Raven Industries

What Raven Industries does

Raven Industries, Inc. is a wholly-owned subsidiary of CNH Industrial N.V. (NYSE:CNH), operating as a precision agriculture technology brand headquartered at 205 East 6th Street, Sioux Falls, South Dakota. The firm was originally incorporated in its current legal form in 2017, building on operating history that dates to 1956 according to firmographic records; it was acquired by CNH Industrial in 2021 and now identifies as "Raven, a Brand of CNH." Raven sells technologies used by commercial farming operations, agronomy cooperatives, and OEMs across the crop cycle — Planting & Seeding, Crop Protection, Harvesting, Soil Management, and Hay & Forage — and reports 1,001–5,000 employees with regional offices in the United States, Netherlands, Brazil, and Canada.

The company's product portfolio is organized into five functional pillars: (1) Autonomous Farming (Raven Cart Automation, Raven Autonomy Driverless Tillage Solution); (2) Connectivity & Logistics (Slingshot cloud platform, Field Hub 2.1 in-field hardware); (3) Guidance & Steering (VSN computer-vision guidance, RS1 and SC1 GNSS systems, GNSS receivers and corrections, Implement Steering, DirecSteer); (4) Application & Boom Controls (Hawkeye 2, Augmenta multispectral Field Analyzer, Rate Control Module, AutoBoom XRT, Boom Recirculation, AccuFlow, Sidekick Pro Direct Injection); and (5) Displays (Viper 4+, CR12+, CR7+). Trademarks are registered across each major product line, and RS1/OMNiPOWER portions are released as open source under attribution terms. AI/ML capability is embedded narrowly in computer-vision row tracking (VSN) and multispectral field analysis (Augmenta), while autonomy stack functionality was extended through the 2019 acquisition of Smart Ag.

Raven generates revenue from two streams: (i) hardware sales of precision-ag equipment, application controls, GNSS receivers, displays, and autonomous farming systems, sold through the CNH-aligned dealer network including Case IH and New Holland; and (ii) recurring subscription and connectivity services via the Slingshot platform and adjacent portals (AgSync, EDGE Online, Precision Technology Configurator). The company does not publicly disclose pricing; transactions are quote-based through dealers. End customers span commercial agriculture operators in North America (USA and Canada), Europe (Netherlands serving EMEA), and Latin America (Brazil), with a website localized in eight languages to support those markets.

Name

Raven Industries

Legal name

Raven Industries, Inc.

Website

https://ravenind.com

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Raven Industries, a wholly-owned brand of CNH Industrial, develops precision agriculture technology — including autonomous farming systems, GNSS guidance, application controls, and the Slingshot connectivity platform — sold through dealers to commercial farming operations across North America, EMEA, and Latin America.

Ownership category

akta.pro rank

Product category

Precision Agriculture Technology

NAICS

Agricultural Implement Manufacturing (33311), Navigational, Measuring, Electromedical, and Control Instruments Manufacturing (33451)

SIC

Special Industry Machinery, Nec (3559), Industrial Instruments For Measurement, Display, And Control (3823)

akta.pro primary industry

Precision Agriculture & Farm Technology Equipment (IMAHACAH)

Keywords

• Precision agriculture technology
• Autonomous farming solutions
• GPS guidance systems
• Agricultural connectivity platforms
• Application control systems

Headquarters

HQ city

Sioux Falls

HQ country

United States

HQ region

North America

Offices4 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Technology or R&D, Operations, Marketing or Sales, Infrastructure

Revenue model

1. Precision Agriculture Hardware: Sale of precision agriculture equipment including guidance systems, GNSS receivers, displays, application controls, and autonomous farming solutions. Products are sold through dealer network to agricultural operations.
2. Connectivity and Software Services: Slingshot connectivity platform provides fleet management, logistics, and data services. Subscription-based software services for data synchronization and field analytics.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels5 records

Core offering

Raven Industries designs, manufactures, and sells precision agriculture hardware and software, including GNSS-guided steering systems, application and boom controls, displays, and autonomous farming solutions. The company also operates the Slingshot connectivity platform, which provides GNSS corrections, data management, and fleet logistics for agricultural operations. Products are distributed through an authorized dealer network serving commercial farming operations globally.

Product overview

Raven Industries, a brand of CNH Industrial, provides precision agriculture technology organized into five product categories: (1) Autonomous Farming — including Raven Cart Automation™ for autonomous grain cart operation and Raven Autonomy™ Driverless Tillage Solution for driverless field operations; (2) Connectivity & Logistics — the Slingshot® platform providing cloud-based fleet analytics and real-time data sync, supported by Field Hub 2.1 hardware; (3) Guidance and Steering — encompassing VSN® Visual Guidance (camera-based autosteering), RS1™ and SC1™ GNSS steering systems, GNSS Receivers and Corrections, Implement Steering, and DirecSteer™; (4) Application & Boom Controls — including Hawkeye® 2 precision spraying, Augmenta® Field Analyzer (multispectral sensing), Rate Control Module, AutoBoom® XRT boom height control, Boom Recirculation™, AccuFlow™ seeding, and Sidekick Pro™ Direct Injection; and (5) Displays — the Viper® 4+, CR12®+, and CR7®+ in-cab consoles serving as the central user interface. The portfolio addresses the full crop cycle across solutions for Planting & Seeding, Crop Protection, Harvesting, Soil Management, and Hay & Forage.

Differentiator

Problem solved

Functional benefit

Brands

• Raven Autonomy: Driverless tillage solution and autonomous farming technology
• Slingshot
• VSN
• RS1
• Hawkeye 2
• Viper 4+

Products and services

• Raven Cart Automation

Named customers1 record

Segments1 record

Ideal customer profiles1 record

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

Feature9 records

Partnerships

One partnership is on record.

• CNH IndustrialcoreStrategic or Co-development PartnerRaven Industries is a brand of CNH Industrial, operating as a wholly-owned subsidiary within the CNH family. This provides deep integration with Case IH and New Holland equipment brands, access to CNH's global dealer network, and strategic alignment in precision agriculture and autonomous farming development.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Trimble Inc. Trimble is a direct competitor in precision agriculture guidance, GNSS receivers, application control, and farm management software. It is consistently listed alongside Raven as a top smart agriculture player, targeting the same mixed-fleet, dealer-channel go-to-market.
• AGCO Corporation: AGCO is both a major tractor/equipment OEM and a precision agriculture provider (Fuse, Massey Ferguson, Fendt, Valtra). It competes head-to-head with Raven/CNH in mixed-fleet guidance, ISOBUS, and precision spraying, and is co-listed in top smart agriculture rankings.
• Topcon Positioning Systems: Topcon is a direct peer in GNSS guidance, autosteering, and precision application controls. It targets mixed-fleet ag and construction customers through a dealer network, mirroring Raven's distribution approach and core technology stack.
• Ag Leader Technology: Ag Leader is a direct peer in displays, GNSS guidance, application controls, and yield monitoring. It sells through an independent dealer network to mixed-fleet farms, directly overlapping Raven's aftermarket retrofit value proposition.
• TeeJet Technologies: TeeJet manufactures precision spray nozzles, boom controls, and application technology for agriculture, overlapping directly with Raven's Hawkeye, AutoBoom, and Sidekick Pro product lines in the application and boom controls category.

Broad incumbents

• Deere & Company (John Deere): John Deere is the dominant incumbent with a fully integrated precision ag stack (JD Operations Center, AutoTrac, See & Spray). It is a broader incumbent that overlaps with Raven across guidance, application, and farm management, but bundles these capabilities exclusively with its own equipment.
• Bayer AG (Climate Corporation / FieldView): Bayer's Climate FieldView is a leading digital agriculture platform for farm data and decision support. It is a broad incumbent in the ag-data layer where Raven's Slingshot also competes, and is co-listed among major US agri-tech companies.

Others

• Hexagon AB (NovAtel / Agriculture division): Hexagon (via NovAtel and its agriculture arm) supplies high-precision GNSS positioning that competes with and complements Raven's GNSS/Corrections offerings. It is an adjacent technology provider in the precision ag positioning stack.
• CNH Industrial: CNH Industrial is Raven's parent company and a major tractor/equipment OEM (Case IH, New Holland). It is not a competitive peer but the principal channel and strategic sponsor through which Raven's technologies reach end customers globally.

Emerging players

• Granular (Corteva): Granular is a farm management software business under Corteva, focused on operational and financial planning for farms. It overlaps with Slingshot's data and management capabilities and is profiled alongside Raven in the US agri-tech landscape.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat6 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/RavenIndustries
• YouTubeyoutube.com/user/precisionsimplified
• Facebookfacebook.com/ravenind
• LinkedInlinkedin.com/company/raven-industries
• Instagraminstagram.com/ravenindustries
• TikToktiktok.com/@ravenprecision

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Subsidiaries2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A11 records

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Raven Industries