"(Wait, you thought that auto manufacturers actually make money on selling cars? "
They never did., It was all about selling parts, which is why japan managed to upset the applecart so badly by making reliable cars - even in the 1970s an average japanese car needed 1/4 the servicing of anything from Europe/USA (AND was easier to work on)
These days Ford makes a loss on cars, breaks even on parts and makes a stonking profit on finance agreements - which gives it major incentive to make reliable cars, given the way US consumer protection law works. GM and a few others have yet to learn that lesson and unsurprisingly Ford was the only US maker that didn't need bailing out.
As others have said, this is about Farm Machinery (and other offroad equipment) being subjected to major levels of vendor lock-in for parts and servicing - something that both Europe and the US effectively made illegal when automotive makers attempted the same tactic in the 1980s-2000s. The whole thrust of ODB was to standardise things and encrypted protocols were outlawed (My older Nissan's CAN ODB port is encrypted - the following model year was supplied with decrypted bus. What that means is that whilst I can get a lot of data out using K-Line data it's both slow and a limited subset of everything that's there, with a special Nissan tool (expen$$$ive) needed to get all the other stuff.
VW and BMW are amongst the makers still holding out on this stuff and their contempt for customers has caught up with them in other areas.