John Deere 3010
If June 6, 1944, was D-Day for Normandy, then Aug. 30, 1960, was D-Day for John Deere to introduce the "New Generation" tractors. The new multi-cylinder John Deeres were a dramatic departure from the venerable Johnny Popper, requiring a dramatic introduction to John Deere dealers.
The introductory show had to be spectacular, for corporate advertisers had to sell the 4010, 3010, 2010 and 1010 to the dealers, so the dealers would sell the new, multi-cylinder tractors to skeptical customers. Indeed, tradition is important to Deere and its customers: Legend has it that some folks cried when they learned that the two-cylinder was gone. And among all four new tractors, the 4010 and 3010 represented the greatest departure from tradition.
After seven years of Deere's engineers developing the new tractors in the secret "Meat Market," a closed down grocery store, Deere executives set their D-Day for Dallas, Texas (Miller 13). Deere chose Dallas for the big event based on the logistics: exhibit space, lodging, weather - the whole bit.But long before the show started, in Moline, Deere planned with care, right down to a 1/16 scale mockup of the show layout using wooden human figures and Ertl 630 and 430 toys. After all, Deere's extravaganza had to accommodate over 6,500 people. The big show started at 10 a.m. in the Dallas Memorial Auditorium with entertainment and John Deere films in the round.
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Note: This feature is in the May TF 2021 issue by Rick Campbell and Ed Erdmann.