Farm Equipment Magazine is firing back hard at John Deere. The respected trade publication is calling out what it sees as deliberate interference with dealer education and independence.
Who Is Farm Equipment Magazine and Why It Matters
Farm Equipment is the leading voice for North American farm equipment dealers. Published by family-owned Lessiter Media in Brookfield, Wisconsin, the magazine reaches more than 11,300 dealers and industry professionals. It focuses on real-world dealer operations, manufacturer relationships, and practical business strategies.
Unlike manufacturer-controlled outlets, Farm Equipment positions itself as an independent advocate. It gives dealers a platform to share concerns and learn from each other. The publication also runs the popular Dealership Minds Summit, a dealer-only event built around peer networking and best practices.
The Growing Rift Between Farm Equipment and John Deere
Tensions have been building for months. Farm Equipment has published several hard-hitting pieces on right-to-repair issues and what dealers describe as John Deere’s push toward greater corporate control. Articles have questioned whether recent FTC settlements truly solve dealer and farmer problems or simply mark the start of a new battle.
Dealers featured in the coverage worry about consolidation, reduced local service, and limited competition. They argue that John Deere appears to favor large corporate dealership groups over smaller, family-owned operations.
The Summit Scheduling Conflict That Sparked Outrage
The latest flashpoint centers on the 2026 Dealership Minds Summit scheduled for August 4-5 in Springfield, Illinois. According to Farm Equipment, John Deere scheduled mandatory regional leadership meetings for the exact same week in distant cities.
Dealers say the timing makes it nearly impossible for key staff to attend both events. Smaller dealerships with limited teams are hit especially hard. The summit dates were announced a full year in advance, yet the conflict still occurred. Multiple dealer executives have called the move deliberate, with some labeling it classic John Deere behavior.
What Dealers Are Saying in the Explosive Video
A video shared directly on Farm-Equipment.com lays out the core complaints in detail. The hosts, from Scholten’s Equipment, stress that their criticism has nothing to do with the quality of John Deere equipment, which they respect. Instead, they target the company’s corporate direction and its impact on the traditional dealership model.
Key points raised include:
- A push toward corporate consolidation that sidelines smaller, independent dealers
- Concerns that large corporate-owned dealerships lack local “skin in the game,” leading to weaker inventory and community support
- Allegations that John Deere is trying to control dealer networking by creating scheduling conflicts with independent events
- Reduced pricing competition for farmers when dealership options shrink in certain areas
Right to Repair: Progress or Just a New Battle?
John Deere recently settled with the FTC and several states in July 2026. The agreement requires the company to give farmers and independent repair shops the same repair tools and software access that authorized dealers receive, for the next 10 years.
Deere stated the settlement reinforces its commitment to customer choice and repair flexibility. However, Farm Equipment and the dealers it represents say the story is far from over. They point to ongoing concerns about costs, implementation details, technician retention, and long-term effects on dealership profitability.
What This Feud Means for the Future
This clash highlights a deeper divide in the industry. Manufacturers want scale and control. Many dealers want to preserve local independence and open learning opportunities. Farm Equipment continues to give dealers a collective platform to push back.
As the Dealership Minds Summit approaches, the spotlight remains on how John Deere and other manufacturers interact with independent dealer voices. The drama shows no signs of cooling down anytime soon.