Massey Ferguson, a worldwide brand of AGCO (NYSE:AGCO), is proud to announce its MF eXperience tour begins in Treviso, Italy on 4th April, providing a superb opportunity for farmers, contractors and operators, across Europe, to get hands-on experience of its latest full-line of equipment.

The MF eXperience Tour blends a novel and disruptive approach to traditional indoor shows with practical in-field driving experience. The tour, which takes in seven European countries, is the latest phase in Massey Ferguson’s strategy to provide a personalised experience to those looking at their next equipment investment.

“Trade shows are still important, but they don’t deliver what our customers want. Time and again farmers at indoor events tell us they want to try our equipment in the field – on their farms and in their conditions,” says Francesco Quaranta, Vice-President Sales, Marketing & Product Management, Massey Ferguson Europe & Middle East.

“Throughout the MF eXperience journey from the indoor show, through to the field events, customers receive a more personalized, professional experience. We are using Virtual Reality and other technology to deliver a more interactive way to view machinery at indoor shows, while outside on the MF eXperience Tour in the field customers can drive and test a wide range of Massey Ferguson equipment themselves,” he adds.

Massey Ferguson’s new strategy began at the EIMA show in Bologna in November last year and continues with the Italian leg of the MF eXperience tour kicking off in Treviso in April. From here it moves to Germany, France, Poland, Norway, Denmark and Spain.

The MF eXperience Tour is a series of carefully planned, exclusive events that enable small groups of people to fully participate in a range of activities to gain the most benefit from their visit. The limitation of number of people attending each event allows them to talk directly to staff from their local dealer as well as refer to product specialists for detailed information and advice.

The MF eXperience Tour will welcome 6000 customers across 25 locations and 75 days of venue, moving every week from a city to the other. The 3.5 ha of driving test area and 180 square meters, accompanied by 25 MF eXperts are offering a bespoke and unique eXperience, featuring more than 12 machines per venue.

“Our MF eXperience also allows customers to see how the latest technology can bring huge advantages to their working lives and businesses,” adds Mr Quaranta. “There’s no better place than in the field to try this out for themselves and fully appreciate the benefits that technology such as MF Auto-Guide steering and MF ISOBUS connectivity, has to offer.”

After guests are welcomed in the field they will see short presentations, followed by a parade of all the machines on display. There’s also an opportunity to view presentations from partners including AGCO Parts, AGCO Finance, MF Smart Farming powered by Fuse and Trelleborg tyres.

The main focus, however, is for guests to get into the machines and have hands-on experience of operating the full-line of Massey Ferguson equipment including eight different tractor ranges, MF materials handling models along with the latest balers, tedders and rakes and, in certain locations, the impressive MF IDEAL combine.