New Holland on display at FIRA 2024

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With connectivity, autonomous equipment and new technologies at the core of New Holland’s strategy, this will be the occasion for the brand to display some of its solutions and meet attendees to show the brands investments in robotics and discuss future evolutions.

Taking place twice a year, in the US and in France, FIRA has become the world’s leading ag robotics static and field demo event. New Holland has attended since it was first held, and in 2024 will sponsor the French edition, after supporting the US event a few months ago.

On the stand will be the Stout Smart Cultivator, New Holland’s software controlled implement for tractors that uses cameras, AI and proprietary vision technology to distinguish crops from weeds. Once identified, the implement simultaneously cultivates crops and removes weeds with an accuracy of 99%, decreasing reliance on labor and chemical inputs while improving farming practices.

New Holland’s parent company CNH invested in the US-based company Stout Industrial, acquiring a 10% minority stake at the end of 2022.

New Holland’s tractors will be present in the event’s demo zones, where visitors will see robots and tractors in action. On display will be one vineyard tractor and three specialty tractors together with a T5 utility tractor.


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