The quote above, in isolation, would imply that customers are being treated as fools and willing to pay for rubbish. In fact it made me so curious, I went to check out what he actually said! In case it is any consolation, the full comment is not quite as bad:
"We had good success in passing on value to our customers. In other words, our customers don't care about our costs, but we have been able to improve on these products in a way that our price realization and what our customers are willing to pay for has been encouraging to us."
So he is saying that customers aren't interested in whether eg. steel prices have risen, hurting Deere's margins - customers only want to know they are getting a good deal. Therefore they can't just push up prices to compensate, they have to improve on products, and add value to make the customer interested.
Is it true though? A message above implied that Kubota did levy price increases in direct response to higher steel costs. Is this actually the case for most companies generally?
Still very interested in any info about price trends, especially for Kubota or for Kubota relative to other companies. Was very interested in above remarks about prices coming down - is this the case generally for other firms as well?
Thanks again,
Mary