Brand recognition, loyalty, satisfaction, and innovation capacity are key factors that significantly influence a brand’s image. In the annual survey conducted by the DLG (German Agricultural Society) on brand strength among companies in the agricultural sector, German farmers once again voted Fendt as the number one brand in agricultural technology.
In the independent DLG ImageBarometer 2025/26, Fendt ranked first among the top ten agricultural machinery brands, scoring 59 points. This marks the nineteenth consecutive year that Fendt has secured the top position. According to the DLG’s assessment: “In the sub‑indices, the manufacturer Fendt, based in Marktoberdorf, continues to lead the ranking in all areas in terms of brand recognition.”
In the regional evaluation, Fendt once again took first place in the north (62 points) and maintained its best result from the previous year in the south, its home region, with 63 points. In the north, the brand improved from 59 points in 2024/25 to 62 points this year.
“German farmers make a significant contribution to the economy by ensuring that the population has access to high‑quality, affordable, and controlled food,” said Christoph Gröblinghoff, Chairman of the Management Board of Fendt. “In these times of political turbulence, it is even more important that we maintain a high degree of self‑sufficiency in Germany thanks to our domestic agriculture. This independence has both social and monetary value. I would like to thank our farmers for their hard work and for the trust they place in the Fendt brand.”
Fendt Remains the Leading Brand in Agricultural Technology
“Some changes have occurred in agricultural technology following the adjustments to the 2025/26 survey. Fendt ranks first, just as it did last year,” the DLG stated when presenting the results.
In the DLG survey, 674 farmers evaluated brands based on:
- Awareness (recognition)
- Loyalty (current and future use)
- Performance (satisfaction and preference)
- Image (overall perception, innovation, and communication)
The average farm size among respondents was 338 hectares, a decrease compared to the previous year. A large majority (90%) manage their farms conventionally and have a high level of education. Around 80% hold at least a master craftsman qualification, a related degree, or additional training as technicians, economists, or business administrators. The average age of respondents is 52 years.
The DLG ImageBarometer 2024/25 survey was conducted between October 2025 and January 2026. This period coincided with Agritechnica in Hanover, the world’s leading agricultural technology trade fair, which attracted more than 476,000 visitors from 52 countries.
About the DLG ImageBarometer
The 29th edition of the DLG ImageBarometer was carried out in late 2025 and early 2026. Since 1996, the DLG has surveyed a selected group of farmers annually about the brand image of various manufacturers in the agri‑food sector.
The survey covers:
- Agricultural technology
- Livestock technology
- Animal feed
- Agricultural chemicals
- Crop protection
- Seeds
- Financing and insurance
- Trade and services
- Renewable energies
The brand index is calculated from four sub‑indices:
- Brand awareness (recognition)
- Brand loyalty (current and future use)
- Brand performance (satisfaction and preference)
- Brand image (overall perception, innovation, and communication)
Respondents rate each aspect on a scale from 1 to 5. These responses are aggregated and weighted, with a maximum of 25 points per sub‑index, meaning the highest possible total score is 100 points.
Since 2021, the survey has been conducted in winter to reduce the burden on farmers. In the 2025/26 period, between October 2025 and January 2026, the survey was offered online for the first time, providing greater flexibility. As a result, the factor “brand awareness” was replaced by “familiarity with the brand’s offering” in the online questionnaire.
