Dealers Report Pricing Up 1.5% vs. Last Year

According to the latest Dealer Sentiments report, dealers say price contribution was up about 1.5% year-over-year compared to up about 1% the month prior. 

Dealer commentary suggests that incentive programs appear to be decelerating slightly month-over-month across OEMs despite soft farmer sentiment and purchasing. 

Survey respondents suggest OEMs likely passed along 2-3% market year 2026 price increases on average, partially offset by OEM/dealer incentive programs. 

One dealer said, “OEM financing programs appear rather dismal at this point on both large and small ag equipment.” 

Another dealer said, “The market remains cautious. We are starting to have EOP/pre-sale conversations, however, farmers are reluctant to commit to purchases. We think 2026 will be the bottom of the cycle and only expect minimal recovery in 2027.”