If you wanted to invoke American farming with colour, which colours would you pick? The chances are they would be the familiar green and yellow of a John Deere tractor. It’s a name that has been synonymous with US agriculture since the 1830s, when the blacksmith whose name appears on the tractors produced his first steel plough blade. The words “American icon” are thrown around for many things, but in the case of John Deere there are few modern brands with as much history to back up their claim to it.
A trip across the prairies then is to drive past Deere products in use from most of the last century. They will still supply parts for machines they made before WW2, and farmers will remain loyal to the brand throughout their lives.
Well… That used to be the case. In recent years a new Deere has had all its parts locked down by DRM, such that all maintenance tasks on the tractors must be performed by Deere mechanics with the appropriate software. If your tractor breaks in the field you can fit a new part as you always have done, but if it’s a Deere it then won’t run until a Deere mechanic has had a look at it. As a result, Motherboard reports that American farmers are resorting to Ukrainian-sourced firmware updaters to hack their machines and allow them to continue working. An icon of American farming finds itself tarnished in its heartland.
We’ve reported on the Deere DRM issue before, it seems that the newest development is a licence agreement from last October that prohibits all unauthorised repair work on the machines as well as insulating the manufacturer from legal action due to “crop loss, lost profits, loss of goodwill, loss of use of equipment … arising from the performance or non-performance of any aspect of the software”. This has sent the farmers running to illicit corners of the internet to spend their dollars on their own Deere electronic updating kits rather than on call-out fees for a Deere mechanic. Farmers have had centuries of being resourceful, this is simply the twenty-first century version of the hacks they might have performed decades ago with baler twine and old fertiliser sacks.
You might ask what the hack is here, as in reality they’re just buying a product online, and using it. But this is merely the latest act in a battle in one industry that could have ramifications for us all. Farmers are used to the model in which when they buy a machine they own it, and the Deere DRM is reshaping that relationship to one in which their ownership is on the manufacturer’s terms. How this plays out over the coming years, and how it affects Deere’s bottom line as farmers seek tractors they can still repair, will affect how other manufacturers of products non-farmers use consider DRM for their own business models.
Outside the window where this is being written is a Deere from the 1980s. It’s a reliable and very well-screwed-together tractor, though given the subject of this piece it may be our last green and yellow machine. Its dented badge makes a good metaphor for the way at least for us the brand has been devalued.
Thanks [Jack Laidlaw] for the tip.