In the fast-evolving landscape of agriculture and construction, few brands have upheld their legacy while adapting to modern demands as successfully as John Deere. Recently, Ryan Campbell, President of Worldwide Construction and Forestry and Power Systems at John Deere, offered a deep look into the company’s strategies and long-term vision. Speaking live from the trading floor, Campbell emphasized the rising importance of technology, automation, and sustainability in shaping the future of global infrastructure.
With a history that spans 188 years, John Deere has long been recognized as a leader in agriculture and construction. Campbell oversees the construction segment, which generates more than $12 billion in revenue. His mission centers on understanding the needs of customers who build infrastructure and provide essential food and fuel for the world. Campbell said his guiding question is always, “How can we make the jobs of our customers easier and safer?”
As infrastructure demands grow in the United States and rapidly expanding markets like Brazil, Campbell noted that the world is entering a powerful wave of infrastructure investment. With more roads, facilities, and job sites needed every year, John Deere is poised to deliver cutting-edge solutions that support this global buildout.
Historically, construction work has relied heavily on manual labor. Campbell discussed how the industry now faces a significant shortage of workers willing to take on physically demanding roles. This shift has accelerated the need for technology-driven solutions that enhance efficiency and lessen the strain on the workforce. John Deere’s approach places automation and smart machinery at the core of its innovation strategy.
The company is investing aggressively in autonomous and semi-autonomous equipment designed to offset labor shortages and maintain productivity. While agriculture has already made significant progress toward automation, Campbell explained that the construction sector is quickly catching up through smart technology that enables machines to become increasingly situationally aware.
Campbell expressed optimism about the future of autonomous construction equipment. Although job sites present more unpredictable environments than farmland, testing continues to advance. He highlighted successful trials taking place in quarries, which provide more controlled environments for machine learning and development.
This push toward automation is not solely about increasing output. Campbell emphasized the human impact, noting how long hours and demanding work schedules often pull workers away from families, especially during peak seasons like harvest. By deploying more intelligent machinery that reduces manual strain, John Deere hopes to give workers greater balance between their demanding roles and personal lives.
Campbell also addressed rising prices faced by U.S. consumers, particularly in agriculture. He explained that John Deere is focused on helping its customers improve productivity so they can reduce operating costs. By enabling farmers and construction teams to “do more with less,” John Deere supports efforts to counter price pressures across the supply chain.
Ryan Campbell’s insights reinforce that John Deere is not just an equipment manufacturer but a transformative force in agriculture and construction. The company is committed to sustainability, innovation, and efficient resource management, and these pillars guide its strategy as industries adapt to new challenges.
Looking toward 2026, John Deere appears well positioned to help shape the next era of global infrastructure and agricultural advancement. The company’s blend of legacy experience and forward-thinking technology demonstrates how iconic brands can evolve and thrive through innovation.