AGCO Refines Brand Strategy For 2010

AGCO Corp., Duluth, GA, recently announced more details about the company’s changing North American brand strategy for 2010, Ag Professional reports.

Robert Crain, senior vice president and general manager, North America, AGCO Corp. said, “Our North American strategy is based on two simple ideas that will improve our overall competitiveness. First, by focusing our resources behind fewer brands we can bring more innovation and technology to our customers in key areas, resulting in market-leading products that meet the needs of today’s farmers. In addition, fewer brands allow us to achieve greater brand impact and help our full-line dealers better support our valued customers. To this end, Challenger and Massey Ferguson will become our foundation brands within North America.”

“Brands such as Hesston, Sunflower, Gleaner, White Planters, Spra Coupe, Fendt and others, offer unique customer benefits within the marketplace and are not going away. These will be leveraged via co-branding strategies as appropriate. Hesston by Massey Ferguson is one example,” Crain said. “The plan does include phasing out the AGCO brand of equipment, including its line of orange tractors, which are expected to be marketed into 2011. As AGCO has demonstrated throughout its history, the company will continue to provide quality parts and service support well into the future.”