OUR STRATEGY
Fendt Goes
Global
Unlocking Fendt’s Full Potential
Since the 1950s, one saying has echoed across European farms: Leaders drive Fendt. Why?
Because an investment in Fendt machinery is an investment in a more profitable, productive future—delivering a level of quality, performance and innovation that impresses even the most discerning customers and stands up to the toughest farm demands.
Today, we are putting farmers first by expanding the portfolio of this storied brand and making Fendt products available to more farmers worldwide. This is a key pillar of AGCO’s pathway to future growth. In 2024, we made strategic investments to fuel the brand’s rapid expansion in North and South America, part of a bold goal to continually increase net sales in those regions over the next several years. We will get there in two ways.
Expanding geographic reach
In 2024, we opened the new Fendt Lodge, a 16,000-square-foot customer experience center adjacent to the manufacturing facility in Jackson, Minnesota. Serving as the North American home of Fendt, the lodge hosts dealer training events, sales meetings and brand introductions while inviting farmers to view and test Fendt’s latest innovations. The new facility is more than a gathering space; it is a symbol of our long-term commitment to growing this premium brand across global markets.
Combined sales of Fendt in North and South America doubled from 2021 to 2023, a milestone we did not expect to achieve for two more years. Meanwhile, we are reaching even further to bring Fendt to more farmers in Australia, New Zealand, South Africa and beyond. In 2024, we brought the Fendt 600 Vario® Series to North America. We also introduced the Fendt 700 Vario tractor series to the Brazilian market, a machine named EIMA International’s Tractor of the Year in 2023.
Our strategy does not stop once we hit new markets. In only four years, Fendt’s coverage in North and South America has doubled from 40% to 80%. Here, we are focused on raising brand awareness to expand Fendt’s market share. In addition to opening the Fendt Lodge, Fendt opened several new dealerships in the United States and Canada in 2024. This builds on the brand’s strong dealership network across South America, where Fendt has opened 32 new stores since 2019.
Building a more robust portfolio
Farmers familiar with Fendt already know it’s the premier brand for tractors. Now, they can expect the same quality from Fendt’s growing portfolio of planters, sprayers, combines, hay equipment, smart farming technologies and services and more. These products offer standout strength and performance and provide farmers with a more seamless, coordinated experience, enabling them to tackle challenges and boost efficiency across the crop cycle.
In our growing North American market, industry experts are taking notice, with two Fendt products recognized for innovation at the AE50 Awards in 2024. One is the Fendt Momentum 30-Foot Planter, which brings advanced planting benefits to smaller farms. The other is Fendt ErgoSteer, a retrofittable steering joystick for Fendt 500 to 1000 series tractors that provides field operators with more ergonomic, precise and intuitive control.
Fendt also blazed ahead in the tractor category, expanding its all-electric e100 Vario series, which represents a new frontier in sustainable farming. The e107 V Vario went into production with limited availability in Germany, Norway and the Netherlands in 2024, while the new e107 Vario standard model will begin production in 2025 with availability in these markets, as well as Austria, Switzerland, Denmark, Sweden, Italy and Spain.
By helping farmers improve outcomes and achieve their goals, Fendt is growing both customer loyalty and market share. It’s good news for AGCO, and for global farmers seeking the gold-standard in farm performance.
