Thus far the 1980s have been an extremely volatile period for the world's farming community. Economic hardship has forced farmers, farm equipment manufacturers and dealers to restructure their business tactics in order to survive. Suppliers of goods and services to this industry find they must modify their marketing approaches to adapt to the changes taking place. Lubricant formulators and marketers share the need to examine past perceptions in light of future industry needs.Consolidation and simplification seem to be two important survival tactics in use within the farm equipment manufacturing community. Product differentiation will play a major role in a successful company's marketing plans.This paper examines some of the changes taking place in the farming industry, the historical and current lubrication demands and the future challenges in lubrication.