Every year, the most important industry trade fairs traditionally take place between September and November. From boating to two-wheelers and agricultural mechanization—just to mention the sectors that have historically been the most active.
What recent events have in common, however, are major economic and existential challenges
The first to take the stage—though it would be more appropriate to say “take to the water”—are boating industry players. Every September, they are called upon to attend no fewer than three boat shows: Cannes, Monaco, and Genoa, all of clear international standing. In November, the world of two-wheelers steps into the spotlight with Europe’s most important trade fair, EICMA in Milan. Almost simultaneously with EICMA—and it would not be a bad thing if this overlap were to end—the two leading European fairs for agricultural mechanization are held: Agritechnica in Hanover, Germany, in odd-numbered years, and EIMA in Bologna in even-numbered years.
Boating, two-wheelers, and agricultural mechanization are three sectors that obviously have nothing in common in terms of production and commerce, yet today they share a common ground in the problems affecting their respective trade fairs. Taking part in a major event has become expensive for both exhibitors and visitors, and for exhibitors there is often an imbalance between costs and returns.
Listening to industry players across the various sectors, one gets the impression of a fundamental dichotomy between organizers and exhibitors: the former focus on gigantism and spectacle to attract as many visitors as possible, while the latter would prefer events more closely geared toward concrete business opportunities.
It therefore comes as no surprise that the French agricultural machinery show Sima saw its number of exhibitors decline to the point that it is no longer held, nor that important brands were absent from Agritechnica 2025 as well. Among tractor manufacturers, the Argo Tractors group declined to attend, and brands such as SAME and Lamborghini were missing, along with specialist manufacturers Antonio Carraro and BCS, which have in fact been absent for years.
Among tire manufacturers, Michelin and Titan were not present, and there was virtually a cull among engine makers due to the absence of Perkins, Yanmar, Rehlko, Hatz, and Briggs & Stratton. Also outside the gates were Stihl and Husqvarna, the two leading players in forestry and professional garden equipment, as well as the Dutch group Trioliet, active in the livestock sector.
It is clear that new balances must be found, starting with lower exhibition costs and giving greater emphasis to commercial aspects. Side events linked to trade shows are certainly welcome, but they should take place outside the exhibition grounds and only if sponsored by third parties, so that their organization does not indirectly burden exhibitors.
Returning to Agritechnica and speaking of products, there was only one leitmotif dominating this year’s show: automation, understood as research aimed at robotizing work sites in order to minimize the economic, productive, and social issues currently linked to labor requirements. Two approaches are being pursued in this regard.
On one side are companies such as Horsch, Krone, Kubota, and Kuhn, to name just a few, which are developing field-dedicated machines completely devoid of operator cabs. On the other side are tractor manufacturers aiming to robotize their machines while preserving their fundamental characteristics.
While it should be noted that, for now, both philosophies have resulted only in prototypes, it is clear that field-dedicated machines will find their natural operating environment in large-scale farming, whereas robotized traditional tractors will prove more flexible and versatile in use. In any case, it is evident that agricultural mechanization is pushing toward the industrialization of farming under the slogan “Produce more with less,” much to the chagrin of those who still support niche and organic production.
Among the other dominant themes in Hanover was the spread of continuously variable transmissions in specialist applications—a high-end feature likely adopted both to enhance product offerings and to try to stem the invasion of compact tractors produced in Asia. These machines are offered at prices impossible for European manufacturers to match, but are almost always basic in technological terms. Only time will tell whether CVTs in the specialist segment will enjoy the same success they have achieved in standard tractors, and whether they will be enough to keep Asian manufacturers—Chinese and Indian in particular—at bay, never before as present at the fair as they are today, both in components and finished machines.
Italy in the Spotlight
It was called “Il Trattore,” and it bore the Fiat badge: the most applauded and photographed machine at Agritechnica 2025. Naturally displayed on the New Holland stand, it was an advanced styling study based on the “T5.120” platform and inspired by the “702,” one of the first Fiat tractors produced in series. Just a concept, therefore, but one whose success should prompt CNH’s top management to reflect on the appeal that the Fiat brand still enjoys in agriculture today, especially when paired with liveries that have made the history of the sector.
From design and styling to engines, Italy remained under the spotlight. Indeed, it caused quite a stir when news broke that FPT Industrial will supply its six-cylinder “N67” engines to the SDF Group to power the new Deutz-Fahr “8 TTV” series. The Turin-based company, which in Hanover was also present under the hood of the new Lindner “Lintrac 160 LDrive,” thus sees the list of manufacturers relying on its diesel engines expand, a testament to the functional performance and reliability of its products.
