Brussels, Jan 11 – As the 2026 agricultural planting season approaches, three global agricultural machinery giants – John Deere, Case New Holland (CNH) Industrial, and Claas - have successively announced their latest strategic deployments between Jan 8 and Jan 11, 2026. Focused on advancing intelligent and low-carbon agricultural equipment, these initiatives aim to meet the soaring demand for high-efficiency farming solutions in emerging markets, driven by the global push for food security and agricultural modernization. Industry insiders predict that such moves will further intensify competition in the global agricultural machinery market, which is expected to exceed $230 billion this year.
According to the latest report from the International Association of Agricultural Machinery Manufacturers (CEMA), the global sales of smart agricultural machinery increased by 18% year-on-year in 2025, with particularly strong growth in Southeast Asia, Africa, and Central Asia. Factors such as labor shortages, rising agricultural production costs, and the need to improve crop yields have accelerated the adoption of intelligent equipment in these regions. Against this backdrop, major manufacturers are accelerating their layout to seize market opportunities, with the first two weeks of January 2026 witnessing a flurry of strategic announcements.
John Deere, the world’s largest agricultural machinery manufacturer, took the lead on Jan 8 by announcing a $500 million investment plan targeting emerging markets. Corey Reed, president of John Deere’s Agriculture & Turf Division, stated in a press conference that the investment will be used to expand the production of large-horsepower intelligent tractors and combine harvesters tailored for African and Southeast Asian farmlands. Reed highlighted that while the U.S. market is under pressure due to tariff policies leading to delayed equipment replacements by local farmers, sales in Europe and South America remained stable in 2025, and the new investment will prioritize enhancing supply capacity for regions with urgent food security needs. “Smart agricultural equipment equipped with AI-driven crop monitoring and autonomous operation systems is key to improving production efficiency,” Reed emphasized.
CNH Industrial followed on Jan 10 by launching its new generation of electric intelligent tractors at a regional agricultural technology forum in Bangkok. The flagship model integrates GPS+Beidou dual-mode navigation with a positioning accuracy of ±2.5 cm, supporting fully autonomous sowing, fertilization, and weeding operations. A CNH Industrial marketing director noted that the new tractor has been optimized for small-scale farming scenarios common in Southeast Asia, with improved adaptability to hilly and mountainous terrain. The company also announced plans to cooperate with local agricultural institutions in Thailand, Vietnam, and Indonesia to launch technical training programs, helping farmers master intelligent equipment operation and maintenance skills. This move is seen as CNH’s effort to strengthen its after-sales service network and gain market share in Southeast Asia.
German giant Claas completed the trio’s announcements on Jan 11 by revealing the expansion of its smart agricultural equipment distribution network in Central Asia. The company will deploy its latest EVION 580 smart combine harvesters and CLAAS Connect digital management platforms in Kazakhstan, Uzbekistan, and other key markets. The EVION 580, inheriting advanced technologies from Claas‘ flagship LEXION and TRION series, features intelligent crop flow monitoring and 3D cleaning systems to minimize grain loss. The CLAAS Connect platform enables remote monitoring and dispatching of agricultural machinery fleets, allowing farmers to track operation progress in real time. A Claas Asia-Pacific regional executive stated, “Expanding our presence in Central Asia aligns with our global strategy to support agricultural modernization. It’s not only a business opportunity but also our contribution to regional food security.” Additionally, Claas confirmed that its newly launched AXION 9 series tractors, capable of Level 2 autonomous operation, will be available in the region in the second quarter of 2026.
Industry experts analyze that the consecutive strategic moves by John Deere, CNH Industrial, and Claas highlight the global agricultural machinery industry’s shift toward intelligence, electrification, and regional customization. With governments worldwide strengthening support for agricultural modernization – such as China’s focus on high-end agricultural machinery as a key technological breakthrough area – the demand for smart equipment will continue to rise. It is expected that the competition in the global agricultural machinery market will focus more on technological innovation, product adaptability, and after-sales service in 2026, bringing new impetus to the development of global agriculture.
Post time: 01-08-2026
