CNH “Farmer Pulse” Report finds Precision Technology is Becoming Essential to North American Farmers

CNH (NYSE: CNH) released its inaugural Farmer Pulse: The AgTech Adoption Edition on August 12, 2026, based on a May 2026 survey of 217 farmers and ranchers across the U.S. and Canada.

Rhea-AI Summary

CNH (NYSE: CNH) released its inaugural Farmer Pulse: The AgTech Adoption Edition on August 12, 2026, based on a May 2026 survey of 217 farmers and ranchers across the U.S. and Canada. The report finds that 89% of respondents use auto-guidance technology and 71% consider precision technology important to their operation’s success, indicating that precision farming is widely integrated into daily operations.

According to CNH, 54% of surveyed farmers plan to invest in additional precision technology within the next two years, mainly to reduce input costs, improve labor efficiency, and increase yields. Key drivers include cost savings (74% citing reduced input costs, 70% improved labor efficiency, 59% higher yields). Barriers to further adoption include cost (56%), uncertainty about return on investment (36%), need for more training (21%), connectivity (13%), and ease of use (11%). The Farmer Pulse is positioned as a recurring research initiative to track evolving agricultural priorities and technology adoption.

Argus Aug 12 session 14 alerts

+1.03% close to close 1.8x rel. volume Open Argus

Details

News Market Reaction – CNH

$16.39B Market Cap

On Aug 12, the day this news came out, CNH closed 1.03% above the previous close. Our momentum scanner recorded 14 alerts in the available session data. Relative volume reached 1.8x the daily average during tracking.

Data tracked by StockTitan Argus for the Aug 12 session.

Key Figures

Planned additional investment: 54% Survey sample: 217 farmers and ranchers Auto-guidance adoption: 89% +5 more

Planned additional investment

54%

Within the next two years

Survey sample

217 farmers and ranchers

Across the U.S. and Canada

Auto-guidance adoption

89%

Surveyed farmers using auto-guidance technology

Technology importance

71%

Respondents saying precision technology is important to operational success

Moderate or high value

62%

Respondents reporting moderate or extremely high value

Input-cost reduction

74%

Respondents citing it as a primary adoption reason

Labor efficiency

70%

Respondents citing saving time and improving labor efficiency

Yield improvement

59%

Respondents citing increasing yields as an adoption reason

Historical Context

3 past events · Latest: Aug 03

3 events

1. Aug 03

   Q2 earnings report

   24h Move

   +5.4%

   Quarterly results and narrowed 2026 guidance accompanied a 5.37% positive reaction.

2. Jul 30

   Precision technology feature

   24h Move

   -4.1%

   Precision farming customer feature accompanied a 4.09% negative reaction.

3. Mar 11

   Technology partnership

   24h Move

   -0.5%

   GNSS antenna development announcement accompanied a 0.45% negative reaction.

24h Move is the share-price change in the day after each event; other market factors may also have contributed.

Key Terms

auto-guidance technology, precision technology, satellite-based positioning

3 terms

auto-guidance technology technical

"89% of surveyed farmers use auto-guidance technology"

Auto-guidance technology is a system of sensors, GPS, cameras and software that steers or controls vehicles and machines along planned routes with minimal human input, like a self-steering autopilot for tractors, trucks or construction equipment. It matters to investors because it can lower labor and fuel costs, improve accuracy and uptime, generate operational data, and affect adoption, regulatory approval and competitive positioning across industries that use mobile equipment.

precision technology technical

"54% of surveyed farmers plan to invest in additional precision technology"

Precision technology means tools and systems that control, measure or make things with very tight accuracy—think machinery, sensors, or software that can position, cut or detect at tiny scales. Investors care because these capabilities often determine product quality, manufacturing cost and the ability to scale or meet safety rules; companies that master precision technology can win customers, charge higher prices and face fewer competitors, like a watchmaker vs. a factory that stamps parts roughly.

satellite-based positioning technical

"high-precision satellite-based positioning, and heading technologies"

Satellite-based positioning uses signals from orbiting satellites to determine a device’s precise location and time, like a constellation in the sky acting as a global map and clock. Investors care because this capability underpins navigation, fleet tracking, autonomous systems, timing for financial networks, and location-based services; changes in its accuracy, availability, or regulation can directly affect revenue, costs, and competitive positions across many industries.

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54% of Respondents Plan to Invest in Additional Precision Technology Within the Next Two Years, Citing Lower Input Costs, Greater Efficiency & Higher Yields as Key Drivers 

• The new, proprietary CNH Farmer Pulse report captures how farmers are responding to the forces shaping modern agriculture.
• The inaugural edition surveyed 217 farmers and ranchers across the U.S. and Canada to provide a real-time view of precision technology adoption, value, and future investment trends.
• CNH found that 89% of surveyed farmers use auto-guidance technology and 71% consider precision technology important to their operation’s success, highlighting how precision farming has become mainstream.
• CNH reports that 54% of surveyed farmers plan to invest in additional precision technology within the next two years, driven primarily by opportunities to reduce input costs, improve labor efficiency, and increase yields.

Oak Brook, August 12, 2026

CNH Industrial N.V. (NYSE: CNH), a global leader in agricultural and construction equipment and technology, today announced the release of the inaugural CNH Farmer Pulse: The AgTech Adoption Edition. The new proprietary Farmer Pulse report captures how farmers across North America are responding to the forces shaping modern agriculture through research and firsthand insights from the field. The inaugural edition explores AgTech adoption, examining how farmers are using precision technology today, where they see measurable value, and what will influence future investment.

Based on a survey of 217 farmers and ranchers across the United States and Canada in May 2026, the report finds that precision technology has become part of everyday farming for many operations. Nearly 9 in 10 respondents (89%) use auto-guidance technology, while 71% say precision technology is important to the success of their operation. More than half also expect to invest in additional precision technology over the next two years.

The findings show farmers are embracing technologies that help improve efficiency, reduce input costs, optimize labor resources, and increase yields. At the same time, they are looking for solutions that are easier to use, more reliable, and capable of delivering a clear return on investment.

"The next chapter of precision agriculture will be defined by making technology easier to use, easier to trust, and easier to prove its value. This research shows farmers recognize the benefits of precision technology and are ready to continue investing in it,” 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.”

Among the report's key findings:

• Nearly 9 in 10 farmers (89%) surveyed use auto-guidance technology, demonstrating that precision technology has become mainstream in farming.
• 62% say the precision technology they use delivers moderate or extremely high value, reinforcing that farmers are seeing measurable returns on their investments.
• 74% cite reducing input costs as a primary reason for adopting precision technology, followed by saving time and improving labor efficiency (70%) and increasing yields (59%).
• 54% expect to invest in additional precision technology within the next two years.
• Cost (56%), uncertainty about return on investment (36%), the need for more training (21%), connectivity (13%), and ease of use (11%) remain the leading barriers to broader adoption.
  
  

The CNH Farmer Pulse is a recurring research initiative designed to provide a real-time view of the priorities, challenges, and opportunities shaping agriculture. Future editions will explore additional topics influencing the future of farming.

To read the full CNH Farmer Pulse: The AgTech Adoption Edition report, CLICK HERE.

CNH Industrial (NYSE: CNH) is a world-class equipment, technology and services company. Driven by its purpose of Breaking New Ground, which centers on Innovation, Sustainability and Productivity, the Company provides the strategic direction, R&D capabilities, and investments that enable the success of its global and regional Brands. Globally, Case IH and New Holland supply 360° agriculture applications from machines to implements and the digital technologies that enhance them; and CASE and New Holland Construction Equipment deliver a full lineup of construction products that make the industry more productive. The Company’s regionally focused Brands include: STEYR, for agricultural tractors; Raven, a leader in digital agriculture, precision technology and the development of autonomous systems; Hemisphere, a leading designer and manufacturer of high-precision satellite-based positioning, and heading technologies; Flexi-Coil, specializing in tillage and seeding systems; Miller, manufacturing application equipment; and Eurocomach, producing a wide range of mini and midi excavators for the construction sector, including electric solutions.

Across a history spanning over 180 years, CNH has always been a pioneer in its sectors and continues to passionately innovate and drive customer efficiency and success. As a truly global company, CNH’s 34,000+ employees form part of a diverse and inclusive workplace, focused on empowering customers to grow, and build, a better world.

For more information and the latest financial and sustainability reports visit: cnh.com

For news from CNH and its Brands visit: media.cnh.com

Media contacts:

Erin Rinehart	Ray Yeung / Nancy Zakhary
CNH	Relev8
Head of Tech Communications	Founder / Principal
Tel. +1 605 336 2750	ray@relev8.co / nancy@relev8.co

mediarelations@cnh.com                        

Attachments

• 20260812_PR_CNH_NA_CNH Farmer Pulse
• 20260812_CNH Farmer Pulse_Report_

FAQ

AI-generated questions and answers. How Rhea-AI works. Not financial advice.

What is the CNH (NYSE: CNH) Farmer Pulse report released on August 12, 2026?

The CNH Farmer Pulse is a recurring research report tracking North American farmers’ priorities and technology adoption. According to CNH, the inaugural AgTech Adoption Edition surveys 217 U.S. and Canadian farmers to measure precision technology usage, perceived value, future investment plans, and key adoption barriers.

How widely is precision technology adopted among farmers in the CNH (CNH) Farmer Pulse survey?

According to CNH, 89% of surveyed farmers use auto-guidance and 71% say precision technology is important to their operation’s success. These figures suggest precision tools are now embedded in everyday farming practices for many North American operations, particularly in guidance and related technology categories.

What percentage of farmers plan to invest in more precision technology, according to CNH’s 2026 Farmer Pulse?

CNH reports that 54% of surveyed farmers plan to invest in additional precision technology within the next two years. Respondents primarily cite reducing input costs, saving time, improving labor efficiency, and increasing yields as the main reasons driving these future technology investment intentions.

What are the main reasons farmers adopt precision technology in the CNH (NYSE: CNH) Farmer Pulse findings?

According to CNH, 74% of respondents adopt precision technology to reduce input costs, 70% to save time and improve labor efficiency, and 59% to increase yields. These motives highlight a strong focus on cost control, productivity gains, and crop performance improvements.

What barriers to precision technology adoption did the CNH Farmer Pulse report identify?

The CNH Farmer Pulse highlights cost as the leading barrier, cited by 56% of respondents. Additional obstacles include uncertainty about return on investment (36%), the need for more training (21%), connectivity challenges (13%), and ease-of-use concerns (11%), all influencing broader precision technology adoption.

How many farmers were surveyed for the CNH (CNH) AgTech Adoption Edition, and where are they located?

According to CNH, the AgTech Adoption Edition is based on a survey of 217 farmers and ranchers conducted in May 2026. Respondents are located across the United States and Canada, providing a North American snapshot of precision technology adoption and investment intentions.

What future topics will CNH’s Farmer Pulse research series likely cover for investors and farmers?

CNH describes Farmer Pulse as a recurring initiative designed to track agriculture’s evolving priorities, challenges, and opportunities. While this edition focuses on AgTech adoption, future editions are expected to explore additional themes influencing farming’s future, such as operational priorities, technology trends, and resource challenges.