There is a fair amount of competition in this space. Around me, I see a lot of Kubota, New Holland, etc. Not too many John Deeres actually.
Around Iowa I see these brands as well, but I don't see Kubota and New Holland as being as massive and innovative as Deere and Cat are/can be. John Deere has been notorious in the legal system in its pursuit of these locks on software. They have very good autonomy software which gets better every season, and distinguishes them from Kubota and New Holland. Their autonomy seems to be up-and-coming, but isn't in primetime just yet.
What area of the country are you in? I wonder if it is more of a geographic difference in brand choice, or if John Deere doesn't handle the local crops in your area as well.
That's a good point that autonomy could be a big deal for some consumers, and I bet larger plot size is a factor in that.
I've heard of John Deere being able to stay within about an inch of the previously traveled path on subsequent passes through the field. "Guaranteeing" you won't drive over previously planted crops and being able to customize the spraying, doing most driving autonomously,and collect yield per acre in real-time during harvesting, etc. make it a compelling solution out here.