This week's Technology Corner takes a closer look at how Case IH dealer Titan Machinery is partnering with agtech company Augmenta to offer customers a smart and automated variable rate application system.
Titan Machinery has more than 100 locations in the U.S. and Europe, but the partnership will give farmers in the Midwest in particular access to Augmenta’s VRA control device.
The device uses a stereo camera mounted on the cab of the sprayer or tractor to scan approximately 60 feet in front of the equipment. The system then autonomously optimizes inputs in real time according to actual need.
The Augmenta system works on any brand of sprayer as long as it has an ISO monitor, and that’s a big benefit for Titan Machinery, according to Sam Christianson, the dealership’s director of precision and machine control systems. He says it allows the dealership to broaden its customer base, and the product itself has good margins.
He also liked that the install time for the Augmenta device is short and its service requirements are minimal. Titan specialists will troubleshoot software if a customer has an issue, but if the problem is beyond their knowledge or it’s a hardware issue, then Augmenta will handle support.
Titan Machinery has partnered with other agtech companies in the past, including Farmers Edge and AgriSync. Christianson says the dealership is making sure it has the technology that customers want.
CNH Industrial owns a minority stake in Augmenta. Christianson says while this didn’t drive his decision to partner with Augmenta, it is an additional benefit to know the dealership is aligned with CNH’s strategic priorities.
