John Deere has decided to discontinue the Mazzotti brand, the Italian self-propelled sprayer manufacturer it acquired in 2017.

The move is part of the company’s broader strategy to streamline its global operations around a more standardized product portfolio.

John Deere confirmed the phase-out of the Mazzotti brand in Europe through communications sent to the company’s dealer network.

The decision follows a gradual integration process that had already included the discontinuation of Mazzotti’s IBIS and MAF self-propelled sprayer lines.

Additional signs of the brand’s absorption emerged in late 2023, when John Deere introduced self-propelled sprayers manufactured by the Italian company under John Deere styling and branding.

Global consolidation strategy

The discontinuation of Mazzotti aligns with a wider restructuring strategy by John Deere aimed at consolidating its global product offering.

In a similar move, the company recently decided to discontinue the Pla brand in Brazil.

Uncertainty over Italian operations

It remains unclear whether Mazzotti’s manufacturing plant in Ravenna, Italy, will continue operating or eventually cease production activities.

Background

John Deere acquired Mazzotti in 2017 to strengthen its position in the self-propelled sprayer segment, particularly in Europe.

The Italian manufacturer specialized in high-clearance self-propelled spraying equipment designed for specialty and row-crop applications.

The latest decision suggests John Deere is accelerating the integration of regional brands into its global identity and product structure.