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Fendt launches into South Africa

(L-R) Godfried Heydenrych – CEO BHBW Southern Africa, Roland Schuler – Member of the Management Board BHBW, Hon. Amadou Coulibaly Minister of Agriculture Ivory Coast, Hon. Senzeni Zokwana – Minister of Agriculture, Forestry and Fisheries of the Republic of South Africa, Gary Collar Senior Vice President AGCO Corporation Asia Pacific and Africa, Nuradin Osman – Vice President and General Manager Africa AGCO Corporation

On 16 May 2017, the official launch of Fendt machines in Africa took place at the NAMPO Harvest Day in Bothaville, South Africa. Source: AFDJ eNews

Four tractors from the high-tech brand Fendt will be introduced into the South African market.

“We are delighted to launch our machines at South Africa’s biggest trade fair for agriculture and farming technology. With this market launch, professional South African farmers can now manage their businesses with efficient and powerful Fendt machines,” said Gary Collar, AGCO Senior Vice President and General Manager Asia-Pacific and Africa (APA).

“Going into South Africa with our sales partner, BHBW Holdings (Pty) Ltd, with Fendt is another important step for us to expand to markets outside of Europe. It’s also an integral part of AGCO’s global growth strategy.”

BHBW Holdings is a joint venture between the South African company, Barloworld, and Germany’s BayWa AG. The joint venture will build on Barloworld’s existing agricultural equipment and logistics technology business and comprises around 400 employees, 10 sites and a retail network of 40 sales partners in southern Africa.

At exhibition stand 43/44, four Fendt series tractors were presented for the first time to visitors at the NAMPO show.

“We are expanding our product strategy towards worldwide needs for professional farming under the toughest conditions. South Africa is fully integrated into this strategy and an important contributor to our growing ambition,” said Vice President and Fendt Brand Director Peter-Josef Paffen.

“We developed the Fendt 2020 strategy. It stands for a strong worldwide growth for the Fendt brand and it’s intended to grow the production volume at the German tractor plant from this year of approximately 15,000 tractors to 20,000 in the year 2020.”

South Africa has around 40,000 commercial farms, which together generate around 12% of the country’s GDP and the introduction of Fendt recognises this growing market segment.

“Introducing the Fendt brand in South Africa is another important step for AGCO and also a positive sign for future agricultural development in South Africa,” Nuradin Osman, Vice President Africa said.

“South Africa was the natural choice for launching this important brand on the continent. For years, Fendt tractors have been setting standards in efficiency and performance in Europe and this is what South African farmers demand as well.”