2018-07-13Press release

Groundbreaking design – Fendt at the Red Dot Awards in Essen

Efficient, high-performance and groundbreaking in design – this was the verdict of the Red Dot Jury. The good news about the Red Dot: Best of the Best Award for the Fendt IDEAL high-power combine harvester was already announced at the beginning of April. On 9 July 2018, the famous award of the renowned design competition was officially presented to the winners in the Essen Opera House.

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2018-07-13Press release

Groundbreaking design – Fendt at the Red Dot Awards in Essen

Efficient, high-performance and groundbreaking in design – this was the verdict of the Red Dot Jury. The good news about the Red Dot: Best of the Best Award for the Fendt IDEAL high-power combine harvester was already announced at the beginning of April. On 9 July 2018, the famous award of the renowned design competition was officially presented to the winners in the Essen Opera House.

(left to right) Francesco Murro (Director Marketing Massey Ferguson EME), Eric P. Hansotia (Senior Vice President, Global Crop Cycle and Fuse Connected Services AGCO), Valentina Boscato (Communications Manager, Digital Customer Experience), Barry O'Shea (Vice President & Product Line Leader, Global Gold Harvesting AGCO), Josef Nuscheler (Fendt Press Officer)


Only around one percent of the more than 6,300 submissions are awarded the specific Red Dot quality seal at the end of the process: Best of the Best. The Fendt high-power combine harvester scored highly as one of the best design products in the commercial vehicle category, and now stands alongside the other award winners, such as the Ferrari Portofino or McLaren 720S from the sports car category, in the exclusive Red Dot group: Best of the Best 2018.

“This high-performance combine harvester features a groundbreaking, sophisticated design that is optimally oriented towards future requirements”, says the verdict of the jury which consists of independent design experts from around the world. “Its dynamic form language is emotionalising and lends it a strikingly elegant appearance. Also fascinating is the advanced ergonomic design of the driver’s cabin with excellent all-around visibility. The IDEAL combine is extremely comfortable in use, very powerful and efficient.”

Eric P. Hansotia and Barry O’Shea accepted the award on behalf of the international development and design team. “The IDEAL combine is the result of many years of research and development, committed cross-functional teamwork and industry leading expertise,” said Eric P. Hansotia. “We are inspired by the future of agriculture and are always looking for new innovative and sustainable ways to serve the farmers who demand the best of us.”

About the Red Dot Design Award:

In order to appraise the diversity in the field of design in a professional manner, the Red Dot Design Award breaks down into the three disciplines of Red Dot Award: Product Design, Red Dot Award: Communication Design and Red Dot Award: Design Concept. The Red Dot Award is one of the world’s largest design competitions. In 1955, a jury convened for the first time to assess the best designs of the day. In the 1990s, Red Dot CEO Professor Dr. Peter Zec developed the name and brand of the award. Ever since, the sought-after Red Dot award has been the revered international seal of outstanding design quality. Further information available at https://www.red-dot.org/.

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