Growth in Brazil – added value for farmers
The growth of the dealer network always reflects the confidence of the market in a brand. This is exactly what HORSCH is currently experiencing in Brazil. It confirms that HORSCH stands for high-quality machines and a strong relationship with farmers – a connection that goes far beyond the mere selling of machines.
Today, there are 31 dealerships in Brazil that exclusively focus on the sale of HORSCH products. Five of them were opened recently: in Ponta Grossa (Bouwman dealership), in Rondonópolis (Agrinnova dealership), in Sorriso (Semear dealership), in Confresa (Agag dealership) and in Santana do Araguaia (Avanthy dealer). Each of these locations is committed to being close to its customers. It is not enough to simply offer state-of-the-art machinery. What is required is a comprehensive package – including technical support, efficient customer service, agronomic advice and personal customer care.
Regional conditions as a basis
HORSCH's expansion strategy in Brazil follows a simple principle: targeted growth. Each new location is based on a careful analysis of the region and on partners who share HORSCH's core values: innovation, co-operation, determination, trust and sustainability.
Although some sales partners also represent complementary brands, each location is characterised by a common corporate design that offers a consistent customer experience. This conveys a high degree of recognition and a sense of belonging. Farmers feel part of a global brand with strong roots.
But this is not limited to appearance alone. It reflects the concept of HORSCH DNA which emphasises precision, design and efficiency in every detail. “When entering the store, customers feel that they are part of a network that values trust and integrity. This strengthens both the brand and the sales partner,” says Francis Batista, manager at Agrinnova, a HORSCH sales partner in Mato Grosso.
For Francis, investing in modern structures is essential to meet farmers' expectations. “We offer a new location, a qualified technical team and an extensive spare parts warehouse, combined with a strategically advantageous location,” he emphasises.
Behind the scenes
A lot of work goes into every new branch. Various departments such as dealer network development, marketing, sales and after-sales co-operate closely with the sales partners. From construction planning, selecting and training the appropriate staff to completing the branch – standards are high in every sector. “We believe in HORSCH's growth concept and invest in it because we know that our customers deserve good support,” says Alex Sierra, President of Semear, the HORSCH sales partner in Sorriso.
This mindset is one of the pillars of HORSCH's rapid expansion in Brazil. Growing with strong partners means growing sustainably and is in line with the principle of innovation and efficiency that defines HORSCH.
Experience and technology centres
The new locations are genuine HORSCH experience centres where farmers can see, touch and understand technology that increases productivity in the field. From the machine showroom to the technical training facilities, every area is designed to encourage learning and practical interaction with HORSCH machines and tools.
The objective: to give farmers everything they need to make well-founded decisions: knowledge, technology and technical support. “In every branch, innovation meets real agriculture,” Rodrigo Duck, Managing Director of HORSCH do Brazil, explains. “Our objective is to be even closer to the farmers – not just to sell machines, but to help them to achieve better results and improve their efficiency.”
Proximity as a key factor
The effects of HORSCH's growth are already noticeable in farmers' everyday lives. As sales partners are closer to the farmers, customer service response times are shorter and service is more personal and accessible. “Having a HORSCH dealer nearby makes a big difference in terms of support,” says Thaysson Trucolo, manager at Grupo ABF, a HORSCH customer. In his opinion, this agility is a decisive advantage. “If we need spare parts outside regular business hours, the team responds immediately. This kind of commitment makes all the difference.”
The trusting relationship with customers is one of HORSCH's greatest assets. Customer service has become an important pillar of the brand and confirms that customer care does not end with the purchase – it becomes more intense with every harvest.
Link between factory and field
For HORSCH, a sales partner is more than just a company selling their machines – it represents the manufacturer. “The sales partner is the direct link between HORSCH and the farmer. Our job is to ensure that every machine delivers maximum performance, supported by technical expertise as the basis for a long-term business relationship,” Francis Batista emphasises.
This is why HORSCH invests in technical training, team development and knowledge transfer. This guarantees that every sales partner works on a high level. Continuous learning ensures that sales partners also have a thorough understanding of agricultural farms and regional challenges. The result is a network at eye level.
Regional impact
The expansion of the sales partner network in Brazil has already created more than 420 jobs in various regions of the country, encouraging income, training and local development. In addition to strengthening the regional economy, HORSCH sales partners also contribute to knowledge transfer and the professionalisation of the agricultural sector. “This is an investment in people and society. We give back to rural areas what Brazilian agriculture means to the country,” Rodrigo Duck emphasises.
For HORSCH, responsible growth means growing together with the people while respecting local culture, regional suppliers and the unique characteristics of each region.
Based on trust
The expansion of the HORSCH network is not only driven by economic reasons. Behind every new opening are stories of partnership, success and growth. “Our customers are satisfied – they buy again, recommend us to others and trust the brand. This allows us to continue investing,” Francis Batista says.
HORSCH's presence in Brazil's most important agricultural centres, such as Mato Grosso, Goiás, Paraná and Pará, is evidence of a long-term strategy. A look at the coming year shows that the pace of growth will remain high. New regional branches are planned, strategically located in the country's leading agricultural regions.
However, HORSCH's future in Brazil will not be measured only by the number of sales partners. For the next growth cycle, the company focusses on innovation, sustainability and digitalisation. Tools such as HorschConnect, Telematics and MobileControl are increasingly integrated into the processes of specialist sales partners connecting field, machine and technical support in real time.
More than growth: a promise
HORSCH wants to support farmers in Brazil in increasing their productivity and contributing to the sustainable development of Brazilian agriculture. Every new sales partner stands for commitment to quality, innovation and long-term partnership. It proves that it is not just about growth in size, but also about offering optimal technical solutions – for the benefit of the people.
With strong roots, a clear vision for the future and a network that grows stronger with every harvest, HORSCH stands by its promise: to work with farmers to continually find new ways to bring technology, trust and optimal results to the field.