For the third year running, New Holland participates in Motor Valley Fest, joining some of the most innovative vehicle development firms, giving visitors insight into advanced engineering and technologies behind its latest developments.
Organized by the Motor Valley Association from May 28-31, Motor Valley Fest takes place in and around Modena, Emilia-Romagna, the heart of Italy’s automotive industry.
New Holland has deep roots in the region, with origins closely linked to Emilia-Romagna’s long-standing tradition of mechanical engineering and industrial innovation. Originating in this region, FiatAgri is a core element of New Holland’s rich history and played a key role in shaping both the brand’s engineering DNA and its approach to high-performance, reliable machinery. Today, the region is a global center of excellence for engineering, design, and advanced manufacturing that forms an innovation ecosystem.
At Motor Valley Fest two leading examples of innovative New Holland developments will take center stage.
- The hybrid autonomous R4 robots enable the automation of key tasks in vineyards, orchards and specialty crops, addressing labor shortages and environmentally friendly food production challenges. The R4 showcases New Holland’s expertise in automation and AI, using app based control supported by GPS, LiDAR and vision cameras.
- The T7.340 HD tractor combines 340 hp, compact dimensions and digital intelligence, delivering excellent power-to-weight ratio, mechanical reliability and a strong level of automation and connectivity. Designed to maximize productivity in the most demanding applications, it provides efficiency, operator comfort and continuous operational performance.
New Holland also plays an active role in the Motor Valley Fest conference program, contributing the off-highway and industrial perspective to discussions traditionally centered on automotive innovation. Brand representatives will speak in panel discussions to highlight key themes including energy transition, technology-neutral approaches, human capital and new competence requirements, as well as software, AI and digital engineering in manufacturing.
“By participating in Motor Valley Fest 2026, New Holland reinforces its position as a global agricultural brand with deep Italian roots, actively contributing to the future of engineering, automation and sustainable mechanization within one of the world’s most renowned industrial ecosystems,” says Francesca Protano, Head of Technology Strategy and Product Innovation at New Holland.
