Three teams of two mechanics each to battle it out for a R100 000 grand prize
As a unique showcase of the skills and capabilities of Massey Ferguson mechanics countrywide, AGCO Africa is proud to present the world-first MF ‘Master Mechanic’ reality challenge. The challenge will premiere on YouTube and Facebook at 18:30 on 3 November 2021, with the remaining episodes following in subsequent weeks.
The ‘Master Mechanic’ reality challenge is made up of a series of three short episodes. Six participants in three teams will compete for the R100 000 grand prize. The winning team will be determined by a well-known television personality as the show host, in conjunction with two AGCO Africa specialist judges, who will score the teams on the criteria of technical ability, MF product knowledge and teamwork.
The tractor that will be used in the reality challenge is the MF 2640. The MF 2600 series is equipped with more performance features and style than any other low horsepower tractor in its category. It truly is a multi-purpose tractor for every farmer, handling every task efficiently and comfortably. The MF 2600 series has been specifically engineered to be strong and capable of withstanding arduous conditions, in addition to featuring modern comforts and aesthetics.
The brand continues to move with the times, while retaining the best of its original values that farmers still benefit from. MF adapts and innovates the latest in technology in order to make farmers’ jobs that much easier and less impactful on the environment. In keeping with this spirit of innovation, the idea of the MF ‘Master Mechanic’ reality challenge was born.
“With the MF Master Mechanic reality challenge, we hope to create an experience that provides value to our customers. MF has always been about the innovation of new concepts to make it easier for the farmer. The farmer is at the centre of everything we do, and we want to continue contributing to this space in a manner that benefits farmers most,” says Lionel Coetzee, Head of Marketing, AGCO Africa.
Mechanics from the national MF dealer network in South Africa were invited to enter. The initial call for entries revealed how eager the technicians were to put their best foot forward. Entrants were required to submit a two-minute ‘audition’ video, many of which proved to be entertaining and demonstrating a high level of confidence and enthusiasm.
“Our mechanics are noted for their versatility. They are trained to work on mechanical machines and also on modern ones with high specification electronic systems, guidance and telemetry. Hence, they have a deep and special sense of pride in the brand. We needed to come up with a unique format to put this intelligence and experience to the test in a fun and engaging manner,” says Richard Heald, Director Field Service for APA (Asia-Pacific and Africa).
MF mechanics are often the first on a farm to fix any issue, often staying late until it is resolved satisfactorily. “They do not get much praise, yet they do it again and again. We wanted to highlight these people who sometimes have to face an angry customer, work on a tractor alone for many hours and troubleshoot through difficult problems. They succeed time and again in getting these machines back up and running and the customer happy with the work and the high availability of service parts through AGCO,” says Richard.
Although only six participants were selected for the inaugural season, everyone is a winner. MF hopes to have many more opportunities to highlight not only the superior skillsets of its mechanics, but to inspire others to do even better, and encourage youngsters to embrace this as a career choice and join the MF family.
‘Master Mechanic’ has been designed and filmed in such a way that anyone can understand and enjoy it. While MF ensures that all of its mechanics are highly trained and equipped with the right tools to be able to best look after their customers’ investment, viewers do not have to be technically-inclined to get the best out of this fun and educational reality challenge.
Be sure to subscribe to watch as the best MF mechanics go head-to-head for what they love and believe in: The MF brand. Follow the social media channels below and support your favourite candidates!
About Massey Ferguson
Massey Ferguson has built up 175 years of global experience in manufacturing for the agricultural industry. It produces a full line of both high and low horsepower tractors, and has factories in China, Brazil, India, Europe and North America. Massey Ferguson also has a wide range of implements and combine harvesters. It has an extensive and established dealer network in South Africa and an extensive distributor network in Africa.
AGCO (NYSE:AGCO) is a global leader in the design, manufacture and distribution of agricultural machinery and precision ag technology. AGCO delivers customer value through its differentiated brand portfolio including core brands like Challenger®, Fendt®, GSI®, Massey Ferguson® and Valtra®. Powered by Fuse® smart farming solutions, AGCO’s full line of equipment and services helps farmers sustainably feed our world. Founded in 1990 and headquartered in Duluth, Georgia, USA, AGCO had net sales of $9.1 billion in 2020. For more information, visit www.AGCOcorp.com
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