Intent on building out a new dealer service strategy for its family of equipment brands, AGCO quietly approached equipment industry pro Stacy Anthony to see if he’d be willing to take on the reimagined dealer network’s CEO role.
The affable-yet-intense farm kid from Kansas was undoubtedly interested, but he wasn’t going to be an easy sell. Anthony recalls three non-negotiables he shared with AGCO executives before agreeing to put pen to paper and go all-in:
- The project had to be “something different” than the traditional equipment dealer business model.
- He wanted to take the repair and maintenance aspects of the dealer business “straight to the farm, and even to a farmer’s field.”
- The new business model needed to embrace an “all makes mindset.”
AGCO president and CEO Eric Hansotia huddled his team of executives and eventually they agreed Anthony was the man for the job.
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A New Era of On-Farm Service
AgRevolution was officially launched in 2021, a time when the world was slowly but surely crawling out from underneath the soul-crushing weight of the COVID-19 pandemic. Fast forward three years and AgRevolution today features 13 dealer locations dispatching service technicians in shiny, well-appointed half ton pickups around the Ohio Valley region to diagnose and wrench on machines.
Anthony says roughly 90% of the jobs his service technicians undertake are finished either on-farm or right there in the farmer’s field. That age-old logistical nightmare of how to get this giant but currently inoperable machine several miles up the road to the nearest dealer shop, has been taken off the broad shoulders of the farmers who call on AgRevolution for repairs and service.
The concept got off to a shaky start though, not unlike most rookie campaigns. AGCO’s finance team projected the business would lose $1 million. Anthony and his team did what most farmers do in times of peril: they tightened their belts and focused on what they could do to effect positive change. It all eventually worked out and the AgRev team ended up flipping that dismal profit projection on its head, creating a surprise profit that most in the company didn’t think possible at the time.
Today, AgRevolution has invested $7-million-plus into a fleet of over 50 mobile service trucks, and the initiative just expanded into Ohio with five locations around the Buckeye State. Overall AgRevolution revenues are up 400% since year one, Anthony says, and revenues are up 49% from last year.
While it was his ideation that birthed this innovative service model, the humble Kansas native is quick to deflect credit to the guys in the AgRev hats out in the field everyday.
“Our service technicians and the relationships they have with farmers, that’s what has really helped us grow and expand,” Anthony says as we walk around AgRevolution’s newest location in Urbana, Ohio.
Even before its Nov. 1 grand opening, service technicians and sales pros out of the Urbana, Ohio, office were servicing local farmers’ machines for a couple months as they worked on getting the main office ready.
Going on a Service Call
Steve Bowers, a field service technician and Ohio farm kid, let Farm Journal tag along on a quick service call to get a feel for how it all worked. He says farmers in his community love the responsiveness and ease of doing business with AgRevolution, not to mention the fact that AgRev techs are brand agnostic: They’ll come out and fix your Fendt combine, or your Massey Ferguson tractor, and if you’ve got a broken down John Deere sprayer you can’t get to the local dealer, they’ll fix that, too.
The service call we witnessed was routine: Bowers needed to update the operating system on the farmer’s Fendt 940 tractor because the machine was having trouble maintaining connectivity. The adjustment handle on the cab air seat had also been broken off and needed replaced.
Bowers said he would order the new seat handle at the end of day, and it would show up either later that night or first thing the next morning at his house. With the part in hand, he can go straight to the customer’s farm to fix the seat before heading off on his service calls for the day. AgRevolution can also send larger parts straight to the farm so they’re waiting for Bowers when he arrives.
Hear It Straight From a Service Tech
We asked Bowers if there are repair jobs he prefers over others, as one would guess doing software updates might not rank very highly. Bowers said his favorite machines to work on are combines. Since there are so many moving parts and systems, it’s more of a brain stimulating challenge than some other jobs.
As we climbed out of the tractor cab after Bowers completed his work, Anthony didn’t mince words when asked what he thinks puts the “Rev” (think vroom vroom) behind the AgRevolution brand.
“It’s guys like Steve here, the guy wants to service a customer no matter what it takes, because he lives in this community and doesn’t want to leave a neighbor hanging,” Anthony says. “Before his service truck even arrived, I got a picture from one of the guys and it’s Steve out in a field standing on the roof of his wife’s minivan working on a combine.
“That’s the heart of what trust, commitment and resilience is, to do whatever you have to do at any cost to take care of the farmer,” he adds. “Guys like Steve help us build companies like this; you can’t do it without people like that and they’re highly, highly sought after.”
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