Fendt opens new interactive exhibition area at global headquarters
Fendt has opened a new exhibition area, called Fendt Brand World, in the Fendt Forum visitor centre at its global headquarters.
The German agricultural machinery manufacturer, which was established in Marktoberdorf in 1930, about 100km south-west of Munich, will be celebrating its centenary in 2030.
The new exhibition area, which opened in July after a brief refurbishment, will bring the exhibition space at the Fendt Forum to 5,000m2.
The site also houses the main Fendt tractor manufacturing site.
According to Fendt, the new exhibition area embodies the three brand values of excellence, innovation and passion.
The experience
In the company's new brand area, visitors can find out more about its "commitment to quality and sustainability".
"They [visitors] can watch a film about the production process of a Fendt tractor or explore the company's international production sites.
"Another exhibition area showcases key moments in the Fendt history," Fendt said.
Fendt's vice president of marketing, Roland Schmidt, who has worked for the company for over 25 years, stressed the importance the company places on preserving its history.
Schmidt said the new Fendt Brand World showcases the brand from a variety of angles:
"Videos show international customers detailing how they use the machinery on their farms, employees provide insights into their work, and there is a dedicated section describing Fendt’s journey towards autonomy.
"In recent years, the number of international visitors has also increased significantly. That is why all content is now available in multiple languages," Schmidt explained.
The Bavarian minister-president, Dr. Markus Soder, officially opened Fendt Brand World.
Dr. Soder said Fendt is a "traditional, innovative and modern" and "we want Fendt to reach not only its 100th anniversary, but also its 150th, 170th and beyond".
The Fendt Forum
There are several exhibition halls at the Fendt Forum, where the company showcases its latest tractors and harvesting technology.
Fendt's full range of machinery is on display and the exhibits are updated regularly to reflect the company's latest developments.
There is also a technology hub onsite, which allows visitors to see smart farming solutions, such as FendtONE, which are in use in the agricultural sector, both onboard and offboard.
Onboard refers to technology built directly into the tractor or machine cab, while offboard refers to software used outside the machine.
A Fendt tractor cab is displayed within the technology hub, where visitors can test the onboard FendtONE system for themselves.
A desk setup showcases FendtONE in use offboard, and how it can be used to prepare and follow up on agricultural work.
The facility also acts as the start and end point of Fendt factory tours.
In 2025, more than 11,000 people visited the Fendt transmission manufacturing and tractor assembly facilities at the Fendt Forum.
