The introduction of digital technology and the rapid growth of its capabilities over the past few years has given the impression of a shotgun approach to digitalisation, rather than a well-targeted implementation.
AGCO are the latest company to recognise this and it has set about placing all its digital offerings into one basket to which it has given the brand name PTx.
PTx is intended to serve farmers on a global basis through three different approaches, the first being the establishment of specialized precision ag-dealers who will help farmers retrofit almost any make or vintage of equipment in which they already own, with up-to-date technology.
PTx will expand its contacts and involvement with more than 100 OEM partners which have the potential to integrate products from the PTx portfolio directly at the factory.
Similarly, new machines from AGCO’s own brands – Fendt, Massey Ferguson and Valtra – will also offer factory-fit technology from the PTx portfolio.
Management appointed
AGCO has appointed Seth Crawford as senior vice president and general manager for the new brand and he will lead the new organization as a mixed-fleet precision ag platform that is applicable in all markets.
Crawford said: “We believe technology should give farmers the flexibility to work their way across brands and throughout the crop cycle.
“Through the PTx portfolio offerings within Precision Planting and PTx Trimble, we’ll provide seamlessly compatible, powerfully simple precision ag-solutions.”
The thinking behind this new division is that farming with digital technology is easier if the wide variety of platforms actually speak to each other rather than operate in isolation, and when they are designed and supported by engineers who understand agriculture.
PTx becomes part of AGCO
The name itself is rooted in AGCO’s heritage. The company notes that the union of precision agriculture (P) and advanced technologies (T) will multiply (x) the potential advantages created for farmers through seamless operation.
The joint venture with Trimble will continue as planned with AGCO holding 85% of the new operation and Trimble the remainder. Andrew Sunderman who led the integration has been named General Manager of PTx Trimble.
In line with other manufacturers, PTx is to be considered as having the same status as the mainline brands, which for AGCO here in Ireland means it joins Massey Ferguson, Valtra and Fendt in AGCO’s line up.