Global Farm Machinery Giants Accelerate Automation and Data Integration Amid Market Shifts

John Deere Strengthens High-Value Crop Automation with GUSS Acquisition

John Deere completed its full acquisition of GUSS Automation on August 27, 2025, integrating the California-based leader in autonomous orchard and vineyard sprayers into its portfolio. GUSS technology enables one operator to remotely supervise up to eight autonomous sprayers simultaneously, using GPS, LiDAR, and proprietary software for precision navigation.

With over 250 machines deployed globally—logging 500,000+ autonomous hours across 2.6 million acres—GUSS reduces labor costs and chemical use by up to 50%. The sprayers will integrate with John Deere’s Smart Apply® targeted-spray system, enhancing efficiency for high-value crops like nuts and grapes. GUSS retains its brand, manufacturing base in Kingsburg, California, and exclusive sales through John Deere’s dealer network.

FIRA USA 2025: John Deere and CNH Industrial Spotlight Robotics and Sustainability

At FIRA USA 2025 (October 21–23, Woodland, California), John Deere and New Holland (CNH Industrial) emerged as premier partners, showcasing cutting-edge autonomous solutions:

• John Deere debuted its electric tractor unveiled at CES 2025, alongside precision See & Spray technology and integrated GUSS/Smart Apply orchard systems.
• New Holland highlighted T9 SmarTrax tractors and precision spraying tools, emphasizing labor-reduction technologies for vineyards and orchards.

The event underscored automation’s critical role in addressing a 17.4% decline in farm incomes and a global shortage of 2.4 million agricultural workers.

CLAAS Celebrates Heritage While Pushing Electrification

CLAAS marked two milestones:

1. Historic Combine Homecoming: A 1968 CLAAS SENATOR combine—after 57 years of service in the UK—returned to CLAAS’s Harsewinkel, Germany, factory for restoration. It symbolizes the brand’s legacy ahead of planned field re-operation in August 2025.
2. Electric Prototypes: CLAAS tested a semi-electric combine (reducing fuel use by 10% via a 40kW electric boost) and the Scorpion 732e fully electric telehandler (3.2-ton capacity, 4-hour runtime). Both innovations target emissions reduction aligned with EU sustainability goals.

Industry Challenges: Downturn Drives Focus on High-Efficiency Tech

• Market Contraction: Falling commodity prices and reduced farm incomes led to decreased demand for high-horsepower tractors. John Deere’s Q3 2025 net profit fell 26%, with 743 layoffs, while CLAAS faced a 37.1% sales drop in Norway.
• Strategic Shifts: CNH Industrial exited China’s engineering segment to focus on premium agricultural equipment, with its新疆-market tractors averaging $114,780.

DataConnect: Breaking Down Machinery Data Silos

John Deere, CLAAS, CNH Industrial (Case IH/New Holland), and farm-management platform 365FarmNet launched DataConnect, a cloud-to-cloud interface enabling real-time data sharing across mixed fleets. Farmers can now monitor machine location, fuel levels, and operational status across brands via a single portal (e.g., John Deere Operations Center or CLAAS TELEMATICS), streamlining fleet management.

Key Trends Shaping 2025–2026

• Electrification: Hybrid/fully electric models (e.g., CLAAS prototypes, John Deere’s electric tractor) gain traction, driven by carbon-reduction policies.
• Autonomy Expansion: AI-driven tractors and retrofit kits (e.g., John Deere’s collaboration with GUSS) target 30% labor savings and 50% input-cost reduction.
• Precision Agriculture: NIR sensors for real-time grain quality analysis (e.g., New Holland’s NutriSense) and automated adjustments (e.g., CLAAS Cemos) optimize resource use.

“Automation is no longer optional—it’s a survival imperative,” stated FIRA USA organizers, citing labor and profitability crises.

Table: Tractor Market Trends in Nordic Countries (2024)