Stacy Anthony manages AgRevolution to be disruptive in the world of farm machinery sales.

He has a way of describing it: "It is an industry controlled by two (John Deere, CNH), dominated by one (Deere) for almost 180 years. If you're going to be a third angle of choice, if we we're going to come in here and disrupt the industry, we had to do something different," the CEO of Evansville, Indiana-based AgRevolution once told DTN/Progressive Farmer. "We have to revolutionize how business is done," he said.

Known by insiders as "AgRev," AgRevolution is a wholly owned subsidiary of AGCO. It is a dealership selling and servicing AGCO brands, including Fendt and Massey Ferguson, as well as offering services for competing machinery lines.

AgRev is also a test bed, focusing on defining the practices that effectively push service out to the customer at his farm, even into his fields. AgRev's farmer-focused strategy gives Fendt, Massey Ferguson and other brands a clear route to spread their footprint quickly. It does so with fewer full-service retail outlets -- AgRev has 21 stores in Kentucky, Missouri, Iowa, Illinois, Indiana and, most recently, Ohio -- while investing in parts-only stores and making repairs by way of 61 AgRev service trucks.

"It's not that our mobile service is anything new," Anthony said. "All dealers have mobile service. But it's the intensity of which we have mobile service that is different. It's intentional. It's by design. And 90% of what we do is on the farm or in the field, not in our dealership."

DTN/Progressive Farmer spoke with Anthony recently at the National Farm Machinery Show at Louisville, Kentucky. Among the topics discussed were tariffs, farmer attitudes toward technology and AGCO's new emphasis on Massey Ferguson. Following is that conversation. It has been edited for clarity.

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DTN/Progressive Farmer: Let's start with a question on top of mind for most anyone. What can you say about tariffs? The effect of tariffs on imports such as AGCO brand's Fendt tractors?

Stacy Anthony: Tariffs have impacted everybody, and some more than others. We're playing the long game on the tariffs. Has it had an impact on the Fendt? Absolutely. Do we have confidence, does the agriculture community have confidence, that there's an end game that ends well for us? Well, we hope so. We're getting through what I think is this middle ground of what's actually going to be the outcomes of tariffs. But the impact has been real, and we're trying to deal with it day by day.

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DTN/PF: From what you see here at the National Farm Machinery Show, what are the attitudes of farmers?

Anthony: You can only hold a farmer down so long. They're resilient. They're tough. You've got some guys that have said, "Hey, you know what? Maybe we don't have the margin that we want, but you know, we still have green in the bank, and we still have got to look at tomorrow." A couple of people made purchases of big machines here today. I think what you see is people making decisions for the long term.

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DTN/PF: What about technology? I'm sure technology generates interest. But are the guys interested in buying it?

Anthony: I was at a meeting a couple nights ago with a group of some of the nation's top farmers. What I heard them talking about is that decisions in the future are going to be so much different than decisions they were making in the past. Those (future) decisions are "What are we going to have humans do in the next one to five years versus what are we going to have AI or autonomy do in one to five years?" Farmers are starting to embrace autonomy. They've got to figure out how to leverage it. We're already seeing grain carts without drivers in the tractor. We're seeing (a) tractor and baler in the field, baling hay without an operator. We're seeing all kinds of activities in orchards and vineyards. And then there is retrofit -- it's at the center and focus of everything we do. If you're not wanting to buy a new tractor or combine, we can upgrade what you have, optimize it with technology, connect it. This is going to do nothing but just accelerate.

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DTN/PF: AGCO has been pushing hard on its Fendt brand. What about Massey Ferguson? Are farmers going to be hearing about Massey Ferguson at the Commodity Classic next week?

Anthony: We're talking about Massey Ferguson as the comeback story of this year. The product portfolios (Fendt versus Massey Ferguson) are very distinctive. If you were to compare it to the automotive industry, you might think of Fendt as Mercedes Benz or BMW. But we're telling a new story about Massey Ferguson. It is known for reliability (and) dependability. Massey Ferguson now has a full product portfolio. We want (Massey Ferguson) customers to be proud of their brand. When you come to the show and look at this product portfolio, you're going to see eye appeal, you're going to see performance, you're going to see customer engagement, you're going to see what farmers have been asking for: They want something straightforward and dependable. If you want something layered with the highest level of technology and you want the most precision, (then buy a Fendt). But if you want something that's straightforward and dependable, you want to get in there and get a good, honest day's work done, then Massey Ferguson is your brand.

Dan Miller can be reached at dan.miller@dtn.com

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