Massey Ferguson’s novel show strategy on display at Agritechnica

Massey Ferguson, a worldwide brand of AGCO (NYSE:AGCO), is delighted to announce the global launch of its new flagship, MF 9S Series on Stand A27 in Hall 20 at the Agritechnica Show, in Hannover from 12th to 18th November.

At the same time it will also be providing visitors with a wide range of novel ways to not only find out more about, but also shape the future of its full-line of equipment.

“Agritechnica is Europe’s largest showcase for the farm machinery industry where we meet farmers from all over the world, which makes it a superb launch-pad for our new flagship range,” explains Jérôme Aubrion, Director Marketing Massey Ferguson, Europe & Middle East. “It’s also an excellent opportunity for Massey Ferguson to continue our strategy of bringing our straightforward and dependable full line of products closer to our customers,” he adds.

At the show Massey Ferguson will be celebrating 30 years of its novel ‘steep nose’ bonnet design, which was introduced in 1993 on the MF 3000 Series. It continues to be featured on the MF 5S tractors which, to mark this milestone, are available with a special  edition package and anniversary logo.

Farmer focused stand experience

Massey Ferguson’s Agritechnica stand is divided into three distinct areas – one that focuses on open field operations, another on livestock and mixed farming, while the third is totally dedicated to welcoming farmers and other visitors.

Here, as well as being able to discuss their needs with MF eXperts, visitors can also use novel interactive displays, including Virtual Reality (VR) exhibits and simulators, to discover more.

A key highlight is the special ‘Voice of the Customer’ area where visitors will be able to talk about their requirements to help shape future developments.

“We have always said that our products are ‘Designed by Farmers, for Farmers,’ confirming that they are at the centre of everything we do,” says Mr Aubrion. “In the Voice of the Customer area visitors will have the opportunity to develop future MF products and, with support from some of our Beauvais engineers, they can use VR to view and help us develop our new livestock tractor cab.”

Also on show here is a display about how MF is forging a sustainable future, including its new bonnet concept. Made from flax and natural resin and easily recycled, its production process results in an 82% reduction in carbon emissions. This, incidentally, follows the ‘Green Productivity’ theme of this year’s Agritechnica Show.

In line with putting farmers at the centre of everything it does, Massey Ferguson has placed its special meeting place and coffee corner in the middle of it’s Agritechnica stand. Here visitors, dealers and can others meet MF eXperts and specialists from the company to provide feedback and discuss ideas.

Continuing customer journey

The Agritechnica Show is just one step on For Massey Ferguson’s ‘customer journey,’ which continues with special VIP days at the Beauvais factory. In later November and January invited guests will be able find out more about the impressive MF 9S, as well as tour the production facilities.

Moving into next year, the MF eXperience Tour will enable farmers and contractors to get behind the wheel of the latest tractors and other equipment in fields close to where they live. In 2024 this highly successful event moves to a slightly different format that sees the tour content and features customised to closely match individual countries’ specific requirements.

At Agritechnica visitors will be able to book a place on the MF eXperience Tour, which starts in Italy in January next year.




About AGCO 
AGCO (NYSE:AGCO) is a global leader in the design, manufacture and distribution of agricultural machinery and precision ag technology. AGCO delivers customer value through its differentiated brand portfolio including core brands like Fendt®, GSI®, Massey Ferguson®, Precision Planting® and Valtra®. Powered by Fuse® smart farming solutions, AGCO’s full line of equipment and services help farmers sustainably feed our world. Founded in 1990 and headquartered in Duluth, Georgia, USA, AGCO had net sales of approximately $12.7 billion in 2022. For more information, visit For company news, information, and events, please follow us on Twitter: @AGCOCorp. For financial news on Twitter, please follow the hashtag #AGCOIR.

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