History of John Deere in Timeline

John Deere, officially Deere & Company, is a prominent American corporation known for manufacturing a wide range of machinery. Their product line includes agricultural equipment, heavy machinery, forestry machinery, diesel engines, and drivetrains for various applications like heavy equipment and lawn care. In addition to manufacturing, John Deere provides financial services and engages in other related business activities.

November 1984: Green Magazine Founded

In November 1984, Green Magazine, a publication for John Deere enthusiasts, was founded by Richard and Carol Hain of Bee, Nebraska.

November 1984: First Issue of Green Magazine Mailed

In early November 1984, the first issue of Green Magazine was mailed to 135 paid subscribers. The magazine was bimonthly, had 10 black-and-white pages, and featured tractors, reader letters, and advertisements. It was written in Lincoln, Nebraska, and mailed from Bee post office.

1990: Green Magazine Becomes Monthly

In 1990, Green Magazine became a monthly publication due to public demand.

2000: Timberjack Becomes a Subsidiary of John Deere

In 2000, Timberjack became a subsidiary of John Deere.

2006: Timberjack Ceases to be a Subsidiary of John Deere

In 2006, Timberjack was no longer a subsidiary of John Deere.

August 2014: Layoffs Announced

In August 2014, Deere & Company announced it would be laying off 600 workers at plants in Illinois, Iowa, and Kansas, citing decreased demand for its products.

2016: Experimentation with Electric Tractor

In 2016, Deere & Company began experimenting with an electric farm tractor.

September 2017: Acquisition of Blue River Technology

In September 2017, Deere & Company finalized an agreement to acquire Blue River Technology, a company specializing in applying machine learning to agriculture, particularly in reducing herbicide use through targeted spraying.

2017: Expansion into Non-Equipment Loans

As of 2017, John Deere leasing expanded into non-equipment loans, becoming the leading division of John Deere with a $2 billion loan portfolio, accounting for a third of John Deere's income.

2017: Tax Cuts and Jobs Act

In 2017, Donald Trump´s Tax Cuts and Jobs Act was signed into law which in 2018 led to Deere and 90 Fortune 500 companies to pay an effective federal tax rate of 0% or less.

2017: Base Year for Emission Reduction Plan

John Deere set 2017 as the base year for its plan to reduce emissions 15% by 2022.

2018: Employee Count and Global Standing

As of 2018, Deere & Company employed approximately 67,000 people worldwide, with half located in the United States and Canada, solidifying its position as the world's largest agriculture machinery company.

2018: Effective Federal Tax Rate of 0%

In 2018, Deere, along with 90 other Fortune 500 companies, experienced an effective federal tax rate of 0% or less due to the Tax Cuts and Jobs Act of 2017.

August 2019: Samuel R. Allen to Step Down

In August 2019, it was announced that Samuel R. Allen would be stepping down from his roles as CEO and president of John Deere.

November 2019: John May Appointed CEO and President

In November 2019, John May, previously the president of the Worldwide Agriculture and Turf and Integrated Solutions divisions, succeeded Samuel R. Allen as CEO and president of John Deere.

September 2020: Total CO2e Emissions Report

John Deere reported total CO2e emissions for the twelve months ending 30 September 2020 at 766 Kt, a 16.8% year-over-year decrease.

October 2021: UAW Strike

In October 2021, approximately 10,000 employees, represented by the United Auto Workers union, initiated a strike following a deadlock in contract negotiations.

January 2022: Self-Driving Tractor Introduction

In January 2022, at the Consumer Electronics Show, John Deere unveiled a self-driving tractor intended for large-scale farming, as part of a broader strategy to develop 'smart machines' that improve farming efficiency.

February 2022: US Senate Introduces Right to Repair Bill

In February 2022, the US Senate introduced a bill to allow farmers to perform their own repairs on John Deere equipment.

April 2022: Right-to-Repair Bills Introduced in 26 States

As of April 2022, right-to-repair bills had been introduced in 26 states, indicating a growing trend towards allowing farmers to repair their own equipment.

June 2022: Lawsuits Consolidated in Federal Court

In June 2022, 13 lawsuits from farms and farmers alleging John Deere unlawfully monopolized the market for repair and maintenance services were consolidated in federal court in Illinois.

June 2022: Cessation of Model 3710 Production

In June 2022, Deere announced the discontinuation of its model 3710 moldboard plow production, while continuing to offer the model 995 reversible plow.

2022: Criticism over Repair Restrictions and Remote Locking

In 2022, late-model John Deere farm equipment faced criticism for repair restrictions, requiring John Deere involvement for servicing and repairs due to exclusive access to computer code and non-John-Deere replacement part acceptance. The article also mentioned during the 2022 Russian invasion of Ukraine, Russian troops stole Ukrainian farm equipment and took it back to Russia, but that the dealers who owned the equipment locked it remotely.

2022: Target Year for Emission Reduction

John Deere aimed to reduce emissions 15% by 2022 from a 2017 base year.

January 2023: Memorandum of Understanding with American Farm Bureau Federation

In January 2023, John Deere signed a memorandum of understanding (MOU) with the American Farm Bureau Federation (AFBF), agreeing to allow farmers and independent repair shops access to John Deere software, manuals, and other repair information. Skepticism arose regarding the enforceability of the MOU and its potential to hinder right-to-repair legislation.

February 2023: DOJ Files Statement of Interest

In February 2023, the United States Department of Justice filed a "statement of interest" in the case opposing John Deere's motion to dismiss the case, arguing that restrictions on repair can harm both consumers and the public.

November 2023: Motion to Dismiss Denied

In November 2023, U.S. District Judge Iain Johnston denied John Deere's motion to dismiss the case, citing sufficient factual allegations to support the conclusion that Deere controls the repair services market.

July 2024: Layoffs and Potential Production Shift to Mexico

In July 2024, Deere announced it would lay off 600 employees in its Midwest facilities and considered moving some component production to Mexico, prompting a response from Donald Trump who threatened 200% tariffs on Mexican-made equipment.

November 2024: Australia's Intergovernmental Agreement on Competition Policy

In November 2024, Australia's federal and state treasurers entered into a 10-year intergovernmental agreement on national competition policy, signaling a move towards broader 'right to repair' reforms, especially in agriculture and farming.

January 2025: FTC Files Antitrust Lawsuit

In January 2025, the Federal Trade Commission (FTC) filed an antitrust lawsuit against Deere over the company's restrictive repair policies, arguing that they inflate repair costs for farmers by preventing independent shops from repairing Deere equipment. Five US states joined the lawsuit.

August 2025: Additional Layoffs Announced

In August 2025, Deere announced further layoffs, citing economic factors and decreased demand.

April 2026: Settlement Agreement Reached

In April 2026, John Deere agreed to a $99 million settlement in a class action lawsuit related to repair restrictions, while admitting no wrongdoing. The agreement includes providing digital tools for maintenance, diagnosis, and repair of John Deere farm equipment for 10 years.