Factors such as awareness, loyalty, satisfaction and innovative strength have a significant impact on a brand's image. This year, Fendt is once again ranked first among agricultural machinery brands in the annual DLG (German Agricultural Society) survey on the brand strength of various companies in the agricultural sector.
German farmers confirm trust in Fendt in the DLG ImageBarometer 2024/25
Factors such as awareness, loyalty, satisfaction and innovative strength have a significant impact on a brand's image. This year, Fendt is once again ranked first among agricultural machinery brands in the annual DLG (German Agricultural Society) survey on the brand strength of various companies in the agricultural sector.
Fendt: 1st place among agricultural machinery brands
In the independent survey for the DLG ImageBarometer 2024/25, Fendt achieved first place among the top ten agricultural machinery brands with 60 points. "In the sub-indices, the Marktoberdorf-based tractor manufacturer Fendt leads the ranking across all areas in terms of brand awareness and brand image," says the DLG in its evaluation. Fendt was also ranked first again in the regional evaluation in the North (59 points) and West (60 points) regions, as well as in the core region of South. In the South, Fendt even improved from 62 points in the previous year to 63 points, thus achieving a top score.
Fendt is a top brand in agribusiness
Just as in the last survey, Fendt is the only agricultural machinery manufacturer to once again achieve a ranking as a top brand in agribusiness. "Bayer CropScience, the Volks- und Raiffeisenbanken and Fendt already topped this ranking last year. This has not changed in 2024/25. This is a clear indication of the important role that agrochemicals, crop protection, seed and agricultural technology play for agricultural businesses and proves that these leading companies in German agribusiness understand the business of brand management," says the DLG.
In the DLG survey, the 670 farmers rated brands in terms of brand knowledge (awareness), brand loyalty (current and future use), brand performance (satisfaction and preference) and brand image (general image, innovation and communication). The number of participants from farms with 50 to 100 ha decreased this time. The average size of the farm was therefore 358 ha, an increase on the previous year. With a share of 90 per cent, the clear majority of respondents operate their own farm conventionally and have a high level of education. Around 80 per cent of those surveyed have at least a Meister (master craftsman) title, a subsequent academic degree or further training as a technician, manager or business administrator.
The telephone survey for the DLG ImageBarometer 2024/25 took place from October 2024 to January 2025. This period also saw the end of the coalition government in Germany and the subsequent preparations for new elections, which led to a phase of intense political and social debate.
Christoph Gröblinghoff (Chairman of the Fendt Management Board)
"German farmers achieved an agricultural production value of EUR 75.4 billion in 2024, which corresponds to 1.75 per cent of German GDP. If you take the entire value chain, including the downstream and processing sectors, i.e. the food industry production value, the value is over EUR 230 billion and thus 5.3 per cent of German GDP. The figures show: Agriculture is an important part of the German economy. With their achievements and high investments, farmers also make a significant contribution to supplying the population with food," says Christoph Gröblinghoff, Chairman of the Fendt Management Board, commenting on the market development. "Last year in particular, agricultural machinery manufacturers felt the effects of political uncertainty and falling market prices, which dampened willingness to invest in Germany. Despite these challenges, German farmers in particular invested in our stable tractors last year. The registration figures from 2024 show: We have the technology that our farmers need. The high level of trust in the Fendt brand is therefore a special honour for us."
The DLG ImageBarometer survey was conducted for the 28th time at the turn of the year 2024/25. Every year since 1996, the DLG has surveyed a panel of selected farmers on the brand image of various manufacturers in the agribusiness sector. The survey covers the areas of agricultural technology, animal husbandry technology, animal feed, agrochemicals, crop protection, seeds, banks, insurance, trade and services as well as renewable energies. The calculation of the Brand Index is made up of four sub-indices: Brand Knowledge (Awareness), Brand Loyalty (Current and Future Use), Brand Performance (Satisfaction & Preference) Brand Image (General Image, Innovation and Communication). The respondents rate the aspects on a scale of 1 to 5. These answers are then totalled and weighted so that a maximum of 25 points are awarded per sub-index. This means that the maximum score in the evaluation is 100 points in total.
Since 2021, the survey has been conducted in November and December to ease the burden on farmers. Before 2021, the survey period was in August and therefore in the middle of the harvest season.
