2017-11-10Press release

Roland Schmidt appointed new Vice President of Fendt Marketing

Roland Schmidt was appointed Vice President of Fendt Marketing for Europe and the Middle East (EME) on November 1, 2017. Schmidt will continue to report to Peter-Josef Paffen, Vice President and Chairman of the AGCO/Fendt Management Board, and work with his team at the Marktoberdorf headquarters.

2017-11-10Press release

Roland Schmidt appointed new Vice President of Fendt Marketing

Roland Schmidt was appointed Vice President of Fendt Marketing for Europe and the Middle East (EME) on November 1, 2017. Schmidt will continue to report to Peter-Josef Paffen, Vice President and Chairman of the AGCO/Fendt Management Board, and work with his team at the Marktoberdorf headquarters.

His appointment as Vice President of Fendt Marketing is a continuous development move for Roland Schmidt, who will make an important contribution to the implementation of the Fendt Strategy 2020. The aim is to reach a market share of 10% in the EME region by 2020. He will also manage the internationalisation of the Fendt brand and the boost in sales of Fendt machines in North America as well as Australia, Asia and Eastern Europe.


Under the Fendt 2020 strategy, total sales of tractors will increase to 20,000 by 2020. Schmidt is also responsible for integrating of the recently acquired and expanded Fendt forage harvesting technology range, and, by extension, the entire Fendt full-line range. Going forward, he will also shape the Fendt Marketing Organisation into a modern and efficient digital structure.


The extensive tasks of Fendt Marketing include Market Management, B2B and B2C Marketing Communication, Event Marketing, Market Services (Order Processing), Sales Promotion and Product Marketing.

"Roland Schmidt started his career at Fendt in 1990 as a DLG trainee. He already held senior positions in Product Marketing and Sales Promotion," recalls Peter-Josef Paffen, Chairman of the AGCO/Fendt Management Board. As Marketing Director, he has headed the Fendt Marketing division for 8 years. Today, Fendt Marketing has a workforce of around 100, all reporting to the 45-year-old farmer's son from Middle Franconia, Bavaria. "Roland Schmidt's career is a good example of how you can be rewarded with responsibility at FENDT through commitment, innovative ideas and leadership qualities. We want to promote our employees and develop executives," says Peter-Josef Paffen.


Roland Schmidt has a master's degree from the University of Weihenstephan-Triesdorf.

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