The Color Of Money

For many farm families, part of the identity was the color (and brand) of the tractor you used in your fields every year.

But, as farm operations grow and the next generation of farmers takes over, that intense brand loyalty is changing, according to Curt Blades with the Association of Equipment Manufacturers (AEM). Blades says the bottom line usually trumps brand loyalty these days.

A new A-E-M research report lists diminished brand loyalty as one of the realities equipment manufacturers will have to contend with over the next 25 years.