The latest episode of On the Record is now available! In this week’s episode, we discuss the See & Spray technology that Deere showcased at the Consumer Electronics Show in Las Vegas. In the Technology Corner, Jack Zemlicka explores how dealerships can rethink how they determine and define precision roles. Also in this episode: Claas’ fiscal 2019 revenues, growth in the telescopic handler market in France and some of the results of Rural Lifestyle Dealer’s annual Dealer Outlook & Trends survey.

Following a visit to John Deere’s new Intelligent Solutions Group (ISG) headquartered in Des Moines, Iowa, during the last week of May, Stanley Elliott, analyst with Stifel, says he sees opportunities with “Deere working to monetize its data platform as well as commercialize technologies acquired in the Blue River deal.”

In this podcast, we discuss Titan Machinery’s renewed focus on acquisitions in the U.S., one annalist’s take on how Blue River Technology could redefine farmer input costs, a double-digit drop in farmer sentiment and mixed results in large ag equipment sales during May. In the Technology Corner, we take a look at how dealers are shifting the way they bill service support.

When it comes to the new technology that’s reshaping the farm equipment business, dealers can’t afford to ignore the changes. We can disagree, we can dislike and, maybe we can delay the impact of these changes. But we can’t deny that big changes are underway.