Source: AGCO Corp.


AGCO Corp. announced details of the company's North American brand strategy for 2010 and beyond. This is a major step in an aggressive business approach, which focuses on bringing new products and improved services to professional growers and advancing AGCO's position as a player in the North American agricultural machinery marketplace, the company explained.


"Our North American strategy is based on two simple ideas that will improve our overall competitiveness," said Robert Crain, senior vice president and general manager, North America, AGCO. "First, by focusing our resources behind fewer brands we can bring more innovation and technology to our customers in key areas, resulting in market-leading products that meet the needs of today's farmers. In addition, fewer brands allow us to achieve greater brand impact and help our full-line dealers better support our valued customers. To this end, Challenger and Massey Ferguson will become our foundation brands within North America."


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