The 2025 Precision Farming Dealer Benchmark Survey has revealed a significant shift in dealer sentiment towards autonomy in agriculture. Nearly 50% of dealers are very likely to invest in autonomy over the next two years, marking a notable increase from the previous year’s survey. This surge in interest indicates a growing recognition of the potential benefits that autonomous vehicles and robotics can bring to precision farming.
The survey also delved into the perceived importance of autonomous technology in boosting precision revenue over the next three years. A combined 58% of dealers view autonomy as either very important or somewhat important. This perspective is backed by real-world experiences, such as those of Spud Armstrong, precision manager at Ag Technologies Inc. and New Holland Rochester. Armstrong’s team had some success introducing autonomous technology to customers in 2024, despite encountering technical challenges. Their positive customer response suggests that there is a market for autonomous solutions, even if the current agricultural economy presents hurdles.
Dealers also weighed in on how autonomous machinery will impact their dealerships in the next three years. Opinions varied widely, reflecting the diverse landscapes and customer bases that dealers serve. Some dealers anticipate a significant shift towards autonomy, while others expect a more gradual adoption. A few dealers even stated that they do not expect autonomy to have a significant impact in the near future. This range of responses underscores the complexity of integrating autonomous technology into existing farming practices.
The survey highlights several key implications for the agritech industry. Firstly, the increased likelihood of dealers investing in autonomy suggests that the market for autonomous solutions is poised for growth. Secondly, the varied perceptions of autonomy’s impact on dealerships indicate that the implementation of these technologies will depend heavily on regional factors and customer needs. Lastly, the experiences of dealers like Armstrong show that while there are challenges to overcome, the potential for autonomous technology to enhance precision farming is substantial.
Dealers’ responses also indicate that the success of autonomous technology will hinge on factors such as the size of farming operations and the economic viability of the technology. It’s clear that while autonomy holds promise, it will require careful navigation of both technical and economic challenges. As the industry continues to evolve, the insights from the 2025 Precision Farming Dealer Benchmark Survey will be crucial in guiding dealers and manufacturers towards a more autonomous future in precision farming.
