This all stems from a current suit filed against and a counter suit by Deere. I'm going to copy and paste a response I typed a week ago on a different board.
Few problems.
1- The EPA has mandated that the engine manufacturer maintains liability for clean air act compliance even after transfer of ownership. So if you mod your Dodge Cummins to delete the EGR/DPF and some high and mighty attorney goes after the issue, CMI could end up paying fines for it.
2- Maguson - Moss plays a smaller but pivotal role here, but that will derail the thread and turn into a personal accountability debate.
3-
The process is this: current intellectual property laws and regulations allow companies to install technological protective measures (TPMs) on a variety of devices in order to preserve their intellectual property investments. The Constitution's Copyright Clause is the source/genesis of copyright protections. This current regime is the subject of much philosophical debate, with both sides making compelling arguments. To rebalance the system, the Copyright office has proposed a series of new rules, here:
http://copyright.gov/1201/docs/list-proposed-classes-1201.pdf. John Deere challenges the rule applying to vehicle software as overbroad.
The link to the actual primary source, aka John Deere's comment on a proposed rule, is here:
http://copyright.gov/1201/2015/comments-032715/class 21/John_Deere_Class21_1201_2014.pdf. Curiously, you appear to rely completely on the non-authoritative secondary source (who is ranting rather hyperbolically) rather than getting to the actual comment, which I found with little trouble.
The proposed rule allows 3d parties to access copyrighted software developed by, in this case, John Deere at great expense to John Deere's shareholders and customers. The Copyright office's rule is an attempt to change the system, John Deere's comment is a restatement of the current system. If the current system was consistent with the Wired author's position, the Copyright office would have no need to propose a new rule. Far from attempting to change the nature of ownership, Deere is actually asserting it (at least asserting the current state of the law).
The relevant portion is here (page 6 at the link): ". . .the vehicle owner receives an implied license for the life of the vehicle to operate the vehicle, subject to any warranty limitations, disclaimers, or other contractual limitations in the sales contract or documentation." In the preceding paragraph, and the section in general, John Deere is commenting on implied software licenses. While you would need to actually read the primary source document in full to understand this, the clue in my quoted sentence above is the part referring to "vehicle owner." In other words, while you own the physical vehicle, your ability to use the software depends on a license. "[O]perate the vehicle" is a confusing and IMO poor phrase, but the context clarifies in this case. Other parts of the filing describe why car companies have this arrangement, much of which has to do with regulatory compliance and some of which has to do with how Deere obtains some of its software (e.g. John Deere cannot sell ownership rights to 3d party software for which John Deere itself only has a license).
John Deere's board, and by extension John Deere's compliance attorneys, have a fiduciary duty to protect the company's investments. In addition to some very technical legal arguments, John Deere relies on the fundamental philosophical ideas surrounding copyright protections, which are ensrhined in our Constitution (page 2 has an excellent summary of Deere's concerns). The issue here isn't greed, or "corporations acting all corporationy," but whether we still believe in the philsophy underlying our intellectual property laws, which adopt the belief that intellectual property protections incentivize companies like John Deere to invest resources into technological advances or if we are going to swing the pendulum in the direction of essentially mandating open source software on vehicles.
I should note that both sides believe their model will enhance creativity and innovation - but that is a debate for another day