Rural King to Sell Massey Compact Tractors

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, Illinois, 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, Illinois; Evansville, Jasper and Martinsville, Indiana; Owensboro, Kentucky; Wooster, Ohio and Clarksville, Tennessee.

"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."