Mission Statement, Vision, & Core Values of Deere & Company (DE)

Deere & Company's foundational Mission, Vision, and Core Values are defintely more than just posters; they are the strategic blueprint that guides a business forecasting a fiscal 2025 net income range of $4.75 billion to $5.25 billion. You've watched as worldwide net sales and revenues dropped 18 percent to $33.290 billion in the first nine months of 2025, so understanding the core value of 'Innovation'-which drives their precision agriculture investments-is critical for mapping their next move. Can a commitment to 'Integrity' and 'Quality' truly offset a market slowdown, and what does their long-term vision of being an 'essential partner' mean for your investment horizon right now?

Deere & Company (DE) Overview

You're looking for a clear picture of Deere & Company, and the takeaway is simple: it's a 188-year-old titan of industry that is proactively managing a cyclical downturn in 2025 by focusing on technology and cost control. The company, headquartered in Moline, Illinois, has been an agricultural powerhouse since its founding in 1837 by John Deere, who invented the first successful self-scouring steel plow.

Today, Deere & Company is the world's largest manufacturer of agricultural equipment, but its business is far more diversified. It operates across four primary segments: Production & Precision Agriculture, Small Agriculture & Turf, Construction & Forestry, and Financial Services. Think of their product line as everything from the massive 9R series tractors and combine harvesters to excavators, dozers, and commercial lawn care equipment. They also offer financing through John Deere Financial, which is a critical part of their ecosystem. As of the first nine months of fiscal year 2025, the company's worldwide net sales and revenues stood at $33.290 billion. That's a massive operation, even in a challenging environment. To be fair, this is a company that has been around since before the Civil War.

Financial Performance in Fiscal Year 2025

The financial narrative for fiscal year 2025 is one of contraction, but with managed resilience. We're seeing a clear market contraction, which is why management has been laser-focused on inventory and cost. For the first nine months of fiscal 2025, worldwide net sales and revenues decreased by 18 percent to $33.290 billion compared to the same period last year. That's a significant drop, but the company's net income remains strong.

The full-year net income forecast for fiscal 2025 has been narrowed and is projected to be in the range of $4.75 billion to $5.25 billion. Here's the quick math: while net income is down from the previous year, this forecast still represents a substantial profit, showcasing their ability to maintain margins even as volumes dip. The sales decline is broad, with the Production & Precision Agriculture segment, which includes large tractors and combines, expected to be down roughly 30% in North America for the full year. Small Agriculture & Turf sales are also projected to decline by around 10%.

The near-term risks are real-high interest rates and trade uncertainties are dampening equipment demand. But the company is managing its production to match retail demand, which is the right action to take right now. The Financial Services division, however, showed some resilience, with net income of $230 million in the first quarter of 2025, aided by a decreased valuation allowance on assets held for sale related to Banco John Deere S.A.

• 9-Month FY2025 Net Sales & Revenues: $33.290 billion.
• Full-Year FY2025 Net Income Forecast: $4.75 billion to $5.25 billion.
• North American Large Ag Sales Outlook: Down roughly 30% in FY2025.

A Leader in the Smart Industrial Era

Deere & Company isn't just a manufacturer of iron; it's a technology company leading the charge toward the 'Smart Industrial' future. They are the largest agricultural machinery company in the world, and that leadership is increasingly defined by their integration of advanced technology. Their strategy is to empower customers to be more productive and profitable, even in this tough market.

The increasing utilization of advanced technologies like See & Spray, which allows for targeted application of inputs, and Harvest Settings Automation, are defintely key to their long-term success. These are not just add-ons; they are core to improving customer productivity and navigating industry challenges, which reinforces confidence in the company's future despite the near-term uncertainty. You can dive deeper into the company's foundational elements by exploring Deere & Company (DE): History, Ownership, Mission, How It Works & Makes Money to understand why this company has been successful for so long.

Deere & Company (DE) Mission Statement

You need a clear line of sight from a company's foundational purpose to its financial performance, especially in a volatile market. Deere & Company's mission statement provides that anchor. It's not just marketing; it's the strategic blueprint that guides their capital allocation, product development, and long-term goals, which is why we track it so closely. The core idea is simple: be an essential partner to those linked to the land and accelerate their success.

This mission is critical right now, especially as the company navigates a challenging environment. For fiscal year 2025, Deere & Company has forecast net income attributable to the company to be in the range of $4.75 billion to $5.25 billion, a solid number but one that reflects a tighter market than previous years. Their mission is what drives the decision-making to maintain profitability even when worldwide net sales and revenues decreased 18 percent for the first nine months of the year, totaling $33.290 billion. That's a real test of their commitment.

Core Component 1: Being an Essential Partner to Those Linked to the Land

The first component of the mission is about dedication to their customer base-farmers, ranchers, landowners, and builders. It positions Deere & Company not as a vendor, but as an indispensable part of their customers' operations. This focus is what allows them to command a premium and build deep loyalty.

The company's commitment to this partnership is backed by its core values of Integrity, Quality, Commitment, and Innovation. Their dealer network is a key part of this, acting as the face of the brand and ensuring world-class support throughout the equipment lifecycle. This is a business where an 18-month return on investment is crucial for a farmer, so the partnership has to deliver fast value. If you want a deeper dive into how this operational commitment translates to the balance sheet, you can check out Breaking Down Deere & Company (DE) Financial Health: Key Insights for Investors.

Core Component 2: Accelerating Customer Success and Profitability

The mission explicitly commits to accelerating customer success, which translates directly to improving their efficiency and profitability. This is where the rubber meets the road for investors; it's about selling outcomes, not just iron. Deere & Company understands that their financial health is tied to their customers' bottom line.

This focus is why they've been so deliberate in managing inventory in a softer market, proactively matching production to retail demand. For instance, they achieved significant year-over-year inventory reductions, like North American 220 horsepower and above tractor inventories being down 45 percent year-over-year as of August 2025. This action stabilizes the used equipment market, which is a direct benefit to their customers' asset values. Smart move.

The goal is to provide solutions that drive:

• Efficiency through less waste and better resource use.
• Productivity via higher yields and faster job completion.
• Sustainability, which is increasingly tied to long-term profitability.

Core Component 3: Delivering Intelligent and Innovative Solutions

The final pillar is the engine of future growth: innovation. Deere & Company is transforming from an equipment manufacturer into a smart industrial technology company, and their spending reflects this shift. Their commitment to technology is what differentiates them from competitors.

The most concrete proof is in their Research and Development (R&D) expenditure. For the twelve months ending July 31, 2025, Deere & Company's R&D expenses were $2.256 billion. This massive investment is channeled into high-impact areas like autonomy, the John Deere Operations Center, and See & Spray technology.

The results are tangible, not theoretical. The company has already surpassed 485 million engaged acres globally, which means that much farmland is actively utilizing their data and precision technology. The Precision Essentials starter pack, for example, has brought over 2,400 totally new customers into the Operations Center ecosystem, showing a clear path from innovation to new revenue streams. This is defintely a long-term play that justifies their valuation premium.

Deere & Company (DE) Vision Statement

You're looking for the strategic compass guiding a multi-billion dollar enterprise, and with Deere & Company, the direction is clear: an indispensable partnership powered by technology. The company's vision is not about selling tractors; it's about becoming the essential partner for our customers, who cultivate, harvest, transform, enrich and build upon the land for a better world. This statement maps directly to their strategic shift, moving them from a machinery manufacturer to a provider of data-driven solutions.

This vision is a realist's view of the future, acknowledging the cyclical downturns in equipment sales while doubling down on technology that drives customer profitability. For instance, the company's full-year 2025 net income is forecasted to be in the range of $4.75 billion to $5.25 billion, a significant drop from prior years, but the vision justifies continued investment in high-margin, precision agriculture tools like See & Spray technology.

The core of this vision is to create a symbiotic relationship with the customer, where success is mutual. It's a smart model because it locks in revenue beyond the initial equipment sale, focusing on the entire lifecycle of the machine and the land it works on. You can read more about this foundational shift in strategy here: Deere & Company (DE): History, Ownership, Mission, How It Works & Makes Money.

The Mission: We Run So Life Can Leap Forward

The mission statement, or purpose, is the action-oriented counterpart to the vision: We run so life can leap forward. This isn't just a slogan; it's the mandate for innovation across the entire business, from the farm field to the job site. The practical application is to provide innovative solutions that help customers improve their efficiency and profitability in agriculture, construction, and forestry.

Here's the quick math on why this mission is critical right now: the company is navigating a challenging market where North American Large Ag equipment sales are projected to decline by approximately 30% for fiscal year 2025. The mission demands they counter this with technology that makes a farmer's existing fleet more productive, not just pushing new iron.

The focus on 'leap forward' means a commitment to autonomy and data. They are aiming for connectivity enablement in 100% of new small agricultural equipment and increasing connected machines to 1.5 million by 2026. That's the real value proposition, defintely.

• Run for all: Sustain lives and livelihoods everywhere.
• Deliver purpose-driven tech: Create machines that advance business.
• Run with nature: Support and protect the planet.

Core Value: Integrity and Quality in a Downturn

A company's core values are what keep the ship steady when the market gets choppy, and Deere & Company's four main values are Integrity, Quality, Commitment, and Innovation. In a year like 2025, where worldwide net sales and revenues decreased 18% for the first nine months, Integrity becomes paramount. It ensures honesty in all business dealings, especially when managing high levels of used equipment inventory, which can put pressure on pricing for dealers and customers.

The value of Quality is the bedrock of the brand's legacy. It's the reason a customer pays a premium. The commitment to quality delivers durable, reliable equipment that customers depend on, reducing their total cost of ownership (TCO). This focus is a competitive moat, especially when the Construction and Forestry segment sales are forecasted to fall 10% to 15% due to slowing single-family housing starts.

Core Value: Commitment and Innovation as Strategic Levers

Commitment reflects a deep promise to customers, employees, and communities. It's operationalized through strategic investments. Even with a projected tariff impact of more than $500 million on the fiscal year 2025 income, the company is still making significant, long-term investments. They are prepared to invest $20 billion in the U.S. over the next decade to develop new products and advanced manufacturing systems.

Innovation is the engine of the vision, pushing the company to develop advanced technologies like the autonomous tillage system. This value is essential for maintaining a competitive edge and addressing the evolving needs of its customers. The Production and Precision Agriculture segment, despite a sales outlook down 15-20% for the year, is the primary area where this innovation is deployed, focusing on enhancing customer productivity and profitability outcomes.

The company is managing the near-term risk by proactively controlling costs and inventory, but the big play is the long-term commitment to innovation that will make them the 'essential partner.' That's the analyst view: near-term pain for long-term strategic gain.

Deere & Company (DE) Core Values

You're looking for the bedrock of a company like Deere & Company (DE), the kind of principles that actually drive a multi-billion dollar operation, not just sit on a plaque. The reality is, Deere's five core values-Integrity, Quality, Humanity, Commitment, and Innovation-are the operating manual for their Smart Industrial strategy, which is how they're navigating a challenging market where their fiscal year 2025 net income is forecasted to be between $4.75 billion and $5.25 billion.

This isn't just corporate speak; these values map directly to their near-term risks and opportunities, showing you where they are defintely placing their capital and focus. For the first nine months of fiscal year 2025, the company reported worldwide net sales and revenues of $33.290 billion, so every strategic move, from factory automation to scholarship programs, is a high-stakes decision. You can dive deeper into the market's view on their strategy by Exploring Deere & Company (DE) Investor Profile: Who's Buying and Why?

Integrity

Integrity is the foundation of trust, especially when selling high-value, long-cycle equipment. It means doing the right thing, even when it's tough, and it's a value that directly impacts their brand equity and regulatory risk profile.

This commitment isn't abstract; it's quantifiable. Deere & Company was named one of the 2025 World's Most Ethical Companies by Ethisphere, marking the 18th time they've received the honor. That recognition requires providing over 240 different proof points on practices that support robust ethics and compliance, governance, and a culture of ethics. Honestly, a consistent 18-year track record like that is a powerful indicator of operational discipline.

• Uphold a strict Code of Business Conduct globally.
• Ensure transparency in all stakeholder dealings.
• Maintain a low-risk profile through ethical sourcing.

Quality

For a machinery company, Quality is uptime and durability-it's the core customer value proposition. Deere & Company's focus is on continuous improvement, which now means integrating cutting-edge technology into their manufacturing processes to reduce defects and ensure product excellence.

Here's the quick math: fewer defects mean less warranty cost and higher customer satisfaction, which is critical in a tight market. The Davenport Works facility, which produces construction and forestry equipment, was named the 2025 Assembly Plant of the Year in October 2025. This was due to its use of 5G connectivity and artificial intelligence (AI) to 'mistake-proof the bolt fastening process,' which is a concrete step to boost quality and throughput.

Humanity

The Humanity value, which was recently refreshed to affirm that all people and the planet deserve dignity and respect, is the driver for their environmental, social, and governance (ESG) efforts. This goes beyond simple philanthropy; it's about building a thriving ecosystem for their customers and employees.

The John Deere Foundation has a $200 million commitment over the next decade to create long-lasting, purposeful impact, focusing on hunger and quality education. In a more immediate, 2025 example, the John Deere MANRRS Scholars Program was held in September 2025, providing $3,000 scholarships to undergraduate students in agriculture and engineering fields, plus an all-expenses-paid trip to headquarters. This is a direct investment in the future talent and diversity of the industry they serve.

Commitment

Commitment means dedication to customers, employees, and the long-term health of the industry. In a cyclical business like heavy equipment, this translates to disciplined inventory management and strategic long-term capital allocation.

When the CEO states they are 'proactively managing inventory' to match production to retail demand, that's a commitment to dealer health and market stability, not just a financial footnote. Also, the company is planning to invest $20 billion in its U.S. production plants over the next decade, a massive capital commitment that underscores their long-term belief in domestic manufacturing and product development. For new talent, the Human Resources Development Program (HRDP) is a 3-year rotational program, showing a real commitment to cultivating a deep bench of internal expertise.

Innovation

Innovation is arguably the most critical value for their future, as it underpins their entire Smart Industrial strategy. It's about delivering purpose-driven technology to enhance customer productivity, profitability, and sustainability, not just building a bigger tractor.

The investment is substantial: their fiscal year 2024 R&D allocation was $2.437 billion, which fuels this drive. A key initiative is the 2025 Startup Collaborator program, announced in January 2025, where they selected six innovative companies to work on technologies like 3D imaging, AI for safety, and wireless charging. This acts as an external R&D pipeline, giving them quick access to cutting-edge solutions. Plus, their Leap Ambitions initiative is pushing for a fully autonomous battery-powered electric agricultural tractor by 2026, mapping a clear path to low/no carbon power solutions.