Agco Plans "Reduction" Of Brands

A farm equipment giant built on accumulation of product lines worldwide has announced a new corporate strategy expected to lead to "reduction" of many of the company's brands.

In a release Friday, the North American Equipment Dealers Association said it was alerted last week to "major brand changes" within Agco, including the phase-out of the Agco brand itself over the next couple of years.

Instead, NAEDA said, the company plans to focus its marketing on "comparable Massey Ferguson- and Challenger-branded products."

NAEDA, which said it released the information with the Duluth, Georgia-based company's approval, added that the overall effect of Agco's planned changes is still "unknown."

However, the Missouri-based association said, "dealers will have several options to consider in continuing their relationship with Agco."

"We support Agco's efforts to inform its dealers about these changes and allow them sufficient time to determine a proper business strategy to shape their future," NAEDA CEO Paul Kindinger said in the association's release.