With this decision, AGCO (parent company of Fendt and Massey), which bought the 100-year-old German mower, tedder and rake maker in 2011, aims to strengthen its two core brands. The company has already invested heavily at the Feucht site and in new product development.
“With the concentration of green fodder harvesting technology on our full-line brands Fendt and Massey Ferguson as well as the ongoing investments by us and our sales partners, we are very well positioned to generate further significant growth in the future through our exclusive Fendt and Massey Ferguson sales partners,” says Jürgen Linder, vice president distribution management Europe, Asia, Africa and Australia.
The change at Fella follows a similar pattern to Lely’s grassland division, which AGCO bought at the end of 2017. Two years later, the Lely name disappeared from mowers, tedders and rakes, and in March 2020, from round balers and loader wagons. Today, all products are branded either as Fendt or Massey Ferguson.
