New farmer dealer model launches in America

  • FarmerCore, a transformative global initiative to deliver a next-generation farmer and dealer experience starting in North and South America

FarmCore is a new end-to-end distribution model and is a significant milestone in advancing AGCO’s Farmer-First strategy and solidifying its commitment to helping farmers across the globe become more profitable, productive and sustainable.

AGCO says the distribution model revolutionizes sales and service using tools that put dealers in closer proximity – onsite and online – to farmers. From product research to in-season uptime, the programme develops and integrates digital and physical elements across the purchasing journey and product ownership lifecycle to create a leading on-farm offering.

“AGCO’s strategy remains focused on putting the farmer at the centre of everything we do,” said Eric Hansotia, Chairman, President and CEO of AGCO. “The FarmerCore initiative further solidifies our pledge to prioritize farmers, blending physical and digital experiences to build brand loyalty and deepen customer engagement. Ultimately, we’re going to bring our entire business to the farmer through digital tools, service trucks, local parts access and more in partnership with AGCO’s global dealer network.”

FarmerCore is built on three pillars: the on-farm mindset, smart network coverage and digital engagement. The on-farm mindset positions dealers to meet customers’ needs at every stage of the ownership journey. Smart network coverage de-emphasizes the one-size-fits all outlet approach, moving toward a hub-and-spoke model that adds “light” retail outlets, service centres and parts-only locations. Digital engagement gives farmers 24/7 online access to sales and support, including online parts purchasing, dealer digital storefronts, online configurators and more.

Many AGCO dealerships already deploy aspects of the FarmerCore programme, including mobile service fleets, alternative format outlets (e.g., parts-only stores) and digital tools to enhance customer support.

With FarmerCore, mobile assets bring buying and servicing to the farm. While dealership locations will continue to anchor farmer support in local communities, mobile and digital channels allow farmers to engage on their terms.

FarmerCore will be implemented in close partnership with AGCO’s global dealer network and will become a leader in ag machinery support, across every aspect of the ownership lifecycle. The program launches globally this year in select North and South America dealer organizations, with continued expansion throughout 2024.

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