Why AGCO isn’t Happy with Deere in South America

AGCO’s Chairman and CEO, Martin Richenhagen, stirred things up in recent weeks when he charged that John Deere was slashing the prices of its tractors in South America in an effort to gain market share. Sales of farm equipment in Brazil last month may be why AGCO’s looking over its shoulder.

According to published reports, Richenhagen said, “They’re trying to buy market share. They’re very aggressive on pricing. This is something we haven’t done yet.”

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