AGCO has made the decision to shift its marketing approach to a mix of virtual and hybrid events in response to COVID-19. This sees the worldwide manufacturer and its subsidiary companies, including Massey Ferguson, Fendt and Valtra, withdraw from EIMA International which is set to take place from 3 to 7 February 2021 in Bologna, Italy.

“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.

Reflecting the on the current situation, AGCO’s core brands in the Europe and Middle East region, Fendt, Massey Ferguson and Valtra, are increasing their digital engagements, to connect closely with its audience.

“Our brands are responding with virtual events such as the Massey Ferguson new era launch July 24, Valtra’s digital product launch August 28 and hybrid events like the upcoming Fendt Digital Product Launch for dealers and customers in October,” Dehner added.