AGCO Announces Further Brand Re-alignment

• Carrs Billington Ltd to become exclusive Massey Ferguson dealer across extended territory in SW and SE Scotland
• Fendt product will be distributed via three existing AGCO dealers – Johnson Tractors Ltd Brockhills of Yorkshire Ltd and Ancroft Tractors Ltd

AGCO has agreed changes with existing dealer partners in N England and S. Scotland on the distribution of the Fendt and Massey Ferguson brands. These changes, which will be fully implemented by 1st April 2021, support AGCO’s long-term strategy driving brand exclusivity, full-line responsibility, and appropriate brand bundling to support the growth of each brand.

Under these changes, Carrs Billington Ltd becomes an exclusive Massey Ferguson dealer, and will focus their extensive organisation across an extended territory in SW and SE Scotland. Carrs Billington Ltd will continue to operate from established Massey Ferguson outlets in Annan, Carlisle, Penrith, Morpeth, Hexham and Barnard Castle, and anticipate another location will open in SW Scotland to support a strengthening of the overall Carrs Billington Ltd business in this extended area.

The distribution of Fendt products will be via three existing AGCO dealers. Johnston Tractors Ltd will add the Fendt franchise to the Valtra franchise already held in Carlisle, Penrith and Dumfries, while Brockhills of Yorkshire Ltd will extend their existing Fendt responsibilities further north, serviced from their depot in Thirsk. Ancroft Tractors Ltd will also extend their Fendt territory south from the Berwick-upon-Tweed and Kelso depots to complete the full coverage of the brand across the area, while also continuing their long-established representation of Massey Ferguson.

“These new distribution arrangements are the latest changes that will strengthen brand dedication and continue to deliver market share growth for each of our brands” outlines Mark Casement, Director Distribution Management for AGCO. “We have a clear strategic direction that places an emphasis on maximising brand exclusivity while always improving dealer viability, and we are pleased to make these changes while offering all our valued partners the opportunity to grow their business with us in the years ahead. We are confident that this focus will continue to develop the excellent customer-centred support that customers across the area enjoy and expect from our dedicated dealer partners.”