In a recent Inc. article, Howard Tullman points out that most car dealers aren’t much interested in selling electric vehicles (EVs.) And the same is likely true for many farm equipment dealers.

Jake Rianda says customers are going to go where they can get their data, and whether it’s yield data or in-season agronomic data, he believes farmers will eventually gravitate toward dealers who can provide the information that can show them how efficient or inefficient their operation is.

Rabobank is forecasting that median Midwest corn farmers will be working with a margin of about 4% during the next 4-5 years. This is “unacceptable” and means they will need to increase their efficiency while continuing to cut costs, Kenneth Zuckerberg told attendees of the 2018 Precision Farming Dealer Summit in January.