Reichhardt Electronic Innovations

What Reichhardt Electronic Innovations does

Reichhardt Electronic Innovations is a German embedded-electronics company founded in 1985 and headquartered at Hofgut Ringelshausen, with 40 years of experience developing customized electronic systems for mobile machinery. The company's core technology is ISOBUS-compatible embedded electronics combining GNSS-based positioning (GPS, GLONASS, Galileo, BeiDou, QZSS), RTK correction data, ultrasonic row sensing and AEF-certified task control — packaged into three flagship product families: SMART COMMAND (a modular Smart Farming application for visualization, guidance, section control and task documentation), GREEN FIT (the authorized interface enabling John Deere AutoTrac steering on non-John Deere vehicles) and PSR SLIDE / PSR Lenksysteme (vehicle- and implement-level steering solutions with +/- 2 cm RTK accuracy).

Reichhardt operates a three-pillar business model. The Smart Farming pillar sells precision-agriculture hardware and software direct and through authorized sales partners in DACH, France, Europe, CIS, North America, Australia and New Zealand, with GREEN FIT additionally distributed via John Deere's dealer network. The OEM pillar provides customized embedded-systems development and series production for agricultural, construction and municipal machinery manufacturers. The EMS pillar, operated through wholly-owned subsidiary Reichhardt Elektronik GmbH, runs SMT/THT PCB assembly, cable harnessing and module assembly as contract manufacturing. Customers are predominantly SMB farmers (vegetable, viticulture, arable, specialty crops) alongside unnamed OEM machinery manufacturers and a small set of external EMS clients; pricing is not publicly disclosed but regional subsidy programs (e.g., 40% Hesse funding for steering systems) are leveraged.

Name

Reichhardt Electronic Innovations

Legal name

Reichhardt Electronic Innovations

Website

https://reichhardt.com

Company type

Private

Founded year

1985

Operating status

Operating

Headcount range

1–10 employees

Short description

Reichhardt Electronic Innovations is a German embedded-electronics firm, founded 1985, that develops ISOBUS-compatible precision-farming and GNSS steering systems for farmers, agricultural OEMs and EMS customers across global markets via partner and John Deere channels.

Ownership category

akta.pro rank

Product category

Precision Agriculture Electronics

NAICS

Motor Vehicle Electrical and Electronic Equipment Manufacturing (336320)

SIC

Industrial Instruments For Measurement, Display, And Control (3823)

akta.pro primary industry

Automotive ECUs/Control Modules & Embedded Electronics Manufacturing (IMACAJAC)

akta.pro secondary industry

Steering Systems & Components (Columns/Racks/EPS Pumps & Motors) (IMACAIAB)

Keywords

• Precision agriculture electronics
• Agricultural GNSS steering
• ISOBUS farm equipment
• RTK correction services
• Embedded mobile machinery

Headquarters

HQ city

Sabin

HQ country

United States

HQ region

North America

Offices7 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Smart Farming Products: Sale of precision farming hardware including steering systems (PSR Lenksysteme), GNSS receivers (RGS 200, RGS 700), SMART COMMAND terminals and apps, GREEN FIT kits, PSR SLIDE shift frames, and RTK correction data services (RTK CLUE).
2. OEM Electronic Systems: Customized development and manufacturing of embedded electronic solutions for agricultural machinery, construction machinery, and municipal equipment manufacturers. Includes customized engineering, off-the-shelf products, and series production.
3. EMS Contract Manufacturing: Electronics Manufacturing Services including SMT/THT PCB assembly, cable harnessing, and module assembly (Baugruppenmontage) for various industries including agriculture and other sectors requiring electronic assemblies.

Go-to-market motion3 records

Distribution channels4 records

Marketing channels5 records

Core offering

Reichhardt develops, manufactures, and sells embedded electronic systems and Smart Farming solutions for mobile machinery. Its product portfolio includes ISOBUS-compatible automatic steering systems, GNSS receivers with RTK correction data services, the modular SMART COMMAND application platform, the John Deere AutoTrac interface (GREEN FIT), vehicle-independent implement guidance frames (PSR SLIDE), and remote/safety control systems (AUX 2 GO, SIS REMOTE). Through its wholly-owned subsidiary Reichhardt Elektronik GmbH, the company also provides Electronics Manufacturing Services (SMT/THT PCB assembly, cable harnessing, module assembly) to agricultural, construction, and municipal machinery OEMs.

Product overview

Reichhardt Electronic Innovations is a technology company specializing in embedded systems for mobile machinery, Smart Farming solutions, and Electronic Manufacturing Services (EMS). The product portfolio centers on precision agriculture technology organized around three main pillars: (1) SMART COMMAND platform - a modular Smart Farming application combining ISOBUS visualization, GNSS guidance, automatic steering, section control, and task documentation; (2) GREEN FIT - the authorized John Deere AutoTrac interface enabling automatic steering on non-John Deere vehicles; (3) PSR systems - steering solutions and row guidance including PSR SLIDE with GNSS/RTK or ultrasonic sensing. Supporting products include RTK CLUE correction data service, ISOBUS retrofits, AUX 2 GO remote control, SONIC 200 row sensors, and GNSS receivers (RGS 200/700). The company also offers OEM development services and EMS manufacturing.

Differentiator

Problem solved

Functional benefit

Brands

• SMART COMMAND: Innovative Smart Farming application for mobile devices and terminals with ISOBUS functionality
• GREEN FIT
• PSR SLIDE
• PSR Lenksysteme
• RTK CLUE
• AUX 2 GO
• SIS REMOTE
• MINIBATT+
• SMART AgLIGHT

Products and services

• SMART COMMAND Modular Smart Farming application for mobile devices and terminals combining precision farming and ISOBUS capabilities — visual guidance (SMART GUIDE), automatic steering control (SMART CONTROL), section control (SMART SECTION), task management (SMART TASK), and ISOBUS visualization (SMART VT). AEF certified for TIM steering. Sold through authorized sales partners to farmers and OEMs.
• GREEN FIT Authorized joint interface, co-developed with John Deere, that enables the John Deere AutoTrac automatic steering system to operate on non-John Deere vehicles. ISOBUS-compatible complete integrated automatic steering kit available for self-propelled sprayers, combines, tractors, forage harvesters, specialty machines, ride-on mowers, and self-propelled mowers.
• PSR SLIDE Vehicle-independent, automatically steered shift frame using GNSS and ultrasonic sensors for implement guidance. Attached to the three-point hitch, it provides precise tool positioning with ±30 cm displacement range and active steering for attached implements independent of the tractor's path. Sold to specialty crop and row crop farmers.
• PSR Lenksysteme Precision steering systems product family for vehicles and implements, including ultrasonic row sensors and GNSS-based guidance, proven in field crops and specialty cultures. Sold through the Vertriebspartner network.
• RTK CLUE RTK correction data subscription service providing 100% availability, transparency, and service for RTK correction data, enabling centimeter-accurate (±2 cm) repeatable positioning for precision farming operations.
• ISOBUS-Nachrüstung (ISOBUS retrofit) ISOBUS retrofit solutions in OEM quality that equip existing tractors and implements for Agriculture 4.0, enabling compatibility between machines of different manufacturers and integrating legacy equipment into modern precision farming workflows.
• AUX 2 GO Solution for safe remote control of ISOBUS machine functions, enabling operators to control ISOBUS implements from outside the cab for safety, ergonomics, and efficiency during implement setup and operation.
• SIS REMOTE Safety-Intelligence System that uses functional safe HBC radio control to enable remote operation of autonomous agricultural machinery, with safety-rated radio control for hazardous or repetitive tasks. Awarded Agritechnica Silver Medal in 2021.
• SMART ADV OEM-targeted key technology for semi-autonomous area processing, enabling advanced automation features for agricultural machinery.
• SMART TURN Headland management system for self-propelled harvesters that enables intelligent, automated turning at field boundaries, supporting fully and semi-autonomous harvesting workflows for OEMs.
• SMART AgLIGHT Intelligent, sensor-driven work light system for agricultural vehicles, designed to optimize lighting for field operations and night work.
• MINIBATT+ Sample thresher product serving as a complement to sustainable agriculture workflows, used for crop sampling in the field.
• PSR ISO TAC Flexible row sensor for corn harvesters and agricultural equipment, providing precise row guidance and serving as both system and replacement part for PSR-based precision agriculture implementations.
• EMS Dienstleistungen (Electronic Manufacturing Services) Contract electronics manufacturing services delivered through Reichhardt Elektronik GmbH, encompassing SMT & THT PCB assembly, cable assembly, and module assembly for external customers in various industries; manufacturing performed in Germany.
• Customized Engineering (OEM development) Tailored engineering service for OEM partners: transfer of customer ideas into finished machines, leveraging 35 years of embedded systems experience and a library of pre-built, market-tested modules for faster development cycles.
• Off-the-Shelf Solutions (OEM) Pre-prepared ready-to-implement engineering solutions designed for faster deployment in customer-specific OEM requirements, complementing Customized Engineering services.

Quantifiable outcome

• Working speeds of 10-12 km/h achievable with PSR SLIDE for mechanical weed control, significantly increasing field capacity compared to manual operations.
• +2 more outcomes

Named customers8 records

Segments4 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

AI capability4 records

Feature6 records

Partnerships

Four partnerships are on record, tiered core and supporting.

• John DeerecoreStrategic or Co-development PartnerReichhardt and John Deere jointly developed GREEN FIT, an authorized interface enabling John Deere AutoTrac automatic steering system on non-John Deere vehicles. This partnership underwent intensive development including performance testing according to John Deere guidelines. GREEN FIT is distributed through both Reichhardt and John Deere sales partner networks.
• Smart Farming Experts NetworksupportingGTM or Marketing PartnerPartnership network (smart-farming-experts.de) connecting Reichhardt with other Smart Farming solution providers for comprehensive precision agriculture offerings.
• Innovation FarmsupportingStrategic or Co-development PartnerCollaboration with Innovation Farm (innovationfarm.at) for testing and demonstrating SMART COMMAND applications in practical farming scenarios in Austria.
• DLG (Deutsche Landwirtschafts-Gesellschaft)supportingGTM or Marketing PartnerPartnership for trade show participation including DLG Feldtage events where Reichhardt showcases precision farming innovations.

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Topcon Agriculture: Precision agriculture positioning, steering, and sensing solutions including GNSS receivers and automated steering. Comparable in offering auto-steering, section control, and OEM/retrofit channels.
• Raven Industries (CNH Industrial): Precision agriculture technology (steering, application control, autonomy) acquired by CNH Industrial in 2021. Direct overlap in steering systems and ISOBUS-based implement control.
• Hexagon Agriculture (NovAtel): Provides GNSS receivers, correction services (TerraStar), and precision agriculture solutions via the NovAtel brand. Closely comparable in GNSS hardware and RTK correction data service offerings.
• Mueller-Elektronik: German specialist in ISOBUS terminals, GPS steering, and implement control for agricultural machinery. Highly comparable product portfolio with similar Mittelstand positioning in DACH.
• Ag Leader Technology: Specialist in precision agriculture displays, guidance, steering, and ISOBUS-compatible controllers. Comparable aftermarket steering and ISOBUS retrofit focus for mixed-fleet operations.
• Trimble Ag: Leading precision agriculture GNSS guidance, auto-steering, and farm management provider. Directly comparable product overlap; Trimble Ag was acquired by AGCO in 2024, changing the competitive structure of the segment.

Broad incumbents

• AGCO: Global ag machinery OEM (Fendt, Massey Ferguson, Valtra) operating the Fuse precision farming platform and integrating Trimble Ag technology post-2024. Competes in OEM precision ag bundles and as a potential OEM partner.
• John Deere: Global ag machinery leader with native AutoTrac steering, StarFire GNSS, and integrated precision ag suite. Functions both as Reichhardt's GREEN FIT partner and as indirect competitor steering customers toward native solutions.
• CNH Industrial: Global ag machinery OEM (Case IH, New Holland, Steyr) operating AFS precision farming platform with Raven Industries. Comparable as competitor and as potential OEM customer for embedded electronics.
• CLAAS: German family-owned agricultural machinery OEM (combines, tractors, foragers) with CEMOS automation and GPS PILOT steering. Comparable as DACH-headquartered peer and potential OEM customer.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/playlist?list=PLmlN2V_k1PNBxG_4NhlsQFCAqOI5Ywazn
• Xx.com/ReichhardtUSA

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries1 record

Funding overview

Funding rounds

Investors

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

M&A

Investments

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

Frequently asked questions about Reichhardt Electronic Innovations