Column Niels van der Boom
Why hankering for history isn't the future
Car manufacturers are great at getting old cows out of the ditch. That is to say: Relying on the strength of a proven brand or model. In agriculture, we do not yet see this phenomenon taking place on a large scale. Looking back on the past is nice, but focus on innovation is better.
Return of the Nokia
Mid February wrote me about the comeback of a legendary phone: the 3310. The response to this worldwide news was overwhelming and above all praising. Why? In reality, it concerns electronics company HMD that bought the Nokia brand name for 350 million dollars. With this, it hopes to generate revenue by responding to the craving for nostalgia. For 50 euros you get a phone that lasts a long time, has no WiFi, poor internet and hardly any memory. Only the battery life is a plus.
Car world vs tractor builders
In the car world, manufacturers also know how to do it. Think of the return of the Mini or the VW Beetle. Both success numbers. Here too, the 'Nokia principle' is applied. The brand name is the main argument. The styling is recognizable but the technology has no relevance to the past.
This trick is sometimes used in agriculture. New Holland showed a modern Fiat a few years ago. Ultimately, it never went into production. Tractor builders usually stick to a different color or a striking sticker to bring their history back to life. The exception to the rule is Arbos. Owned by the Chinese Foton Lovol group. They bought the Italian brand name Arbos, and then put it back on the market. However, there is more behind that. The Chinese were mainly concerned with the many patents. More than 30.000, with which a lot of money can be earned.
They are no longer made like this
Regularly, when I speak to arable farmers, livestock farmers or contractors, I am told; "They're not made that way anymore." This concerns a tractor that has built up a solid reputation in the field of pulling power, reliability and/or fuel consumption. Tractor enthusiasts know all the numbers by heart: the 7810, 135, 824 and 1455 to name a few. All proven technology that retains its value and is still appreciated. Will the 2017 models also work? Sure, I'm convinced.
Who trades in their GPS?
It is not hard to understand that a John Deere 7810 or a Fendt Favorit 824 has such a good reputation. However, it is unrealistic to think that this is the future. Of course it is wonderful to have a top tractor in the shed that you still do work with. However, most companies also have several new models available for specialized work. In the last ten years we have become very dependent on electronics. I have yet to meet the first farmer who sold his GPS system. We want to sow, plant, fertilize and spray precisely. This is only possible with a technological breakthrough. And that is only possible with new technology. In addition, we are used to the comfort that electronics offers us. You don't like to give that up.
The beginning of the ladder
It is a fact that tractors are rapidly becoming more expensive. It is also true that all electronics do not always work together and are one hundred percent reliable. Romanticizing the past is not the solution. No matter how rosy it is made. When farmers invest in technology, manufacturers, who develop them further, and advisors can respond to the data that is generated. We are only at the beginning of the ladder. The first steps are the hardest. What makes it extra difficult is that many costs are borne by the farmer. Research institutes have been cut back. But I'm sure we're on the right track.
Niels van der Boom
© DCA Market Intelligence. This market information is subject to copyright. It is not permitted to reproduce, distribute, disseminate or make the content available to third parties for compensation, in any form, without the express written permission of DCA Market Intelligence.
