Results from a telephone survey of 700 German farmers puts Fendt at the top of three out of four categories in the German Agricultural Society’s (DLG) 2018 brand ImageBarometer.
Equally distributed within the country’s four regions (north, south, east and east), participants were asked what they thought of agricultural companies in terms of brand strength, loyalty, awareness and performance.
Up to 25 points were available for each category. Their feedback gave Fendt a five-point lead with 60 points out of a possible 100. Claas lost a point but still secured joint second place with Amazone (both 55 points), which incidentally kept John Deere (52 points) from the third spot.
Last year’s survey was expanded to cover farms with 1,000ha+ of arable land, and guess what, Fendt not only topped this one, but is also the popular brand on smaller farms (<100ha and 250-500ha). The average cultivated area of the farms surveyed was 322ha.
The DLG also recorded farmer age and Fendt is not only the most popular with young farmers (up to 30 years), but also with farmers aged from 41-50. The only exception was in 60+ age group where Claas just managed to keep Fendt from the number one position.
Last year’s annual survey was the fifth since 2014. It would be interesting to see whether Fendt would still top the charts if the ImageBarometer was taken to a new (European) level. Something for the future perhaps?
