New Branding Strategy At AGCO

Posted on August 21, 2006

AGCO Corp. has announced a new branding strategy focusing on three cornerstones brands out of the 21 brands the company offers. The AGCO, Massey Ferguson and Challenger brands will now become the mainstay for the company with its other product lines such as Hesston, Gleaner, Sunflower and White Planters becoming co-brands under the cornerstones. The new co-brands will be featured in more than one of the cornerstones becoming for example AGCO Hesston and Massey Ferguson Hesston but AGCO said will feature the original colors of the co-brand.

The transition comes as part of a company initiative to simplify so it can focus more resources on just three brands. In addition, AGCO said it wants to create more brand recognition and move to a dealer network of larger, more professional dealers with larger territories.

The company’s AgChem division will continue to run as a separate business and both the Valtra and Fendt brands will be offered as complementary brands to the cornerstones.