While many are looking for more ways to incorporate technology in their farm equipment, Alberta-based startup Ursa Ag is intentionally doing the opposite. The company’s owner/founder Doug Wilson is zagging while everyone else is zigging.

Ursa Ag’s motto is “Back to basics. Built to last.” The company manufactures no-tech tractors — without computer controls — that are simple, easy to fix and significantly more affordable than others on the market.

“Tractor prices have gotten out of control and 2018 was the turning point when prices started to climb in a crazy way,” Wilson says in a video interview with Farms.com that has gone viral with over 159,000 views and counting. “In addition to that, newer tractors have a ton of electronics. And people are facing problems they can’t fix themselves because the electronics are a bit of a mystery.

“It’s not fair to compare us to John Deere because they will always be more expensive. But if you compare us to somebody like Zetor, for example, we’d be less than half the cost for the same size tractor,” he adds. “We’re definitely a more economical option.”

Ursa Ag offers two main tractor models. The larger model is a 260-horsepower tractor powered by an 8.3-liter Cummins engine, “The same one that would’ve been in your combine in the 90s,” Wilson says.

The smaller 150 horsepower model has a 5.9-liter Cummins engine and is more suitable for tasks like feeding cattle, running augers and operating balers or front-end loaders. Ursa Ag builds most of the components in-house and sources other parts from external suppliers.

“(Our tractors don’t have) the most luxurious cabs in the world, but they’re comfortable,” Wilson says. “There’s a company that builds them for us. They have air-ride seats. All mechanical connections to the controls. Everything is a cable running to a valve. You pull the lever and it starts whatever you’re trying to run. Just extremely simple.”

WATCH: Farms.com catches up with Ursa Ag owner Doug Wilson 

Ursa Ag has a small dealer network in Saskatchewan and Abbortsford, but Wilson says he’s looking to add more as demand increases. Farmers can also buy directly from the manufacturer.

“We’ve been cautious with our growth as far as adding dealers goes,” Wilson says. “There was no point in adding dealers we couldn’t supply. But now we’re ramping up production. We’ll make more tractors than we have in the past. There’s an opportunity for more people to come forward as dealers, we just haven’t been pushing that option until now.

“We as a company have been around for quite some time and we plan on being around forever,” he adds. “I have kids that I want to see take over this someday. I’m not going to live forever unfortunately, but the company will carry on. It is something we’re very proud of and happy to be doing.”

Judging by his plans to add dealers and ramp up production, it appears Wilson’s no-tech tractors are successfully solving a pain point for farmers struggling with the complexity and cost of new technology and equipment. What’s your take on Ursa Ag’s approach? Let me know at NNewman@LessiterMedia.com.