functions in a fully integrated system,” says Herb Satterlee, CEO of Novariant, Inc., the AutoFarm parent company.

An Eventful Year
The move is just the latest in a busy 12 months for both Ag Leader and Trimble, as each company has engaged extensively in business-building acquisitions and alliances that have increased the competitive heat between the precision manufacturing rivals. Trimble acquisitions included controller manufacturer Rawson Controls, planter clutch manufacturer Tru Count, sensor manufacturer NTech Industries, and software manufacturer Farm Works Software. Ag Leader struck an alliance with sensor manufacturer Holland Scientific, recently broke ground on a new training facility near its Ames, IA, headquarters, and now is allied with the California-based AutoFarm.

In addition to the alliance, Ag Leader has established a new tiered approach to identifying dealers within its dealer network. The so-called “Blue Delta Dealer” network is an effort to bring more structure to a new and growing precision farming community, says Reis. “The goal is to help precision farming dealers become well-rounded precision farming experts and help growers locate and identify elite precision farming dealerships throughout North America.”

Blue Delta dealers are required to go through more training on Ag Leader’s product offerings, and they are required to sell all of Ag Leader’s products and will be the first line of support for the end user, notes Reis. The designations have already been identified on the Ag Leader dealer locator section of the company’s redesigned Web site.

While the Trimble-Ag Leader relationship has changed moving forward, Reis notes that Ag Leader will continue to provide support and service for the life of any product purchased from an authorized Ag Leader dealer, including Trimble products.

In response to the move, Trimble provided the following statement to PrecisionAg.com to address customer concerns:

“Trimble is committed to providing the best products and the best support for its valued customers, especially to you, the farmer. Ag Leader has independently decided it will no longer distribute Trimble-developed and manufactured ag products such as EZ-Guide 250, EZ-Guide 500, EZ-Guide Plus and EZ-Steer. Trimble is committed to make this transition go as smoothly as possible for farmers still wanting to operate and add valuable features to their investment.

Trimble, Case IH and New Holland are cooperating to see that Trimble products sold via Ag Leader, such as the EZ-Guide 250, EZ-Guide 500, EZ-Guide Plus and EZ-Steer, are properly supported and serviced by Trimble, Case IH and New Holland dealers.

Customers wanting Trimble ag products or support should contact their local Trimble, Case IH, or New Holland dealership. Solutions to be offered by the Trimble, Case IH and New Holland dealers include product support, additional functionality, upgrades and accessories.

If customers would like assistance locating a local Trimble, Case IH or New Holland dealer, please contact: [email protected] and include your name, address, email address and phone number.

Thank you for your understanding. Trimble looks forward to continuing to add value to your existing precision agriculture purchases.”

The alliance will have far-reaching impact in precision ag, however it does not affect the existing AutoFarm alliance with Raven Industries, says Paul Welbig, Raven marketing director. “We have had a good relationship with AutoFarm for about five years, and we have mutually developed and sold products through our respective channels,” he notes, including efforts like SmartSteer and FarmPRO which integrate AutoFarm steering technology with Raven displays and controllers. “They are a good partner, and even with this announcement, we are not changing direction at all. We have talked openly with AutoFarm about the deal and about the future and our direction will not change.

“AutoFarm is a good partner, and I think that Ag Leader will find them great to work with and that it that was a good choice,” Welbig continues. “In the final analysis the alliance will be good for precision agriculture overall — Ag Leader is a good competitor and good for precision agriculture. The hope is that their success will benefit all three companies, and that maybe some new market opportunities will emerge. I don’t know what they are yet, but the possibility is there.”

Topics:

Leave a Reply

Your email address will not be published. Required fields are marked *

Market Impact Stories
BusinessFarm Bureau Insurance Services, Granular Announce Partnership
September 29, 2016
American Farm Bureau Insurance Services (AFBIS Inc.), a Managing General Agent (MGA) for Approved Insurance Providers (AIP’s), has partnered with Read More
A Satshot NDVIR analysis running on an iPad.
BusinessSatshot’s Landscout IOS Now API Linked With John Deere Operations Center
September 28, 2016
Satshot’s Landscout IOS mobile software is now connected with the John Deere Operations Center through John Deere’s API services. Landscout Read More
Ag Drone
BusinessDroneDeploy Launches Turbo Uploader
September 27, 2016
DroneDeploy today announced a new solution that addresses drone data portability challenges in remote areas that have Internet bandwidth constraints. Read More
BusinessADAPT Conversion Toolkit Making In Roads With Equipment Manufacturers
September 22, 2016
A leading group of equipment manufacturers will soon release products that greatly enhance a grower’s ability to manage data across Read More
Trending Articles
Ian Yule, ISPA
ResearchLeading Ag Technology Researcher Appointed ISPA President
September 26, 2016
Massey University’s Professor Ian Yule, one of the world’s leading agri-tech researchers, has been voted president of the International Society Read More
Business2016 Farm Science Review: Talkin’ New Products, Education and Big Data
September 21, 2016
The Ohio State University’s Farm Science Review has become an annual rite of fall for Buckeye State growers, retailers and Read More
Mitchell Technical Institute students with drone
IntegratorsMTI Precision Ag Students Use Drone Technology
September 19, 2016
After weeks of sitting in the classroom, several Mitchell Technical Institute students were able to spend a few hours outside Read More
Robotics AGCO Fendt Guide Connect
Market ImpactReport: Ag Robots And Drones May Be A $10 Billion Market By 2022
September 7, 2016
Robots and drones have begun to quietly transform many aspects of agriculture. In fact, the IDTechEx Research report on Agricultural Read More
SDWG Bret Weisenburger
BusinessMZB Technologies, Climate FieldView Announce Data Integration for 2017 Season
September 6, 2016
MZB Technologies announces a data connectivity agreement with The Climate Corporation, a subsidiary of Monsanto Co., providing increased precision agriculture Read More
Deere R4023 cab
BusinessReport: Smart Agriculture Market Worth $19 Billion By 2021
September 6, 2016
Research and Markets has announced the addition of the “Smart Agriculture Market – With Forecast (2016-2021)” report to their offering. Read More
Latest News
BusinessFarm Bureau Insurance Services, Granular Announce Partn…
September 29, 2016
American Farm Bureau Insurance Services (AFBIS Inc.), a Managing General Agent (MGA) for Approved Insurance Providers (AIP’s), has partnered with Read More
Sentera Rise Above
BusinessRise Above Selected To Resell Sentera Solutions Through…
September 28, 2016
Sentera, LLC, a global provider of remote sensing hardware and data management solutions signs a reseller agreement with Rise Above Read More
Western Canada Wheat field
DataFarmers Edge Partners With New Holland Dealer
September 28, 2016
Farmers Edge, a global leader in precision agriculture and independent data management solutions, has partnered with Mazergroup, North America’s largest Read More
A Satshot NDVIR analysis running on an iPad.
BusinessSatshot’s Landscout IOS Now API Linked With John …
September 28, 2016
Satshot’s Landscout IOS mobile software is now connected with the John Deere Operations Center through John Deere’s API services. Landscout Read More
Ag Drone
BusinessDroneDeploy Launches Turbo Uploader
September 27, 2016
DroneDeploy today announced a new solution that addresses drone data portability challenges in remote areas that have Internet bandwidth constraints. Read More
FUSE Farm Graphic
DataAGCO Is Founding Member Of The DKE Data-Hub Initiative
September 26, 2016
AGCO Corp., a world-leading manufacturer and distributor of agricultural equipment, has announced its participation as a founding member of the DKE Read More
Ian Yule, ISPA
ResearchLeading Ag Technology Researcher Appointed ISPA Preside…
September 26, 2016
Massey University’s Professor Ian Yule, one of the world’s leading agri-tech researchers, has been voted president of the International Society Read More
BusinessADAPT Conversion Toolkit Making In Roads With Equipment…
September 22, 2016
A leading group of equipment manufacturers will soon release products that greatly enhance a grower’s ability to manage data across Read More
Business2016 Farm Science Review: Talkin’ New Products, Educati…
September 21, 2016
The Ohio State University’s Farm Science Review has become an annual rite of fall for Buckeye State growers, retailers and Read More
Farmers Edge Truck
DataFarmers Edge Awarded $6.1M Investment From Sustainable …
September 21, 2016
Farmers Edge, a global leader in precision agriculture and independent data management solutions, has announced that it will receive $6,107,563 Read More
BusinessGMO Aphids to Battle Weeds? It’s Not as Far Fetch…
September 21, 2016
No, I am not talking about optimizing aphids for a global agricultural armageddon. That would be silly. I’m talking about Read More
Young Corn Field
Best PracticesNitrogen: The Key to Reducing Greenhouse Gas Emissions
September 20, 2016
Precision ag can play a key role in reducing agriculture’s impact on greenhouse gases by limiting the nitrogen rate. Read More
W. Wade Robey, Raven
Industry NewsRaven Adds New Director Of Engineering
September 19, 2016
W. Wade Robey, Ph.D., joined Raven Applied Technology in August 2016 as Director of Engineering. In this role, he leads Read More
Mitchell Technical Institute students with drone
IntegratorsMTI Precision Ag Students Use Drone Technology
September 19, 2016
After weeks of sitting in the classroom, several Mitchell Technical Institute students were able to spend a few hours outside Read More
BusinessOPINION: Climate Corp. is the Jewel in Bayer’s Monsanto…
September 15, 2016
PERSPECTIVE: Over the next few days and weeks in the ag media space the major players will examine this latest Read More
Sugarcane India
Market ImpactPlantations International Brings Precision Farming Tech…
September 14, 2016
Hong Kong-based plantation and farm management company Plantations International has announced it is moving its contact centre from the Indian Read More
Corn close up
Start-UpsLewis & Clark Ventures Raises $20 Million For Agric…
September 13, 2016
Lewis & Clark Ventures, a venture capital firm focused on Series A and B stage investments, has announced $20 million Read More
BusinessSentera Joins Forces With Another Drone Distributor
September 13, 2016
Sentera has signed an exclusive distribution agreement with Dynamic UAV Solutions North America, LLC, a new distributor in the commercial Read More