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Massey Ferguson invigorates its show strategy and strengthens its MF eXperience Tour for 2020

Massey Ferguson, a worldwide brand of AGCO (NYSE:AGCO), is pleased to announce it’s continuing its novel, disruptive show strategy and strengthening its European MF eXperience tour in 2020. While still introducing and promoting its full line of products and services at shows, farmers and contractors also have the opportunity to try and test machines on their own farms as well as at local dealer and field events.

“This year’s indoor show schedule presents a challenge for the whole industry. On top of the FIMA show in Spain and the EIMA show in Italy, the SIMA show in France has moved to November and the dates now overlap with EIMA.

“Thanks to Massey Ferguson’s fresh approach to exhibiting at indoor events, which we launched in 2018, we are well placed to rise to this challenge,” explains Francesco Murro, Director Marketing Massey Ferguson Europe & Middle East.

Massey Ferguson was the industry’s first brand to introduce a game-changing strategy to progressively move from traditional farm machinery shows to in-field experience. This strategy also focuses on developing personalised events and targeted activities to support Massey Ferguson’s Europe and Middle East (EME) dealer network to introduce and promote its new full line of straightforward and dependable products, technology and services.

With this move the brand is transforming its connection with customers by providing a personalised experience for farmers and contractors looking at their future investment. At specific Massey Ferguson events visitors can not only meet brand experts and dealer staff, but also get hands-on experience of its tractors and machinery.

“Automatic attendance at traditional industry events is no longer viable and does not answer customers’ needs to make their final decision for their next farm equipment investment,” says Mr Murro.

“The success of the MF eXperience proves farmers need to try our machines and make their own impressions on how they operate. This enables them to discover for themselves how they are the best choice for their business. Our in-field MF eXperience Tour provides them with the best opportunity to do this and close to where they live.”

Massey Ferguson is also reacting positively to the changing show landscape with a ‘disruptive’ alternative to the traditional stand. By using the latest cutting-edge technology, including Virtual Reality, visitors can discover more about the full range of products and, while the stand is smaller, there will still be tractors and equipment on display.

Massey Ferguson is building on the success of this approach in 2018 and 2019 and will be following the same strategy in 2020 at FIMA, EIMA and SIMA.

“Here farmers and contractors can also book their own demonstrations with their local dealer as well as make an appointment for the MF eXperience Tour. After travelling extensively across Europe, this has already delivered hands-on experience in the field to more than 4,500 farmers in seven countries and 25 locations,” adds Mr Murro. 

“At FIMA 2020 visitors will be able to meet dealers in friendly and professional surroundings and offer both digital and physical presentations. Here they can also book for their own hands-on experience of our machinery and equipment on their own land and farms as well as an appointment to join the MF eXperience Tour in Spain and Portugal,”adds Mr Murro.

Looking forward to SIMA 2020 in November, Massey Ferguson is taking the bold decision to reduce its stand area and focus only on new product introductions. At the same time it is expanding the MF eXperience Tour in 2020 and French farmers and contractors will also have the opportunity to attend this at a venue close to their farms earlier in the year.

The MF eXperience Tour begins in Italy in February and March 2020 and will also visit France (March and May), Spain and Portugal (April), Germany (May and September), Lithuania (June), Poland (June), Norway (September and October), UK (October), The Netherlands and Belgium (November).

“Our new show strategy together with the MF eXperience Tour enables us to present our products and services in an attractive, welcoming, inclusive and friendly atmosphere,” says Mr Murro. “This helps Massey Ferguson to get closer than ever to our customers and provide them with the information and equipment they need to help them grow their businesses. As we are also fully aware that farming goes way beyond what Massey Ferguson offers today we have decided to partner with the best of the industry to offer our visitors a 360° experience in the fields with AGCO Parts, AGCO Finance, MF Smart Farming solutions powered by Fuse and Trelleborg tyres.”, says Mr Murro.

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