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About Deere & Company

Deere & Co. is one of the world's largest makers of farm equipment and a major producer of construction, forestry, and commercial and residential lawn care equipment. Deere operates through three business segments. Its agriculture and turf and construction and forestry segments make up its equipment operations; the financial services segment provides financing and leasing for John Deere dealers. Deere, famous for its "Nothing Runs Like a Deere" slogan, sells John Deere and other brands through dealer networks and also sells lawn and garden products through home improvement retailers like The Home Depot and Lowes. Most of the company's revenue is generated in North America.


Deere's largest operating segment is agriculture and turf, which accounts for about 60% of revenue. Consolidated into five product platforms—crop harvesting, turf and utility, hay and forage, crop care, and tractors—this segment makes such products as loaders, combines, pickers, and golf course equipment and outdoor power products. Besides John Deere, brands include Frontier, Kemper, Green Systems, Hagie, Mazzotti, and Monosem, as well as SABO in Europe.

The company's construction and forestry segment generates nearly a third of sales. This segment manufactures 90% of the types of construction equipment used in North America. Besides John Deere brands include Wirtgen, Vögele, Hamm, Kleeman, Benninghoven, Waratah, and Ciber. Forestry equipment (attachments) are distributed under the John Deere and Waratah brand names.

In addition, the company licenses certain John Deere-designed and -manufactured construction equipment to Bell Equipment for sale in Africa. Its joint venture with Hitachi Construction Machinery allows for specific products to be manufactured and sold in North, Central, and South America. Deere also owns Nortrax, Inc., a John Deere dealer for construction and forestry equipment with locations in the US and Canada.

Besides equipment, the company's financial services segment (less than 10% of revenue) provides financing and leasing for new and used equipment purchased from John Deere dealers, as well as wholesale financing to the dealers themselves. Financial services also provides revolving charge accounts and extended equipment warranties.

Geographic Reach

Deere is based in Moline, IL, in the middle of the US corn belt. Accordingly, North America (the US and Canada) accounts for about 60% of the company's revenue.

The company doesn't break out revenue from other specific regions, but it operates around two dozen manufacturing facilities in North America. To get equipment and parts where they need to go, Deere has two centralized parts distribution centers and nine regional parts depots and distribution centers throughout North America. It also has manufacturing and distribution operations in Europe, South America, Africa, and Asia, and Australia. It has sales and administrative offices worldwide.

Sales and Marketing

Through US and Canadian facilities, Deere markets products to about 2,000 dealer locations, most of which are independently owned and operated. Of these, about 1,540 sell agricultural equipment, while some 435 sell construction, earthmoving, material handling, and forestry equipment. Some dealer locations are owned by Deere's Nortrax subsidiary. Outside the US and Canada, Deere agriculture and turf equipment is also sold to distributors and dealers for resale in over 100 countries.

Deere advertising expense was 215 million in 2019, $188 million in 2018, and $169 million in 2017.

Financial Performance

Revenue for Deere & Company has picked up significantly in 2017 and 2018 after a downward trend in previous years. Net sales in 2019 climbed 5% to a record high of $39.3 billion compared with $37.4 billion in 2018. The increase was due to higher sales, new worldwide customers, and added sales from the acquisition of the Wirtgen Group. Growth is attributed to higher demand in the North American housing market and economic growth worldwide. Of note were higher sales in the oil and gas sector.

Net income also saw a healthy 37% increase to $3.3 billion in 2019, partially offset by increases to the provision for income taxes, including those related to the US tax reform legislation.

Cash at the end of fiscal 2019 was around $4 billion. Cash from operations contributed $3.4 billion to the coffers, while investing activities used $3.9 million. Financing activities provided $509 million primarily due to borrowings of $6.4billion.


Going forward, Deere aims to build on its current leadership position in agricultural equipment and strengthen its position in the construction equipment market. The company is focused on incorporating more technology into its products and expanding globally.

Deere is working to develop technology such as vehicle automation and autonomy, digitalization, and life-cycle management for its products. It made almost $2.9 billion in research and development investments and capital expenditures in 2019. With the machine learning capabilities gained from its Blue River Technologies acquisition, Deere is well positioned to develop artificial intelligence features for many of its products. For example, Blue River's see-and-spray technology, which helps growers reduce the use of herbicides, is being tested for new crops such as cotton.

The company's Combine Advisor product uses a combination of artificial intelligence and cameras to help farmers improve yield and grain quality. It is also working on new technology to reduce emissions from diesel engines and is continuing its use of new battery technology in small equipment such as lawn mowers and Gators (its branded utility vehicles). Larger equipment still uses hybrid electric-diesel power, but Deere is investing in research for an all-electric tractor.

Mergers and Acquisitions

Deere & Company acquired Brazil-based Unimil, a company specializing in aftermarket service parts for sugarcane harvesters, in 2019. Deere is committed to the Brazilian sugarcane business and is making investments that could reduce customers' production costs in this sector.

Also in 2019, the company acquired OnLink, a maker of golf course performance optimization software. The company is incorporating OnLink's technology that includes a cloud-based golf course management platform that collects data on golf equipment, labor, water, chemicals and nutrients, and playing conditions.

Company Background

Vermont-born John Deere moved to Grand Detour, Illinois in 1836 and set up a blacksmith shop. Deere and other pioneers had trouble with the rich, black soil of the Midwest getting stuck to iron plows designed for sandy eastern soils, so in 1837, Deere used a circular steel saw blade to create a self-scouring plow that moved so quickly it was nicknamed the "whistling plow." He sold only three in 1838, but by 1842 he was making 25 a week.

Deere moved his enterprise to Moline in 1847. His son Charles joined the company in 1853, beginning a long tradition of family management. (All five Deere presidents before 1982 were related by blood or marriage.) Charles eventually set up an independent dealership distribution system and added wagons, buggies, and corn planters to the product line.

Deere & Company was incorporated in 1868 and the John Deere Credit Company began operation in 1958. 

Deere & Company

1 John Deere Pl
Moline, IL 61265-8098
Phone: 1 (309) 765-8000

Firm Stats

Employer Type: Publicly Owned
Stock Symbol: DE
Stock Exchange: , NYSE
Chairman, President and CEO: Samuel R. Allen
SVP and CFO: Rajesh Kalathur
President, Agricultural Solutions and CIO: John C. May
Employees (This Location): 1,400
Employees (All Locations): 73,500

Major Office Locations

Moline, IL

Other Locations

Daphne, AL
Concord, CA
Lathrop, CA
Manteca, CA
Stockton, CA
Torrance, CA
Walnut Creek, CA
Akron, CO
Burlington, CO
Fort Collins, CO
Ledyard, CT
Middlebury, CT
Newington, CT
South Windsor, CT
Stratford, CT
Washington, DC
Bradenton, FL
Cape Coral, FL
Doral, FL
Fort Myers, FL
Kissimmee, FL
Lecanto, FL
Leesburg, FL
Longwood, FL
Miami, FL
Ocala, FL
Orlando, FL
Pompano Beach, FL
Port Charlotte, FL
Sanford, FL
Sarasota, FL
Sebring, FL
Stuart, FL
Weston, FL
West Palm Beach, FL
Alpharetta, GA
Augusta, GA
Brunswick, GA
Fayetteville, GA
Grovetown, GA
Mcdonough, GA
Ankeny, IA
Cedar Falls, IA
Cedar Rapids, IA
Davenport, IA
Dubuque, IA
Johnston, IA
Ottumwa, IA
Paton, IA
Urbandale, IA
Waterloo, IA
Idaho Falls, ID
Coal Valley, IL
Dixon, IL
East Moline, IL
Glenview, IL
Milan, IL
Moline, IL
Springfield, IL
Fort Wayne, IN
Indianapolis, IN
Lafayette, IN
Hutchinson, KS
Olathe, KS
Wichita, KS
Louisville, KY
Baton Rouge, LA
Thibodaux, LA
Dartmouth, MA
Leominster, MA
Peabody, MA
Waltham, MA
Abingdon, MD
Elkridge, MD
Millersville, MD
Silver Spring, MD
Waldorf, MD
Hermon, ME
Houlton, ME
New Canada, ME
Portland, ME
Westbrook, ME
Escanaba, MI
Flint, MI
Bemidji, MN
Duluth, MN
Grand Rapids, MN
Minneapolis, MN
Kansas City, MO
Springfield, MO
Billings, MT
Benson, NC
Cary, NC
Charlotte, NC
Fuquay Varina, NC
Morrisville, NC
Pineville, NC
Wilmington, NC
Winston Salem, NC
Fargo, ND
Valley City, ND
Lincoln, NE
Pembroke, NH
Cherry Hill, NJ
Mountainside, NJ
East Syracuse, NY
Getzville, NY
Gouverneur, NY
Halfmoon, NY
Hicksville, NY
Larchmont, NY
Rochester, NY
Southampton, NY
Brunswick, OH
Canton, OH
Dayton, OH
Harrison, OH
Lewis Center, OH
Martins Ferry, OH
Plain City, OH
Willoughby, OH
Bixby, OK
Portland, OR
Monroeville, PA
Warwick, RI
Bluffton, SC
Greer, SC
Rock Hill, SC
Spartanburg, SC
Summerville, SC
Crossville, TN
Greeneville, TN
Jefferson City, TN
Dallas, TX
Grapevine, TX
Katy, TX
Stafford, TX
Disputanta, VA
Fredericksburg, VA
Springfield, VT
Williston, VT
Kelso, WA
Ashland, WI
Eau Claire, WI
Horicon, WI
Mequon, WI
Merrill, WI
Tianjin, China
Chennai, India
Dewas, India
Hyderabad, India
Jaipur, India
Mumbai, India
Nagpur, India
Patiala, India
Prakasam, India
Pune, India
Vadodara, India
Belo Oriente, Brazil
Guanhaes, Brazil
Otacilio Costa, Brazil
Porto Alegre, Brazil
Santa Barbara, Brazil
Teixeira De Freitas, Brazil
Telemaco Borba, Brazil
Tres Lagoas, Brazil
Amos, Canada
Baie-Comeau, Canada
Brossard, Canada
Cambridge, Canada
Carp, Canada
Chibougamau, Canada
Chicoutimi, Canada
Corner Brook, Canada
Dégelis, Canada
Dryden, Canada
Grand Falls-Windsor, Canada
Hearst, Canada
Lac-Des-Écorces, Canada
Lively, Canada
London, Canada
Mont-Joli, Canada
Mount Pearl, Canada
North Bay, Canada
Pembroke, Canada
Peterborough, Canada
Saint-Augustin-De-Desmaures, Canada
Shanty Bay, Canada
Stoney Creek, Canada
Thunder Bay, Canada
Timmins, Canada
Trois-Rivières, Canada
Windsor, Canada
Domodedovo, Russia
St. Petersburg, Russia
Alavieska, Finland
Joensuu, Finland
Rovaniemi, Finland
Suolahti, Finland
Taavetti, Finland
Tampere, Finland
Ylivieska, Finland
Bruchsal, Germany
Mannheim, Germany
Windhagen, Germany