Attracting and engaging a new customer base with industrial design

How can Fendt expand its customer base by redesigning its already successful Tigo wagon?
The Fendt Tigo has been one of the world’s top selling loader wagons since its debut over a decade ago.


Designed to pick up, store, and distribute grass and hay, the Tigo has received technological and performance updates over the years, but its visual design has remained largely unchanged.

In 2019, Fendt sought to attract and engage a new customer base with a redesigned Tigo exterior. The challenge, however, was to preserve trusted design elements that won over its initial customers while renovating the machine for a contemporary market.



Fendt teamed with IXDS to initiate a holistic redesign process, with a goal to expose the machine’s technical prowess on first glance of its form. We delivered three designs for a future Tigo and supplementary, high-fidelity visual assets to serve as a basis for internal research and development at Fendt.

Besides design and concept material, we provided our client with knowledge of product design methods that capitalize on the needs and wants of new and returning customers alike, empowering Fendt to upsell and innovate for the long run.

Exactly what we needed; a path to our vision!

Thomas Dreier, Head of Engineering, Agco Fendt