AGCO has announced they are shifting their marketing approach to "a mix of virtual and hybrid events" and as a result are withdrawing their attendance from the EIMA trade show set to take place in Bologna, Italy from February 3rd - 7th.

AGCO at the 2018 EIMA show

“While EIMA has been a valuable part of our marketing plan for years, we are suspending our participation in light of a still rapidly-evolving coronavirus pandemic,” said Torsten Dehner, senior vice president, general manager, Europe/Middle East.

In an official statement the company announced that their core brands in the Europe and Middle East region, Fendt, Massey Ferguson and Valtra, are accelerating their digital engagement which they say is a result of listening to what their customers want.

Torsten Dehner continued, “We are listening to our customers: farmers’ attitudes are changing as a result of the coronavirus pandemic, and our brands are responding with virtual events such as the Massey Ferguson New Era launch on July 24, Valtra’s digital product launch on August 28 and hybrid events like the upcoming Fendt Digital Product Launch for dealers and customers in October.

"As the situation allows, our brands will provide omnichannel digital and individual experiences to engage with our customers in a more holistic way, such as the MF eXperience Tour, Valtra SmartTour and FendtONE Roadshow.”