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:

• Hybrid and Next-Gen Power Systems:
  • Zoomlion DV3504 Hybrid Tractor: A flagship hybrid tractor (350hp class) featuring a distributed intelligent electric drive system (MIDD) for high traction and fuel efficiency, showcased performing autonomous harrowing operations.
  • Zoomlion H7-600E Hybrid Harvester: The world’s first hybrid large-capacity intelligent combine harvester, pairing a 480hp engine with an 11.55 kWh battery to achieve a peak output of over 600hp, offering improved efficiency and reduced energy consumption.
  • Fendt 800 Vario Gen5: Powered by the new AGCO Power CORE80 engine (8-liter, 252 kW), this release highlights a focus on highly efficient, low-emission diesel technology with enhanced torque (1680 Nm).
  • AGCO Power Future Battery Concept (150 kWh): A key component of the electrification push, demonstrating a dedicated, in-house developed battery for agricultural machinery.
• Automation and Robotics:
  • XAG P150 Max Agricultural Drone & R Series Rover: The P150 Max drone offers an 80kg payload for autonomous spraying and spreading, while the R Series Rovers (R100, R200) are designed for precision crop protection in controlled environments like orchards and greenhouses, emphasizing robotic task automation.
  • DEUTZ-FAHR Tractor Assisted Guidance System (TAGS) (Silver Award): An advanced AI-based stereo vision and real-time 3D mapping solution specifically designed for improved safety and automation in the variable terrains of agricultural operations.
• Specialized Machinery and Components
  • Merlo HyperCompact Telehandler Concept: A debut concept focused on high maneuverability and performance in confined spaces, like traditional farm buildings.
  • BKT AGRIMAX PROHARVEST VF 1020/55 R38 CFO Tire: A massive tire designed to reduce soil compaction on high-capacity combines through a large, evenly distributed footprint.

Main Topics and Discussions
The guiding theme, “Touch Smart Efficiency,” steered the main industry discussions:

1. Sustainable Productivity Growth: This was highlighted as the new overarching goal, shifting the focus from mere yield to yield balanced with ecological resource consumption. This requires measuring and evaluating performance in terms of climate protection and biodiversity alongside economic viability.
2. Digitalization and Automation Integration: The trade show emphasized software-driven processes and digitally integrated systems. The debut of the Digital Farm Center in Hall 21 showcased the importance of robotics, AI, cloud-based data platforms (like MerloMobility), and sensor technology for real-time decision support and optimized farming.
3. Alternative Fuels and Energy Transition: Discussions continued regarding the use of “drop-in” renewable fuels like RME and HVO in current diesel models, while the high-power sector saw advancements in hybridization (e.g., Zoomlion’s harvesters) and dedicated battery-electric solutions for smaller machines (e.g., AGCO Power’s battery concept).  The latter was also a testimony of the challenges in electrification of large tractors.  AGCO new battery will most likely in series production only after 2027, if not later.  PSR

Emiliano Marzoli is Manager-European Operations for Power Systems Research

The program will accelerate the mechanization and modernization of rural agriculture by enabling farmers to use machinery, thereby reducing working hours, cutting costs and increasing yields.

However, the need to establish systems for machine maintenance, repairs and parts procurement has also been highlighted, making the subsequent operation and maintenance of machinery crucial as well as its initial introduction. Consequently, the Indonesian agricultural machinery market is entering a phase where opportunities for entry and expansion are increasing for agricultural machinery manufacturers, parts suppliers, and service companies from the perspectives of ‘boosting demand + regional expansion + maintenance/rental services’.

Source: BPS-Statistics Indonesia

PSR Analysis: Although no specific figures have been disclosed regarding the scale of distribution, past statements from the Ministry of Agriculture suggest that the 2025 ALSINTAN (Agricultural Tools and Machinery) agricultural machinery subsidy budget is being prepared at around Rp10 trillion (approximately USD 700–800 million).

Furthermore, reports have mentioned plans to ‘deploy 5,399 ALSINTAN units ahead of the harvest season’. This suggests a large-scale initiative involving several thousand to ten thousand units. This free distribution is a significant catalyst for advancing mechanization and demonstrates the country’s commitment to agriculture. PSR

Akihiro Komuro is Research Analyst, Far East and Southeast Asia , for Power Systems Research

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.

While overall sales in South America are expected to remain stable in fiscal year 2025, the company forecasts over 10% growth in shipments from its factories to dealerships in the same timeframe, according to Correia.

Source: Bloomberg      Read The Article

PSR Analysis: In recent years, equipment sales in Brazil have been affected by declining commodity prices, which reduced farmers’ purchasing power and led to lower inventory levels at dealerships. This created pent demand for fleet renewals and capacity increases. Commodities price should recover in the medium term and growth of Agricultural Equipment in Brazil for the medium-long term is in line with our forecast.

Fabio Ferraresi is Director, Business Development, South America, for Power Systems Research

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.

The use of machines such as rotavators, combine harvesters, rice transplanters, and sprayers is growing rapidly. These machines significantly reduce operational time, cut labor costs, and help in maintaining consistency in farming activities. A rotavator, for instance, performs both primary and secondary tillage in a single pass, loosening soil up to 8–12 inches deep. This not only saves time and fuel but also prepares the seedbed more effectively than conventional ploughing.

Combine harvesters offer similar benefits. Manual harvesting of wheat on one acre typically requires five to seven laborers and an entire day, with additional effort for threshing. In contrast, a combine can harvest and thresh the crop in just 30 minutes, at a lower cost. Similar trends are visible in rice transplantation, especially in the southern states, where mechanization is replacing labor-intensive manual operations.

India’s agri machinery market—excluding tractors—is now estimated to be above ₹10,000 crore, with nearly 60% of it belonging to the organized sector. This segment is growing faster than the tractor segment in volume terms, indicating a gradual broadening of the mechanization base. Manufacturers like Mahindra & Mahindra have recognized this opportunity and are investing in farm equipment plants with dedicated capacities for harvesters, transplanters, and rotavators.

The challenge lies in expanding mechanization beyond large landowners to include small and marginal farmers who make up over 86% of India’s farming population. Despite their significant role in food production, these farmers often lack the capital and access to modern equipment. Many still rely on basic tools or rental tractors. Mechanization among smallholders remains limited to land preparation and irrigation, with minimal penetration in sowing, harvesting, and crop protection.

For small-scale farms, individual ownership of machinery is rarely economical. Therefore, rental-based delivery models—such as Custom Hiring Centres (CHCs), Farmer Producer Organizations (FPOs), and Farm Machinery Banks—have become essential. These shared-service platforms allow farmers to access equipment without incurring heavy investment. At the same time, they help ensure better utilisation rates and promote standardised practices.

Government initiatives like the Sub Mission on Agricultural Mechanization (SMAM), now merged with the Rashtriya Krishi Vikas Yojana (RKVY), play a critical role in supporting mechanization through subsidies, training hubs, and demonstration centers. In addition, Krishi Vigyan Kendras, civil society organizations, and private manufacturers provide training to farmers on the use and maintenance of machinery.

A large part of India’s agricultural future depends on sustainable, resource-efficient practices. Mechanization is central to this vision. It enables timely sowing and harvesting, supports multiple cropping, reduces water consumption, and improves resilience to climate variability. Modern machines powered by diesel and electricity must gradually shift to cleaner energy sources as part of broader sustainability goals.

Source: Indian Express Read The Article

PSR Analysis. In conclusion, India’s mechanization strategy must be inclusive and scalable, focusing on smallholder access, machine affordability, rural infrastructure, and energy-efficient innovations. With a strong foundation laid by the tractor revolution, the next phase requires expanding mechanization’s reach and effectiveness across all farm sizes to build a more productive and secure agricultural ecosystem.    PSR

Aditya Kondejkar is Research Analyst – South Asia Operations for Power Systems Research

The 96,000-square-meter facility focuses on developing, manufacturing, and providing technical support for coffee harvesters, corn seed equipment, and other agricultural machinery. It will also supply equipment for harvesting acerola, peas, and green corn in Brazil.

Negotiations with the local government for the establishment of the factory began in 2021, and includes tax incentives, financing options, infrastructure, and available industrial spaces.

Source: M&T     Read The Article

PSR Analysis. The local production will allow OXBO to penetrate the coffee harvesters, seeders and special cultivating equipment Brazilian market, one of the most important, growing and highly technological markets in the world. To get special low interest rates and public funding lines for farmers, OXBO will have to develop a local supply chain that will provide opportunities for local suppliers. PSR

Fabio Ferraresi is Director, Business Development, South America, for Power Systems Research

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.

Before the fair, the management cited as problems that could affect business issues such as the drop in commodity prices in the international market, severe droughts in some regions of Brazil, high interest rates and lack of resources from the current Crop Plan, since the next one is expected to be announced only within the next month.

Source: G1     Read The Article

PSR Analysis: Despite the good results of Agrishow, we see a decline in sales in the Agricultural Equipment market caused by problems with commodities prices and unfavorable funding conditions. During the show, we were able to monitor the impact of different factors on several OEMs and applications. This information enables us to update our databases using different perspectives for different applications and products and OEMs.  PSR

Fabio Ferraresi is Director, Business Development South America, for Power Systems Research

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.

Ana Helena Andrade, Vice President of Anfavea, emphasized the vast scope for mechanization in the country, underlining that the adoption of machinery would lead to enhanced productivity among farmers.

Likewise, the Construction Equipment sector forecasts promising prospects, primarily driven by infrastructure developments, particularly in basic sanitation initiatives. In 2022, only 62.5% of households in Brazil had access to sewage collection, highlighting the pressing need for expansion to serve an additional 27.1 million homes.

The federal government’s announcement of the PAC (Growth Acceleration Program), valued at US$ 260 billion, serves as a significant catalyst for advancing infrastructure projects, with US$ 70 billion earmarked for the development of efficient and sustainable transportation systems. This initiative encompasses 665 projects encompassing highways, railways, ports, airports, and waterways.

Initiatives like “Water for All,” backed by a budget of US$ 6 billion, will demand machinery for project execution. Additionally, the refurbishing of existing road networks across the country presents another avenue for equipment demand, with the potential to pave up to 1.4 million kilometers of highways. Presently, Brazil’s paved road network spans a mere 12%, totaling 1.6 million kilometers, lagging behind counterparts such as China and the United States, which have paved 84% and 73% of their respective road networks.

Source: AutoData     Read The Article

PSR Analysis: The Anfavea published study matches the Power Systems Research long term perspectives for these segments in Brazil. Growth of planted area and productivity in Agribusiness and the pent up demand for infrastructure projects in Brazil are key drivers for these segments, ones that will generate important opportunities for suppliers in these supply chains.    PSR    

Fabio Ferraresi is Director, Business Development-South America, for Power Systems Research

Our Power Systems Research South America Team visited the Agrishow 2023, in Ribeirão Preto-SP, Brazil, visiting customers and checking the new launches and market expectations. It’s the world’s largest show on Agricultural Equipment       

The general expectations of exhibitors we talked with were not positive. Exhibitors carefully spoke about some factors influencing the market, such as lower commodities prices and the new government often speaking against Agribusiness that does not promote positive investment decisions.

On the other hand, the projections of business during the show surpass US$ 2,6 Billion (R$ 13,2 Billion), that is 18% nominal growth over 2022 business and actual growth of 9.5% discounting inflation. The expectation is for a recovery in commodities prices in 2H 2023. The government is also announcing more credit for this segment and OEMs are offering their own credit lines.

OEMs are investing in capacity expansion, localization and new products.

The AGCO group announced R$ 1 billion of investment on new product line and capacity in the period of 2023/2024.    Read The Article      Read This Article, Too

Only Komatsu sold above R$ 100 M (US$ 20 M) and JCB expected 47% growth on 2022 business. Read The Article

Product Launches

JACTO

• Pulverizador Autonomo Brasileiro . Arbus 4000 JAV
• Spreader. Uniport 5030 NPK and Tellus 10.000 NPK
• Read Product Information

BALDAN. One of the highlights is the Avola sprayer, a self-propelled sprayer with a capacity of 2000 and 2500 liters that motivated R$ 150 Million (US$ 30 Mi) investment on a new unit for self propeled equipment, starting with Avola Sprayer line.

• Sprayer Avola
• Read Product Information

LS TRACTOR launched Plus Forest line with models of 80, 90 and 100 horsepower.

• Plus 80
• Plus 90
• Plus 100
• Read Product Information

KUHN launched the Fighter Sprayer with two technologies in the same machine. The Autospray precision spraying system, which makes operations simpler, possible to select the size of the drop and the required dose, working with a wide speed range. And the I-SPRAY, a system of sensors installed in the spray bar that apply herbicide only at the weeds, avoiding waste and reducing costs.   Read Product Information

MAHINDRA Mahindra launched its 110-horsepower tractor (M105) at the show. Now fully manufactured in Brazil, the brand begins production of the model that serves medium-sized rural producers. Mahindra brought to Agrishow 2023 the 6675 F tractor, unique with a cabin designed for application in various fruit orchards. Read Product Information    Here’s more Product Information

TATU MARCHESAN launched its line of hydrostatic sprayers at Agrishow 2023.  The first self-propelled sprayer of the brand, Kontrol model has advanced technology, 4×4 hydrostatic transmission system, free span of 1.60m, embedded technology with the AGRES monitor and power plant.    Read Product Information

JOHN DEERE announced that line of7M tractors will be produced in Brazil by early 2024.     Read Product Information

MWM, recently acquired by Tupy, presented to the public the motor pumps in biomethane and diesel versions. Developed in Brazil, the motor pumps will compose the portfolio of products for the agricultural segment. MWM also presented its solution to convert Diesel Trucks to Natural Gas or Biomethane, with total cost 30% lower than acquiring a Natural Gas Truck from the OEM.    Read Product Information

CASE IH is betting on connectivity and anticipates electric tractor at Agrishow.
Read Product Information

Case IH and New Holland, brands of CNH Industrial, showed at Agrishow their new launches focused on precision agriculture, through new technologies, the Agxtend line.
Read Product Information

FCA. Dodge / Ram took advantage of Agrishow to show the public for the first time the new Limited version of the 1500 pickup. Read Product Information

HORSCH do Brasil presented at Agrishow 2023 its line of Dakar fine grain seeders with the VF model.    Read The Article

Massey Ferguson recently launched the Fuse Guide, an electric autopilot that can be installed on new or used tractors, combine harvesters and sprayers.  Read The Article

Volkswagen Trucks and Bus. Volkswagen launched at Agrishow 2023 the brand’s first autonomous truck. The company has just delivered the first 20 units of the VW Constellation 31,280 8×4 with this technology. Read The Article

DAF Trucks Brazil presented an unprecedented version of the DAF XF, the New DAF XF Off-Road truck. Read Product Information.

XCMG showed the On Highway heavy EV truck for the first time for Brazilian Market, initially imported from China.   PSR

Fabio Ferraresi is Director Business Development-South America for Power Systems Research

The combine harvester, often simply called a combine, is a machine that harvests grain crops. The name derives from its combining three separate operations comprising harvesting—reaping, threshing, and winnowing—into a single process.

This information comes from industry interviews and from two proprietary databases maintained by Power Systems Research: EnginLink , which provides information on engines, and OE Link, a database of equipment manufacturers.

Market Share: With 52% of total units produced, Deere leads in production of harvesters in North America.  In second position, with combined plant total, is Oxbo International with 25%; third, Flory with 10%.     PSR

Carol Turner is Senior Analyst, Global Operations, for Power Systems Research

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.

Nevertheless, there is a strong sense of crisis that in five to ten years’ time, it will become considerably more difficult to secure workers in the manufacturing industry. To dispel the image of factory work as “hard, dirty, and dangerous,” the company has begun to steadily implement measures with an eye to the future. The large number of AGVs is an indication of this.

According to the Thai government’s May 2022 forecast, the total population is expected to peak at 67.19 million in 2022 and then begin to decline. The manufacturing industry has begun to prepare for future labor shortages.

Source: The Nikkei

PSR Analysis: Local manufacturing sites are improving their benefits packages and investing in equipment for automation. By raising the salary level, they are trying to deter the exodus of labor to other countries in search of better income. This seems to be the right direction to take. Automation at manufacturing sites is in high demand in Thailand and other Southeast Asian countries such as Indonesia. PSR

Akihiro Komuro is Research Analyst, Far East and Southeast Asia for Power Systems Research