Massey Ferguson launches reality show focused on agricultural mechanics

Massey Ferguson launches first reality show focused on agribusiness mechanics. With three episodes, Master Mechanic has six contestants and three episodes, which will be aired in November. The first will air next Thursday (2/11). (The episode can be watched at the end of this article.)

Rodrigo Junqueira, general manager AGCO and vice president Massey Ferguson South America, highlights the objective. This is about highlighting the importance of qualified mechanics. They are essential for productivity in the field.

The program has a defined structure. There will be three episodes. Each 22 minutes long. Six competitors participate. They are organized into three pairs. The challenges are practical. They will test technical skills and knowledge.

The competitors are mechanics from Massey Ferguson dealerships. They were selected in a three-phase process. Technical evaluation. Presentation video. Performance analysis. They come from various regions of Brazil, which shows the scope of the network in the country.

Bruno Pianca, service manager at Massey Ferguson, explains that the tests were designed to reflect the day-to-day reality of agricultural mechanics. “The aim was to demonstrate the complete journey of the mechanics with the equipment so that the producer has a good experience during use, something that Massey Ferguson has as a priority”, he explains.

For Cezar Bronzati, from the AGCO services team and one of the competition's judges, the Master Mechanic shows the public the competence, skill and knowledge of the professionals responsible for keeping the machine running throughout the harvest. “They are essential professionals within the operation, as a stopped machine can harm the entire production”, he highlights.

The jury panel is diverse. Tiago Fadel, from Formula 1, is one of the members. José Fernando Schlosser, from the Federal University of Santa Maria, also participates. Cezar Bronzati, from AGCO, completes the team.

Fernando Viana is the influencer who will show behind the scenes. He will use the profile @viananalida. The brand will also provide coverage via the @masseybrasil profile. Mafê, a digital specialist, will be a consultant for the teams.

The victory is attractive: personalized trophy, cash prize and trip to Argentina -- the winners will visit the Massey Ferguson factory in General Rodriguez.

The exhibition will be in November. One episode per week. The channel is Massey Ferguson's YouTube. The hotsite mastermechanic.com.br will provide more information.

The competition structure was developed by Massey Ferguson's communications department with support from the services, parts, marketing and training team. The team worked on choosing the candidates, format of the tests and creating a committee to select the jurors, aiming to guarantee the impartiality and quality of the evaluations.

An internal campaign was also developed for the company's employees to contribute with suggestions for tests. The authors of the best ideas were invited to watch an episode of the reality show.

Meet the competitors

• Alan Machado, 29 years old, from Jaboticabal (SP). Married and father of a 7-year-old boy, he joined the mechanics field 11 years ago. He started as a parts washer and now works as a mechanic specializing in technology. When asked about his participation in the reality show, Alan says that he will carry out the tests with a focus not only on speed, but on delivering quality work.

• Aurélio de Brito, 49 years old, resident of Formiga (MG), married and father of two girls. Graduated in physics, he chose to dedicate himself exclusively to mechanics. With over 30 years of experience, he is now a workshop lead mechanic and applies his vast experience and knowledge to ensure efficient operations.

• Diego Mercory, 36 years old, from Naviraí (MS), married and father of a 5-year-old girl. He has 18 years of experience in the field. He began his professional career as an assistant at a sugar cane factory and is now a mechanic specializing in agricultural machinery, having completed more than 150 training courses in the field of tractors and other machinery.

• Edvaldo Ferreira Costa, Born in Nossa Senhora do Socorro (SE), today he lives in Palmas (TO). He is 36 years old, married and father of two girls, aged 9 and 12. With 15 years of experience, around a year and a half ago, he accepted the invitation to work in Tocantins, a decision that brought new challenges and opportunities.

• Ernane Horst, 33 years old, from Guarapuava (PR). Married and father of a 7-year-old girl, he began his career as an agricultural technician, but discovered his calling when working in the field of agricultural mechanics. Today, he is a mechanic responsible for the technical delivery of agricultural machinery, in addition to assisting in resolving complex diagnoses, using his experience in technology.

• Marlon Ferreira, 31 years old, married, resident of Paracatu (MG). He began his professional career as a parts washer. He studied mechanical engineering and specialized in precision agriculture. He served as a service manager, but his vocation for sharing knowledge made him decide to return to the field. Today, he is a mechanic responsible for technical training and the commercial team.

First episode of Master Mechanic

Below, watch the first episode of Master Mechanic: