John Deere and the Pickup Truck: An Unlikely Proposition
John Deere is a household name, synonymous with tractors and agricultural equipment. The brand enjoys widespread recognition, rivaling giants like Coca-Cola and Nike. Its products are found across the globe and the company manufactures everything from lawn tractors to heavy-duty excavators.
But one vehicle is conspicuously missing from their lineup: the conventional road-going pickup truck. Despite the company’s expansive range, the absence of a pickup truck raises an interesting question: could John Deere successfully enter the highly competitive U.S. pickup truck market?
While John Deere has no current plans, and with the history of tractor and agricultural equipment makers, there is slim chance that a John Deere pickup truck will be revealed. The undertaking would be immense.
The Hurdles of Entry
John Deere is not a car company. Though their equipment incorporates many automotive components, like engines and transmissions, they don’t produce vehicles that could be licensed and driven on public roads as-is. Designing, manufacturing, and certifying a pickup would involve substantial investment in new tooling, production facilities or adaptations to existing ones. They would have to meet stringent crash test standards, emissions regulations, and safety mandates – legal requirements that their existing equipment doesn’t face.
Adding to the challenge, the pickup truck market is fiercely competitive. As of early 2025, over two dozen trucks from numerous brands are available in the United States. The market runs the gamut from small hybrid trucks to electric models and heavy-duty workhorses.
Established brands such as Ford, Chevrolet, and Ram have been battling for market supremacy for generations, and newcomers such as Rivian, have only added to the crowded field. Any new entrant, like John Deere would need to make a product that would command attention, overcome decades of brand loyalty, and convince consumers to switch to the company’s brand.
Defining the Deere Pickup
If John Deere were to move forward with truck production, what would be the best approach?
The least crowded segment is the small pickup segment. However, John Deere markets itself as a premium brand and would likely target the full-size pickup market, directly competing with trucks like the Ford F-150, Chevrolet Silverado 1500, and Ram 1500.
Standard configurations like the quad-cab with either a 5-foot 7-inch or 6-foot 4-inch bed would be considered the general layout that John Deere would take. A single cab with an eight-foot bed could also set the Deere truck apart from the competition.
Power and Innovation
The John Deere truck could leverage the company’s experience in the diesel market. They could design an in-house diesel engine with the power and torque that would attract buyers. This way, they could lean into the advantages of diesel engines by focusing on work capabilities rather than top speed.
John Deere possesses an advantage, their expertise in autonomous technology. The company already offers autonomous farm equipment, with combines and tractors that operate without a human driver, which helps farmers to be more efficient.
They could integrate autonomous technology into a pickup, especially for low-speed, precise farm work. The truck could act as a mobile command center for other farm equipment. This could save time, simplify operations, and make the John Deere truck a compelling purchase for farmers.
The Verdict
While a John Deere pickup truck is unlikely to happen soon, it’s interesting to imagine how the company could make one. If they could leverage the autonomous capability of a farm, it could appeal directly to their core customer base. The vehicle could be built for farm work, not just on the open road. While it may not challenge the top trucks on the market, it could find a niche and sell itself to the right buyer.
