100 Series Lawn Tractor
John Deere’s strategy to grow its lawn and garden tractor business included partnering with BSI to develop a new line of John Deere branded mid-priced products for the mass-retail market. Our direction was simple: provide a quality product that John Deere customers expect and offer the best features and the best value in the market.
The new 100 series tractors, which received a Consumer Reports Best Buy rating, are attracting new customers to John Deere dealerships and mass retailers alike, substantially growing John Deere’s consumer business. In its first year, the new tractor design sold over 325,000 units, added over 100,000 new John Deere owners and claims a lion’s share of John Deere’s 10% market share growth.