During a recent visit to Topcon’s Fort Atkinson, Wisconsin facility, I had the opportunity to gain insights into the precision technology manufacturer’s perspective on the current state and future of the precision agriculture market. Travis Brueske, a key figure at the plant, shared his observations and hopes for the industry.
A significant portion of the products manufactured at the Fort Atkinson plant is destined for original equipment manufacturer (OEM) customers. Brueske expressed cautious optimism about the agricultural economy, anticipating a stabilization in the second half of 2026. He noted that while the market has not yet seen a dramatic uptick, there are signs of improvement. “We’re starting to see an increase or at least some uptick in the frequency of orders coming in from our customers. That’s both OEMs and also aftermarket dealerships that we supply here out of this location,” Brueske said. He described the current trend as a move away from the trough, with some peaks and valleys, but not yet a rapid ascent.
Looking ahead, Brueske hopes that by the end of next year, the industry will begin to see a “new normal.” While the exact nature of this new normal remains uncertain, he expressed a desire to return to pre-pandemic levels of activity. To prepare for this eventuality, Topcon is focusing on enhancing its infrastructure, processes, and workflows. Brueske emphasized the importance of being ready not only to supply products but also to support them effectively. This includes exploring the potential of automation and artificial intelligence, particularly on the logistics side of the business.
The implications of Brueske’s insights are significant for the precision agriculture market. The cautious optimism about market stabilization suggests that while challenges remain, there are reasons to be hopeful about the industry’s future. The focus on infrastructure, process improvement, and technological advancements like AI and automation indicates a proactive approach to meeting future demands and supporting customers effectively. As the industry moves towards this “new normal,” companies like Topcon are positioning themselves to navigate the evolving landscape and contribute to the growth and stability of the precision agriculture market.