VC ONE developed a new set of architectural and experience guidelines that combined operational efficiency, cost optimization, and enhancement of the customer journey
Challenge
AGCO identified the strategic need to reposition its Massey Ferguson and Valtra brands in Latin America by creating a unified architectural and customer experience standard. One of the main challenges was integrating diverse regional realities into a single framework while ensuring brand consistency and high operational efficiency across different markets.
Concept
VC ONE developed a new set of architectural and experience guidelines that combined operational efficiency, cost optimization, and enhancement of the customer journey. Six dealership formats were created, offering scalable and flexible solutions for different typologies and contexts. This included the design of furniture, finishes, and signage, as well as the integration of technology and sustainability concepts.
Result
The project achieved the standardization of over 50% of AGCO’s dealership network in Latin America, with a direct impact on brand consistency, space efficiency, and customer experience strengthening the competitive positioning of the brands in the region.
AGCO – Repositioning Massey Ferguson & Valtra in Latin America
AGCO, one of the world’s leading manufacturers of agricultural machinery, set out to strengthen the positioning of its two iconic brands, Massey Ferguson and Valtra in Latin America. The company identified the need for a unified architectural and experiential standard that could be implemented consistently across a network of dealerships operating in vastly different regions, cultures, and market conditions.
The challenge was clear: integrate diverse regional realities into a single design language that would guarantee brand consistency while also addressing operational efficiency and enhancing the customer journey. From urban dealerships in densely populated areas to large-scale rural complexes, each location had its own set of requirements, limitations, and opportunities.
To address this, VC ONE developed a comprehensive strategic and creative process. The project began with an in-depth analysis of AGCO’s existing dealership network, mapping out architectural profiles, operational flows, and customer service dynamics. Field visits and stakeholder interviews provided valuable insights into the strengths and weaknesses of current facilities, as well as the specific needs of different regions.
From this research, a flexible yet standardized architectural framework was created, allowing the brand identity to remain consistent while adapting to different scales and contexts. The new guidelines covered every aspect of the dealership environment from exterior façades and signage to interior layouts, materials, finishes, and furniture. This ensured that every dealership, regardless of size or location, would deliver the same visual impact, operational efficiency, and customer experience.
The concept also introduced six standardized dealership formats, each designed to meet specific market demands while maintaining the core brand DNA. Sustainability principles, technological integrations, and optimized circulation flows were embedded into the design, ensuring that each space was not only visually aligned with the brand but also functional, efficient, and ready for future growth.
The impact of this transformation was significant. The new architectural standard was implemented across more than 50% of AGCO’s dealership network in Latin America, reinforcing brand recognition, improving operational performance, and elevating the overall customer experience. Dealerships now operate with greater efficiency, offer a more engaging and consistent brand presence, and provide customers with a space that reflects AGCO’s commitment to quality, innovation, and service.
This project stands as a benchmark for how strategic design can go beyond aesthetics becoming a powerful tool for business alignment, market positioning, and long-term brand value creation.
