2023-06-13 10:28:17
It will open in 2024, the Fendt Lodge will welcome customers, dealers, future product launches and various events around the Fendt brand, especially for the North American market.
The Jackson factory has always been associated with the most sophisticated and powerful machines in the AGCO group. In 1973, Al McQuinn founded the AG Chem brand in this Minnesota town, specializing in spraying (RoGator) and then self-propelled spreading (Terra Gator). The brand was acquired by the AGCO group in 1998 and was transformed to become the cradle of Challenger in 2002. The MT700 and MT800 tracked tractors acquired from Caterpillar, which then wanted to withdraw from the agricultural field, formed the basis of a full brand within AGCO. This is the beginning of a full-line made up of tractors, balers and self-propelled Massey Ferguson, Hesston, Gleaner, Fendt… Their only element of distinction is the yellow paint. Challenger stands out above all, in North America, by its dedicated network. In Europe, only ex-Terra Gator tracked tractors and self-propelled tractors are marketed there. The result of this wide range is not up to the ambitions of the group, which decides to phase out the brand gradually, first by spreading, with the cessation of production in Europe of the Terra Gator in 2014, then pulling with late production yellow painted Massey red tractors, harvesting and spraying. High value-added devices, tracked tractors and self-propelled sprayers are entrusted to Fendt from 2017.
More than ever, it is Fendt who wears the specialist cap within the group. The Momentum precision seed drill marketed in America and in part of the Eastern countries bears the Bavarian label, although it has no direct link with Marktoberdorf. Just as the MT crawler tractors are now green, equipped with a continuously variable transmission – a Fendt specialty – and the Rogator RG900 self-propelled sprayer is no longer yellow and has also inherited German design. As for the Ideal harvester, although it is also sold with the MF logo, it is Fendt which is its ambassador on the 5 continents. Gradually becoming a full liner through takeovers, mergers, strategic syntheses and plant closures, Fendt has become the emblem of haute couture within the American group. A role of composition for the one who popularized the “Vario” from 1995 in the agricultural field and met with the greatest rise. The German Premium is not only linked to the automobile. AGCO understood this and launched on the North American market to position Fendt at the head of the gondola, facing the big names, John Deere and Case IH. This is why Jackson, 50 years after its creation, despite the many changes in activity and colors, still remains a site of choice to position its Premium brand. Fendt experienced rapid growth in North America, opening dealerships in the United States and Canada, rapidly increasing sales, and strong brand affinity with farmers and contractors.
The future “Fendt Lodge” will include a 1,500 m2 reception area in a Bavarian “Green Natural” atmosphere, with a space retracing the history of the brand, modern meeting rooms, a panoramic view of the the factory and even a café-bar and a fanshop. While the pavilion will frequently host customer, dealer and corporate meetings, it will also be open to the public for guided tours.
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