One of the joys of business consolidation. Look at the legacy parts that CNH and Agco both have to deal with. And since in most cases they've driven the local dealer out of business they really aren't worried about customer relations, after all what are you going to do buy a John Deere? This type of behavior is what has me convinced one of the problems in our country today is to many businesses run by business majors who have very little to no understanding of the products and services they deliver to customers that they also don't fully understand. Same for our teachers, they spend more time in education classes than learning the subjects they'll be teaching.
Also understand that with the current legal climate that exists in the US they do have a vested interest in getting you to move away from older equipment, it helps minimize potential liability if bad things happen. That and our government keeps passing laws making new equipment cleaner and safer but a lot more expensive (same thing they did to the auto industry). They need to put additional pressure on you to upgrade before Barry & the boys puts pressure on them or use the media to assault them and seize them much like GM & Chrysler. That and someone has to pay for the additional taxes and healthcare costs they will soon be paying. Remember corporations don't pay taxes, they simply increase the prices of their goods and services to their customers or reduce their costs to maintain their margins.