AGCO Corporation the worldwide manufacturer and distributor of agricultural equipment including the Massey Ferguson, Fendt and Valtra tractor and machinery brands, is shifting its marketing approach to a mix of virtual and hybrid events in response to the coronavirus pandemic. AGCO will consequently not participate in EIMA International 2021 in Bologna, Italy.
“While EIMA has been a valuable part of our marketing plan for years, we are suspending our participation in light of a still rapidly-evolving coronavirus pandemic,” said Torsten Dehner, Senior Vice President, General Manager, Europe/Middle East.
Reflecting the current environment, AGCO’s core brands in the Europe and Middle East region, Fendt, Massey Ferguson and Valtra, are accelerating their digital engagement and voice-of-the-customer work to continue connecting closely with their audiences.
“We are listening to our customers: farmers’ attitudes are changing as a result of the coronavirus pandemic, and our brands are responding with virtual events such as the Massey Ferguson New Era launch July 24, Valtra’s digital product launch August 28 and hybrid events like the upcoming Fendt Digital Product Launch for dealers and customers in October,” Dehner continued. “As the situation allows, our brands will provide omnichannel digital and individual experiences to engage with our customers in a more holistic way, such as the MF eXperience Tour, Valtra SmartTour and FendtONE Roadshow.”
AGCO continues to closely monitor the coronavirus pandemic, following guidance from the World Health Organization, and is actively working with national public health authorities in the countries where we operate. We are committed to the safety and well-being of our employees, customers, suppliers and dealers around the world.
AGCO withdraws from EIMA Farm Machinery Show 2021
