Why does AGCO have a new structure in which AGCO and Massey Ferguson will be its lead brands?
BC: It is important to remember that AGCO Tractors and Massey Ferguson are brands with a rich history in the U.S. farm equipment industry. In an effort to strengthen the more traditional dealer distribution networks typically associated with these brands, we are implementing numerous internal and external initiatives. AGCO Corporation has an equally important initiative to build the Challenger brand through the non-traditional distribution network represented by the Caterpillar dealership organization. The strength of the CAT Dealer network more effectively targets the professional or commercial farm segment. Internally, we have restructured our marketing teams to focus more strategically on the market segment these brands impact. The larger professional farmer makes purchasing decisions differently and approaches farming differently than the smaller lifestyle farmer, so we’d be remiss if we didn’t embrace these differences and evolve with the market. Our goal is to achieve a larger ma
