Is Deere’s ‘Build-to-Order’ Focus Eroding Customer Loyalty?

Farmers have long been accused of being color blind and too brand loyal when it comes to their equipment purchases. Red equipment buyers would never think of trying green machinery, and those devoted to blue won’t consider orange. That may be changing, but according to a recent survey, dealers say they haven’t noticed a major shift in market share in the past year, except that Deere may have actually increased its overall portion of equipment…

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