AGCO combines Precision Planting and Trimble tech in new brand, PTx

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AGCO Corporation has launched PTx, a new brand representing its precision ag portfolio.

PTx combines precision ag technologies from Precision Planting with AGCO’s newest joint venture, PTx Trimble.

The name PTx is a combination of precision agriculture (P) and advanced technologies (T) that multiply (x) the impact it creates for farmers through seamless, intelligent and farmer-centric technologies, says AGCO in a press release. PTx joins AGCO’s global brand portfolio including Fendt, Massey Ferguson, GSI and Valtra.

The company says the alignment of these brands will facilitate the growth of AGCO’s technology transformation and will support the future development and distribution of next-generation ag technologies for farmers and original equipment manufacturers (OEMs).

PTx offers three go-to-market approaches:

  • Specialized precision ag dealers will help farmers retrofit almost any make or vintage of equipment they already own with the latest technologies
  • Expand the relationships with more than 100 OEM partners that can integrate products from the PTx portfolio directly at the factory
  • New machines from AGCO’s brands – Fendt, Massey Ferguson and Valtra – will also offer factory-fit technology from the PTx portfolio

Seth Crawford, senior vice president and general manager PTx, will lead the new global organization.

“We believe technology should give farmers the flexibility to work their way across brands and throughout the crop cycle,” says Crawford. “Through the PTx portfolio offerings within Precision Planting and PTx Trimble, we’ll provide seamlessly compatible, powerfully simple precision ag solutions. We know farming is easier when platforms speak to each other – and when those systems are designed and supported by experts who understand farmers. That’s what PTx is promising our customers around the world.”

AGCO completed the JV transaction with Trimble on April 1, 2024, to form PTx Trimble. Andrew Sunderman has been named general manager of PTx Trimble. Sunderman’s 12 years of experience in various global AGCO roles, including most recently leading the JV integration team, position him well to run this business. Keith Crow will continue to lead Precision Planting as general manager.

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