Agri Automation & Robotics
New Holland to Showcase Autonomy and Smart-Farming Solutions at FIRA USA 2025
USA — New Holland will present its latest autonomous and smart-farming systems during FIRA USA 2025, a leading international event dedicated to robotic and autonomous solutions in agriculture. The brand’s presence underscores its growing role in precision automation for real-world field operations.
Why FIRA Matters:
FIRA USA centers on live demonstrations rather than traditional trade-show exhibits. Growers witness how automation performs under actual field challenges—dust, glare, uneven canopies, and irregular row spacing.
The conversation has shifted from “does it work?” to “does it work for my fields and my crews?”
What New Holland Is Expected to Emphasize:
- Supervised autonomy that enables one operator to oversee multiple autonomous machines simultaneously.
- Integrated perception, path planning, and implement control to handle mowing, spraying, and tillage with precision.
- Connectivity solutions that automatically transfer as-applied data and machine-health information into farm-management systems.
- Dealer readiness programs covering installation, operator training, and service capacity during seasonal peaks.
Adoption Curve:
Many producers are taking a stepwise approach—starting with retrofit autonomy for known tasks, measuring labor and overlap savings, and then expanding to new implements. If the FIRA USA field results demonstrate measurable improvements in coverage consistency and reductions in fatigue-related errors, it could accelerate multi-year autonomy roadmaps combining new purchases and upgrades to existing fleets.
Industry Outlook:
New Holland’s growing robotics ecosystem complements its other autonomy partnerships, such as its work with Bluewhite for orchard automation. The company continues to position itself as a major player bridging machine hardware, AI software, and dealer-based support to make autonomy accessible to all farm scales.
About FIRA USA:
FIRA USA 2025 is the premier robotics showcase for the North American agriculture industry, offering hands-on field demos, technical sessions, and investment panels focused on scalable farm-automation adoption.