When Advertising Changes the Market: How One FRENDT Campaign Forced the Industry to Rethink Autopilot Pricing

In the agricultural sector, we are used to reading different kinds of stories – about yields, fuel savings, centimeter-level precision, and how new technologies gradually transform farm management culture.

Field-based case studies have long been the main argument in discussions about precision agriculture. Farmers want to see practical results: real numbers, resource savings, reduced overlaps, and consistent performance.

But this time, the case is entirely different. This is not a story about the field. This is a story about the market.

And about how a single advertising campaign can change the rules of the game for an entire industry.

Typically, pricing in the agri-tech sector remains relatively stable. Companies operate within similar price ranges, occasionally launching local promotions, but overall the market moves rather inertly.

That is why recent developments have been particularly illustrative.

Following the launch of a large-scale information campaign by FRENDT, the market for agricultural auto-steering systems experienced changes that are difficult to ignore.

Our advertising appeared exactly where farmers spend the most time: in leading agricultural media, on high-traffic information platforms, on popular specialized websites, in digital channels read daily not only by farmers, and most importantly – on social media.

And the results were immediate. According to market participants, around 80% of companies operating in the auto-steering systems segment began revising their pricing policies.

The market simultaneously saw:
– new promotional offers;
– discounts on autopilot systems;
– bonus programs for farmers;
– additional service packages.

In effect, a new wave of competition began.

A key role in these changes was played by a specific technological solution – the TerraNavix auto-steering system by FRENDT.

This system became the product that captured the attention of the agricultural market and effectively triggered a new phase of competition.

TerraNavix delivers RTK accuracy of up to ±2.5 cm, allowing machinery to operate in perfectly straight passes without skips or overlaps. In practice, this means more precise input application, reduced overspending, and consistent quality of field operations.

The system features a 10.1-inch Android-based display, making operation максимально simple and intuitive for the operator. The interface is adapted to real field conditions, while the powerful hardware platform ensures fast processing of navigation data.

One of the key technical features is the terrain compensation sensor (IMU), which adjusts machine positioning on slopes and uneven terrain. This ensures maintained accuracy even in challenging conditions.

Another advantage is the ability to operate at ultra-low speeds starting from 0.5 km/h, which is especially important during seeding, inter-row cultivation, or when working with vegetable crops.

The system is универсальна and can be installed on various types of machinery:
– tractors;
– combines;
– self-propelled sprayers.

Installation takes approximately 4–5 hours, after which the machine is ready to operate with RTK-level precision.

However, the real catalyst for market change was not only the technology itself.

The decisive factor was its accessibility for farmers.

The full cost of the TerraNavix system is $3,999 (including VAT). However, farmers can purchase it under a significantly more comfortable financial model.

The purchase structure is straightforward:
– initial payment: $999;
– remaining balance: installment plan over 4 months at $750 per month;
– no additional interest.

In practice, this means a farm can start using an autopilot system almost immediately, without withdrawing significant funds from its operating capital.

When a technology becomes visible to a wide audience, a natural transformation occurs: farmers become more interested in solutions. The number of inquiries increases. Competition among suppliers intensifies. Under such conditions, the market begins to move.

Companies are forced to revise pricing policies, launch new promotional offers, provide additional services, and make technologies more accessible.

This is exactly what happened after the launch of FRENDT’s campaign. The market literally came alive.

Today, the Ukrainian agricultural sector operates under conditions of high costs and a constant need to optimize resources.

Fuel, seeds, crop protection products, logistics – all of these create significant financial pressure on farms.

In such conditions, technologies must not only be innovative – they must deliver a tangible economic effect. That is why auto-steering systems are gradually moving from the category of “innovation” into the category of essential tools for modern farming.

And when real competition for the farmer emerges in the market, it is always a positive signal.

It means that technologies are becoming closer and more accessible to those who work in the field.

For FRENDT, precision agriculture is not just a set of technologies.

It is a strategy for the development of agricultural production.

That is why the company actively works not only with equipment and services but also with the industry’s information space. Because when a farmer knows more about technologies, they make better decisions.

And today, we are seeing the result. The market has begun to change.

Where prices had remained high for years, new offers have appeared.
Where technologies once seemed inaccessible, they have become a reality.

So, dear farmers, we are always glad to work for you.

If prices somewhere still bite – we are ready to find solutions together. Write to us. Because if needed, we are ready to shake up the market once again.