AGCO Corporation has launched PTx, a new brand representing its precision ag portfolio. PTx combines precision ag technologies from the cornerstones of AGCO’s tech stack: Precision Planting and its newest joint venture (JV), PTx Trimble.

AGCO stated that the strategic alignment of these brands will facilitate the rapid growth of its technology transformation and will support the future development and distribution of next-generation ag technologies for farmers and original equipment manufacturers (OEMs).

PTx will serve farmers around the world through three go-to-market approaches. Specialized precision ag dealers will help farmers retrofit almost any make or vintage of equipment they already own with the latest technologies. PTx will also expand its relationships with more than 100 OEM partners that can integrate products from the PTx portfolio directly at the factory. Similarly, new machines from AGCO’s brands – Fendt, Massey Ferguson and Valtra – will also offer factory-fit technology from the PTx portfolio.

Seth Crawford, senior vice president and general manager PTx, will lead the new organization.

“We believe technology should give farmers the flexibility to work their way across brands and throughout the crop cycle,” said Crawford. “Through the PTx portfolio offerings within Precision Planting and PTx Trimble, we’ll provide seamlessly compatible, powerfully simple precision ag solutions. We know farming is easier when platforms speak to each other – and when those systems are designed and supported by experts who understand farmers. That’s what PTx is promising our customers around the world.”

AGCO completed the JV transaction with Trimble on April 1, 2024, to form PTx Trimble. Andrew Sunderman has been named general manager of PTx Trimble. Keith Crow will continue to lead Precision Planting as general manager.