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Massey Ferguson Sub-Compact, Compact and Light Utility Tractors Available through Rural King

Published date April 08, 2011

Companies expand alliance to bring selected Massey Ferguson models and new retail experience to consumers

Duluth, Ga. (April 13, 2011) — Massey Ferguson® and Rural King will begin offering a select line of Massey Ferguson sub-compact, compact and light utility tractors through Rural King stores as the companies expand an ongoing relationship to bring greater value, more products and a new retail experience to consumers. Beginning in April, eight selected Rural King stores will add a line of select sub-compact, compact and light utility tractors to their retail product offering of Massey Ferguson lawn tractors, zero-turn mowers, oil, filters, belts and other maintenance products, collectable toys and branded apparel. Nearby Massey Ferguson dealers will round-out the value proposition as the source for major parts, expert service, warranty repair, accessories and attachments.

"There is an evolving dynamic in the marketplace as buying habits and needs of consumers have continued to change," says Rajesh Joshi, director of marketing at Massey Ferguson, "In response, our approach conveniently puts the products consumers want in the outlets where they are accustomed to shopping, plus brings consumers the benefit of long-term support from our experienced dealers."

Rural King, founded in 1960 in Mattoon, Ill., is a privately held retailer that markets merchandise such as hardware, tools, house wares, automotive, farm supplies, livestock and pet supplies, lawn and garden, outdoor power equipment and apparel. The company operates a network of 49 stores throughout Indiana, Illinois, Ohio, Michigan, Missouri, Kentucky and Tennessee. The eight stores to first offer the expanded lineup of Massey Ferguson products are in Mattoon and Marion, Ill,; Evansville, Jasper and Martinsville, Ind.; Owensboro, Ky; Wooster, Ohio and Clarksville, Tenn.

"Nearly one year ago, Rural King stores began marketing products from Massey Ferguson, and these products have been very well accepted by our customers," says Josh Gordon, purchasing manager at Rural King. "Expanding our offering with larger models is a logical next step as our small farm, acreage, contractor and landscaping customers seek reliable, high quality machines with greater capabilities and a broader selection of attachments." Loaders and mowers for the machines also will be sold through Rural King.

Massey Ferguson has been delivering quality products for more than 160 years and has been one of the world's leading tractor brands for more than four decades. The Massey Ferguson sub-compact, compact and light utility tractors to be featured at Rural King locations are built with the same tradition of reliability, durability and comfort which has made Massey Ferguson machines the trusted choice of tractor owners around the world.

New approach to purchase experience
Customers will experience a new approach to retail buying when they visit the eight Rural King stores at the center of this expanded product offering. Each store will feature a 250-square-foot Massey Ferguson-branded retail environment complete with a 42-inch touch-screen kiosk that will assist customers through the purchase process. The interactive experience guides customers through a series of questions that helps them learn about product options and choose the machine best suited to their needs. The all-inclusive process provides information on everything from financing and calculating payments to product warranty and maintenance details.

"We know a sales agent isn't always available, so we've worked closely with Rural King to create a virtual sales agent providing immediate and comprehensive product information for customers," explains Joshi. "Extensive consumer research led us to this retail sales approach that we believe will set a trend in the industry. We're eager to launch it in April and confident consumers will respond with enthusiasm."

For more information about Massey Ferguson compact and light utility tractors, visit http://www.masseyferguson.com. To shop Rural King online, visit http://www.RuralKing.com.

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Massey Ferguson® is a worldwide brand of AGCO.

ABOUT AGCO
AGCO, Your Agriculture Company, (NYSE:AGCO) was founded in 1990 and offers a full product line of tractors, combines, hay tools, sprayers, forage equipment, tillage implements, and related replacement parts. AGCO agricultural products are sold under the core brands of Challenger®, Fendt®, Massey Ferguson® and Valtra®, and are distributed globally through 2,600 independent dealers and distributors in more than 140 countries worldwide. Retail financing is available through AGCO Finance for qualified purchasers. AGCO is headquartered in Duluth, Ga., USA. In 2010, AGCO had net sales of $6.9 billion. http://www.AGCOcorp.com

Safe Harbor Statement
Statements which are not historical facts, including expectations regarding the development and sales of the products produced by the joint venture, are forward-looking and subject to risks that could cause actual results to differ materially from those suggested by the statements. These risks include possible declines in demand for products as a result of weather, demand and other conditions that impact farm income, actions by producers of competitive products, and the general risks attendant to acquisitions. Further information concerning these and other factors is included in AGCO's filings with the Securities and Exchange Commission, including its Form 10-K for the year ended December 31, 2009. AGCO disclaims any obligation to update any forward-looking statements except as required by law.