The secondary market for decades old, low-tech John Deere tractors has been booming for years as farmers have sought reliable tractors that they can actually fix without having to deal with John Deere’s repair monopoly. A Canadian company has seen that demand and came up with a radical thought: What if they made a new, repairable, “no-tech” tractor to solve what has become a gigantic pain point for farmers?
Alberta’s Ursa Ag says that it has been inundated with demand after announcing its tractor, which costs roughly half as much as a Deere and has the benefit of not being a repair nightmare. We have for years covered the frustration that farmers have felt as they have been locked out of their Deere tractors with digital rights management systems that prevent them from fixing their machinery, tractors that won’t run because of minor sensor failures, and crops that literally die on the vine as they wait for an “authorized” repair person to fix tractors during critical harvesting periods.
Ursa Ag markets its tractors as “no frills” and “built to last.” Ursa Ag’s Doug Wilson told me that the company designed the tractor because of a need in the marketplace for a new machine that isn’t loaded with tech and is easy to maintain. The company follows in the footsteps of consumer electronics companies like Fairphone, which makes a repairable smartphone and Framework, which makes modular, repairable laptops. The demand Ursa Ag has seen is part of the backlash to manufacturer repair monopolies and the injection of technology and internet-connected sensors and terms of use into even the most basic of gadgets.
“I talk to farmers every day and I hear from farmers every day about how they went out and bought machinery from 1987 so that it wouldn’t have a computer on it,” Wilson said. “All of this came from a simple discussion with a customer who wanted to be able to turn [the tractor] on at the start of the day, to use it, and shut it off at the end of the day. It needed to work, so that’s what we built.”
Ursa Ag’s tractor has been hyped in agriculture circles after Wilson showed the tractor off at a Canadian farm show and it was featured by Farms.com. Wilson said more than a thousand farmers have contacted him after that show, from roughly 30 countries. “I got a handwritten letter from a farmer in France who doesn’t own a computer and wanted us to mail him information about the tractors,” he said.
He said the company has thus far made a couple fewer than 100 tractors but is working on tripling its production capacity and has seen a lot of demand over the last few months. For years, people who don’t understand the repair monopoly issue—that John Deere controls the parts production and distribution for its tractors, the software that runs its tractors, the diagnostics for its tractors, and the repair guides for its tractors—have said that farmers should simply vote with their wallets and buy tractors from a different company. The problem has been that, until now, there hasn’t really been an alternative company that doesn’t have similar repair practices. Ursa Ag is filling that niche. Perhaps other companies will pop up to sell low- or no-tech, repairable appliances and gadgets.
“Given the number of my customers that carry flip phones, I would say there is consumer pressure to back away from some of the technology that is unnecessary to perform everyday tasks,” Wilson said. “So that is definitely transferable to dishwashers and washing machines, refrigerators. Refrigerators that have screens on them that’ll tell you what’s inside. It’s a little crazy.”
“That high-tech stuff, the million-dollar John Deere tractor has a place. It has technology that is well worth the money,” Wilson said. “But that technology is needed for 5 percent of what a farm does. There are so many applications for tractors on farms that don’t require technology. The technology that goes into even a calculator is not required for most farming applications.”
