John Deere has said that it will not attend the next SIMA Show in November 2024, as it shifts focus to country-specific dealer and customer events.
“Covid-19 has changed the event landscape and the way customers want to interact with us is also evolving,” said Andreas Jess, marketing director for Region 2. “Ag and Turf trade shows are a long-established way of engaging with farmers and contractors, but we are also exploring alternative communication channels that combine both digital and face-to-face activities.
“These will allow us to better demonstrate our innovative technologies and production system-based solutions and, at the same time, reach a wider audience. Customers are increasingly interested in how Precision Ag can support their operations across the entire agricultural production cycle, and this requires a different approach to share ideas and demonstrate solutions.”
The decision will reportedly aid in the company’s transition to a more streamlined, customer-focused business and enable it to utilise resources in the most efficient way.
Tilmann Köller, responsible for public relations and shows & events for Region 2 added: “We are currently planning our European dealer and customer events for 2024 which require synchronization with our markets in North America. The first announcements will be in March 2024, and we are very excited about the news we will share.”
Despite this news, John Deere states that it still sees an important role fore trade shows in the future but would welcome international events to review the current timetables to allow for increased flexibility for other promotional activities.