Every year, 700 German farmers take part in the DLG-ImageBarometer phone survey, to assess the strength of various agricultural brands. Respondents can award a manufacturer up to 25 points in 4 different sub-categories.

With 59 points, Fendt ranks first in the DLG-ImageBarometer ratings. "Agricultural technology seems to paint a familiar picture – despite a somewhat slimmer lead, but Fendt is out in front, ahead of Claas and John Deere," says the DLG, summing up the 2019 survey results.

Christoph Gröblinghoff, Chairman of the AGCO/Fendt Management Board :

"We are proud that Fendt is once again at the forefront of this independent survey of farmers on brand image," says Christoph Gröblinghoff, Chairman of the AGCO/Fendt Management Board. "With our Fendt 900 Vario, we launched the latest generation of a very popular tractor series last year. We have also developed FendtONE, a digital platform that makes field work much easier, bringing it in line with office processes. As a result of the increasing demands, we are finding that such systems are becoming more and more relevant for many farmers."

About the survey

The DLG-ImageBarometer consists of the 4 sub-categories of brand awareness, brand loyalty, brand satisfaction and brand image. Together, all four sub-categories add up to the total number of points per brand. Respondents can award a maximum of 100 points overall.

For the DLG ImageBarometer, farmers with different farm sizes were surveyed: farms with areas of less than 100 ha, medium-sized farms with 250 to 500 ha and large farms with more than 1,000 ha of farmland. The average working farmland per surveyed German farm in 2019 spans 328 ha; an average of 6 hectares more than in 2018. The average age of German farmers surveyed is 52 years and a quarter of the farms surveyed are in the small farm category.