AGCO Expands PTx Products Into 50 Fendt and Massey Ferguson Dealers

AGCO announced it will be significantly expanding the availability of PTx precision agriculture products to over 50 additional Fendt and Massey Ferguson dealerships in the U.S. and Canada.

AGCO is also planning to equip all of its production agriculture dealerships in North America with the PTx Trimble guidance and steering technology by the end of 2025.

“Our commitment to precision agriculture has never been stronger,” said Eric Hansotia, AGCO chairman, president, and CEO. “Through the rapid expansion of PTx supported by our dedicated technology dealer strategy, we are equipping our dealers with the tools and expertise to help farmers maximize yields and profitability. The momentum we’re building today will shape the future of farming for years to come.” 

PTx was launched a year ago in April 2024 as a collaboration between Precision Planting and PTx Trimble. PTx represents AGCO’s precision agriculture development team, specializing in brand-agnostic retrofit technology. This was propelled by AGCO’s acquisition of 85% of Trimble Ag in 2023 for cash consideration of $2 billion. AGCO acquired Precision Planting from The Climate Corporation, a subsidiary of Monsanto, in 2017.

A Slow Integration

This announcement comes after AGCO’s slow launch in PTx’s first year, however. In the company’s 2024 Q4 financial report, AGCO recorded goodwill impairment charges of $354.1 million in North America. A majority of the impairment charges came from the PTx Trimble unit, driven by weak industry demand and lower market penetration, according to the report. 

Tractors and Farm Equipment Limited (TAFE), a company based in Chennai, India, is one of the largest tractor manufacturers in the world, and a significant shareholder in AGCO with a 16.3% long-term strategic equity stake in the company. 

“We are extremely concerned by PTx’s approximately $354 million goodwill impairment charges — an unexpected write-off of roughly 17% of its price tag that comes less than one year after the deal,” the group said in a press release in February. 

TAFE also noted the departure of Seth Crawford — the former senior vice president and general manager for PTx — in early 2025, and said it was indicative of the integration issues between AGCO and Trimble Ag. 

Dealership Strategy

AGCO’s technology dealer strategy is driving the expansion of PTx; developing a distribution network that offers complementary product lines from PTx Trimble and Precision Planting’s product lineup. Base Technology dealers will have products to retrofit multiple brands of equipment with PTx guidance and steering technology. Full Line Precision Ag dealers will have PTx retrofit technologies from PTx Trimble and Precision Planting for all machinery brands, including solutions for water management, and controls for planters, seeders, sprayers, and other implements.

For more information about PTx products, visit ptxag.com. To find a dealership, visit precisionplanting.com and ptxtrimble.com.