GVS Agrar

What GVS Agrar does

GVS Agrar AG is a privately held Swiss agricultural machinery importer and distributor headquartered in Schaffhausen, operating as a wholly owned subsidiary of the GVS (Genossenschaftsverband Schaffhausen) cooperative group. The company holds multi-decade exclusive Swiss import rights for three premium tractor and farm machinery brands owned by AGCO Corporation: Fendt (since 1964), Massey Ferguson (since 2003), and Valtra (since 2007). Its commercial scope spans full-line machinery (tractors, combines, forage harvesters, balers, sprayers), implements and attachments (MF GreenLine, GVS Harvest competency area), and the PTx brand-independent precision farming stack (GFX/SMART570 displays, NEXT Farming, FarmENGAGE, Trimble correction services). The company monetizes across five primary revenue streams: one-time equipment sales through dealers and direct channels, recurring parts revenue via the PROFIparts web shop and a catalog of over 5 million SKUs with 40,000+ items stocked, professional workshop services with 24/7 emergency on-call coverage, subscription-based AgrarNet RTK correction signals (CHF 200-690 per license annually), and tractor rental plus used equipment sales.

The company serves Swiss farmers as its primary customer segment, with secondary reach into forestry operators, agricultural contractors (Lohnunternehmen), dairy and livestock farms, and municipal/public-services buyers. Distribution flows through approximately 270 dealer partners across Switzerland plus 10 wholly owned subsidiaries (including Agrar Landtechnik AG and Hadorn's Gülletechnik AG). Beyond Switzerland, GVS Agrar expanded into France in 2018 through the AGRO Rhin joint venture with Germany's RWZ cooperative, operating locations in Alsace and southern France. Proprietary technology assets include the AgrarNet RTK correction network with 50+ base stations providing 1-2cm accuracy across Switzerland, and GVS Fuse smart farming consultation and training services. The Swiss Future Farm (2018), co-founded with AGCO and BBZ Arenenberg, serves as a precision agriculture demonstration and education platform. The company's 51-100 direct employees focus on import, wholesale, training, and service, with the broader 10-subsidiary group handling regional dealer and specialized equipment operations.

Name

GVS Agrar

Legal name

GVS Agrar AG

Website

https://gvs-agrar.ch

Company type

Private

Founded year

1936

Operating status

Operating

Headcount range

51–100 employees

Short description

GVS Agrar AG is a privately held Swiss agricultural machinery importer and distributor, holding exclusive Swiss rights for AGCO brands Fendt, Massey Ferguson, and Valtra, and serving Swiss farmers, contractors, forestry operators, and municipalities via approximately 270 dealers and 10 subsidiaries.

Ownership category

akta.pro rank

Product category

Agricultural Machinery Distribution

NAICS

Farm and Garden Machinery and Equipment Merchant Wholesalers (42382)

SIC

Farm Machinery & Equipment (3523)

akta.pro primary industry

Crop Protection & Application Equipment (Sprayers/Spreaders) (IMAHACAC)

akta.pro secondary industries

Hay & Forage Machinery (Mowers, Rakes, Tedders, Balers, Wrappers) (AFAAAAAE), Material Handling & Loader Attachments (Front Loaders, Telehandlers, Bale Handlers, Forks) (AFAAAAAC)

Keywords

• Agricultural machinery distribution
• Tractor import services
• Precision farming solutions
• Spare parts supply
• Agricultural equipment dealer

Headquarters

HQ city

Schaffhausen

HQ country

Switzerland

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Agricultural Machinery Sales: Import and distribution of new agricultural machinery including tractors (Fendt, Massey Ferguson, Valtra), combines, forage harvesters, and implements. Revenue from dealer network and direct sales to large operations.
2. Parts Sales: Sale of original spare parts for all brands. Over 5 million parts in system, 40,000+ items in stock. Orders shipped same day if placed before 6 PM. PROFIparts web shop enables professional customers to order online with 24-hour delivery.
3. Workshop and Service: Full-service maintenance and repair for all imported machinery. 24/7 emergency on-call service throughout the year. Training of agricultural machinery mechanics.
4. AgrarNet Subscriptions: Annual RTK correction signal licenses for precision farming. Tiered pricing with volume discounts for multiple licenses. Includes data SIM card for network connectivity.
5. Tractor Rental: Short-term rental of tractors for seasonal needs, harvest periods, or trial purposes. Includes service and insurance coverage in rental fee.
6. Used Equipment Sales: Sale of pre-owned agricultural machinery across all brands through occasion marketplace.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels6 records

Core offering

GVS Agrar AG is Switzerland's leading agricultural machinery specialist and importer, distributing the complete Fendt, Massey Ferguson, and Valtra product lines (tractors, combines, forage harvesters, balers, sprayers) along with the MF GreenLine forage equipment sub-brand. The company provides a full-service offering: equipment sales, original spare parts supply, workshop maintenance with 24/7 on-call service, precision farming technology (AgrarNet RTK corrections and PTx), and tractor rental. Distribution reaches customers via a network of 270+ dealer partners across Switzerland, supported by 10 subsidiaries including AGRO Rhin operations in France.

Product overview

GVS Agrar AG is a Swiss agricultural machinery specialist and importer offering a comprehensive portfolio through a multi-brand, platform-plus-services architecture. The core product lines include Fendt Full-Line (tractors, combines, forage harvesters, balers, sprayers) and Massey Ferguson Full-Line, supplemented by Valtra tractors and the MF GreenLine forage equipment sub-brand. GVS Harvest provides specialized competency for large harvest equipment. Precision farming capabilities are delivered through PTx (brand-independent displays, software, and correction services) and AgrarNet (RTK correction signals). GVS Fuse offers smart farming integration and support services. Supporting services include Original GreenLine spare parts, the PROFIparts B2B web shop, Agrar Academy training, workshop services with 24-hour on-call support, tractor rental, and used equipment sales across all brands. The group operates 10 subsidiaries with 270 distribution partners across Switzerland and has been a key AGCO brand importer since 1964.

Differentiator

Problem solved

Functional benefit

Brands

• Fendt: Full-line agricultural machinery brand including tractors, combines, forage harvesters, balers, and precision farming equipment.
• Massey Ferguson
• MF GreenLine
• Valtra
• GVS Harvest
• PTx

Products and services

• Fendt Full-Line Agricultural Machinery Complete range of Fendt agricultural machinery including tractors, combines, forage harvesters, balers, sprayers, and field choppers. GVS Agrar serves as the Swiss importer offering full-line sales, service, and support for the Fendt brand.
• Massey Ferguson Full-Line Agricultural Machinery Complete Massey Ferguson product portfolio from simple all-round machines to high-tech tractors and full-line harvest equipment. GVS Agrar has been Swiss importer since 2003.
• Valtra Tractors Nordic tractors built to customer specifications including T-Series, G-Series, N-Series, and S-Series. Features Smart Touch interface and Valtra Unlimited customization options for forestry, municipal, and agricultural applications.
• MF GreenLine Forage Equipment Premium forage harvesting equipment line including mowers, tedders, and rakes from Feucht, Switzerland. Rebranded from FELLA in May 2024 to integrate under the Massey Ferguson brand.
• GVS Harvest Large Harvest Equipment Service Large harvest equipment competency area including Fendt and Massey Ferguson combines, square balers, forage harvesters, and self-propelled sprayers with a specialized harvest service team and service points.
• AgrarNet RTK Correction Signal Service RTK correction signal service for all guidance systems with over 50 RTK stations providing 1-2 cm accuracy across Switzerland. Utilizes GPS, BeiDou, Galileo, and Glonass satellite systems. Annual subscription pricing with volume discounts.
• PROFIparts B2B Web Shop Professional B2B web shop for parts ordering from GVS Agrar AG and Agrar Landtechnik AG with direct delivery, typically within 24 hours. Billing handled through dealer per customer agreement.
• Original Spare Parts Supply Genuine wear and spare parts for Fendt, MF, and FELLA machines meeting same quality standards as current series production. Over 5 million parts in system, 40,000+ items in stock, with orders shipped same day if placed before 6 PM. Available through AGCO Parts logistics.
• Workshop Services with 24-Hour On-Call Support Full service and repair operations at Herblingen (Schaffhausen) and Gächlingen locations for all imported machinery, with 24/7 emergency on-call service (Pikett-Service) throughout the year. Also includes training of agricultural machinery mechanics.
• Tractor Rental Service Flexible tractor rental service allowing customers to rent Fendt tractors as needed for seasonal peaks or special tasks, including latest technology with service and insurance included in the rental fee.
• Used Agricultural Equipment Marketplace (Occasionen) Used and pre-owned agricultural machinery across all brands including Fendt, Massey Ferguson, and Valtra offered through an occasion marketplace for customers seeking pre-owned equipment.

Quantifiable outcome

• Online orders placed before 6 PM shipped same day
• +3 more outcomes

Named customers3 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration10 records

Feature3 records

Partnerships

Eight partnerships are on record, tiered core and minor.

• AGCO CorporationcoreStrategic or Co-development PartnerAGCO Corporation is the parent company of Fendt, Massey Ferguson, Valtra, and other agricultural equipment brands. GVS Agrar serves as the Swiss importer and distributor for AGCO brands. AGCO is a leading manufacturer of high-tech agricultural solutions and a key strategic partner in the Swiss Future Farm initiative.
• BBZ ArenenbergcoreStrategic or Co-development PartnerAgricultural vocational training center of Canton Thurgau with three school and trial farms. Partner in Swiss Future Farm for agricultural education, consulting, and research. Provides testing and demonstration capabilities for new technologies.
• Swiss Future FarmcoreStrategic or Co-development PartnerSwiss Future Farm is a demonstration and education platform opened in 2018, operated jointly by AGCO, BBZ Arenenberg, and GVS Agrar. The facility makes modern precision farming technologies visible, tangible, and understandable for sustainable agriculture.
• Agrar AcademyminorGTM or Marketing PartnerAgrar Academy is a knowledge platform for people wanting to live or work more successfully, sustainably, and responsively in or with agriculture. GVS Agrar provides content and expertise through this platform, including the 'Kabinengespräche' video series.
• RWZ (Raiffeisen Waren-Zentrale)minorStrategic or Co-development PartnerGerman agricultural cooperative wholesale center. In 2018, GVS Agrar and RWZ formed a joint venture (AGRO Rhin Holding) to expand into France. Multiple locations in Alsace and Southern France now distribute Fendt, Valtra, and Massey Ferguson products.
• AGCO FinanceminorChannel Partner/ Reseller/ DistributorAGCO Finance provides financing solutions for agricultural equipment purchases. Hanspeter Rothen serves as Switzerland consultant for AGCO Finance, enabling GVS Agrar to offer comprehensive purchase financing to customers.
• Agrar Landtechnik AGcoreStrategic or Co-development PartnerSubsidiary of GVS Agrar Group specializing in agricultural machinery. Located in Balterswil. Together with GVS Agrar AG forms the core of the GVS Agrar Group's competencies.
• Hadorn's Gülletechnik AGminorStrategic or Co-development PartnerSubsidiary specializing in slurry/manure management technology. Based in Leimiswil, Bern canton. 'Your slurry specialist' providing equipment for manure handling and application.

Scale indicators5 records

Recent moves8 records

Expansion highlights5 records

Direct peers

• BayWa AG: Large German-headquartered agricultural wholesale, machinery, and inputs distributor with multi-country operations. Comparable as a full-service agricultural machinery and farm-inputs distributor combining equipment sales, parts, service, and digital farming services.
• RWZ (Raiffeisen Waren-Zentrale Rhein-Main): German agricultural cooperative and wholesale group that is GVS Agrar's JV partner in the AGRO Rhin holding company for France. Closely comparable as a cooperative-led agricultural machinery and inputs distributor serving farmers through a regional branch network.
• Agravis Raiffeisen AG: German agricultural cooperative group active in agricultural inputs, machinery, and energy. Directly comparable to GVS Agrar as a cooperative-owned agricultural machinery and inputs distributor serving farmers across German-speaking markets.
• Same Deutz-Fahr: European tractor and harvester manufacturer (Deutz-Fahr, Same, Lamborghini, Hürlimann) with own distribution serving Swiss farmers. Directly comparable as an agricultural machinery brand that competes with the Fendt/MF/Valtra portfolio GVS Agrar distributes.

Broad incumbents

• CNH Industrial (Case IH / New Holland): Global agricultural equipment manufacturer whose brands (Case IH, New Holland, Steyr) compete directly with Fendt/MF/Valtra in Switzerland and adjacent markets. Comparable as a broad incumbent whose products compete with those GVS Agrar distributes.
• John Deere: Largest global agricultural equipment manufacturer with its own dealer network across Europe, including Switzerland. Comparable as a broad incumbent with direct distribution that competes with GVS Agrar's dealer-led model.
• Claas: European harvesting machinery leader (combines, forage harvesters, balers) that competes head-to-head with GVS Agrar's GVS Harvest competency area (Fendt and MF combines/forage harvesters). Comparable as a harvesting-equipment incumbent.
• AGCO Corporation: Global manufacturer of Fendt, Massey Ferguson, and Valtra - GVS Agrar's three core brand partners. Comparable as the broad incumbent OEM whose distribution strategy GVS Agrar depends on; not a direct distributor peer but the upstream partner that defines GVS Agrar's product portfolio.

Emerging players

• Krone Group: German agricultural machinery specialist in forage harvesting, balers, and mowers. Comparable as a competing equipment specialist whose products overlap with the MF GreenLine (formerly FELLA) forage line distributed by GVS Agrar.

Regional players

• Bucher Industries: Swiss-listed industrial group with Kuhn Group (agricultural machinery) as a key division. Comparable as a Switzerland-based agricultural machinery specialist whose product portfolio (tillage, hay/forage, feeding) overlaps with GVS Agrar's implement business.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/playlist?list=PL4CxQggBPbTlSD6LcfWLXHKCaqFIG6hzW

Revenue estimate

Valuation estimate

Number of profiles

Profiles16 records

Subsidiaries12 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about GVS Agrar