John Deere reveals plan to expand its Australian and NZ market share

Luke Chandler has been appointed managing director of John Deere Australia and New Zealand and has made it clear he intends to gain more market share in a region that has become complacent. Apart from the obvious gains that can be made by offering John Deere precision agriculture, the key for Australian farmers to compete globally, he also intends to target growth in construction and forestry machines. While John Deere has been present in the Australian and New Zealand market in agriculture and turf for a number of years, Chandler has indicated he expects more buyers to tap into the expertise Deere can offer with its precision agriculture tools. These will help farmers cut costs, for example by providing information needed to reduce fertiliser applications. Chandler also asserted our local market is important to John Deere with business in Australia, New Zealand, Asia, Africa and the Middle East accounting for $3.8 billion in sales last year, 10% of the company’s total revenue. Chandler knows our local market well, he served the last three years as chief economist and is aware that 60% of our agriculture production is exported, as a result, local farmers working without subsidies need to be extremely competitive on a world scale. This is where John Deere can help.

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