---
title: Market Potential Report | Certified Agriculture Dealership
description: A free county-level report on how many trucks farms and ranches in your market buy each year, built on 2022 USDA Census of Agriculture data.
---

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Market Potential Report

# How many trucks do you sell to farmers and ranchers?

Most dealers don't measure it. Enter your dealership's ZIP code for a county-level report on the agricultural truck demand in your market.

Calculate My Market

- Annual farm truck purchases, new and used
- County agricultural profile
- Neighboring county opportunity

Market Potential Report

ZIP Data: 2022 USDA Census of Agriculture; Farm Journal Media surveyPrepared

Download PDF

[Email me this report](https://certifiedaggroup.com/market-potential-bold#mp-save)

### 01Market Summary

Estimated annual truck purchases by farms and ranches in your county.

Farms in your countyUSDA 2022

Trucks purchased annually by farms in your countyCalculated

New trucks annuallyCalculated

Used trucks annuallyCalculated

### 02Methodology

County farm counts come from the 2022 USDA Census of Agriculture. Truck purchase rates come from Farm Journal Media's survey of farm truck ownership.

**3**trucks per farm, on average**45.7%**of farms replace a truck each year**60 / 40**new vs. used purchases

|  | Measure | Calculation | Source | Value |
| --- | --- | --- | --- | --- |
| A | Farms in your county | Reported | USDA Census of Agriculture, 2022 |  |
| B | Trucks purchased by farms annually | A × 45.7% | Farm Journal Media |  |
| C | New trucks purchased annually | B × 60% | Farm Journal Media |  |
| D | Used trucks purchased annually | B × 40% | Farm Journal Media |  |

### 03County Agricultural Profile

Who your local ag buyers are, from 2022 USDA Census of Agriculture county-level data.

### 04Regional Market

Ag buyers cross county lines. Select the neighboring counties you draw customers from to calculate your total market.

Counties included in this market total.

Your total market opportunity0 trucks a year

Counties

Farms

New / yr

Used / yr

|  | County | Farms | Trucks / yr | New / yr | Used / yr |
| --- | --- | --- | --- | --- | --- |
|  | Selected market total () |  |  |  |  |

### 05Findings

| What would make farmers switch | Rated important | How TCAG programs answer it |
| --- | --- | --- |
| Lower pricing compared with other brands | 95% | AgPack® farm and ranch supply savings |
| Better product engineering | 97% | AGwagon® |
| Higher-quality service from the dealer | 96% | Certified Agriculture Dealership standards |
| More informed product specialists at the dealership | 92% | Ag Specialist Training |
| Better warranties | 89% | CADProtect |
| Better financing options | 69% | CADFi |

Source: Ag Equipment Intelligence, 2024 Brand Loyalty Study. Percent of farmers rating each factor somewhat or very important in deciding to switch equipment brands. Truck purchase estimates are modeled from USDA farm counts and survey rates, and actual results vary by brand, location, and inventory.

**Prepared by The Certified Agriculture Group** · certifiedaggroup.com · (336) 755-7632 · Dealers@CertifiedAgDealer.com  
Find out if your market is available: **certifiedaggroup.com/check-your-market**

### 06Save This Report

Email yourself a link to come back to this analysis, or use Download PDF at the top of the report.

Next Steps

## How Certified Agriculture Dealers capture this market

Every month, we report your ag market share, how each ag specialist is performing, and how you're tracking against your goals. Most dealers have no idea how many trucks they sell to agriculture. You will.

1Market locally.Let farmers know what you offer that no other dealer in your market can.

2Ask the question."Are you a farmer or rancher?" Ask every customer who walks in.

3Use the tools.Show them what's available and turn that conversation into a sale.

4Enter them in the system.Add every ag buyer to the AgPack Redemption System. We do the rest.

Claim Your Market

## Claim your market before another dealer of your brand does.

Certified Agriculture Dealers get brand exclusivity in their market, and the first to commit claims it. Tell us about your dealership and we'll confirm whether your market is open.

Prefer to talk?[(336) 755-7632](tel:+13367557632)[Dealers@CertifiedAgDealer.com](mailto:Dealers@CertifiedAgDealer.com)

Check your marketWe'll confirm availability within 48 hours.

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