Keep in mind that tractors are also getting massive.

The economics of row-crop agriculture is "you gotta farm more land". That means spending as much time in the field as you can with as big a machine as you can.

So not only is time you spend fixing your tractor yourself time you're not spending on your primary job, it's also working on a machine that's just monstrously huge. Delegating that work to a specialist with specialized tools is a very reasonable way to live.

You still can. My 26-year-old took automotive shop when he was a Junior in HS. Of course, we live in a rural school district...

If I was a farmer and wanted a low-tech tractor that would be reliable into the future, why would I gamble on a startup when I could buy a Kubota tractor from a company that has been in business for 136 years, with an established dealer and parts network? I would certainly opt for the Kubota.

I’m not a farmer, but sometimes I sell generators. Even today, some specs only allow CAT and Cummins, even though Generac and Kohler have been around for decades and are perfectly good options, they haven’t been around as long as CAT and Cummins.

When purchasing capital equipment, some customers want to buy from a company with some longevity instead of a random startup, even if it costs more.

I’m always highly skeptical of startups in mature industries like farming (~10,000 years old, or hundreds of years for mechanized agriculture) with many established players already operating. I saw an article in the last year or two about a small directional boring machine from a startup company that claimed to be advancing the industry, but multiple manufacturers like Ditch Witch already manufacture and sell the exact same piece of equipment, they’re just not claiming to be revolutionary to attract investor capital.

What early demand are you seeing, exactly? The article does indicate that they plan to ramp up production in 2026, but no mention of actual sales. It is quite possible that they are increasing production thinking that they need to roll them out to dealer lots to gain any traction.

In fact, their TractorHouse profile shows that they are still struggling to sell last year's models. If there was demand, why hasn't that demand already gobbled up the stock? "I guess it would be cool to own one if it was given to me for free" isn't demand.

It may be true that I do not understand whatever nondescript fundamental issue it is that you mention but don't elaborate on, but I most definitely understand the constraints of farming. Being a farmer, I live it each day.

And as a farmer who owns equipment from across all the major brands (and some unheard of brands to boot), you are right that John Deere is most reliable for having parts in stock. I've been burned by the others having to wait a week on parts to be delivered from who knows where. That is not a fun position to be in. Repairability is where John Deere has the clear advantage. That is, just as you point out, why they are most popular. Nothing else matters if your equipment doesn't work.

You pay a lot more for that luxury, but when the clock is ticking...

LOL. If you're a row cropper, you're running a big combine. Several grain trucks. Lots of expensive gear. Gear breaks down, that's why you buy something reliable, that has techs in your area who can fix things quickly, with a parts network that stocks stuff from decades back.

Farmers are self-sufficient in incredible ways, but maintaining a multi-million dollar combine is pushing it. They can do oil changes, filter changes, replace consumables on implements, and do basic trouble shooting, but there are limits.

And yes, time does matter. That's why farmers tend to help each other out a lot. Field catch fire because you didn't clean off your combine the previous day? It's going to be your neighbor coming out and helping firebreak your field so you lose 5 acres instead of 500. Can't afford to have your own sprayer for fertilizer, etc? You hit up the co-op.

And farmers have crop insurance. Doesn't make them whole, but the idea that they're going to be eating dirt if they harvest a day late is silly.