Agrifac’s latest giant Vanguard
- Case Building on a strong brand
- Client Agrifac
- Industry Farming
In 2019, Agrifac, market leader in farming machinery, asked MODYN to design the Endurance II, aligning its appearance with the company’s latest innovations and shifting customer expectations. The result was a resounding success, earning a prestigious Red Dot Design Award.
Fast forward to 2024: Agrifac once again turned to MODYN, this time to evolve the design direction set in 2019 by creating a modular front applicable across the entire Agrifac range. The greatest challenge was developing a front with off the shelve headlights that met strict global homologation standards while defining a modern yet unmistakably Agrifac identity.
For this project, VR was indispensable. The sheer scale of the machine is almost impossible to grasp from paper or screen. Full-scale virtual sessions with the Agrifac team allowed us to experience it realistically from the earliest stages. This accelerated decision-making, built confidence in critical choices, and ensured the final design delivered exactly the experience envisioned for Agrifac’s customers.
We immersed ourselves in Agrifac’s world, combining desk and field research to identify real needs and requirements. By drawing on insights from automotive, transportation, and urban mobility, we broadened perspectives and enabled future-focused design decisions.
Through close collaboration with suppliers, we integrated their latest innovations while addressing homologation requirements in depth. This dual focus ensured the design was both compliant with global standards and resilient for future challenges.
Building on the identity we first established in 2019, we evolved Agrifac’s design language with sharper lines, a more dynamic stance, and modern square-shaped headlights with DRLs. A key challenge was placing headlights as wide as possible to satisfy worldwide homologation rules, without losing the powerful, cohesive front-end character. At the same time, we tackled modularity, ensuring components could be seamlessly scaled across different machines in the range.
Leveraging our automotive surfacing expertise, we delivered precise 3D CAD data as the foundation for production. Agrifac’s own team refined the final surfacing for manufacturing, but our collaborative workflow ensured a seamless handover from concept vision to production-ready design.
Our partnership extended beyond design and engineering. We supported Agrifac in launching the vehicle in front of the press and their global dealer network, presenting the story of the design and its engineering features together. This true partnership approach not only amplified the impact of the launch but also underlined the value of design as a driver of innovation, identity, and customer engagement.
