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Martin Richenhagen has been CEO of AGCO for 16 years.
Guide Business, Machinery

Career in ag machinery true to form

Assessing the legacy Martin Richenhagen leaves behind at AGCO

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Reading Time: 7 minutes [UPDATED: Dec. 18, 2020] Having spent many years covering ag machinery, I recall all the times I found myself having a drink with other machinery writers at the end of a busy day, only to notice how often we’d all be agog at something we’d heard AGCO CEO Martin Richenhagen say. To be clear, we […] Read more
Crops, Machinery

Fendt takes (out) the wheel on new combines

Agco says it's first of majors to offer joystick steering

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Reading Time: 3 minutes Agco has officially declared itself to be the first major farm equipment player to put joystick steering in a combine. The ag equipment manufacturer unveiled IdealDrive on Thursday during the Commodity Classic in San Antonio, billing the new steering system for its Fendt Ideal combines as “the first joystick steering system on a combine from […] Read more
The new 900 Series tractors takes a key position in the Fendt line of products now available in North America.
Guide Business, Machinery

AGCO picks Fendt as its global brand

“It’s the year of Fendt,” as the company's new focus puts the brand squarely at the corporate core

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Reading Time: 5 minutes In June, AGCO invited several machinery editors to its Jackson, Minnesota assembly plant to hear its news for the coming year. I was included in that group. As we were seated around a large table listening to the initial presentations, AGCO’s media relations manager made an off-the-cuff comment that stuck in my mind. “It’s the […] Read more
The real surprise in AGCO’s unveiling of the new IDEAL combine was the name it was wearing when it made its North American debut.
Guide Business, Machinery

The new AGCO strategy

The company gets serious about launching FENDT as its high-tech brand in North America

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Reading Time: 6 minutes When I received my invitation from AGCO to attend a media event earlier this summer, I was told there would be a surprise. It was, said the company’s PR agent, to be the unveiling of the new IDEAL combine. Hardly a surprise, I muttered to myself. AGCO had debuted the IDEAL in Germany last November, […] Read more
AGCO is putting more distance between its major brands at the dealership level.
Guide Business, Machinery

What’s next for Massey Ferguson?

AGCO injects new life into the MF brand in Europe, promising to add “an avalanche” of new products in bright red paint

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Reading Time: 8 minutes The attitude of marketing staff and the overall experience of just being at AGCO’s giant display at Agritechnica this year was different than I’d seen in past years. The stand was clearly divided between the company’s two primary brands sold in Europe: Massey Ferguson and Fendt. Then, an incident really drove home the reality of […] Read more
Representatives of the McCormick brand were ecstatic when they went on stage to claim their Best Utility Tractor title during the 
Tractor of the Year awards ceremony at Agritechnica.
Machinery, Machinery Guide

And the Oscar goes to…

Brands claim top design awards at home and abroad

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Reading Time: 4 minutes The Agritechnica machinery show in Germany, which takes place every two years, has its own set of Tractor of the Year awards. A group of European journalists pick what they collectively think are the best tractors in each of four different categories, including best field tractor, best utility, best speciality and best overall design. This […] Read more
AGCO’s Fendt brand won a Silver Innovations Award at Agritechnica for its all-electric e100 Vario, which has the capabilities of a 65-horsepower conventional tractor but shorter run time.
Machinery, Machinery Guide

Re-energizing electric drive

Today’s concept tractors may never get beyond the prototype stage, but that isn’t going to stop electrification

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Reading Time: 6 minutes It was one of those great opportunities that I savour. I was with two very senior executives from one of the full-line manufacturers, and we were having a casual and candid conversation over lunch. We were in a private dining room on the grounds of the Agritechnica machinery show in Germany. Eventually the conversation drifted […] Read more
A cutaway view of a Xaver robot shows it is built on a modular design, and in the future it could potentially be repurposed to do jobs other than seeding corn.
Machinery, Machinery Guide

‘Xaver’-ing success

AGCO’s MARS project lands a new name ahead of its market release

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Reading Time: 3 minutes Several months ago Country Guide reported on the field robot project called MARS, which is an acronym for Mobile Agricultural Robot Swarms. It began as a joint research project between the European Commission and AGCO’s Fendt brand. At the Agritechnica machinery show in Hanover, Germany, in November, AGCO revealed the project has moved beyond the […] Read more
AGCO’s new “IDEAL” combine will debut in Germany in November. Built on a global platform, it will incorporate the highest level of digital technology of any combine to ever wear MF, Challenger or Fendt nameplates.
Machinery, Machinery Guide

Dawn of the ‘smart’ combine

Automated and self-adjusting threshing systems become the norm

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Reading Time: 3 minutes Combine manufacturers have made giant strides toward machine automation. Yes, there still needs to be an operator in the cab (and we’re likely some distance away from changing that), but a growing number of today’s combines are making their own decisions about how to adjust their operations on the go for maximum threshing efficiency and […] Read more
Machinery, Machinery Guide

PHOTOS: JCB redesigns the 8000 Series Fastrac tractor

Guide Machinery: The evolution of the Fastrac

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Reading Time: 3 minutes All eyes were on a stage in JCB’s Rocester, England world headquarters building in October as a few dozen ag journalists from several different countries gathered for the reveal of the company’s all new 8000 Series Fastrac tractor. As is usually the case with events like this, no matter what the brand, the unveiling was […] Read more

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