Blab Tech
CNH Industrial Releases First Farmer Pulse Report, Showing Precision Tech Widely Adopted by North American Farmers
On August 12 2026, CNH Industrial NV (NYSE: CNH) released its inaugural Farmer Pulse: The AgTech Adoption Edition, a data‑driven snapshot of how precision technology is being embraced across the United States and Canada.
The report draws on a May 2026 survey of 217 farmers and ranchers, offering a clear picture of current adoption rates, perceived value, and future investment plans. The findings reveal that precision tech is no longer a niche option but a mainstream asset in North American agriculture.
Key findings from the survey are: - 89 % of respondents use auto‑guidance technology, a system that steers or controls farm equipment with minimal human input. - 71 % say precision technology is important to their operation’s success. - 62 % report that the precision technology they use delivers moderate or extremely high value. - 54 % plan to invest in additional precision technology within the next two years. - The main drivers for future investment are reducing input costs (74 %), improving labor efficiency (70 %), and increasing yields (59 %). - Barriers to broader adoption include cost (56 %), uncertainty about return on investment (36 %), need for more training (21 %), connectivity issues (13 %), and ease‑of‑use concerns (11 %).
CNH Industrial explained that the Farmer Pulse series is intended to track evolving agricultural priorities and technology adoption over time. The company’s portfolio—Case IH, New Holland, Raven, Hemisphere, and others—provides a full spectrum of machinery, implements, and digital solutions designed to support precision farming.
“The next chapter of precision agriculture will be defined by making technology easier to use, easier to trust, and easier to prove its value,” said Eric Shuman, Global Product Management, Precision Technology at CNH. “The opportunity now is to remove the barriers that slow adoption by delivering solutions that are intuitive, reliable, and built around the realities of farming. Our focus is helping farmers spend less time managing technology and more time putting it to work to improve productivity, reduce costs, and increase profitability.”
The survey also highlighted that the same percentages of farmers who plan to invest—74 % for cost reduction, 70 % for labor efficiency, and 59 % for yield improvement—were already using precision technology to achieve those goals. This alignment underscores a strong focus on cost control, productivity gains, and crop performance.
CNH Industrial’s Farmer Pulse report arrived just a day after the company’s Q2 2026 earnings release, which saw a 5.4 % lift in share price. The earnings report itself was neutral in tone, and the company’s guidance for the year was slightly narrowed.
Looking ahead, the Farmer Pulse series will expand to cover additional themes such as operational priorities, emerging technology trends, and resource challenges. By maintaining a focus on innovation, sustainability, and productivity, CNH Industrial positions itself to continue monitoring how precision agriculture evolves.
In summary, the Farmer Pulse report confirms that precision technology is now mainstream in North American farming, with a majority of farmers already using auto‑guidance and many planning further investment. Cost, ROI uncertainty, training, connectivity, and usability remain the main hurdles to wider adoption.
The full report is available on CNH Industrial’s website.
The report draws on a May 2026 survey of 217 farmers and ranchers, offering a clear picture of current adoption rates, perceived value, and future investment plans. The findings reveal that precision tech is no longer a niche option but a mainstream asset in North American agriculture.
Key findings from the survey are: - 89 % of respondents use auto‑guidance technology, a system that steers or controls farm equipment with minimal human input. - 71 % say precision technology is important to their operation’s success. - 62 % report that the precision technology they use delivers moderate or extremely high value. - 54 % plan to invest in additional precision technology within the next two years. - The main drivers for future investment are reducing input costs (74 %), improving labor efficiency (70 %), and increasing yields (59 %). - Barriers to broader adoption include cost (56 %), uncertainty about return on investment (36 %), need for more training (21 %), connectivity issues (13 %), and ease‑of‑use concerns (11 %).
CNH Industrial explained that the Farmer Pulse series is intended to track evolving agricultural priorities and technology adoption over time. The company’s portfolio—Case IH, New Holland, Raven, Hemisphere, and others—provides a full spectrum of machinery, implements, and digital solutions designed to support precision farming.
“The next chapter of precision agriculture will be defined by making technology easier to use, easier to trust, and easier to prove its value,” said Eric Shuman, Global Product Management, Precision Technology at CNH. “The opportunity now is to remove the barriers that slow adoption by delivering solutions that are intuitive, reliable, and built around the realities of farming. Our focus is helping farmers spend less time managing technology and more time putting it to work to improve productivity, reduce costs, and increase profitability.”
The survey also highlighted that the same percentages of farmers who plan to invest—74 % for cost reduction, 70 % for labor efficiency, and 59 % for yield improvement—were already using precision technology to achieve those goals. This alignment underscores a strong focus on cost control, productivity gains, and crop performance.
CNH Industrial’s Farmer Pulse report arrived just a day after the company’s Q2 2026 earnings release, which saw a 5.4 % lift in share price. The earnings report itself was neutral in tone, and the company’s guidance for the year was slightly narrowed.
Looking ahead, the Farmer Pulse series will expand to cover additional themes such as operational priorities, emerging technology trends, and resource challenges. By maintaining a focus on innovation, sustainability, and productivity, CNH Industrial positions itself to continue monitoring how precision agriculture evolves.
In summary, the Farmer Pulse report confirms that precision technology is now mainstream in North American farming, with a majority of farmers already using auto‑guidance and many planning further investment. Cost, ROI uncertainty, training, connectivity, and usability remain the main hurdles to wider adoption.
The full report is available on CNH Industrial’s website.
