Focus groups, field tests and feedback result in new products.

John Deere has more products for niche markets, making dealers happy.

Deere & Co. says the 42 new agricultural products introduced during dealer meetings in Albuquerque in August resulted mostly from consumer input during focus groups, extensive field tests of prototypes and production

"In other words, we're singing our customers' songs," said Bernie Hardiek, president of Deere's worldwide agricultural equipment division, "and our customers tell us these are the right machines coming at the right time."

In addition to informational classes held indoors in Albuquerque's convention center, dealers also went to the field for product demonstrations and tractor drives. The "field" was approximately 2000 acres of the large King Brothers Farm near Moriarty, New Mexico, which Deere had leased especially for this purpose.

Sprayers

The dealers' loudest applause during the long equipment parade, along with calls of "it's about time"and "finally" throughout the crowd, went to the new 4700 Self-propelled Sprayer. This 185-hp machine was designed with large capacity (750 gal.) and high speeds (17 mph field, 28 mph road) to compete directly with Ag Chem, Tyler and Wilmar in the commercial and large operation sprayer niche market. A demonstration of the sprayer's on-the-go wheel spacing from 120[inches] to 152[inches] caused a second round of crowd excitement.

John Deere's self-propelled sprayer line was further expanded with the general purpose 6600 model, a 420-gallon unit for solid-seeded crops and vegetables, with an under-tank clearance of 27[inches] and an under-axle clearance of 40[inches]. Factory shipments will begin in March 1997.

The new 3-point-hitch-mounted 320 Hooded Sprayer was designed to apply herbicide in the row middles of flatland and bedded row crops. It is available in a variety of row configurations, in either narrow or wide spacing, and comes with polyethylene hoods in five sizes.

Tractors

The long-awaited tracked tractor, the 8000T series, was another crowd pleaser. The company said the four Deere models, which have been in unveiled prototype testing for the past two years, will compete directly with Caterpillar's two smallest Challenger models.

However, Bud Porter, senior vice president of North American agricultural marketing for Deere, told Implement & Tractor, "Tracks are by no means taking oven There are specialized applications that are performed better with tracks, but some applications are not. And resale value is unknown."

Porter advised dealers to get to know their customers' farming operations before recommending tracks over tires. "We want customers to look at both options."

Starting with a large bank of retail orders, production of the 8000T units began in Waterloo, IA, on September 4. Full production is expected by early summer 1997.

The 9000 series of 4WD tractors, another product from the Waterloo plant, was designed in response to customer requests for more fuel economy, better serviceability and improved controls and comfort, according to Terry Mosier, manager of tractor marketing at John Deere Waterloo Works. New features include front GE halogen infrared lights, a "porch" light, a hood that tilts to 75 degrees, a 270-gal. fuel tank, a walk-around hand rail and footpads and a deluxe cab package. These tractors come with Deere's own PowerTech engines, ranging from 270 to 425 hp.

Deere has replaced the 7000 series that was introduced in 1992-93 with five new 7000 TEN series that have increased power. Their PowerTech diesel engines range from 95 to 150 hp and feature an exclusive power bulge over a wide rpm range.

The John Deere 8000 series will use PowerTech 8.1-liter engines which will provide a 40 percent torque rise and up to a 10 percent power bulge. Previously, only the 8400 used this engine, while the other three 8000 tractors came with 7.6-liter engines.

Haying machines

When Bud Porter introduced Deere's new haying equipment, the dealers paid close attention - with good reason. "Haying is the greatest single growth opportunity in the ag equipment market. We're looking for a 300 percent increase in growth, possibly by the year 2000," Porter told them.

Among the haying machinery introduced was the 4890 Self-propelled Windrower with an exclusive hydraulic platform reverser to clear entangled crop material, the 100 Large Square Baler that produces 1000-lb. bales that are 8[feet] long and 31.5[inches] square, seven round baler models that produce bales weighing 750 to 2,200 lbs., and the 945 Center-pivot Rotary MoCo that features a 13[feet] 1[inch], 8-disk rotary cutterbar with interchangeable modules.

Deere purchased the 100 baler design from Krone, the respected German manufacturer, and has licensed it in both North and South America. The machine will be co-manufactured by Deere and Woods Manufacturing in Fargo, ND. A sister machine that produces a 2000-lb. square bale will be produced in about two years, according to the company.

"John Deere is committed to being number one in the haying equipment market," Porter said.

Taking it back home

The John Deere dealers who came to Albuquerque had a lot to take back home - and not just the brochures and educational materials from company. They also took the knowledge that John Deere wants their full attention, based on Bud Porter's advice to "concentrate on John Deere equipment ... clear out competitive machinery." Many of the dealers said they were glad Deere was setting the stage for pure-brand retail operations. Others said they weren't sure how they would respond.

Judging by the number of new John Deere machines in new market niches, the additions and improvements to existing lines and the partnerships with other market leaders, John Deere is positioned to provide its dealers with a full line of products.

"Leadership is not just an advantage, it is a responsibility," explained Bernie Hardiek. "John Deere has made the commitment to grow and to finance R&D for new products. We invite our dealers to keep growing with John Deere, to show your commitment by stocking only John Deere equipment and John Deere parts."