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AGCO’s Jackson assembly plant opens new visitors centre

Meet your new baby in the delivery room, instead of the showroom,” was the tagline on posters displayed at AGCO’s Jackson, Minnesota, tractor assembly plant on June 6, 2012. That was the day chosen for the grand opening ceremony of the “Intivity Center” visitors facility attached to the assembly plant.

The posters were meant to convey the idea that farmers could come to the factory and see their new tractor being built on the assembly line. And for anyone who does, the company has created the “Intivity Center” to enhance that experience. The Intivity Center is a museum-like facility at the plant designed to provide visitors with an understanding of the history behind the machines built there.

The name is a blending of the words “innovation” and “productivity,” which the company believes are two key elements embodied in the products built at the Jackson plant. “We had a naming contest and got all kinds of solutions,” says Phil Jones, AGCO’s manager of creative services, North America. “But the name that fit best was the one that was most strategic. We wanted to positively position AGCO along the lines of innovation… innovation that makes farmers more productive. Innovation, productivity: Intivity Center.”

As customers — or anyone else who wants to tour the plant — come out of the assembly area after watching tractors being built, they walk into the expansive, 17,000 square-foot Intivity Center, which is stuffed with displays chronicling the history of Massey Ferguson and Challenger tractors along with RoGator and TerraGator sprayers.

The centre documents the how and why behind key mechanical devlopments incorporated into those machines. Some of the displays are pretty innovative, such as the life-size talking image of Harry Ferguson. It automatically detects the presence of a someone standing nearby and sets Harry off explaining the features of his early MF tractors, like those on the restored model 35 beside him.

“Within the Intivity Center, we celebrate innovation, past, present and future,” says Jones. “We’ve been doing plant tours at our facilites for a number of years, but this is the first-ever visitors centre of this scale, and we think of it as a destination.”

Tours are available free of charge to anyone Mondays, Wednesdays and Fridays. Reservations can be made online at The Intivity Center is open 9:30 a.m. to 4 p.m. daily, except holidays.

To see a video look at the Intivity Center and some behind-the-scenes interviews, go to our website, and click on the videos link. †



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