In the late 1960s, Deere & Company pioneered the roll-over protection structure to protect the driver from injury in the event of a tractor roll-over. John Deere invited the competition to view a demonstration of its new Roll-Guard. Deere recommended that all tractors include this safety feature, and offered to share its design and test data with its competitors. Deere & Company also encouraged farmers to retro-fit their tractors with this safety feature, and offered Roll Guards at cost to farmers who wished to install them on their older New Generation tractors.