2020-02-04Press release

Fendt Impresses at LAMMA 2020

Following the success of Agritechnica, that saw Fendt recognised with two “Tractor of the Year” awards, the Fendt team brought a raft of new products to LAMMA for 40,000 visitors to see and interact with.

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2020-02-04Press release

Fendt Impresses at LAMMA 2020

Following the success of Agritechnica, that saw Fendt recognised with two “Tractor of the Year” awards, the Fendt team brought a raft of new products to LAMMA for 40,000 visitors to see and interact with.

Advertising and Sales Promotion Specialist for Fendt UK & Ireland, Charlotte Ellis says: “We chose to have a prominent stand at LAMMA in 2019 and our presence at the event showed the strength of our product range. Following our success at Agritechnica, LAMMA was the perfect place to exhibit our new products and demonstrate our commitment to UK farmers.”

Fendt Katana 650 Forage Harvester at LAMMA 2020. Image courtesy of Farming Photography.
Fendt Ideal 10 Combine at LAMMA 2020. Image courtesy of Farming Photography.

In the first show of 2020 Fendt brought ten new products to show the depth of research and development the brand has brought to agriculture. A new forage harvester, the Katana 650 and the new IDEAL 10 combine harvester dominated the event and showed how Fendt is facilitating the future of farming.

Key to the Fendt stand was the use of technology. VR headsets brought the new Fendt 700 series cab and its FendtONE operating system to life for visitors. The headsets gave users a 360-degree vision of how Fendt products can operate from July 2020. “The introduction of VR to the stand gave visitors an opportunity to interact with our machines and understand how Fendt’s innovative technology works in the field,” says Charlotte.

FendtONE, the new operating system that connects multiple machines in a fleet, was communicated at LAMMA using a huge screen. Visitors witnessed how with just four clicks the user can create a new job and send it to the machine for the operator to start the day. The software records the details of the job and saves it for future reference allowing users and farm managers to evaluate the efficiency of the job.

Further new products included the Rogator sprayer with a 36-metre boom to maximise efficiency whilst offering greater stability. A new mower, the Fendt Slicer, and three new Fendt Lotus tedder models were also on show as Fendt demonstrated its market expansion.


With its unique, high-speed and spring-loaded cab the new Fendt Cargo T955 telehandler demonstrated further expansion in the range of Fendt machinery. Visitors to the event were impressed with the panoramic windscreen and capacity for the cab to be raised to reduce blind spots in every direction.

“The stand was busy as soon as the doors opened, and a constant flow of excited visitors were able to understand what Fendt is bringing to the UK in 2020 and 2021. With FendtONE we are now in a unique position to offer farmers a full package of agricultural machinery and the software to make the most of it. Having the new IDEAL 10, Katana 650, Slicer and Lotus models shows Fendt’s commitment to arable farming in the UK. Our new cab will be available first in the 300 series so utility uses with have an opportunity to benefit from FendtONE first,” concludes Charlotte.

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