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CNH Industrial showcases technological innovations at Consumer Electronics Show 2023


New Holland Agriculture, a brand of global capital goods company CNH Industrial, has expanded its reach beyond its core farming audience to demonstrate to the rest of the world what the farm equipment manufacturer is doing in terms of innovation and technology.

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

Visitors to the event will be able to see the tractor thanks to Touchcast, a leader in creating immersive metaverse experiences powered by Microsoft Cloud technology.

By creating a photorealistic digital twin of their showroom and displaying their vehicles in real-time 3D, the Touchcast platform allows vehicle manufacturers to reimagine the customer journey. Potential customers can then browse, customise, and purchase their desired vehicle directly from their browser, without the need for a VR headset or specialised software.

Customers can interact with a real adviser, ask questions, explore new features, take a virtual test drive, purchase their vehicle, and return for post-sales support at any time.

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

“We’re thrilled to be part of such an innovative project at CES 2023 and we are proud to partner with Microsoft and Touchcast, companies that share our forward-thinking approach. Thanks to their technology we will be able to explore and enable metaverse commercial options, granting direct access to our products to customers all over the world. It’s a new way of experiencing the personal touch of a human dealer without having to physically travel to a showroom and it opens endless possibilities for us and for the farmers. We’ll be at CES to represent the farming industry and show how important innovation and technology is in our sector,” said Carlo Lambro, Brand President New Holland Agriculture.

“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,” said Silvia Candiani, General Manager Microsoft Italy.

T4 Electric Power tractor
The focus at CES will be on New Holland's electric prototype tractor, which will be unveiled at CNH Industrial Tech Day in early December 2022.

The company has a history of developing alternative fuel tractors to reduce agriculture's environmental impact, and it is already manufacturing its larger T6.180 Methane Power, which is gas-powered and powered by a modified diesel engine. However, for smaller, lighter work, a different solution is required, which is why the T4 Electric Power was developed, the industry's first all-electric light utility tractor with autonomous features to help farmers work more efficiently.

The tractor was created by CNH Industrial engineers in the United States and Italy, as well as strategic partner Monarch Tractor, an electrified agriculture innovator based in California, USA. It is intended for use on farms of all sizes and types, and it was designed with important key features in mind, such as battery runtime and performance, while maintaining a sustainable approach that would reduce the machine's emissions, noise levels, and overall environmental impact.

New Holland will be located in the Las Vegas Convention Center West Hall at Microsoft's booth #6017.

Connect with New Holland Agriculture on Twitter, Facebook, and LinkedIn to see a demo video of the metaverse experience, which will be on display live at CES in Las Vegas.