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Agritechnica 2025: The Rise of Smart, Hybrid Efficiency
Emiliano Marzoli The Agritechnica 2025 trade show, held under the guiding theme “Touch Smart Efficiency,” cemented the industry’s focus on integrating digital intelligence with advanced hardware to achieve higher yields while ensuring environmental and economic sustainability. The primary trend was the transition of alternative power and robotics from concepts into commercially available, high-performance machinery.
The 2025 show was bigger than the previous show in 2023–there were more attendees (476,000 vs. 470,000) and exhibitors (2849 vs 2812) and more countries represented (171 vs. 149). The total space for the two shows was the same–394,000 sq in 24 halls at the Hanover Exhibition Center in Hanover, Germany. The bi-annual show ran Nov. 9-15.
Key New Models and Technology Unveiled
Manufacturers focused heavily on hybridization, automation, and engine efficiency: -
Brazil May Surpass Europe in Ag Machinery Sales
Fabio Ferraresi Deere & Company estimates that Brazil will become its second-largest global market within the next five to ten years, surpassing Europe in sales of tractors, harvesters, and other agricultural equipment.
The forecast is based on the expansion of Brazilian agricultural production, particularly soybeans, corn, and sugarcane. According to Cristiano Correia, Vice President of Production Systems for Latin America, “no other region shows a compound growth rate in grain production comparable to Brazil’s over the next decade.”
The Illinois-based company is holding its first Investor Day in Brazil in over a decade in 2025, gathering around 40 investors from North America, Europe, and Asia.
Deere projects a 27% increase in Brazil’s planted grain area by 2035 and expects corn-based ethanol production to double during the same period.
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Farm Mechanization Unlocks Productivity
Farm mechanization in India is steadily evolving from being tractor-centric to encompassing a broader range of machines and technologies aimed at improving agricultural productivity and efficiency. Traditionally, mechanization was equated with the use of tractors, which replaced bullocks in tillage, sowing, and transport operations. The tractor gave Indian farmers a reliable source of power, allowing them to perform heavier and faster field tasks.
A typical pair of bullocks generates just about 1 horsepower (hp), while most tractors sold in India today are in the 41–50 hp range. With nearly 9 lakh units sold annually, tractors form the backbone of India’s farm power economy, contributing over ₹60,000 crore in value terms. Yet, the real shift lies in the rising demand for tractor-mounted and self-propelled farm machinery, driven by the need to overcome agricultural labor shortages and improve overall farm economics.
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Agrishow 2024 Reports US$ 2.6 Billion in Business
Fabio Ferraresi Agrishow 2024 posted R$ 13.6 billion (US$ 2.6 Billion) in business, 2.4% higher than that recorded in 2023.
With 520,000 square meters and 800 booths, the almost three-decade-old event in Ribeirão Preto (SP) received 195,000 people for five days, from small, medium and large Brazilian producers to representatives of international companies. Four representatives of our PSR senior team in South America attended the Show to gather information and data.
Considered one of the largest open-air fairs in the world focused on agribusiness, Agrishow is not only a thermometer of the country’s economic activity but also a showcase of the latest in field technology, from agriculture to livestock.
In addition to large harvesters, planters, and state-of-the-art tractors–including electrically powered models—exhibitors displayed innovations in robots and drones, with more and more applications in farming and features such as greater load capacity and remote control.
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AG and CE Segments Poised for Substantial Growth in Brazil
The agricultural and construction equipment sectors in Brazil are poised for significant growth in coming years, according to data compiled by Anfavea (National Association of Automotive Vehicle Manufacturers) in conjunction with the IBGE (Brazilian Institute of Geography and Statistics).
A comprehensive survey identified 5.1 million agricultural establishments nationwide, of which 14.5% possessed tractors and 2.4% had harvesters, indicating substantial potential for expansion provided farmers have access to both public and private financing avenues for equipment acquisition.
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Thailand Kubota Takes Measures To Secure Manpower
SOUTHEAST ASIA: THAI REPORT
Akihiro Komuro In Thailand, one of the most industrialized countries in Southeast Asia, automation is accelerating in the manufacturing industry as the working population tapers off. Workers’ attitudes are changing, and fewer Southeast Asians are migrating to Japan. Business models based on cheap labor are no longer viable in Asia.
When I visited the Amata City plant of Siam Kubota, a locally incorporated subsidiary of agricultural machinery giant Kubota Corporation, I saw countless automated guided vehicles (AGVs) running in every direction.
Sales of tractors and combine harvesters are booming, thanks in part to the government’s special demand for subsidized farm machinery for those who lost their jobs due to the COVID-19 disaster and are now returning to their hometowns to start farming. The fruits of this policy are being returned in the form of year-end bonuses, and Siam Kubota is not suffering from a labor shortage at this time.
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Jacto Announces New Plant in Brazil
Jacto has announced a new 96,000 m2 plant that it will build by 2023 in Pompeia-SP – Brazil, the same location where most of its operations are already located. Fernando Gonçalves Neto, Jacto President, says the new and modern facility will sustain forecasted growth for several years.
Source: M&T Magazine Read The Article
PSR Analysis: Jacto has been growing in importance with specialized products for high caliber agriculture in Brazil with sprayers, harvesters, and seeders.…
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Expansion of “Amkodor-Onego” Plant Started
Currently construction at the plan includes rebuilding of warehouses and administrative buildings in preparation for installation of new crane equipment.
Maxim Sakov “Amkodor-Onego” LLC was established by Belarus holding “Amkodor” in 2019 following the bankruptcy if the “Onego Tractor Plant”. The plant needed an investor, and “Amkodor” stepped up. “Amkodor” is going to create a site for assembly, and then – for import substituting full cycle production of forestry machines – harvesters, forwarders, etc.
An investment contract was signed in June 2019. Under the contract, full modernization of the warehouses and major overhaul of the buildings are planned. Total cost of the project is estimated by US$ 220 million. The government of Karelia (Russian region) assumed the priority of the project and established several requirements.
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