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John Deere heritage runs deep for many Americans

Wednesday, February 8, 2012

Loyalty came from the company's influence on the lives of the American farmer, especially during times of trouble.
Loyalty came from the company's influence on the lives of the American farmer, especially during times of trouble.

The iconic yellow and green farm equipment from John Deere has influenced the lives of many Americans, especially those who reside in farming communities and the Great Plains region.

This reliance on John Deere farm equipment has inspired brand loyalty from many farmers, and this tends to be something that is passed down from generation to generation.

Loyalty came from the company's influence on the lives of the American farmer, especially during times of trouble.

According to The Independent, the John Deere company refused to repossess farm equipment from families who were in dire financial straits during the Great Depression, as the business recalled the humble beginnings of its founder and did not strip these Americans of something necessary to their livelihood.

Irrigation and Green Industry reported that the company lost revenue because of this decision, as John Deere extended its financing options and delayed payments on the used farm equipment. This gesture both endeared the agricultural giant to its customers and developed a loyalty to the brand, as farmers would recount the stories from the Depression to their children. 

According to the news source, John Deere stayed in the minds of many Americans during World War II, as the company joined the war effort by making tractors, aircraft parts, ammunition and other necessary products for the armed forces.

The quality of the products also impressed many Americans, again helping to inspire brand loyalty, as the mentality of the company's founder persisted through the years.

John Deere was once quote as saying "I will never put my name on a product that does not have in it the best that is in me," according to Irrigation and Green Industry.

"Quality, integrity and innovation are the pillars of what the brand symbolizes," Gregg Breningmeyer, director for the commercial segment marketing and sales, told the news source.

These brand qualities have led to continued support from farming families across the country.

Russ Alexander, a fourth generation farmer in Ralls County, Missouri, collects John Deere tractors like someone may collect coins or stamps, according to the Hannibal Courier-Post.

His favorite model is a 1947 John Deere Model D tractor, and he noted that his pride in the machine was felt by many farmers, as shown by the popularity of the model.

"It was built more years than any John Deere," Russ said, from 1923 to 1953. "I’ve collected them all my adult life."

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