A Market of Global Importance

Why the United States remains a key focus for HORSCH

Agriculture in the United States plays a decisive role in global food production. Roughly 30 % of the world’s corn and soybean production comes from American farms. These crops form the backbone of global feed, food, and biofuel supply chains, and they are grown on some of the most productive farmland in the world. As a result, the country is home to many highly professional farming operations managing large acreages with a strong focus on efficiency and performance.
For companies like HORSCH, this makes the United States a particularly relevant market. Large-scale operations, modern technology adoption, and a strong focus on productivity align well with the capabilities of high-performance machinery.

At the same time, the global agricultural environment has become increasingly uncertain in recent years. Weather volatility, shifting political dynamics, and trade disruptions have made markets less predictable. In such an environment, diversification becomes an important strategy for companies operating internationally. Maintaining a strong presence in multiple regions reduces risk and creates stability for long-term development.

HORSCH in North America

HORSCH has been active in the United States since the early 2000s. One of the first machines introduced to the market was the Joker, which helped establish high-speed disc tillage as an efficient method for residue management and seedbed preparation.
Since then, the company’s development in North America has seen both periods of strong growth and phases that required strategic adjustment. In recent years, renewed focus and dedication - particularly driven by the leadership of Lucas Horsch - have helped realign the company’s efforts in the region. Today, the North American market once again represents an important pillar in the global HORSCH strategy.
Central to this development is the close cooperation with the dealer network. HORSCH relies heavily on strong distribution partners to bring equipment to farmers and provide the level of service modern farming operations require.

The role of the dealer network

In agricultural equipment markets, the relationship between manufacturer, dealer, and farmer plays a crucial role. While marketing and product performance are essential for the initial sale, long-term customer satisfaction is often determined by the quality of local dealer support.
Dealers ensure that machines remain operational during critical field periods. They provide service technicians, parts availability, machine setup assistance, and operator training. Their professionalism and responsiveness strongly influence whether a farmer chooses the same brand again for the next equipment purchase.
For HORSCH, maintaining a reliable dealer network is therefore essential for sustainable growth in North America. Farmers expect a high level of support, and the dealer is usually the primary point of contact for all service-related questions.

After-Sales expectations

Service availability plays an even greater role in North America than in many other regions of the world. Distances between farms and dealerships are often significantly larger than in Europe, and the time windows for fieldwork can be extremely narrow.
Corn and soybean production dominate large parts of the Midwest, and planting windows can be short. If a machine is not operating during those critical days, the impact on crop performance and farm profitability can be significant.

For that reason, quick access to spare parts and highly trained service technicians is essential. Farmers often make equipment decisions based not only on machine performance but also on the reliability of dealer support and parts availability during the season.

Market challenges and uncertainty

The North American agricultural machinery market is currently experiencing a noticeable slowdown. Compared with recent peak years, overall the demand for agricultural equipment has declined by approximately 25–30%, while the large agricultural equipment segment such as high-horsepower machinery and combines have seen declines approaching 50% across parts of the market.
A key factor behind this development is the broader economic and political environment. Rapidly changing trade policies and tariff regulations have introduced a high degree of uncertainty into the market. For manufacturers, this makes long-term planning more difficult.
Tariffs have significantly increased cost structures for many imported machines and components. Equipment that previously carried certain duties is now subject to higher rates, while additional classifications and regulations have increased administrative complexity. These developments not only raise costs but also create logistical challenges.
In some cases, shipments remain in customs for several days, delaying deliveries to dealers and ultimately to farmers. Such delays can disrupt supply chains and even influence machine production schedules.
For manufacturers, these cost increases cannot always be passed directly to customers through higher equipment prices. As a result, companies face additional pressure to absorb part of the financial impact.

Farmers respond with caution

Uncertainty in the market is also influencing farmers’ investment decisions. In addition to machinery costs, many producers are facing rising expenses for fertilizer, fuel, and other inputs.
Under these conditions, many farms are approaching equipment purchases more cautiously. Instead of investing in new machines, some farmers focus on maintaining and repairing their existing fleets to extend their operational life.
When farmers do decide to purchase new equipment, parts availability and dealer proximity often become decisive factors. In uncertain times, reliability and quick support can outweigh purely technical machine advantages.

Strengthening the dealer network

Against this backdrop, expanding and strengthening the dealer network has become a priority for HORSCH in North America. While the network had remained relatively stable for several years, significant progress has been made recently.
Over the past two years—and particularly within the last six months—the company has successfully added several new dealers. These developments have helped strengthen HORSCH’s presence in key agricultural regions such as Iowa, Indiana, Michigan, Ohio and the Dakotas.
Selecting new dealer partners requires careful consideration. Potential partners must be open to working with additional brands and committed to building long-term relationships with farmers. In some cases, dealerships closely aligned with a single manufacturer may find it difficult to dedicate sufficient attention to additional product lines.
Geographical coverage is another important factor. Too many dealers in a single region can lead to internal competition and frustration. Therefore, new partners are typically located in areas where existing dealers cannot fully cover the market.

Supporting farmers beyond the sale

Dealers support farmers in many ways beyond the initial machine sale. During the season, they often provide guidance on machine settings and field adjustments to optimize performance. Before planting or spraying begins, many dealerships organize service clinics where farmers receive training on machine setup and maintenance.
After the season, additional service work and maintenance recommendations help prepare machines for the following year. This continuous support plays a crucial role in ensuring machines spend as much time as possible working in the field.
Agricultural systems also vary significantly across the United States. While large parts of the Midwest focus on corn and soybean production, other regions specialize in crops such as cereals, potatoes, vegetables, or forage. These regional differences require dealers to develop strong local expertise and adapt their service capabilities to the needs of their customer base.

A new spare parts hub in the Midwest

To further strengthen service infrastructure, HORSCH has established a new spare parts warehouse in central Illinois. The former farm site was already under HORSCH ownership. With the continued growth of machines in the field and the expansion of the dealer network, the need for a centrally located parts hub has become increasingly clear.
The facility will serve primarily as a distribution center for the Midwest and the eastern United States, allowing dealers to receive parts much faster during peak seasons.

The goal is to significantly reduce delivery times and ensure that essential components are available when farmers need them most. Faster logistics not only improve customer satisfaction but also strengthen the company’s ability to support dealers in the region.
The warehouse will also become an important factor when approaching new dealer partners. Reliable parts availability is one of the most critical requirements for dealerships considering cooperation with a manufacturer.
With the growing availability of additional product lines—such as sprayers—in the Midwest, a strong service infrastructure becomes even more important. Ensuring that all necessary parts are readily accessible is essential for maintaining the performance and reliability farmers expect from HORSCH equipment.

Supply chains under pressure

Procurement and supply chain management have also become more complex due to recent political developments.
Tariffs and changing trade regulations have increased the cost of importing machines and components into North America. In addition to the financial impact, the administrative effort required for compliance has grown significantly.
Expanded tariff classifications and additional customs documentation increase the workload for logistics teams and can slow down shipments. Maintaining a predictable supply chain has therefore become more challenging.
To address these challenges, HORSCH has focused on diversification and flexibility within its sourcing strategy. By balancing global supply networks with regional inventory planning, the company aims to maintain stability even under changing conditions.
Local inventory plays a particularly important role in this approach. Keeping critical parts within North America allows faster response times and ensures that dealers and farmers receive support when they need it most.

Hands-On Training for the Dealer Network

Dealers in North America often represent a wide range of products and brands, while farmers can choose from numerous equipment manufacturers and agronomic approaches. This makes it increasingly important to communicate knowledge not only by theoretical instruction, but also by practical, hands-on training. Working directly in the field helps participants better understand agronomic relationships and clearly demonstrate the benefits of different farming practices.
For this reason, HORSCH is focusing on practical dealer education at the AgTec Training Center in Minnesota this summer. Sales representatives and product specialists from across the United States and Canada will come together for one-day training sessions to learn from HORSCH product experts how to identify agronomic challenges and connect them with appropriate equipment-based solutions. 
Agronomy remains the foundation of every discussion. The goal is not to lead with machine features, but rather to start with the customer's agronomic challenges. Participants first review the agronomic principles behind various farming practices before learning how to present and adjust equipment in a way that makes those benefits visible, understandable, and easy to demonstrate in the field.