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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.

Despite the fact that many outdoor shows and events are being cancelled recently due to COVID19, exciting plans are still underway for the latter part of the year. Lindsay Haddon, Advertising and Sales Promotion Manager, Massey Ferguson, UK and Ireland explains “We stand by the outdoor event organisers of shows such as Grass & Muck, they have made a very sensible decision to not go ahead with this year’s grass event. We understand that this is a disappointing blow for the agricultural community but the health and welfare of farmers is everyone’s top priority”.

This year’s show schedule now presents a challenge for the whole industry but a solution has been sought for later in the year when Massey Ferguson’s Experience Tour hits the UK shores.

“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 William Judge, Manager, National Sales, Massey Ferguson UK and Ireland.

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 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 Judge.

This new show strategy together with the MF eXperience Tour enables Massey Ferguson to present products and services in an attractive, welcoming, inclusive and friendly atmosphere. This helps the company to get closer than ever to our customers and provide them with the information and equipment they need to help them grow their businesses. The Massey Ferguson Experience Tour will come to the UK and Ireland in October. Dates and venues will be announced in the coming months.