After steady growth in the level of loyalty farmers’ held for their preferred brand of farm machinery over the past 10 years, a new study conducted by Ag Equipment Intelligence earlier this year showed a marked turndown in how growers feel about their equipment. None of the major equipment brands were spared in the farmers’ diminished enthusiasm.

The Ag Equipment Intelligence Brand Loyalty studies were initiated in 2010 and repeated in 2014, 2017 and 2020…