More than 7,250 farmers, contractors and guests travelled to the Discover AGCO show at the National Exhibition Centre (NEC) Birmingham, recently to view a massive array of equipment from AGCO’s brands.
According to AGCO guests came from as far afield as Cornwall, Kent, Ireland, Wales and Scotland.

It says the show was the largest individual manufacturer event ever held in the UK, Discover AGCO showcased $18 million worth of equipment, bringing together a complete line-up of machinery from AGCO’s leading brands – Challenger, Fendt, Massey Ferguson and Valtra as well as Fella and, for the first time, GSI grain storage and handling equipment, along with support services provided by AGCO Parts and AGCO Finance.

“AGCO is one of the world’s leading agricultural machinery makers, with a turnover of $10.8 billion in 2013,” says David Sleath, AGCO Director Sales UK and Ireland. “Together the brands in the UK and Ireland contributed more than 5.5% of that turnover. By staging our own exhibition we are able to show how our strategy of separate brand identities is backed by the power of a multi-national corporation,” he adds.

Held in 15,000m² space in two halls at the NEC, Discover AGCO treated guests to a machinery show experience more akin to that found at large European exhibitions. Indeed, the event provided the opportunity for customers to see the separate brands and talk to senior staff in the same environment as an international show, but with the convenience of being close to home.

The event employed more than $1 million worth of audiovisual equipment to put on a wide range of presentations, including a video tracing AGCO’s development and achievements from its foundation in 1990 to the present day. There were also presentations by key staff on the stands as well as a commentary on each element in the centrally-positioned ‘Ultimate Dealership’. A full seminar programme, addressing farm management, agronomy and livestock issues, was fully booked by visitors before the event.

“The five core brands, along with Fella and our support services, allow us to put on an event like this, showing that while the separate brands are all very different and have their own identities, they also all have the strong central support of AGCO. Many customers may see this ‘bundled brand’ approach at their local dealer, but here we can explain the power behind each individual brand.

“The indoor facilities at the NEC provide the opportunity to show this new equipment to our customers in a professional space, in a business-like manner and without any distractions. As well being able to look closely at specific machines, customers could also talk to senior executives, staff and specialists in comfort, in great detail about their specific

Images: AGCO