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New Holland Agriculture, a brand of global capital goods company CNH Industrial, has reached beyond its core farming audience to show the wider world what they are doing in terms of innovation and technology

633485 v3The focus at CES will be on New Holland's electric prototype tractor. (Image source: CNH Industrial)

From 5-8 January 2023, the company will be present at the Consumer Electronics Show 2023 in Las Vegas, USA with Touchcast and Microsoft, and it will show a powerful simulation of a commercial customer experience in the metaverse featuring its T4 Electric Power tractor prototype, complete with autonomous features.

The Touchcast platform lets vehicle manufacturers reimagine the customer journey by creating a photorealistic digital twin of their showroom and displaying their vehicles in real-time 3D. Potential customers can then browse, customise, and purchase their desired vehicle inside the interactive virtual showroom directly from their browser, with no VR headset or specialised software required.

Consumers can interact with a real adviser, ask questions, explore new features, take a virtual test drive, buy their vehicle, and return anytime for post-sales support.

New Holland, Touchcast and Microsoft will run live demos at the show, featuring a large LED wall that will create a simulation of this metaverse experience and connecting consumers with the brands featured.

Silvia Candiani, general manager, Microsoft Italy, said, “Industrial Metaverse offers unique opportunities for companies to reimagine the entire customer journey and combine a digital-first experience with the personal touch of a human concierge, all at a fraction of the cost of a physical showroom. It’s exciting to see New Holland Agriculture with the contribution of Touchcast, creating a new experience to its customer, showcasing its cutting-edge electric tractor in an innovative way.”  

The focus at CES will be on New Holland’s electric prototype tractor, presented at CNH Industrial Tech Day at the beginning of December 2022.

The company has a tradition of developing alternative fuel tractors to reduce agriculture’s environmental impact and is already producing its larger T6.180 Methane Power, which is gas-fuelled using a modified diesel engine. But for smaller, lighter work a different solution is required, hence the development of the T4 Electric Power, the industry’s first all-electric light utility tractor, with autonomous features to further help farmers work more efficiently.