Massey Ferguson launches smart machines and services during Born to Farm global digital event

Massey Ferguson presented the Born to Farm global event aimed at producers, dealers, journalists and the general public. Through a fully digital platform, seven new features (smart machines and digital services) were presented, designed to offer personalized solutions that adapt to the needs of each farmer and rancher:

“Massey Ferguson has always been a family business, working to help other family businesses, such as rural producers and dealers. The Born to Farm event presents the world with a meaningful purpose: to contribute to the production of sustainable, quality food for a growing population”, says Thierry Lhotte, vice president and general manager for Europe and the Middle East at Massey Ferguson.

Massey Ferguson knows that farmers are interested in connectivity and precision agriculture to reduce input use, increase yields and maximize fleet uptime. At the same time, rural producers need to demonstrate that they are reducing their environmental impact, as well as complying with their customer contracts that require full traceability of fully sustainable agricultural practices.

“Farmers are at the heart of everything we do, but everyone is different. Fields have different needs, demanding products and services adapted to their own businesses. Our global focus on new smart machines and digital services leverages our broad and diverse customer base around the world, which has allowed us to include all customer requirements in our projects from day one, always looking at long-term trends that occur in our industry, such as Agriculture 4.0, the European Greel Deal and sustainability”, says Francesco Murro, Massey Ferguson vice president, Global Marketing, Sales Training and Alliances.

All of these releases are already available in Europe and will be gradually made available in each region of the world, in accordance with the local rules and regulations of each country. In South America, the MF 6S and MF 7S Series tractors will be available in 2023, while the MF 8S Series will be available from 2024, with the intention of being produced locally.