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The Global Information Directory for Agricultural Machinery and Farm Equipment
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The Global Information Directory for Agricultural Machinery and Farm Equipment
Multiple Farm Equipment Brands: Confusing or What? There is clearly a distinct difference of opinion among the major agricultural machinery manufacturers concerning the branding of their companies. John Deere and Claas take the straightforward approach whereby all of their product lines take their unique company name. In contrast AGCO, CNH (Case IH, New Holland, Steyr) and Kverneland (Vicon, Accord, Rau, Taarup, Kverneland) choose to have multiple brand names under a single company umbrella. AGCO is particularly extreme in this respect encompassing fourteen different brands, namely Massey Ferguson, Valtra, Fendt, AGCO Tractors, Challenger, Gleaner, Hesston, RoGator, Spra-Coupe, Sunflower, TerraGator, White Planters, Willmar and Sisu Diesel Engines. The question is, should AGCO rationalise its brands to clarify its products to a global market. Let us know your opinion.
