NEUHAUSEN, Switzerland, August 18, 2020– AGCO (NYSE: AGCO), a global leader in the design, manufacture and distribution of agricultural machinery and solutions, is shifting its marketing approach to a mix of virtual and hybrid events in response to the coronavirus pandemic. AGCO will consequently not participate in EIMA International 2021 in Bologna, Italy.  

“While EIMA has been a valuable part of our marketing plan for years, we are suspending our participation in light of a still rapidly-evolving coronavirus pandemic,” said Torsten Dehner, Senior Vice President, General Manager, Europe/Middle East.

Reflecting the current environment, AGCO’s core brands in the Europe and Middle East region, Fendt, Massey Ferguson and Valtra, are accelerating their digital engagement and voice-of-the-customer work to continue connecting closely with their audiences.

“We are listening to our customers: farmers’ attitudes are changing as a result of the coronavirus pandemic, and our brands are responding with virtual events such as the Massey Ferguson New Era launch July 24, Valtra’s digital product launch August 28 and hybrid events like the upcoming Fendt Digital Product Launch for dealers and customers in October,” Dehner continued. “As the situation allows, our brands will provide omnichannel digital and individual experiences to engage with our customers in a more holistic way, such as the MF eXperience Tour, Valtra SmartTour and FendtONE Roadshow.”     

AGCO continues to closely monitor the coronavirus pandemic, following guidance from the World Health Organization, and is actively working with national public health authorities in the countries where we operate. We are committed to the safety and well-being of our employees, customers, suppliers and dealers around the world.

About AGCO

AGCO (NYSE:AGCO) is a global leader in the design, manufacture and distribution of agricultural solutions and delivers high-tech solutions for farmers feeding the world through its full line of equipment and related services. AGCO products are sold through five core brands, Challenger®, Fendt®, GSI®, Massey Ferguson® and Valtra®, supported by Fuse® smart farming solutions. Founded in 1990 and headquartered in Duluth, Georgia, USA, AGCO had net sales of $9.0 billion in 2019. For more information, visit For company news, information and events, please follow us on Twitter: @AGCOCorp. For financial news on Twitter, please follow the hashtag #AGCOIR.