Perspectives on the Rural Lifestyle Market

The rural lifestyle market is alive and well — it just doesn’t feel that way at the moment. But make no mistake about it, when the U.S. economy finally rights itself, this market will fulfill all the potential — and more — that it’s displayed during the past decade.

In this special report, the editors of Rural Lifestyle Dealer touched base with four of the most recognizable tractor makers that are pursuing this customer base to get their observations on the size and scope of this market segment, as well as their perspective on what it takes — and what they’re doing — to succeed with rural lifestyle customers.

The aim of the interviews you’ll read on the next several pages is to offer equipment dealers broad insight into what it takes to better understand the uniqueness of this marketplace, and more importantly, be profitable in serving this unique customer.

In planning this report, we recognized upfront that just speaking to tractor and implement makers about rural lifestylers is, in itself, self-limiting.

First, we, and others, use the term “rural lifestyle” as an all-encompassing description of a very diverse market that takes in everything from hobby farmers, acreage owners, landscape contractors, golf course operators and more. The fact is, no one’s come up with a better term to describe this highly diversified group of customers. We’re open for suggestions, though.

Second, agricultural-type tractors represent only a part of this multi-billion dollar equipment marketplace, and these particular tractor makers are only part of the competitive supplier base that are working to stake their claim in it.

Mower manufacturers, powered hand tool suppliers and a long list of other equipment makers also have set their sights on this growing population that’s choosing to live in the country. Like the tractor makers, they too have built up expertise with this market and offer resources for dealers in improving their efforts to serve these customers. They’ll be the subject of future reports in Rural Lifestyle Dealer.

Click on the links below to read featured interviews.

AGCO Sets Separate Contract For Rural Lifestyle Market

AGCO Sets Separate Contract for Rural Lifestyle Market Interview with Steve Gorsuch, Marketing Director — Rural Lifestyle, Massey Ferguson, Duluth, Ga.

- Mike Lessiter, Editor/Publisher

Case IH Wants Diversification in Dealers

Interview with Shawn Boone, Manager — Livestock and Rural Lifestyle Markets, Case IH, Racine, Wis.

- Mike Lessiter, Editor/Publisher

New Holland: Catering to the ‘Emotional’ Buyer

Interview with Doran Herritt, Brand Marketing Manager: Compact Tractors; Ken Hough, Team Leader, Rural Lifestyler Marketing Group; and Rory Chisholm, Product Planning Manager, Compact Tractors, Loaders, Implements, Consumer & Commercial Products, New Holland Agriculture, New Holland, Pa.

- Dave Kanicki, Executive Editor