2024-03-06Press release

Fendt in first place in the DLG ImageBarometer 2023/24

Factors such as awareness, loyalty, satisfaction and innovative strength influence the image of a brand. Once a year, the DLG (German Agricultural Society) surveys German farmers on the brand strength of companies in the agricultural sector. In 2023/2024, Fendt was once again able to significantly extend its lead in first place.

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2024-03-06Press release

Fendt in first place in the DLG ImageBarometer 2023/24

Factors such as awareness, loyalty, satisfaction and innovative strength influence the image of a brand. Once a year, the DLG (German Agricultural Society) surveys German farmers on the brand strength of companies in the agricultural sector. In 2023/2024, Fendt was once again able to significantly extend its lead in first place.

In the independent DLG ImageBarometer, Fendt achieved first place among the top ten in agricultural machinery with 60 points. "Fendt at the top can overcome the previous year's dip, achieves the largest increase in points in the segment and once again sets itself more clearly apart from the pursuers," is how the DLG assesses the results of the survey. With this score, Fendt is also the only agricultural machinery manufacturer to be ranked among the top five best-known brands in agribusiness.


The DLG ImageBarometer survey took place from November after Agritechnica 2023. 679 farmers took part in the survey during the extended survey period. The reason for the extension of the period was the demonstrations by farmers around the beginning of the year 2024.

Fendt also scored well in the regional breakdown. In the core region in the south, Fendt achieved first place with the highest score of 62 points. In the north, 61 points secured first place, while 59 points ensured first place in the west.

In the DLG survey, 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).

Christoph Gröblinghoff (Chairman of the Fendt Management Board)

"The work of farmers is important, but also very challenging. Many farmers are currently feeling the effects of the global conflicts caused by falling market prices and inflation. In order to still meet the demands of politics and society for sustainable and high-quality food, they need to invest in their businesses," says Christoph Gröblinghoff, Chairman of the Fendt Management Board, summarising the current situation. "Farmers need innovative solutions that enable them to operate sustainably and successfully in the long term. I am pleased that they trust Fendt."

About the survey

Every year since 1996, the DLG has surveyed a panel of selected farmers on the brand image of various manufacturers in the agribusiness sector. The survey covers the areas of agricultural technology, animal husbandry technology, animal feed, agrochemicals, crop protection, seeds, banks, insurance, dealers and services as well as renewable energies. The calculation of the Brand Index is made up of four sub-indices: Brand Knowledge (Awareness), Brand Loyalty (Current and Future Use), Brand Performance (Satisfaction & Preference) Brand Image (General Image, Innovation and Communication). Respondents can award a maximum of 25 points per category, meaning that the maximum score in the evaluation is 100 points in total.


Since 2021, the survey has been conducted in November and December to ease the burden on farmers. Before 2021, the survey period was in August and therefore in the middle of the harvest season.

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