John Deere in brief
- Rank: #26 of 100 in America's Most Powerful 100 Brands 2026; #1 of 4 in Infrastructure & Engineering.
- WCRC Power Score: 74.86 out of 100.
- Founded: 1837, by John Deere.
- Owner: Deere & Company, Moline, Illinois.
- Leadership: John May, Chairman and CEO.
- Latest revenue: $45.7bn revenue (FY2025, year to Nov, -11.7%), group revenue of Deere & Company, as per company filings.
What makes John Deere powerful
John Deere's green and yellow machines are a fixture on American farms, and the company has turned them into data-driven tools. Its See & Spray system uses cameras to spot weeds and spray herbicide only where it is needed. In the 2024 growing season the technology covered more than 1 million acres, cut herbicide use by an average of 59% and saved farmers an estimated 8 million gallons of herbicide mix.
That kind of payback builds loyalty in a business where families often stay with one brand for generations. Deere sells through a wide dealer network that keeps machines running in busy seasons. Chief executive John May cites growing customer adoption of its advanced technologies as a reason for confidence, and its precision agriculture segment reports its own results. In August 2026 Deere raised its full-year net income outlook to $4.75 billion to $5.00 billion.
John Deere's See & Spray technology saved farmers an estimated 8 million gallons of herbicide mix in the 2024 growing season.
Why John Deere ranks #26
John Deere sits at #26 with a WCRC Power Score of 74.86, close behind Adobe and Salesforce and just ahead of Nasdaq and J.P. Morgan. Its strengths are consumer trust among farmers and real product and innovation in precision agriculture. It trails the two software brands above it on digital reach. It stays ahead of Nasdaq and J.P. Morgan because people use its products with their own hands, which builds strong recall.
The Achilles' heel
Deere's weak point has been the right to repair. The Federal Trade Commission sued the company in January 2025 over repair restrictions. In July 2026 Deere settled, agreeing to make diagnostic and repair tools available to owners and independent shops, with 10 years of compliance oversight. A separate $99 million class-action settlement with farmers came in April 2026. Swings in farm income add a second, cyclical risk.
The 2026 story
2026 brought legal closure and better numbers for Deere. In April it reached a $99 million class-action settlement with farmers over repairs. On July 8 it settled the FTC right-to-repair case, which five states had joined, and agreed to pay $1 million to those states for enforcement costs. Dealers are now barred from retaliating against owners who fix their own machines. On Aug. 20 Deere reported third-quarter net income of $1.379 billion, up 7%, with sales up 5%, and raised its full-year outlook.
Pillar profile
John Deere's full 50-parameter profile is published on its World's Most Powerful 100 Brands 2026 page.
Versus its nearest rivals
Questions people ask
What rank is John Deere in WCRC's America's Most Powerful Brands 2026?
John Deere ranks #26 of 100 in WCRC's America's Most Powerful 100 Brands 2026, with a WCRC Power Score of 74.86 out of 100.
What makes John Deere powerful?
Deere's machines and precision-farming technology are trusted by farmers for generations.
What is John Deere's revenue?
$45.7bn revenue (FY2025, year to Nov, -11.7%), group revenue of Deere & Company, as per company filings.
Who founded and owns John Deere?
John Deere was founded in 1837 by John Deere. It is owned by Deere & Company and based in Moline, Illinois.
Who leads John Deere?
John May, Chairman and CEO.
What is John Deere's biggest challenge?
Farm income cycles and criticism over repair restrictions.
Also featured in
- Most powerful Infrastructure & Engineering brands
- America's 50 Most Valuable Brands
- Iconic American Heritage Brands
- American Global Powerhouses
- Most powerful brands in Illinois
Key facts
| Brand | John Deere |
|---|---|
| Company / owner | Deere & Company |
| Headquarters | Moline, Illinois, United States |
| Founded | 1837 |
| Founder(s) | John Deere |
| Leadership | John May, Chairman and CEO |
| Latest revenue | $45.7bn revenue (FY2025, year to Nov, -11.7%), group revenue of Deere & Company, as per company filings |
| Sector | Infrastructure & Engineering |
| Website | deere.com |
| Country of origin | United States |
Sources
- Annual report (Form 10-K) and financial results of Deere & Company filed with the US Securities and Exchange Commission
- Company website, official announcements and press releases
- Published interviews and statements by the leadership
- WCRC Business Intelligence Unit research: consumer sentiment, ratings and reviews, search demand, media and social data
