Starting last August, AGCO began introducing farmers to its newest generation of Massey Ferguson tractors, kicking off the introductions with the 8S series. It followed that up a few days later with the smaller 5S, recently the 6S and, now, the 7S.
In Grainews, we’ve reported on the previous new model lines as they’ve been revealed, but in total they represent an ongoing update of the brand’s entire tractor offering from the utility class segment right up to the flagship high-horsepower line.
The 5S replaces the previous 5700 S series. The 6S takes over from the 6700 S, while the 7S and 8S take over from the small- and large-frame models in the existing 7700 S series, respectively. The remaining 8700 S line that tops out at 400 horsepower will stay the same — for the time being.
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“The 5700 S through 8700 S, we started last fall replacing those with the next generation,” says Adam Sills, marketing product specialist for Massey Ferguson tractors. “The 8700 S will eventually get its replacement, but that won’t be for another couple of years.”
Redesigned hood, nostalgic style
The new tractors represent several years of work by AGCO engineers in gathering customer input and redesigning the tractors to meet the demands that drive today’s market. And the brand has blended some nostalgia into the tractors’ appearances, too, trying to capitalize on some of the brand appreciation from many farmers who may have had a Massey back in its heyday. At one time, it was the world’s second-largest ag equipment brand.
“I think it’s been close to 10 years or so that they’ve put into the thought of redesigning the hood and styling,” says Sills. “Even the fenders are changed back to a more squared off fender on the 8S. With Massey celebrating 75 years this year, I think the new styling really brings out that loyalty. That new styling really looks like the iconic Massey tractors of the past. It’s an attractive design that gets people excited. If you think about some of the (retro styled) cars that have come out in recent years, some have been hits, some have been misses, but Massey really nailed it.”
But there’s much more to the new tractors than a nod to classic styling. AGCO has been focusing the brand’s marketing efforts on those producers who aren’t looking for the kind of premium technology its Fendt brand offers, with the company’s CEO, Eric Hansotia, describing Massey as more of a “value brand,” appealing primarily to mixed farmers and forage growers. But that doesn’t mean the new Masseys are short on capability or comfort.
“With the advancements in technology, with guidance and stuff, it (technology) is a little more accessible and getting more economically priced for people who are just, maybe, running plain old disc mowers to see the benefit of putting that on their tractor,” says Sills. “It’s growing — people are seeing the benefits. Being able to put that on those sized tractors is a benefit.”
But buyers don’t have to opt for all of the technology the new S series tractors offer if they don’t want or need it.
“That’s the beauty with the S series,” Sills adds. “We have what we call a classic trim model — simple, straightforward and dependable. (They) use a lot of the same components with the mechanical valves operators are used to, but the electrical architecture of the tractor allows for that guidance and ISOBUS. A lot of new balers are becoming ISOBUS. That means you just plug them into the tractor and the baler monitor populates right onto the tractor monitor seamlessly.”
Comfortable cabs
Comfort was also a key consideration in the design of the new cabs.
“I think Massey tractor cabs in the past may have left a little bit to be desired,” says Sills. “But these new cabs are very refined. I think our customers are really going to enjoy that. (It was) another big thing identified in our customer touch points. They really want to feel comfortable in that cab, to be able to move around. Maybe the approach a few years ago was the tractor was very utilitarian, now it needs to be on par with their (farmers’) trucks or maybe combines on the farm that have that premium feel.”
The entire Massey Ferguson tractor line comes front-end-loader ready, which is a key feature in the market segment AGCO is chasing with the Massey brand.
“We can get a loader in the Massey Ferguson lineup all the way up from the 25-horsepower model to the 400-horsepower model,” says Sills. “With the new design of the S series, that was a big improvement we’ve made because of that market growth. That new loader joystick in all the S series tractors is very intuitive, and it also includes a lot of transmission functions on the joystick, not just loader functions. You can shuttle with it. You just hit the reverse button. If you want to increase or decrease speed, you can do that with the loader joystick as well. Your hand’s not bouncing back and forth between multiple joysticks or controls while you’re running that loader.”
That joystick control was an important element in the new tractor design engineers spent a lot of time perfecting.
“There were a lot of studies done on 3-D printed joysticks with buttons here and there,” Sills adds. “They put them in the hands of farmers and figured out where the buttons should be placed, what size they should be, what order.”
A CVT transmission is only available in the 6S and up. The 5S is available with either the Dyna-4, a 16-speed powershift, or the Dyna-6, a 24-speed powershift. Both of those are available in the 6S and 7S as well. They are electrically clutched, so it’s not necessary to press the clutch pedal to shift. Shifts can be done via the new loader joystick or the shuttle lever or with the auto drive button, which basically allows the tractor to drive like an automatic transmission in a truck or car. Press down on the accelerator pedal and the tractor continues to shift up.
“The 8S should be here this summer,” says Sills. “The 5S just after that. The 6S and 7S toward the end of the year. The 8700 S is available now.”
