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Eric Hansotia
Chairman, President & Chief Executive Officer, AGCO CORP

Is AGCO the Most Farmer Focused?

📅 Oct 15, 2026 Farms.com Agriculture Videos 9 MIN 101 VIEWS 11 SEGMENTS · 2 SPEAKERS
What makes AGCO different in today's competitive farm equipment market? In this interview, AGCO President and CEO Eric P. Hansotia explains the company's farmer-first approach, the growth of the Fendt brand in North America, and how new technologies are helping producers tackle labor shortages, rising input costs, and increasing operational complexity. #AGCO #EricHansotia #Fendt #FarmerCore #PrecisionAgriculture #AutonomousFarming #AgTechnology #FarmEquipment #Farming #Agriculture #PrecisionAg #FarmInnovation #SmartFarming #FarmEngage #FutureOfFarming

What Eric Hansotia said

Written from the verified transcript and checked against it. Every figure links to the moment it was said.

Eric Hansotia explained AGCO's strong performance through two strategies: globalizing the Fendt brand and the FarmerCore distribution shift, which brings dealership services to the farm. He noted FarmerCore dealers now do 65% of work on-farm on average, with leading dealers at 75%, and those leaders have 4.5 points higher net promoter score and 1.5 points higher market share. He emphasized AGCO's farmer-focused culture and mixed-fleet technology approach. Hansotia addressed farmer concerns about labor, data insights, and input costs, introducing the Oberon autonomy kit for grain cart and tillage applications, with a commitment to autonomous solutions across the cropping cycle by 2030. He also highlighted the Farm Engage data platform, which is mixed-fleet and designed to accept data from any brand.

Key takeaways

  1. FarmerCore dealers now do 65% of work on-farm on average, with best dealers at 75%.
  2. Leading FarmerCore dealers have 4.5 points higher net promoter score and 1.5 points higher market share.
  3. AGCO commits to autonomous applications across the cropping cycle by 2030.
  4. AGCO's net promoter score is at an all-time record high, approaching Apple iPhone levels.
  5. Oberon autonomy kit can be installed on existing tractors of any brand.

Numbers and commitments

FigureWhat it refers toTypeAt
65% Average on-farm work share for FarmerCore dealers metric 2:30
75% On-farm work share for best dealers metric 2:30
4 and 1/2 points Higher net promoter score for leading dealers metric 2:30
1 and 1/2 points Higher market share for leading dealers metric 2:30
85% Share of competitive equipment issues dealers can handle metric 1:31
2030 Deadline for autonomous applications across cropping cycle commitment 7:55

Chapters

  1. 0:00Fendt brand globalization
  2. 1:31FarmerCore distribution strategy
  3. 3:28Farmer-focused culture and technology
  4. 4:45Farmer concerns and Farm Engage platform
  5. 5:28Autonomy solutions for labor challenges

Questions asked in this interview

1
  1. 0:07How do you see that from AGCO's perspective?
Interviewer 0:07 ↗
AGCO itself has been relatively strong this year. High horsepower tractor sales, some hay tools, and you've seen the numbers against maybe a bit of a softer general market. How do you explain that? What's behind that performance specifically here in North America? How do you see that from AGCO's perspective?
Eric Hansotia 0:34 ↗
Yeah, so we've got two main things that make AGCO different in terms of how we serve farmers. Maybe two or three. Let me talk about one bucket of them first and then I'll talk about the second one. The first bucket is taking our Fendt brand and making it global. So it historically been a European business. We're bringing it to North America, South America, and smaller markets. And as we do that, the first step was to introduce this best of the best product that's for the most demanding customers that want top performance technology that allows them to really have that machine do amazing things. And so that could be fuel economy, could be intelligent precision of managing their inputs and so on. So that it started with the machine, but then the second part of it was our distribution strategy shift, which we call FarmerCore.
And FarmerCore is a flipping of the distribution strategy where instead of a farmer having to come to a brick-and-mortar dealership for researching a machine, buying a machine, getting their service, getting their parts, we bring the business to the farm. And so FarmerCore is remotely monitoring the farmer's equipment, coming to the farm to do all the maintenance or repair, doing that proactively. So like we monitor and we see that something's happening for the farmer, we call the farmer and say, "The dealer does." So, we means us and the dealer, but the dealer's doing the work. The dealer calls the customer and says, "Hey, I see you have an issue. How about I come out and take care of that on Tuesday? It looks like it's going to rain." Farmer says, "Great." Dealer shows up on the farm doing the work on the farm. And then the second step that our dealer, we're working with our dealers to do is once they've maintained or repaired the AGCO company's machinery, they're supposed to say with the farmer, "What else can I help you with?" And about 85% of the issues, either maintenance or repair on competitive equipment, our dealers can handle.
And so, now you've got the best of the best equipment with this most convenient, proactive, farmer-friendly distribution strategy is why I think the combination is showing that we're growing market share. And so, our net promoter score, which is our survey results of how farmers say they like the experience, is going up, up, up, and it's now at an all-time record high for the company. Never been at these kind of numbers. And the numbers, you know, very, very high, almost like a, you know, Apple iPhone type level. So, net promoter score's going up. Those dealers that are doing more FarmerCore work, our dealers on average are at 65% of the work are done at the farm now. And the best dealers are at 75% of the work is done at the farm. Those leading dealers have 4 and 1/2 points higher net promoter score and 1 and 1/2 points higher market share. All that to say, farmers like it. So, that's the first bucket, a combination of great products, great distribution, both focused on the farmer.
And when you take a step back, you know, think of the automotive industry. Mercedes engineers are not designing things for BMW, as an example. Many other industries don't do what we're doing. But what we've been really trying to build within the company is a culture, a mindset, a passion around we are the most farmer-focused company in the industry. And we're going to do things maybe sometimes different than has ever been tried before, if it's great for the farmer. So, I talked about the distribution side, the strategy, better for the farmer. This is the technology strategy, better for the farmer because now we can serve all farmers, not just the ones who bought from us in the past. No matter what a farmer has done over the last many years, we can still serve them. We can help them be more productive next year by giving them a module that will work on their operation. So, that's a completely different wiring. It makes it a little more complicated for engineers cuz they don't have to design for one outcome, they have to design for many. They have to think about whatever may be on the farm and how do I take this really cool ear-to-ear technology and make it work in multiple places. But when we do that, now we can serve the whole market. So, that's our logic, that's what drives us, and but it's challenging and so that's why most people don't do it.
Now, when I hear about, when I talk to farmers, usually they talk about three things that has given them concern. Labor availability and especially skilled labor is a problem. I'll talk about autonomy and how that data. They get a lot of data, but they're like, how do I make insights out of this? That's where we came up with our data platform called Farm Engage. We can talk about that. And then third is managing the higher input costs that are going on. And so, whether that's managing fertilizer or low-cost, high-efficiency fuel machines that we've got or managing the seed placement better. Those are what drive us. We start from the three main things that farmers care about. So, let's talk about the labor problem that you have that you raised.
Much of the time I hear, especially in the northern climates where winter shows up, it puts pressure on the harvest season cuz they want to let the crop grow as long as possible, but then they've got to get it up quickly before the weather turns. But then they oftentimes want to get fertilizer put down and maybe do some fall tillage, all of that at the same time before the ground freezes. And so, autonomy is one solution. Our kit happens to be called Oberon. It's a kit you put on an existing tractor. It could be our brand of Fendt, but it could be competitive brand, also. And essentially what one of the applications is to use that tractor pulling a grain cart along with a combine. So, then now there's no operator in the tractor. The operator in the combine is harvesting the crop. They summon when their grain bin is almost full. They summon the grain tank. They summon the tractor. Tractor comes around, finds the combine. Now they're driving in parallel, locked into the path of the combine. The combine unloads the grain tank into the grain bin being pulled by the tractor. When it's empty, the combine releases the tractor. It pulls off to the side and waits to get filled again. When the tractor grain cart is full, the tractor will drive off to the side to go get unloaded. All with no operator in it. So, it's saving that job, but it's also customers tell us they get more and more confident that they don't have to slow down.
So, sometimes I would help my neighbors when I lived in Iowa doing the fall harvest and I'd be the tractor operator and well, when somebody is a part-time person like me does that, the combine guy would usually slow down and say, "Hey, Eric's not so good at this. We better not have a situation where he runs into me." Well, once the technology has proven itself that you don't have to slow down, this is a productivity advantage there, and you can run it later in the day and so on. So, lots of reasons why to do it. Labor's a big part of it. The second application is tillage. The farmer takes the tractor to the field and the system is already set up where it knows the field boundaries, knows the waterways. It does its own path planning just like your car does a path plan for navigation. You arm the tractor and you can step away. And now that tractor will optimally till that whole field while you don't have to be there.
Both systems have lots of safety in them. They have vision systems, they have what's called lidar, it's kind of like a radar. Essentially it's looking for obstacles, trying to detect anything in the way. So if a deer runs out in the front or a big rock or something like that, the tractor knows that and either will drive around or stop or whatever. So lots of safety systems, that's our number one mission. If it runs into a situation it doesn't know what to do, its whole default is to stop and then connect to the customer and have the customer decide what to do for the tractor. So these are the first two. We feel like we're the leader in autonomy, we're coming out, we've already shown a third application and we've committed that by 2030 we're going to have applications all the way around the cropping cycle for autonomous solutions for farmers.

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Cite this transcript

APA, MLA, BibTeX
APA

Hansotia, E. (2026, October 15). Is AGCO the Most Farmer Focused? [Interview transcript]. Farms.com Agriculture Videos. CEOInterviews.AI. https://ceointerviews.ai/interview/3093719/

MLA

Eric Hansotia. "Is AGCO the Most Farmer Focused?." Farms.com Agriculture Videos, 15 Oct. 2026. Transcript, CEOInterviews.AI, https://ceointerviews.ai/interview/3093719/.

BibTeX
@misc{hansotia2026_3093719,
  author       = {Eric Hansotia},
  title        = {Is AGCO the Most Farmer Focused?},
  howpublished = {Interview transcript, Farms.com Agriculture Videos. CEOInterviews.AI},
  year         = {2026},
  month        = {oct},
  url          = {https://ceointerviews.ai/interview/3093719/},
  note         = {Speaker-attributed transcript with timestamps}
}