NAAEC review.

Much of the 1996 North American Agricultural Equipment Conference in Atlanta, GA, in November 1996, focused on changes in the agricultural equipment industry, as well as the challenges and the opportunities for those involved in manufacturing, marketing, servicing or using farm equipment. Implement & Tractor brings you this sampling of the presentations.

Jean-Pierre Rosso - Case Corporation Chairman, President & CEO

"The technology is bringing quantum leaps in productivity, and we are the pioneers entering uncharted territories," Rosso said. "Our customers have never had so many choices and opportunities."

He said the opportunities for the North American dealer have never been stronger because of the world's growing demand for food. More than 56 percent of the entire world's population growth in the next decade will be in Asia, as will one-half of all the world's economic growth.

"Our jobs as suppliers only begins when the customer buys the product," he said, "because 62 percent of the customers surveyed said they believe their education, service and support should come from their dealers."

He said farmers are buying on faith in technology and faith in their dealers. They are buying equipment to meet specific and often specialized needs.

Farmers want a choice of equipment. Different components will need to interact, using a "plug and play" open standard system so the customer can buy pieces and then put them together. Manufacturers will have to cooperate so equipment will fit together.

Rosso emphasized that dealers and manufacturers will have to be prepared to answer questions, so the farmer will get both dealer support and manufacturer support.

"The job of the manufacturer and the dealer is to help North American farmers stay number one in supplying the world with food," he concluded. "We know we're serving the best farmers in the world."

Allen R. Rider - New Holland Chief Operating Officer

There will be many opportunities to build equipment using electronics for applications, according to Al Rider.

The technology for robotic ag machines, for example, is truly available now, he explained. New Holland is working with companies from the mining and transportation industries in a consortium which developed a prototype of a robotic forage harvester.

"Robotics won't be for everybody, but I can foresee use by large farmers," he said.

Rider said design challenges for ag equipment include pressure from government regulations for noise, emissions and farm run-off; pressure for performance, productivity and safety; and pressure from worldwide markets that don't have the same regulations as North America.

He doesn't believe biotechnology will provide much opportunity for equipment manufacturers. "We already have the machinery to handle higher yields, narrower rows and added value harvesting."

"Our biggest challenge will be to educate ourselves and our customers," he concluded.

Bud Porter - Deere & Co. Sr. VP, North American Agricultural Marketing

"Change used to be something you could either participate in or stand on the sidelines, but that's no longer true, according to Bud Porter. "Now you have to choose."

"Farmers are the drivers of change. They will drive the pace at which they embrace the new technology. In a few years, farmers will be truly free to farm, so efficiency, product and market demand will impact their choices."

Farmers' demands and expectations of manufacturers and dealers will be greater than manufacturers and dealers ever imagined, he forecast. Computers, satellites, CD-ROMs, the Internet and other instant communications will be in the package manufacturers offer to their dealers so they can add value and meet customer demands.

William "Bill" Schmidtgall - DMI Manufacturing Co. President

"Resource allocation is the biggest problem for small manufacturers and it is our biggest opportunity for both short-term and long-term success," Bill Schmidtgall said.

Companies must know the current farm policies, technology, trends and environmental regulations, and change accordingly. But changes must bring return on investment and must be practical, he said. He advised managers to develop a mind set that thrives on change and equates that change with the company's mission.

"At DMI, our mission is to help plants thrive, so we proactively participate with the regulators. They need to know the real world, and we need to complain when they are wrong," he said. "Information is the key element, and we get that by listening to the growers."