"ImageBarometer: German farmers trust local producers most

German farmers have once again made it clear which agricultural machinery manufacturer is the most trusted by farmers. In the latest independent survey by the German Agricultural Society (DLG), „ImageBarometer 2024/2025“, „Fendt“ came first among the agricultural machinery brands with 60 points.

In second place in the survey was „John Deere“ and in third place was „Claas“. In fourth place was „Amazone“, which also had a very strong image among medium-sized machinery manufacturers. Other manufacturers in the ranking include „Horsch“, „Lemken“, „Kuhn“, „Krone“, „New Holland“ and „Deutz-Fahr“.

DLG's „ImageBarometer“ is considered one of the most important reputation surveys of the agricultural sector in Europe. It has been carried out annually since 1996, surveying around 700 professional German farmers who rate different companies in the agricultural sector on brand awareness, loyalty, product satisfaction, technological superiority and overall image.

„Fendt“'s success in Germany is not accidental. In 2025, some 24,400 new tractors were registered in Germany, of which 6,326 were „Fendt“ machines. This means that almost every fourth new tractor in the country was a „Fendt“, and the manufacturer has maintained its position as the leader in new tractor registrations for several years in a row.

Farmers in the survey highlighted Fendt's reliability, high quality, advanced technology and efficiency in their daily work.

The 2024–2025 survey involved 670 farmers with an average farm size of around 358 hectares. The majority of respondents – around 90% – own their own farms and around 80% have a high level of professional or academic education in agriculture.

The broader role of the agricultural sector is also important in the context of the survey. In 2024, Germany's agricultural production was worth €75.4 billion, and together with the entire food supply chain, – more than €230 billion, or around 5.3% of the country's gross domestic product.

The results show that German farmers particularly value local producers, but that international brands such as „John Deere“ also remain in a strong position.