Fendt: Top agricultural technology brand in 2025/26
In the independent DLG ImageBarometer 2025/26 survey, Fendt was ranked first among the top ten agricultural machinery brands, achieving 59 points. This is the 19th time in a row that Fendt is in first place. According to the DLG's evaluation: "in the sub-indices, the Marktoberdorf-based manufacturer Fendt continues to lead the ranking in all areas in terms of brand awareness".
In the regional evaluation, Fendt once again took first place in the north (62 points) and in its home region in the south. In the south, Fendt maintained its best result from the previous year with 63 points. In the north, it improved from 59 points in 2024/25 to 62 points in this year's evaluation.
'German farmers make a significant contribution to the economy by ensuring the population has access to high-quality, affordable, controlled food,' said Christoph Gröblinghoff, Chairman of the Fendt Management Board. 'In these politically turbulent times, it is all the more important that we have a high degree of self-sufficiency in Germany thanks to our domestic agriculture. This independence has social and monetary value. I would like to thank our farmers for their hard work, as well as for the trust they place in the Fendt brand.'
Fendt is once again the top-ranked agricultural technology brand
"There has been some movement in the agricultural technology following the change to the 2025/26 survey. Fendt ranks first, as it did last year," says the DLG, describing the results. In the DLG survey, 674 farmers rated brands in terms of brand awareness (recognition), brand loyalty (current and future use), brand performance (satisfaction and preference) and brand image (general image, innovation and communication). The average size of the agricultural business was 338 hectares, which is a decrease compared to the previous year. With a share of 90 per cent, the clear majority of respondents run their own businesses conventionally and have a high level of education. Around 80 per cent of respondents have at least a master craftsman's certificate, a related degree or further training as a technician, economist or business administrator. The average age of respondents is 52.
The DLG Image Barometer 2024/25 survey took place from October 2025 to January 2026. This coincided with Agritechnica in Hanover, the world's leading agricultural technology trade fair, which attracted over 476,000 visitors from 52 countries.
About the DLG Image Barometer
The 29th DLG Image Barometer survey took place at the turn of 2025/26. Since 1996, the DLG has surveyed a panel of selected farmers annually on the brand image of various manufacturers in the agribusiness sector. The survey covers agricultural technology, animal husbandry technology, feed, agricultural chemistry, plant protection, seeds, banking, insurance, trade and services, and renewable energies. The Brand Index is calculated based on four sub-indices: brand awareness (recognition); brand loyalty (current and future use); brand performance (satisfaction and preference); and brand image (general image, innovation, and communication). Respondents rate each aspect on a scale of 1 to 5. These responses are totalled and weighted, with a maximum of 25 points awarded per sub-index. This means that the maximum total score in the evaluation is 100 points.
Since 2021, the survey has been conducted in winter to reduce the burden on farmers. Previously, the survey was conducted in August, right in the middle of the harvest season. Between October 2025 and January 2026, in the 2025/26 survey period, the survey was offered online for the first time to provide greater flexibility. Consequently, the factor 'brand awareness' was replaced by 'familiarity with the brand's offerings' in the online questionnaire.
