世界百大品牌  – Rank no.80 – US

世界百大品牌 – Rank no.80 – US


Top 100 Brand in The World – Rank no.80 – John Deere – US

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John Deere’s ability to balance global expansion, launch new products, and strengthen its business portfolio demonstrates how a 176-year-old brand can stay true to its heritage and simultaneously adapt to rapidly evolving demographic and market trends. Cognizant of an increasing global population and a declining rural workforce, John Deere is working toward generating half of its total revenues from outside North America by 2018. With its Agricultural and Turf division, the brand has already made significant inroads in Brazil and China, opening new offices and extending its dealer network. To address increasing customer demand, John Deere plans to build seven factories in global markets critical to its future growth over the next two years. Last year, John Deere launched several new products to meet customers’ demand not only for enhanced performance and uncompromising durability, but also for reduced emissions and increased comfort. From the design of its Final Tier 4 diesel engine to the launch of its Gator off-roading vehicle, John Deere continues to demonstrate its commitment to building leading products for those “linked to the land.” The brand’s commitment to environmental sustainability initiatives, strategic focus, and organizational realignment and strengthening of its forestry and construction business exemplifies how a Moline, Illinois-based company, most commonly associated with tractors and farm equipment, can continue to deliver on growth targets while broadening public perception of what it means to “Run Like a Deere.”
Deere & Company
John Deere logo
Type Public
Traded as NYSEDE
S&P 500 Component
Industry Heavy equipment
Founded 1837[1]
Founder(s) John Deere
Headquarters Moline, IllinoisUnited States
Area served worldwide
Key people Samuel R. Allen
(Chairman and CEO)
Products AgricultureConstruction,Forestry, Consumer & Commercial equipment, Diesel engines
Services Financial services
Revenue Increase US$ 26.005 billion (2010)[2]
Operating income Increase US$ 3.025 billion (2010)[2]
Net income Increase US$ 3.874 billion (2010)[2]
Total assets Increase US$ 43.267 billion (2010)[2]
Total equity Increase US$ 6.303 billion (2010)[2]
Employees 55,700 (2010)[2]
Website www.deere.com

Deere & Company, commonly known by its brand name John Deere, is an American corporation based in Moline, Illinois, and one of the largest manufacturers of agricultural machinery in the world. In 2012, it was listed as 97th in the Fortune 500 America’s ranking and 190th in the Fortune 500 Global ranking[citation needed]. Deere and Company agricultural products, sold under the John Deere name, include tractorscombine harvesterscotton harvestersbalersplanters/seederssprayers, and UTVs. The company is also a manufacturer of construction equipment and forestry equipment, as well as a supplier of diesel engines and drivetrains (axles, transmissions, gearboxes) used in heavy equipment. Additionally, John Deere manufactures equipment used in lawn, grounds, and turf care, such as walk-behind lawn mowers, zero-turn lawn mowers, lawn tractors, and snowthrowers. To support the core businesses, John Deere also provides financial services and other related activities.

The company’s slogan is “Nothing Runs Like a Deere" and has a picture of a leaping deer as a logo,[3] a word play pun on “nothing runs like a deer". Bob Wright, a copywriter at the Gardner Agency in St. Louis, Missouri, coined the phrase “Nothing Runs Like a Deere" for a marketing campaign to sell snowmobiles. The company’s products are also identifiable by its distinctive shade of green paint, usually augmented by yellow trim.

History[edit]

John Deere World Headquarters in Moline, Illinois

19th century[edit]

Deere & Company began when John Deere, born in Rutland, Vermont, USA on February 7, 1804, moved to Grand Detour, Illinois in 1836 in order to escape bankruptcy in Vermont. Already an established blacksmith, Deere opened a 1,378 square feet (128 m2) shop in Grand Detour in 1837 which allowed him to serve as a general repairman in the village, as well as a manufacturer of small tools such as pitchforks and shovels.

What was more successful than these small tools was Deere’s cast-steel plow, which was pioneered in 1837. Prior to Deere’s introduction of the steel plow, most farmers used iron or wooden plows which stuck to the rich Midwestern soil and had to be cleaned very frequently. The smooth sided steel plow solved this problem, and would greatly aid migration into the American Great Plains in the 19th and early 20th century.

Deere’s production of plows began slowly, but increased greatly when he departed from the traditional business model of making equipment as it was ordered and instead began to manufacture plows before they were ordered and then put them up for sale. This allowed customers to see what they were buying beforehand, and word of the product began to spread quickly.

In 1842, Deere entered a business partnership with Leonard Andrus and purchased land for the construction of a new two-story factory along the Rock River in Illinois. This factory, named the “L. Andrus Plough Manufacturer", produced about 100 plows in 1842 and approximately 400 plows during the next year. Despite the success, Deere’s partnership with Andrus ended in 1848, when Deere relocated to Moline, Illinois in order to have access to the railroad and the Mississippi River. In Moline, Deere formed a partnership with Robert Tate and John Gould and quickly built a new 1,440 square feet (134 m2) factory in 1848. Production at the plant rose quickly and, by 1849, the Deere, Tate & Gould Company was producing over 200 plows a month, and a two story addition to the plant was built to allow for further production.

John Deere bought out Tate and Gould’s interests in the company in 1853, the same year that he was joined in the business by his son Charles Deere. The business continued to expand until 1857, when the company’s production totals reached almost 1,120 implements per month. Then, in 1858 a nationwide financial recession took a toll on the company. In order to prevent bankruptcy, the company was reorganized and Deere sold his interests in the business to his son in law, Christopher Webber, and his son, Charles Deere, who would take on most of his father’s managerial roles. The company was reorganized one final time in 1868, when it was incorporated as Deere & Company. The company’s original stockholders were Charles Deere, Stephen VelieGeorge Vinton, and John Deere, who would serve as president of the company until 1886. Despite this, it was Charles who effectively ran the company. In 1869, Charles began to introduce marketing centers and independent retail dealers to advance the company’s sales nationwide.

John Deere died in 1886, and the presidency of Deere & Company passed to Charles Deere. By now the company was manufacturing a variety of farm equipment products in addition to plows, including wagons, corn planters, cultivators. The company even expanded into the bicycle business briefly during the 1890s, but the core focus of the company remained on agricultural implements.

20th century[edit]

John Deere Plow & Cultivators Co.’s New Orleans House, 1903

Increased competition during the early 1900s from the new International Harvester Company led the company to expand its offerings in the implement business, but it was the production of gasoline tractors which would come to define Deere & Company’s operations during the twentieth century.

In 1912, Deere & Company president William Butterworth, who had replaced Charles Deere after his death in 1907, began the company’s expansion into the tractor business. Deere & Company briefly experimented with its own tractor models, the most successful of which was the Dain All-Wheel-Drive, but in the end decided to continue its foray into the tractor business by purchasing the Waterloo Gasoline Engine Companyin 1918, which manufactured the popular Waterloo Boy tractor at its facilities in Waterloo, Iowa. Deere & Company continued to sell tractors under the Waterloo Boy name until 1923, when the John Deere Model D was introduced. The company still manufactures most of its tractors in Waterloo, Iowa.

On an episode of the Travel Channel series “Made in America" that profiled Deere & Company, host John Ratzenberger stated that the company never repossessed any equipment from American farmers during the Great Depression[4]

A John Deere-Lanz 700 tractor

In 1956, Deere & Company bought-out the German tractor manufacturer, Heinrich Lanz AG (see Lanz Bulldog).

This section is incomplete(October 2011)

21st century[edit]

As of 2006, Deere & Company employs approximately 49,000 people in 27 countries worldwide, including the United States, Australia, Turkey, Canada, United Kingdom, China, France, Germany, Spain, Italy, India, Poland, Mexico, Argentina, Brazil, Morocco and South Africa, among many others and is the largest agriculture machinery company in the world. Inside the United States, the company’s primary locations are its administrative center in Moline, Illinois and manufacturing factories in central and southeastern United States.[5]

Products[edit]

John Deere manufactures a wide range of products, with several models of each in many cases.

Agricultural equipment[edit]

Agricultural products include, amongst others, tractors, combine harvesters, cotton harvesters, balers, planters/seeders, sillage machines, and sprayers.

Construction equipment[edit]

The company is also a leading manufacturer of heavy equipment.

Forestry equipment[edit]

John Deere manufactures a range of forestry machinery, amongst others, harvestersforwarders, and skiddersTimberjack is a subsidiary of John Deere since 2000.

Other products[edit]

The company manufactures riding lawn mowers and also is a manufacturer of consumer and commercial equipment, and snow throwers), as well as a supplier of diesel engines andpowertrains (axlestransmissions, etc.) used especially in heavy equipment[citation needed] }. Other mentionable products were/are snowmobilesall-terrain vehicles, and StarFire (a wide-area differential GPS).

Factories[edit]

The John Deere Pavilion in Moline, Illinois

John Deere factory in Mannheim, Germany

New John Deere tractors on a barge,Mannheim Harbour

Major North American factories include:

Other important factories:

  • John Deere Usine Saran (Power Systems) Fleury-les-Aubrais, France
  • John Deere Equipment Pvt Ltd (5000-series tractors) Pune, India
  • John Deere Werke Mannheim (6000-series tractors) Mannheim, Germany
  • John Deere Werke Zweibrücken (harvesting equipment) Zweibrücken, Germany
  • John Deere Fabriek Horst (pulled & self-propelled agricultural sprayers) HorstThe Netherlands
  • John Deere Forestry Oy (forwarders, wheeled harvesters) Joensuu, Finland
  • John Deere Reman[6] remanufacturing components for off-highway vehicles: facilities in Edmonton, Alberta, Canada (cylinders, axles, transmissions, pumps, hydraulic and powertrain components) and Springfield, Missouri, USA (engines, fuel systems, turbochargers).
  • Sabo (consumer and commercial lawn equipment) Gummersbach, Germany

Subsidiaries and affiliates[edit]

  • AGRIS Corporation (John Deere Agri Services)
  • John Deere Ag Management Solutions (intelligent mobile equipment technologies) Urbandale, Iowa
  • John Deere Capital Corporation
  • John Deere Financial[7] (John Deere Credit and Finance) Johnston, Iowa.
  • John Deere Landscapes (landscaping plants, materials, and irrigation equipment)
  • Kemper (row tolerant headers for forage harvesters and combines) Stadtlohn, Germany
  • Waratah Forestry Attachments (forestry harvesting heads) Tokoroa, New Zealand
  • Agreentech
  • NavCom Technology, Inc. (precision positioning systems, see also StarFireTorrance, California
  • John Deere Electronic Solutions (Ruggedized electronics) Fargo, North Dakota
  • Ningbo Benye Tractor & Automobile Manufacture Co. Ltd. (low HP tractors) Ningbo, China
  • Machinefinder (used equipment division and marketplace)

John Deere Renewables, LLC, a wind energy plant manufacturing arm which represented John Deere’s extension into the renewable energy industry – under which it had successfully completed 36 projects in eight US states – was sold to Exelon Energy in August 2010.[8]

Sponsorships[edit]

See also[edit]