Fendt has come out on top of a brand image survey carried out by the German Agricultural Society (DLG). Since 1996, the DLG has been carrying out its annual ImageBarometer survey among German farmers to establish the strongest companies with the strongest brand image.

Fendt achieved first place among the top 10 in agricultural machinery category with 60 points, and the only machinery manufacturers to be ranked among the top five best-known brands across the whole agribusiness sector.

Fendt, John Deere and Claas are perceived as having the best band image among German farmers.

John Deere claimed second place within the machinery brands category with 54 points, Claas with 52 and Amazone fourth with 48 points. The 2023-24 survey took place during November and December 2023.

Winning criteria

In the DLG survey, German farmers evaluate brands with regard to aspects such as brand knowledge (awareness), loyalty (current and future use), brand performance (satisfaction and preference) and brand image (general image, innovation and communication).