News Releases

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, is delighted to announce the completion of the Massey Ferguson Agrispace.

“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. “Agrispace is much more than a showroom or a museum. It is a place where Massey Ferguson enthusiasts can meet to celebrate their common passion for farmers, the brand and agriculture.”

This one-of-a-kind hospitality destination offers Massey Ferguson customers, dealers, business partners, students and employees with a wide range of meeting rooms, an auditorium, product and services exhibits, a merchandise shop, a restaurant and a museum depicting the brand’s 175+ years of Born to Farm experience (the museum will open in April 2025).

Crafting Exceptional Brand Experience.
"We are incredibly proud and excited to announce the completion of the first phase of

Massey Ferguson’s Agrispace," said Jérôme Aubrion, Director 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, at a location where it all began for us in Beauvais back in 1960. Here, the past and our future converge beautifully."

To make the visit truly unique, the Agrispace features state-of-the-art physical and interactive exhibits that allow visitors to explore the global people, places and products making

Massey Ferguson one the most renowned brand across the globe. Farmers can also couple their visits with a dealer-arranged guided tours of Beauvais’ manufacturing facility, where award-winning Massey Ferguson tractors are designed and built, as well as hands-on experience on the machines, courtesy of the available track.

Key Agrispace highlights

• New facility at the center of the Massey Ferguson Campus in Beauvais, France, the Home of Massey Ferguson, 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.
• A track allowing hands on machine’s experience
• 20,000 visitors a year expected by 2026. The restaurant can accommodate up to 120 seated persons in one service.
• 2,800 m² facility including a showroom, merchandise shop, conference center, restaurant and museum (from April 2025)

“The Agrispace is THE one and only Massey Ferguson site for customer visits, launch events, dealer meetings and trainings, sales meetings, conferences in relation to farming topics, and corporate gatherings. Farmers must feel at home when they are at the Agrispace, it has to become a sort of place to live for them. We also aim to make it available to a wider public with the educational goal to make farming and farm machinery challenges accessible to a wider audience,” adds Thierry Lhotte. “Our world is changing, and so are we. At Massey Ferguson, we want to be known not only for our exceptional products and services, but also for the positive impact we have on agriculture and on our local communities. This starts by rethinking our approach to the way we do business to ensure we can step up and be recognized as a driving force for change.”

What are the next steps?
In its ramp-up and soft launch phase, the Agrispace and factory tours will only be accessible to groups of farmers organized by their local Massey Ferguson dealer.

From June 2025, the Agrispace will be accessible for free to any visitors willing to come at any time during opening hours with full access to the product exhibits, museum, merchandise shop and restaurant at lunch time. Factory tours will only be available for groups of visitors under registration with their local dealers. More information is to come ahead of its grand public opening.

Official opening/inauguration of the Agrispace will be organized with the press and local authorities in May 2025. No visit will be granted beforehand to the press as the overall Agrispace setup is being finalized.

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 $14.4 billion in 2023. For more information, visit www.agcocorp.com..