Jackson to become Fendt hub
Intivity Center to undergo rebrand as it transitions to new Fendt Lodge

By Justin R. Lessman

AGCO’s Intivity Center in Jackson will undergo a major remodel as it transforms into the North American hub of the entire Fendt brand.

Opened in 2012 as the showpiece focal point of a 75,000-square-foot expansion at AGCO Jackson Operations, the Intivity Center will soon become the Fendt Lodge — a 16,000-square-foot customer center that Bill Hurley, vice president of American distribution for AGCO Corp., said will be the premier destination for Fendt North America customer visits, launch events, dealer meetings, factory tours and corporate gatherings.

“It will be the hub for the entire brand for all of North America,” Hurley said. “Jackson will be the North American home for Fendt.”

Work is under way at present, with completion expected by early next year. Amenities will include a hands-on history center, state-of-the-art meeting rooms, sweeping views of the factory’s assembly line and even a coffee bar and gift shop. Though the lodge will host frequent customer, dealer and corporate gatherings, it will also be open to the public for visitor tours.

Fendt’s Rogator applicator and track tractors, as well as other AGCO machinery, will continue to be manufactured in the Jackson factory.

“Fendt is intensely focused on customer experience excellence,” said Joe DiPietro, vice president of Fendt in North America. “The Fendt Lodge will provide an unparalleled opportunity for our customers, dealers and team members to come together, learn from each other and ensure that our solutions exceed their needs. It underscores Fendt’s strong commitment to North American farmers and the Jackson community itself, where Fendt machines roll off the line every day.”

Fendt has grown rapidly in North America in recent years, Hurley said, with dealership locations opening throughout the United States and Canada, swiftly increasing sales and strong brand affinity among farmers of all sizes and types. The brand offers a complete lineup of farming solutions, including tractors, planters, combines and applicators, that frequently win the industry’s top awards for innovation and engineering excellence.

“Fendt is the fastest-growing brand in North America,” Hurley said. “It’s known for its innovation in products.”

The opening of the new customer center in Jackson, therefore, is not only timely, DePietro said, but it also aligns perfectly with the brand’s “Grow Bold” theme.

“Fendt offers farming’s most innovative and impressive solutions, and the Fendt Lodge will provide visitors with the same experience,” he said. “We’re excited to welcome farmers home to the Fendt Lodge.”

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