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agri EXPERTS survey: German farmers vote Fendt most popular brand

In a representative agri EXPERTS survey commissioned by Deutscher Landwirtschaftsverlag (dlv), 655 farmers from Germany were asked about established companies in the agricultural sector. Among other things, a ranking of agricultural machinery manufacturers was created from this survey. Fendt ranked first among the respondents and achieved excellent values in the areas of brand awareness and brand assessment.

Brand assessment in the agricultural machinery sector

The participating farmers were surveyed online on brand awareness, attitude toward the brand and their customer status. The brand rating is calculated from the ratings given. Respondents can assign between 0 and 12.5 points.

With a rating of 10.64 points in the brand assessment and an awareness score of 96 percent, Fendt achieved both the best brand assessment and the greatest brand awareness among agricultural machinery manufacturers.

Source: agri EXPERTS survey 2022

Brand Ranking

These two top scores put Fendt in first place in the ranking of agricultural machinery manufacturers. Within the last three years, Fendt has been able to improve continuously in this ranking. This is also evident in comparison with the previous year, when the Fendt brand was still given a value of 10.48 points in the brand assessment. The respondents named the factors "mature and convincing technology", "quality" and the "reliability of the machines" as decisive for the assessment.

"In addition to our Fendt tractors, we have also steadily developed our Fendt Full-Line program in recent years. With Fendt products, we place a strong focus on quality and reliability, as well as the needs of our professional customers. But the issue of sustainability is also becoming increasingly important. We are optimizing product development and the manufacturing of machines towards greater sustainability, in line with our Fendt sustainability strategy. Only with innovative and modern technology will farmers and contractors be able to continue to do their work in a sustainable, environmentally friendly and at the same time economical way in the future," says Roland Schmidt, Vice President Marketing Fendt. "We take the great feedback on brand awareness and our image as an incentive to consistently develop our product range further."

FENDT SUSTAINABILITY STRATEGY

About the survey

Agri EXPERTS, the market research specialist of Deutscher Landwirtschaftsverlag (dlv), conducts a representative survey of German farmers online once a year. In July 2022, 665 farmers were surveyed about 55 established companies in the agricultural industry from five sectors. The results have now been published. Respondents rate brand awareness, attitude toward the brand, and intention to recommend (Net Promoter Score - NPS). In addition to "agricultural machinery manufacturers," the five areas include "agricultural chemicals and seeds" and "service providers.

According to agri EXPERTS, the survey is representative of the German states and the size of farms in Germany.

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