AGCO
868
Dealers across EMEA
59%
Of AGCO’s global sales
2020–2022
From concept to webshop launch
1
Dedicated webshop
- Sector
- Agriculture
- Location
- EMEA
- Project type
- Brand management and dealership signage
- Service scope
- Applied design
- Prototyping
- Webshop development
- Production
- Signage deliverables
- Brand implementation management
AGCO’s dealer network includes both single-brand and multi-brand sites, representing brands such as Fendt and Valtra across different regions and formats. Managing signage across that network involved fragmented procurement routes, making it difficult to order consistently and scale the new identity efficiently.
AGCO is a global agricultural equipment manufacturer with a portfolio including Fendt, GSI, Massey Ferguson, Precision Planting and Valtra.
As part of a wider restructuring of its corporate and branding structures, AGCO developed a new visual identity for its dealerships across EMEA.
With 868 dealers to support, AGCO needed a practical way to manage signage ordering while ensuring that products followed its brand requirements.
GLIMMA and Gold Partner Beflex developed a dedicated webshop to bring that process into one structured system.
The dedicated webshop gives AGCO dealerships a structured way to order approved signage while managing brand specifications, materials, costs and delivery through one system.
Managing a new dealership identity at scale
AGCO’s new dealership identity needed to be implemented across a large network of dealerships.
With 868 dealers, the challenge extended beyond developing the visual identity. AGCO also needed a practical way to manage how signage was specified, ordered and delivered across individual dealerships.
The process needed to account for product specifications, material requirements, project costs and warranties, while keeping the signage aligned with AGCO’s corporate guidelines.
AGCO’s global brand team in Germany needed visibility across the program, while dealerships needed a straightforward way to order the signage they required.
Turn brand guidelines into a working system
GLIMMA and Beflex developed the solution around the journey from design and product development through to ordering and implementation.
Concept development and product wireframing began in 2020. Prototypes were then developed and A/B tested in 2021 before the webshop launched in 2022.
Alongside the webshop, the team developed signage products, established production requirements and used BrandEye for reporting and brand implementation management.
This connected AGCO’s brand requirements with the practical process of getting approved signage into dealerships.
Need a better way to manage brand implementation at scale?
Let’s talk about how GLIMMA can help.A centralized webshop for dealership signage
GLIMMA and Beflex created a bespoke online ordering system tailored to AGCO’s dealership requirements. The webshop gives dealerships access to signage aligned with AGCO’s corporate guidelines, while helping the program team manage specifications, color matching, materials, warranties and project costings. The wider implementation service also supported dealerships with permit acquisition, installation and product integration during the transition. The webshop launched in 2022, with implementation across AGCO’s European dealerships commencing afterwards.
The webshop connects AGCO’s brand requirements with the practical process of ordering dealership signage.
Dealerships can order approved signage through one system, while AGCO maintains visibility across the program.
A more controlled way to implement the dealership brand
The webshop gave AGCO a centralized system for managing dealership signage across Europe.
It provides dealerships with a direct route to approved signage while supporting management of specifications, materials, color matching, warranties and project costs.
Following its launch in 2022, implementation began across AGCO’s European dealer network.
868
Dealers across the EMEA network
2022
Webshop launched
1
Centralized ordering system
An operational framework rather than a one-off refresh — design, engineering and procurement built to carry the network as it grows.
From brand requirements to a working implementation system
AGCO needed more than a set of dealership branding guidelines. The program also required a practical way to translate those requirements into products that dealerships could order and implement.
GLIMMA and Beflex combined applied design, prototyping, digital development, production and implementation management to connect those stages.
Applied design. Translated the dealership identity into physical signage products.
Digital development. Built a bespoke webshop around AGCO’s ordering and brand-management requirements.
Production and implementation. Supported signage production alongside permit, installation and product integration requirements.
Brand management. Used BrandEye for reporting and implementation management throughout the rollout.