2019-11-16Press release

Crowds flock to Fendt at Agritechnica 2019

The new brand claim 'It's Fendt' and the new operating philosophy FendtONE were the core messages of Agritechnica 2019, as the Fendt brand becomes more global and more digital. FendtONE and the Fendt 900 Vario were absolute magnets for the 450,000 visitors.

2019-11-16Press release

Crowds flock to Fendt at Agritechnica 2019

The new brand claim 'It's Fendt' and the new operating philosophy FendtONE were the core messages of Agritechnica 2019, as the Fendt brand becomes more global and more digital. FendtONE and the Fendt 900 Vario were absolute magnets for the 450,000 visitors.

More international than ever before

More than 130,000 visitors travelled from abroad to be here. With 30% international visitors, Agritechnica is "the global meeting place of the agricultural community", according to the German Agricultural Society (DLG). "We feel that international interest is growing. This year's Agritechnica was one of our best trade fairs ever. We welcomed more international visitor groups to our stand than ever before and had so many positive conversations with customers," said Peter-Josef Paffen, Chairman of the AGCO/Fendt Management Board. Visitors came from European as well as non-European countries, including Argentina, Brazil and Indonesia.

28 machines were showcased at the Fendt stand this year, with a new redesigned booth spanning more than 3,100 m2. One focus was on digitisation. "It's impossible to imagine anything concrete under the term digitisation. With FendtONE, we have bridged the gap from the machine out on the field to the offboard world, by managing all the data and information. We offer tangible digital solutions, so we can demonstrate the benefits and future developments in an environment that's familiar to every customer in a substantial and comprehensible way. The throngs of people we welcomed to the FendtONE booth is proof in itself," explains Roland Schmidt, Vice President Fendt Marketing.

A shower of awards for Fendt

The Fendt 900 Vario was not only well received by the visitors, but the trade journalists there were also thrilled with our new large tractor. Fendt 942 Vario claims the title of Tractor of the Year 2020, as well as Machine of the Year 2020 in the large-tractor category, while the Fendt 900 Vario series won the Audience Choice Award (formerly the Audience Award). "I am particularly proud of the Audience Choice Award for the new 900, because while Gold can fade, public recognition lasts forever," says Peter-Josef Paffen.

The Fendt 942 Vario was also awarded the seal of approval from the DLG PowerMix test. The Fendt 314 Vario received the title of Tractor of the Year 2020 in the Best Utility category. It's the second year in a row that the top model of the Fendt 300 Vario series has won this award. Fendt also accepted Silver medals from the DLG. There was a medal for the new steering system Fendt IDEALDrive. The Fendt IDEALDrive joystick steering system is exclusive to the Fendt IDEAL 10T combine harvester. The second Silver medal went to the collaboration project with Braun Maschinenbau GmbH, Landau/Palatinate. The joint project includes a Fendt 200 Vario V and a Braun attachment, along with their compatible steering system for autonomous vehicle and equipment management in viticulture.

"We took employees from Marketing, Sales, Development and Customer Service to Hanover, and they worked closely together at the trade fair to make sure every question was answered," explains Peter-Josef Paffen. Around 250 employees travelled to Hanover for Agritechnica. After the morning briefing, 'It's Fendt' was chanted three times to motivate everyone for the new day of the fair.