The Farmers Club

The “Club Notes” for Wednesday, the 22nd of May, 2024.

By Dwain Duxson

The Forcing Hand

I have been reading a bit about how Electric Vehicles (EVs) in the US have reached saturation point. I am pretty sure they are still growing their market share in Australia, but it will go the same way as the US at some point. My thinking is that everyone who wants one either has one or will get one soon. The wider lesson is that you just can't force people into buying things; most of the time, people have choices, and they will make a choice. Incentives might get some over the line, but most will stick to what they want. Back on the EVs, I see where the sports car brand Maserati is going fully electric by 2028. Now, to me, that's business and brand suicide because we associate Maserati with rumbling loud engines, and that's a big part of their attraction. Who's gunna want to buy a Maserati that's quiet? And 2028 is not far away. We know that in the Farm Tender marketplace game, you can't force people's hand. They will do it their way and in their own time. Trying to force them will probably make them shy away more. It got me thinking about Ag; the industry doesn't seem as salesy as it used to be. Maybe it's the advent of the internet, where people can search all they need to know about a product or service. And our communication with one another is better, so word-of-mouth endorsements between Farmers count highly these days. Do you dislike being force sold to? Reply to [email protected]

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