Massey Ferguson will return to EIMA International after an eight-year absence with a stylish, welcoming and interactive stand that will bring the brand’s “Born to Farm” spirit to life and welcome farmers, contractors, dealers and agricultural machinery enthusiasts.
For Massey Ferguson, the exhibition provides the ideal stage to unveil a major new product launch, while showcasing a complete range of straightforward, dependable and accessible solutions for modern farming. Highlights include the new MF 7S MARK 2 – a key new tractor series – and PTx FarmENGAGE, AGCO’s latest-generation solution for managing field operations and tasks. As a full-line manufacturer, Massey Ferguson will also showcase products from a range of categories, offering solutions for farms of all sizes and specialisations.
Taking place in Bologna from 10 to 14 November 2026, EIMA International remains one of the world’s leading agricultural machinery exhibitions, attracting more than 330,000 visitors from around the globe.
“Our decision to return to EIMA 2026 is based on one simple principle,” confirmed Jérôme Aubrion, Senior Marketing Director, Massey Ferguson EME. “Massey Ferguson wants to be where farmers and agricultural professionals come together, and over the years EIMA has established itself as one of the leading international events in the industry, attracting a large and diverse audience from Italy and around the world.”
“Italy remains a strategically important market for Massey Ferguson, but it is precisely EIMA’s ability to attract visitors from across the globe that makes it the ideal platform for showcasing our latest developments and engaging directly with farmers, dealers and industry professionals.”
“At the same time, in line with our continued farmer-first approach, we remain strongly committed to customer-focused initiatives such as the MF eXperience Tour. Through this initiative, our products reach farmers and agricultural contractors across Europe, giving them the opportunity to experience the machines in real working conditions, closer to their own farms. Our presence at EIMA complements this approach by showcasing our full product range to an international audience, while the MF eXperience Tour remains a key pillar of our strategy to work closely with customers and demonstrate our products where they matter most – in the field.”
Connect with the brand
Built around the brand’s “Born to Farm” heritage, the stand concept is inspired by an authentic farming environment. It will help visitors feel at home as they discover Massey Ferguson’s core values through its machines, technologies and the sharing of practical ideas and experiences.
Company specialists and dealers will be on hand throughout the exhibition to provide information and assistance. The stand has been designed to encourage interaction and continue the tradition of a full-line manufacturer that puts farmers first.
Centre stage: MF 7S MARK 2, PTx FarmENGAGE and new BKT tyres
As expected, the debut of the MF 7S MARK 2 will take centre stage.
Making its public debut at EIMA, the new series comprises six models from 170 to 245 hp. They are positioned between the existing MF 7S series, which remains in production, and the larger MF 8S Xtra models.
With additional power from a new award-winning engine, maximum operator comfort thanks to the largest cab in its segment, and enhanced precision farming and task management capabilities through the larger and more powerful Datatronic 6 and Fieldstar 6 touchscreen terminals, the next-generation tractors offer a high level of specification and advanced options. This ensures customers can maximise the value of their investment.
The MF 7S MARK 2 tractors are the first models to be offered with the all-new PTx FarmENGAGE ecosystem. Accessible through the new touchscreen displays, this advanced technology ecosystem uses wireless connectivity to exchange data between the tractor and the farm office, supporting smarter and more efficient management of farming operations.
A comprehensive PTx FarmENGAGE demonstration will be available on the stand, with displays and product specialists explaining to customers how the new technology solution is integrated with the new product.
Open Field zone: power, traction and performance
The Open Field zone will focus on large-scale arable farming applications, giving visitors the opportunity to explore Massey Ferguson machines and solutions designed for the most demanding field operations.
Exhibits will include the MF 8S.305 Xtra Exclusive Plus and MF 9S.425, featuring a specially created MF By You marble-effect finish, black wheels and a Central Tyre Inflation System.
Visitors will also be able to see the latest MF BETA NEXT Edition combine harvester, model year 2027.
Livestock, Mixed & Specialised farming solutions
The Livestock, Mixed & Specialised zone will highlight Massey Ferguson’s ability to meet the diverse needs of livestock farms, mixed farms and specialised agricultural businesses.
Visitors will see:
- MF 5S.145 Dyna-VT Exclusive Plus with an MF DM 316 FQ front mower;
- MF 5M.145, equipped with an MF FL.4121 front loader and MF RB 4160V XTRA baler;
- the latest specialised MF 3SP.115 CAB Dyna-VT tractor with continuously variable transmission.
New tyres make their debut at the MF stand
The Massey Ferguson stand will also host another important brand premiere – new 2.0-metre-diameter drive tyres for the rear wheels of tractors, manufactured by BKT.
Jointly developed by Massey Ferguson and BKT, the new tyres are an uncompromising solution for the MF 7S MARK 2, offering an optimum combination of traction, load capacity and soil protection for tractors in this power and size class.
Join the MF eXperience
Massey Ferguson will invite visitors to join the “MF eXperience” through a programme of interactive activities designed to bring the brand closer to customers, dealers and enthusiasts.
A dedicated Instagram space will give visitors the opportunity to capture and share their EIMA experiences, while a visual “MF is All of Us” wall will be created from up to 600 photographs taken in a photo booth on the stand.
The ever-popular Massey Ferguson store for farmers and brand enthusiasts will offer exclusive branded merchandise, souvenirs and new limited-edition products, allowing visitors to take a piece of the MF eXperience home with them.
Massey Ferguson experts will be available throughout the exhibition to provide personalised consultations and guided tours upon request, helping visitors discover the full product and technology range in greater detail.
Make your MF visit even more rewarding
Through links included in Massey Ferguson’s social media posts ahead of the exhibition, visitors will be able to pre-register their stand visit.
This will give them the opportunity to receive advance information about some of the latest news from the brand before the event, as well as benefit from a special gift during their visit.
More from Massey Ferguson at EIMA
As finalists in this year’s Tractor of the Year awards, the MF 7S.245 MARK 2 and MF 5S.145 Dyna-VT will also be showcased in the prestigious Tractor of the Year area, where they will take part in dynamic demonstrations throughout the exhibition.
These live demonstrations will give visitors the opportunity to see the machines in action and learn more about their performance, comfort and capabilities.
Extended presence with BKT
Visitors to the exhibition should also visit the BKT area in Hall 36, Stand B1, where the MF 8S Xtra Exclusive+ Black will be displayed, equipped with BKT AGRIMAX V-FLECTO tyres.
This special area brings together Massey Ferguson tractor technology and BKT’s tyre expertise, highlighting a shared focus on soil protection, traction, efficiency and total cost of ownership.
The display will also demonstrate the proven capabilities of both brands: the MF 8S Xtra has demonstrated its efficiency through independent DLG tests, while BKT AGRIMAX V-FLECTO has received the DLG-Approved quality mark for certain tested sizes.
From the public debut of the MF 7S MARK 2 to interactive activities, expert tours, technology demonstrations and exclusive branded merchandise, the Massey Ferguson stand at EIMA 2026 will offer professional and individual visitors a comprehensive insight into the brand’s machines, people and customer-focused approach.
About AGCO
AGCO (NYSE: AGCO) is a global leader in the design, manufacture and distribution of agricultural machinery and precision agriculture technology.
Driven by its “Farmer-First” strategy, AGCO delivers value through its differentiated and market-leading brands, including Fendt™, Massey Ferguson, PTx™ and Valtra™.
AGCO’s high-performance equipment and smart farming solutions, including aftermarket technologies that are brand-agnostic and autonomous solutions, empower farmers to increase productivity while contributing to sustainable food production.
