Beauvais, France, April 24 – Massey Ferguson®, a leading global brand of AGCO (NYSE: AGCO), a global leader in the design, manufacture and distribution of agricultural machinery and precision ag technology, today celebrated the grand opening of the Massey Ferguson Agrispace customer experience center in Beauvais, France, with local dignitaries, companies, partners and media representatives. This official grand opening followed the Agrispace soft launch announced earlier this year.

“This new 2,800 m² world-class Customer Experience Center is located at the heart of the Massey Ferguson Campus in Beauvais, France, illustrating its position as the Home of Massey Ferguson,” said Thierry Lhotte, Vice President and Managing Director, Massey Ferguson Europe & Middle East. “Today’s official grand opening kicks off on the factory’s 65th anniversary, marking a new milestone on our brand’s growth journey at the location where it all began for us in 1960.”

The Massey Ferguson Campus is the headquarters of the brand’s Europe & Middle East operations, of AGCO’s overall French Sales operations and the centre of excellence for the design and manufacture of Massey Ferguson tractors.

“The Agrispace is a clear illustration of our Farmer-First strategy that helps create sustainable value for farmers and their operations”, added Thierry Lhotte. “Our world is changing, and so are we. Massey Ferguson wants to be known not only for our exceptional products and services, but also for the positive impact we have on agriculture and our local communities.”

Crafting an Exceptional Brand and Ag Experience to a Wider Audience

“Agrispace is much more than a showroom or a museum. It is a place where Massey Ferguson enthusiasts can meet, and feel at home, to celebrate their common passion for farmers, the brand and agriculture,” said Jérôme Aubrion, Director of Marketing, Massey Ferguson Europe & Middle East. "The exhibits highlight our commitment to helping farmers tackle their toughest jobs. The entire line of products and services we bring to farmers can be found under one roof in Beauvais, as well as interactive exhibits that allow visitors to explore the people, places and products that make Massey Ferguson one of the world’s most renowned brands. Here, our past and our future converge beautifully.

“The Agrispace is THE one and only Massey Ferguson site for customer visits, dealer arranged guided tours of the manufacturing facility, hands-on machine experiences on the available track, launch events, dealer meetings, conferences in relation to farming topics and corporate gatherings. It will also be used to host educational events that will make farming and farm machinery challenges more accessible to wider audiences leveraging our relationship with UniLaSalle, Beauvais’ Agriculture Engineering University,” concluded Jérôme Aubrion.

Key Agrispace Highlights

• New facility at the center of the Massey Ferguson Campus in Beauvais, France, focused on the farmer and how Massey Ferguson can help serve them. It is strategically located with good connections to motorways and the airports of Paris Charles de Gaulle and Paris Beauvais.
• 2,800 m² facility including a showroom, merchandise shop, conference center, restaurant and museum.
• A track allowing hands-on machine experiences.
• 20,000 visitors a year are expected by 2027. The restaurant can accommodate up to 120 seated persons in one service.
• Factory tours will only be accessible to groups of farmers organized by their local Massey Ferguson dealer.
• From June 3, 2025, the Agrispace will be accessible for free to any visitors during opening hours (Monday to Friday, from 9.30 a.m. to 5.00 p.m.) with full access to the product exhibits, museum, merchandise shop and restaurant at lunch time.

About AGCO  

AGCO (NYSE: AGCO) is a global leader in the design, manufacture and distribution of agricultural machinery and precision ag technology. AGCO delivers value to farmers and OEM customers through its differentiated brand portfolio, including leading brands Fendt®, Massey Ferguson®, PTx and Valtra®. AGCO's full line of equipment, smart farming solutions and services helps farmers sustainably feed our world. Founded in 1990 and headquartered in Duluth, Georgia, USA, AGCO had net sales of approximately $11.7 billion in 2024. For more information, visit www.agcocorp.com.