FarmerCore connects dealer to farm

AGCO launches FarmerCore, a transformative global initiative to deliver a next-generation farmer and dealer experience. This new end-to-end distribution model puts dealers in closer proximity to farmers, onsite and online.

From product research to in-season uptime, the FarmerCore program develops and integrates digital and physical elements across the purchasing journey and product ownership lifecycle to create a leading on-farm offering. It will help farmers across the globe become more profitable, productive and sustainable.

“AGCO’s strategy remains focused on putting the farmer at the center of everything we do,” said Eric Hansotia, Chairman, President and CEO of AGCO. “The FarmerCore initiative further solidifies our pledge to prioritize farmers, blending physical and digital experiences to build brand loyalty and deepen customer engagement.

Ultimately, we’re going to bring our entire business to the farmer through digital tools, service trucks, local parts access and more in partnership with AGCO’s global dealer network.”

FarmerCore is built on three pillars: the on-farm mindset, smart network coverage and digital engagement. The on-farm mindset positions dealers to meet customers’ needs at every stage of the ownership journey. Smart network coverage de-emphasizes the one-size-fits all outlet approach, moving toward a hub-and-spoke model that adds “light” retail outlets, service centers and parts-only locations. Digital engagement gives farmers 24/7 online access to sales and support, including online parts purchasing, dealer digital storefronts, online configurators and more.

Many AGCO dealerships already deploy aspects of the FarmerCore program, including mobile service fleets, alternative format outlets (e.g., parts-only stores) and digital tools to enhance customer support. In fact, the FarmerCore model has proven successful at the regional level through AGCO-owned AgRevolution, a full-line agricultural equipment dealer serving farmers in Kentucky, Illinois and Indiana in the USA.

“We provide farmers with an outstanding on-farm experience that spans the entire ownership journey,” said Stacy Anthony, CEO of AgRevolution. “Our farmer-first mentality, combined with implementing FarmerCore’s assets, enables greater engagement across our region and helps us deliver exceptional customer outcomes and value. I am excited at the unlimited potential this innovative, farmer-first model will deliver to AGCO’s dealer network and farmers around the world.”

With FarmerCore, mobile assets bring buying and servicing to the farm. While dealership locations will continue to anchor farmer support in local communities, mobile and digital channels allow farmers to engage on their terms.

FarmerCore will be implemented in close partnership with AGCO’s global dealer network. The program launches globally this year in select North and South America dealer organizations, with continued expansion throughout 2024.