Massey Ferguson, a leading global brand under AGCO (NYSE: AGCO), celebrated worldwide for its innovative agricultural machinery and precision ag technology, is thrilled to announce the completion of its groundbreaking customer experience center, Massey Ferguson Agrispace. This new facility, located at the heart of the Massey Ferguson Campus in Beauvais, France, reflects the company’s commitment to creating a farmer-first experience.
“This new 2,800 m² world-class Customer Experience Center is situated at the core of our operations in Beauvais, which has long been the Home of Massey Ferguson,” stated Thierry Lhotte, Vice-President and Managing Director of Massey Ferguson Europe & Middle East. “Agrispace is not just a showroom or a museum; it is a meeting ground where Massey Ferguson enthusiasts can come together to celebrate their shared passion for farmers, the brand, and agriculture.”
An Unparalleled Experience for Visitors
The Agrispace stands out as a unique hospitality destination, designed to welcome Massey Ferguson customers, dealers, business partners, students, and employees. It offers a comprehensive array of facilities, including meeting rooms, an auditorium, exhibits showcasing products and services, a merchandise shop, a restaurant, and a museum that will open in April 2025. The museum will highlight Massey Ferguson’s remarkable 175+ years of “Born to Farm” history.
Jérôme Aubrion, Director of Marketing for Massey Ferguson Europe & Middle East, expressed excitement about the project: “We are incredibly proud to announce the completion of the first phase of Massey Ferguson’s Agrispace. This center is a testament to our dedication to helping farmers tackle their toughest challenges. Under one roof, visitors can explore the entire spectrum of products and services we provide, all rooted in the place where it all began for us in Beauvais back in 1960. The convergence of our rich history and bright future is beautifully embodied in this space.”
Interactive and Immersive Experiences
To ensure a truly unique visit, Agrispace incorporates state-of-the-art physical and interactive exhibits. These displays offer visitors an opportunity to dive into the global people, places, and products that have made Massey Ferguson a renowned name worldwide. Additionally, farmers can enhance their experience by participating in dealer-organized guided tours of Beauvais’ manufacturing facility. This factory produces Massey Ferguson’s award-winning tractors, giving visitors a firsthand look at the production process. Moreover, a dedicated track provides hands-on opportunities to operate the machines, adding an experiential layer to the visit.
Key Features of Agrispace
- Prime Location: The facility is strategically located at the heart of the Massey Ferguson Campus in Beauvais, France—the official Home of Massey Ferguson. It is well-connected to major motorways and conveniently accessible from Paris Charles de Gaulle and Paris Beauvais airports.
- State-of-the-Art Amenities: Covering 2,800 m², Agrispace includes a showroom, a merchandise shop, a conference center, a restaurant with seating for up to 120 people per service, and a museum (scheduled to open in April 2025).
- Hands-On Experiences: A dedicated track allows visitors to experience Massey Ferguson machines in action, providing an immersive and practical understanding of their capabilities.
- Visitor Capacity: The facility is designed to host up to 20,000 visitors annually by 2026, further solidifying its role as a hub for the farming community.
- Multi-Purpose Usage: Agrispace is envisioned as the central site for Massey Ferguson’s customer visits, product launches, dealer meetings, training sessions, sales events, and conferences on farming-related topics. It also serves as a venue for corporate gatherings.
Thierry Lhotte emphasized the importance of the center’s welcoming atmosphere: “The Agrispace is designed to feel like home for farmers. It’s a space where they can connect, learn, and engage. Additionally, we aim to make the facility accessible to the wider public, helping to educate people about the challenges of farming and agricultural machinery. In a rapidly changing world, Massey Ferguson is committed to being a positive force in agriculture and local communities. This initiative marks a significant step in rethinking how we do business and how we contribute to the farming ecosystem.”
What’s Next for Agrispace?
Currently, Agrispace is in its ramp-up and soft launch phase. During this time, access to the center and factory tours is limited to groups of farmers arranged by their local Massey Ferguson dealers. However, exciting developments are on the horizon:
- Public Access: Starting in June 2025, Agrispace will open its doors to the general public. Visitors will enjoy free access to the product exhibits, museum, merchandise shop, and restaurant during lunch hours. Factory tours will remain available exclusively for groups registered through local dealers.
- Grand Opening: The official inauguration of Agrispace will take place in May 2025. This event will include representatives from the press and local authorities. The facility will not be open to the press prior to this date, as final touches are still being made to ensure the center meets the highest standards.
A Vision for the Future
Agrispace is not just a facility—it is a vision realized. It exemplifies Massey Ferguson’s dedication to creating a comprehensive, immersive experience for its community. The center embodies the brand’s history, its commitment to innovation, and its focus on supporting farmers in their mission to feed the world.
As Massey Ferguson looks to the future, Agrispace represents a cornerstone of its strategy to deepen connections with farmers and the broader agricultural community. By providing a space that fosters learning, collaboration, and celebration, Massey Ferguson is setting a new standard for customer engagement in the agricultural sector.
Read more: Massey Ferguson Unveils Agrispace A New Farmer-Focused Customer Experience Center in Beauvais, France
