Company profile
SEC EDGAR ↗- Industry
- Farm Machinery & Equipment
- Listed
- NYSE: DE
- Incorporated
- DE
- Headquarters
- Moline, IL
- Fiscal year end
- Nov 1
Financials
FY2025- Revenue
- $45.7B
- Net income
- $5.03B
- Total assets
- $106.0B
| Fiscal year | Revenue | Net income | Total assets |
|---|---|---|---|
| FY2025 | $45.7B | $5.03B | $106.0B |
| FY2024 | $51.7B | $7.10B | $107.3B |
| FY2023 | $61.3B | $10.2B | $104.1B |
| FY2022 | $52.6B | $7.13B | $90.0B |
| FY2021 | $44.0B | $5.96B | $84.1B |
| FY2020 | $35.5B | $2.75B | $75.1B |
Reported fiscal years from SEC filings (10-K) — SEC EDGAR ↗. Stratrix is a strategy publication, not a real-time financial data service.
Decisions on record
2 verified Decision Records on Deere (John Deere), and the casebook each one belongs to.
| Fork date | Decision type | What Deere (John Deere) chose | Where it stood | The story | Casebook |
|---|---|---|---|---|---|
| 2022 | The Money Machine | Free platform, paid activations | over 500 million engaged acres globally, with a goal of 600 million by 2030 (2025-12) | Read the story → | The Money Machine Casebook → |
| 2023 | Crisis Response | Sign voluntary MOU | $99 million class-action settlement given preliminary approval, covering 200,000+ customers, with no finding of wrongdoing (2026-05) | Read the story → | Crisis Response Casebook → |
Run one of these yourself
The decisions Deere (John Deere) faced, as kits you can run.
Each pack takes one of these decisions and gives you the framework, a deck for the room, a model that resolves to one number, and the sourced cases behind it. $499, one-time.
The analyses
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.
8 min
The Money Machine · Business Model
John Deere Wants to Be a SaaS Company. Right Now It's Mostly a Pitch Deck.
Deere set a target of 10% recurring revenue by 2030 and talks like a software business. But its data platform is free, its per-acre billing is barely begun, and no filing shows a single recurring-revenue line. The ambition is real. The numbers haven't arrived.
7 min
The Crisis Response · Crisis & Reinvention
Deere Outlasted a 163-Day Strike on a Stronger Balance Sheet — and Put the Silence to Work
The 163-day 1986–87 stoppage cost Deere a $229.3 million loss — its first since 1933. But the real story isn't crisis-management genius. It's that Deere walked into the fight with a balance sheet its rivals didn't have, and used the silence on the line to do something it needed anyway.
8 min
The Crisis Response · Crisis & Reinvention
John Deere Signed a Repair Truce and Kept the One Tool That Matters
In 2023 Deere signed a repair pact with the Farm Bureau and the headlines called it peace. Two years later the FTC said Deere still hadn't released the working Service ADVISOR tool—and farmers won $99M anyway. The truce was the strategy.
8 min