REXperience: the Landini REX world tour

REXperience is the new project promoted by Landini, a brand of the multinational company Argo Tractors. It is a tailor-made experience specifically designed for farmers, contractors and professionals who work in vineyards and orchards and that want to evaluate their next purchase of a tractor with a field test.

"REXperience is a strategic approach that responds to the demands of customers who are increasingly requesting the chance to demo a tractor before going forward with their next purchase. This is a significant investment and so professionals want to get as much information as they can to make the best possible choice", noted Antonio Salvaterra, Marketing Director of Argo Tractors.

REXperience will make its début in Spain and Moldova at the end of June and will continue on a tour that will also involve the markets of Great Britain, Greece, Bulgaria France, Egypt, Australia, New Zealand, Italy and Austria, Countries where Landini has been a leader for more than 40 years. The dates are still being defined and the project may soon be expanded to include other stages.

In each Country the events will be held in prestigious locations – vineyards, castles and historic estates – that can host guests and offer a suitable area to allow demonstrations of the tractors among the rows.

The programme for each appointment includes a series of exclusive events that allow selected groups of customers to take part in activities that enable them to get the maximum benefit from the dynamic tests. At the end of the experience, the customer will have the chance to talk directly with the dealer and to get in touch with product specialists for advice and detailed information. All this will take place in a half-day presentation followed by field demos, concluding with a lunch or dinner.

The focus of this experience will be restricted to the specialist tractors, the REX 4 Tier 4 or Tier 3, depending on the market. "The goal is to promote the REX family, already appreciated throughout the world thanks to the Landini brand's visibility and positive image and the values that distinguish it".

The individual importer or branch will autonomously organise its REXperience, the new concept for choosing and testing a Landini tractor. Programmes in all locations will benefit from a distinctive coordinated image that will also be conveyed through a global communication strategy using various channels, like the website, the media and social networks.

"REXperience allows customers to see the latest technologies that our Research & Development department has incorporated in our tractors, improving the performance and the quality of work", concluded Antonio Salvaterra. "Indeed, Landini REX 4 received a series of awards, including the New Technology Award at EIMA show in Bologna for the Advanced Driving System, a project for assisted driving that also enjoyed great success at the Valladolid trade show in Spain in February".

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