A glimpse into the future: 3 Insights from 2022 World Ag Expo in Tulare, California

Mar 11

Just as World’s Fairs have been the grand stage for the debut of new technology, such as the color television and touchscreen devices that fit in our pockets, expos continue to be the platform for paving the road ahead within a variety of industries. It’s not only a time to marvel at newly emerging technology, but a critical time to anticipate how tech will continue to shape and drive trends.

With that in mind, the leadership team at Solectrac, which is powered by Ideanomics, saw The World Ag Expo® at the International AgriCenter® as a chance to forecast challenges and opportunities in the ag market for their game-changing electric tractors. Held in California, a state that continues to set the trend for vehicle emission standards for the United States, the event highlighted ways for the Solectrac team to continue delivering smart, cutting-edge innovation within the agricultural sector. Here are the actionable insights the team gained from early adopter success stories and meaningful discussions with industry leaders.

1. Moving the needle on awareness to grow adoption

With electric tractors being a very recent addition to the ag marketplace, there is an opportunity for procurement managers who trust the diesel tractors they’ve relied upon for decades. Solectrac’s leadership team knows that awareness is key and educating customers on the proven value adds of Solectrac’s zero-emission, quiet and low maintenance electric tractors versus diesel tractors can win minds—and market share.

But how do we execute this goal? It starts from the ground up with educating dealers who can speak to benefits directly with customers, as well as raising the profile of electric tractors within the conversation on agriculture and broader sustainability goals. Given the role ag dealers play in local farming communities, having them onboard could significantly accelerate adoption rates. The goal is to grow from early adopters in vineyards and organic farming, particularly in California and Colorado, to moving electric tractors into the mainstream.

“So getting into the mainstream – product performance is HUGE. Then once we ramp up with dealers and customers, parts and service support are the next critical pieces.” -Mani Iyer, the CEO of Solectrac

To sustain and accelerate growth, any adoption push must be backed by dedicated parts and service support by Solectrac on behalf of dealers. Such dedicated support, combined with the clear benefits of electric tractors can move the needle from why should I own an electric tractor to why shouldn’t I.

Winning minds through equipment education also means multiplying our efforts with strategic focus. It means having a deeper, ongoing conversation with farmers and groups like Future Farmers of America (FFA), whose 735,000-plus members, aged 12-21, will shape the future of agriculture in America for years to come. It also means bringing governments turning more towards cleaner energy into the discussion while forging ahead with key industry partners.

2. The need for speed

Solectrac may have the first mover advantage, but company in the marketplace is coming from OEMs equally aware of the growing movement for renewables, such as electric and solar power. While large OEMs are committed to traditional diesel tractors, they’re certainly backing R&D into electric tractors with telling key acquisitions.

“Large OEMs are preparing but are struggling on how to approach this market. They know we have reached a pivotal point in the electrification era, and they can no longer take a back seat.” —Mani Iyer, the CEO of Solectrac

While reaching the equivalent of Tesla’s automotive market share of roughly 2.5% for emerging electric tractors would be big out of the gate, there are ample reasons to accelerate adoption now, given how quickly the marketplace can change. With climate change increasing interest and the technology for electric tractors showing clear improvements, governments and large OEMs can accelerate the pivot towards cleaner energy equipment alternatives at any moment.

With California continuing to take the lead in setting emission standards that the rest of the country eventually follows, OEMs have taken note of laws passed in 2021 requiring all landscaping equipment to be emission free by 2024. Surely, tractors can be the next everyday piece of equipment added to the list.

Given how rapidly things can change, the impetus is on maximizing the first mover advantage while we can.

3. Education on fuel savings can turn interest into conversion

But what’s in it for the farmer in terms of direct, tangible benefits? For someone managing a fleet of tractors used to cultivate hundreds of acres, the conversation must turn to the fuel savings that quickly add up. As with any purchase, farm procurement managers must ask themselves if switching to electric tractors makes economic sense. It clearly does when considering fuel savings and the significant reduction in tractor maintenance when switching from diesel to electric.

It was with real-world experience that Solectrac looked at the road ahead while at The World Ag Expo®. Knowing the value of their electric tractors, as demonstrated through early adopters in vineyards and organic farming, they discussed how crucial spreading the word is for going from a niche to a mainstream audience. While ag dealers are key in this regard, any push in education must be backed by complete trust in every step of the customer experience. Hence, the need for exceptional parts and service dedication to help maintain and promote growth.

Now is the time for capitalizing on trends that can make electric vehicles more appealing—if not outright mandatory. While electric tractors have clear benefits for the sustainability-minded, the substantial benefits of fuel savings can be used to win the minds of reluctant farm managers and encourage them to turn to a technology that can reshape farming.

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