AGCO, a global leader in the design, manufacture, and distribution of agricultural equipment, recently introduced a new initiative called FarmerCore, which promises to be a next-generation farmer and dealer experience in the agriculture industry.
Why do we care at Service Truck, because we believe service trucks will now have an even greater role on farms across North America.
“AGCO’s strategy remains focused on putting the farmer at the center of everything we do,” said Eric Hansotia, Chairman, President and CEO of AGCO. “The FarmerCore initiative further solidifies our pledge to prioritize farmers, blending physical and digital experiences to build brand loyalty and deepen customer engagement. Ultimately, we’re going to bring our entire business to the farmer through digital tools, service trucks, local parts access and more in partnership with AGCO’s global dealer network.”
FarmerCore represents a strategic shift towards prioritizing on-farm service interventions and enhancing the availability of mobile service assets across the agricultural industry.
FarmerCore is built on three pillars:
- An on-farm mindset which AGCO says will positions dealers to meet customers’ needs at every stage of the ownership journey.
- Smart network coverage, AGCO says this de-emphasizes the one-size-fits all outlet approach, “moving toward a hub-and-spoke model that adds “light” retail outlets, service centers and parts-only locations,” according to the media release.
- Digital engagement which will give farmers 24/7 online access to sales and support, including online parts purchasing, dealer digital storefronts, and online configurators.
FarmerCore was inspired by a clear vision: to improve the depth and efficiency of on-farm services, acknowledging that while dealers provide excellent support in many regions, there are areas where service can be significantly enhanced.
This initiative seeks to elevate the standard of service across the board, ensuring consistent, scalable solutions that cater directly to farmers' needs.
“We provide farmers with an outstanding on-farm experience that spans the entire ownership journey,” said Stacy Anthony, CEO of AgRevolution. “Our farmer-first mentality, combined with implementing FarmerCore’s assets, enables greater engagement across our region and helps us deliver exceptional customer outcomes and value. I am excited at the unlimited potential this innovative, farmer-first model will deliver to AGCO’s dealer network and farmers around the world.”
FarmerCore is a revolutionary approach that prioritizes on-farm service as the default, focusing on practical realities of farming operations. This strategy shifts the traditional service model, prioritizing on-site assistance over in-shop technical support unless necessary. It promotes an efficient and responsive service model, ensuring a more efficient and responsive farming experience.
From the service truck side of the equation, John Rahiya, AGCO’s Director of Customer Connected Distribution says FarmerCore will focus on three critical areas:
- Expanding the depth of mobile service assets.
- Enriching the labor pool with skilled technicians.
- Unlocking efficiency gains through enhanced mobile service operations.
AGCO is committed to enabling service trucks with the right tools and capabilities, ensuring that on-farm service can be as efficient as in-shop service, despite the logistical challenges of travel and outdoor work environments.
AGCO recognizes the importance of technician satisfaction and mobility. By facilitating remote work and minimizing daily commutes, FarmerCore aims to attract and retain a more skilled and motivated workforce.
This not only improves the quality of service but also enhances the overall farmer experience, as happy technicians are likely to deliver better service.
Watch the interview with John Rahiya, AGCO’s Director of Customer Connected Distribution.