Recently, we sat down with Shane Coates, vice president of agricultural sales for JCB, at the 2022 Farm Progress Show in Boone, Iowa. Coates has been an integral member of the JCB North America team since 2013.
Coates developed the first virtual Ag Equipment show in 2020 and exceeded the retail budget while under travel restrictions due to the worldwide pandemic. Under his leadership, JCB has delivered record growth and strengthened dealer participation.
Coates: We have embarked upon a strategy to increase awareness through streamlined dealership branding and partnership as well as growth in total AG dealer contract numbers. We also are engaged in some unique customer interest sectors, like the American Rodeo and the Professional Bull Riders tour, to improve our connection to the AG customer and create a more significant presence in the things AG customers care about. In addition, we’ve committed to expanding our portfolio of products in ways that set us apart but also extend our leadership in AG Materials Handing.
Shane Coates
We are increasing our Ag Dealers from around 175 locations a year ago to 300 by 2027. We will have approximately 200 by year end.
JCB AG dealers are often partnered with a main tractor, planting, and/or harvesting line in a way that offers a perfect complement to serve the customers the dealer already deals with but also in ways that expand that dealers applicability to more ag segments and customers. In contrast our Construction dealers will be mainline or pure JCB product based.
The need for much more efficient machinery that can perform multiple tasks with great flexibility and perform at a high level across all those tasks while reducing the costs to operate our machines and also by reducing the time needed to complete many of the necessary operations on the farm. We pride ourselves on innovation that is meaningful to our farm customers.
