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Agritechnica: High-Tech Iron Roundup

Agritechnica: High-Tech Iron Roundup

21 November 2011

GLOBAL - Experiencing Agritechnica for the first time, I'd describe it as a giant playground for men. I saw countless grown men climbing up and dangling half in and half out of ag equipment - all for the chance to see the industry's biggest and best high-tech iron, writes Sarah Mikesell, TheCropSite senior editor.

Agritechnica, held last week in Hannover, Germany, was all about global innovation - showing off the latest and greatest technology available to growers and producers around the world. The show boasts 2,700 exhibitors, half of which came from outside Germany. The show also offered two pavillions dedicated to bioenergy crop production.

Here's a roundup of what our editorial team saw and heard.

Farmer Optimism High

The overall atmosphere at Agritechnica was very positive. Farmers were out in force - over 415,000 attended the show. With strong commodity prices and a growing population, exhibitors said the farmers they talked to seemed very optimistic about agriculture.

"Despite the financial issues in the EU, the commodity and agricultural markets are booming, and we anticipate it will continue into 2012," said Massimo Ubiali, Marketing Lead for Same Deutz-Fahr.

Also, exhibitors noted an increased amount of inquires regarding biomass, noting that more farmers seemed interested and ready to invest in biomass production.

CASE IH Improves Productivity, Efficiency

Case IH continues to improve upon their EfficientPower initiative which maximizes productivity and efficiency by coordinating the driver's operation of the tractor and the machine's technical systems, said Syvain Blaise, Case IH Marketing Director Europe.

"New technologies have been introduced with EfficentPower that optimize the technical characteristics of the machine and improve the interface with the driver, with the objective of enhancing both cost-effectiveness and comfort," explained Blaise.

Case IH also introduced their Advanced Farming System Connect telematics which allows farmers to see machine and job-site diagnostics remotely, so rather than fixing equipment when it comes in, a farmer can remotely locate, check and track their entire fleet at any time while sitting in their office.

The Unique Deere Experience

John Deere offered farmers a unique Agritechnica experience by providing a dealer area so that farmers could talk directly to their local European dealer. This allowed growers to come in and not just compare, but actually buy.

Dealers from all over Europe were on-site, so if farmers were ready, they had the opportunity to finalize their purchase, said Julia Piesker, John Deere Public Relations - Europe.

John Deere also introduced a comprehensive and integrated suite of solutions, John Deere FarmSight®, which provide machine and logistical optimization along with ag decision support. All of which help farmers increase productivity, communication and uptime.

New Holland is Clean Energy Leader

"As a clean energy leader, New Holland has a responsibility to the future," said Frederik Klein, New Holland Marketing Manager, at the show. "We are offering farmers access to solutions that will improve their productivity and efficiency while also respecting the environment."

Klein said New Holland is focused on five areas of clean energy. First, using biodiesel that a farmer grows on his own farm to power his own equipment. Second, providing equipment that can be used in the production of biomass, including forage harvesters and biomass balers.

Third, using ECOBlue SCR technology for Tier 4A compliance that will neutralize emissions. Fourth, creating Energy Independent Farms that offer farmers the opportunity to generate energy for their farm and machines right on their own farm. Last, New Holland has created a carbon calculator tool that defines the carbon footprint of a farmer's fleet.

Same Deutz-Fahr Focuses on Cab Comfort

"Cab comfort is one of our latest innovations," said Ubiali, Marketing Lead for Same Deutz-Fahr. "Our customers want to have the same comfort that they have in their car and we have made great strides in developing cab comfort to put us a step ahead in this area."

Ubiali said Same Deutz-Fahr is showcasing their new 250CVT with variable transmission, new Lamborghini line, 4 Equal-Drive Tractor and 190 hp 3B technology which meets the current emissions standards.

Same Deutz-Fahr also introduced a new precision farming system developed with Topcon that includes automatic steering and precision farming systems.

Same Deutz-Fahr announced that they have entered a joint venture with a Chinese company and plan to sell over 30,000 units in the Chinese market by 2015, said Ubiali.

An American Perspective

Agritechnica is monstrously big - much larger than any US farm show, indoor or outdoor, that I've ever attended. I was onsite for four days and didn't come close to seeing everything. Think of it like Disney World for ag equipment.

For our Americas audience, I'd advise that it's definitely worth a visit, especially if you have an interest in bioenergy crops, but also to get a more global perspective of agriculture.

TheCropSite News Desk

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