The DEUTZ-FAHR ARENA was inaugurated in May 2017, in the area of the SDF production site in Lauingen, Bavaria.

The whole complex has an area of more than 3,800 m² and allows interested customers to get to know the DEUTZ-FAHR brand in detail. The building’s two floors house a showroom for the current range of tractors and combine harvesters, the DEUTZ-FAHR Museum, a cinema, a shop selling DEUTZFAHR items, a cafeteria and conference and training rooms. Visitors can also, if agreed in advance with their reference dealer, test the high-tech tractors produced in Lauingen on a large test course.

There’s a particular focus on future customers, with a special kids’ area for younger visitors.

The new building isn’t just about promoting customer loyalty: it also provides specific training activities for the sales network.

The Museum showcases the values of the DEUTZ-FAHR brand, displaying a collection of tractors, combine harvesters, engines and components that have played a particularly significant part in the commercial success of the brand, from 1910 to the 2000s.