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.