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Deere's defining moves.

The defining strategic moves at Deere — each one explained and grounded in the record.

The Money Machine · Business Model

John Deere Sells You the Tractor. The Money Is in Everything That Happens After.

Deere's equipment sales were $44.8B in FY2024 — but the high-margin money sits elsewhere. The captive bank alone was forecast to throw off ~$720-770M in net income, and the repair-software gate is now the asset the FTC is trying to pry open.