Due to declining sales for Massey Ferguson tractors, AGCO was strongly considering merging this long-established brand into its new line of AGCO agricultural tractors. A proposal had already been made to start this process by changing the color of the Massey Ferguson from red to orange. Was there any Massey Ferguson heritage left worth leveraging in a market so dominated by John Deere?

Three hundred phone interviews were conducted with farmers in 26 states and were followed up with Inside Insights Focus Groups. Massey Ferguson Heartland discovered that the Massey Ferguson brand still had a heritage for quality among farmers over age 40.

The brand positioning became: Position Massey Ferguson as the pinnacle of reliability – reliable products and reliable people from a reliable company with a coveted heritage. Focus this reliability on the benefits of consistent performance and long-lasting dependability.


"We selected The Goss Agency to spearhead the Massey Ferguson re-branding assignment because of the agency’s ability to conduct the necessary research that helped us position the brand correctly and to create an exceptional creative product. The new Massey Ferguson campaign is among the best in the agricultural industry, and I’m confident that it will deliver against the objective of creating a new image for one of our most important brands.”

- Doug Durand, Manager, Marketing Communication, North America, AGCO Corporation, Massey Ferguson