As part of its wide-ranging strategy to gain tractor market share in Europe, CNH Industrial aims to transform its obscure Steyr brand into a premium, high tech, high margin line that will appeal to dealers committed to retaining their independent implement franchises.
On May 15, Angela Lekatsas will assume her new role as president and CEO of Cervus Equipment. She is replacing Graham Drake, who is a co-founder of Cervus, which is one of only three farm equipment dealership groups in the U.S. and Canada that is publicly held.
In the midst of a downturn in the agricultural equipment market, precision farming dealers are faced with a changing landscape for technology sales, as customers become more discerning with their immediate on-farm expenditures.
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In this week's episode, we cover Titan Machinery's strong second quarter of fiscal year 2022, which saw revenues increase 24.4%. In the Technology Corner, Michaela Paukner shares a close look at 360 Yield Center's 360 RAIN autonomous irrigation system. Also in this episode, the Ag Economy Barometer shows farmer sentiment recovered slightly in August, Raven Industries' Senior Director of Global Sales Sarah Waltner shares some opportunities for the technology company after its acquisition by CNH Industrial closes. Finally, Ben Thorpe takes a look at the latest forecast for net cash farm income, which is estimated to be up 17% in 2021.