Massey Ferguson completed its “Agrispace” Customer Experience Center, located at the heart of the Massey Ferguson Campus in Beauvais, France. The new center illustrates its position as the Home of Massey Ferguson.
According to 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 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 brand experience
“We are 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.”
The Agrispace features physical and interactive exhibits that allow visitors to explore the global people, places and products around the Massey Ferguson brand. Farmers can also couple their visits with a dealer-arranged guided tours of Beauvais’ manufacturing facility, where Massey Ferguson tractors are designed and built, as well as hands-on experience on the machines, courtesy of the available track.
“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 for our products and services and 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.”
Opening in May
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 (from April 2025), 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 in May 2025.
No visit will be granted beforehand as the overall Agrispace setup is being finalized.
