Every year, German farmers rate the awareness and brand strength of companies in the agricultural sector in even different areas, through the independent DLG ImageBarometer. It turned out that Fendt maintains its first place in the 2022/2023 survey.
A total of 668 respondents took part in the November 2022 survey. With a brand index of 53 points, Fendt took the first place in the survey in the agricultural machinery sector. “Fendt remains the strongest brand in this sector in 2022/23, just slightly higher than Claas and John Deere”, DLG reports. Across all sectors, Fendt is also the only agricultural machinery manufacturer to rank among Germany’s five best-known brands, with a score of 53 points.
Respondents rate on brand knowledge (awareness), loyalty (current and future use), brand performance (satisfaction and preference) and general brand image. Fendt also scores well in the breakdown by region. In its home region Bavaria in the South of the country, Fendt scored 55 points, while in the West and North regions it scored 53 points each.
“The last DLG ImageBarometer was conducted before Russia’s war of aggression on Ukraine began. Since then, the costs of energy and resources have risen sharply. Naturally, this is also clearly felt by farmers,” says Christoph Gröblinghoff, Chairman of the Fendt Management Board. “We are all the more pleased that farmers have placed their trust in us and have again rated the Fendt brand very positively. This is not something we take for granted. We aim to supply customers with machines and solutions so that they can run their business economically, successfully and sustainably in the long term.”
About the DLG survey
Since the mid-1990s, the DLG has been asking farmers about the image of various brands in seven areas through a telephone survey. These include manufacturers of agricultural technology, animal husbandry technology, animal feed, agricultural chemicals, crop protection and seed, but also banks and insurance companies or trade and service providers, as well as renewable energies.
Respondents can award a maximum of 25 points per category, so the maximum score in the evaluation is 100 points in total. Since 2021, the survey has been conducted in November and December to reduce the burden on farmers. Prior to 2021, the survey period was in August and thus in the middle of the harvest season.
The average age of respondents in this survey was 52 years. On average, participants had a master’s degree or a graduate degree and farmed 354 hectares of conventional agricultural land. 35 percent of the participants managed a pure arable farm.
