New Holland invites farmers to an immersive experience at YOUNIVERSE digital agricultural fair


New Holland will welcome visitors to the YOUNIVERSE digital fair in its own branded world, where it will lead them on a journey of progressive discovery of its products and latest innovations through a series of virtual landscapes. 

Sean Lennon, New Holland Vice President Europe, stated: “Coming up with new ways to communicate with our audience is essential, especially at a time when the user experience has become increasingly important, and opportunities to meet with our customers have been severely curtailed by lockdowns, travel restrictions and the cancellation of agricultural trade fairs. The YOUNIVERSE event is an exciting new way of connecting with our customers, inviting them to join us in this virtual New Holland world, where they can interact with our products and “meet” with our New Holland experts.”

Visitors will be able to see a selection of products in an immersive farm setting, accessing a wide range of multimedia content, 3D simulations and full details on the machines. Other products will be on display in a dedicated show area of the brand’s YOUNIVERSE virtual world, with access to complete information.

The products featured in the immersive farm environment will include more than 20 machines, and New Holland’s latest introductions: the Big Baler 1290 in its Packer model; the CH7.70 Crossover Harvesting™ combine, the T6160 Dynamic CommandTM tractor; the brand-new W170D wheel loaders, and the new implement ranges. Also, in this area will be the record-holder CR10.90 Revelation combine and the T7.315 Heavy-Duty tractor, as well as the T6.180 Methane Power tractor, which will enter the New Holland range later in the year.

On 12 April at 19:00 CET, New Holland will broadcast a live event on the dedicated, online YOUNIVERSE TV Channel. It will be hosted by Carlo Lambro, New Holland Brand President, and British television presenter Nicki Shields. They will introduce the fair, cover the brand’s latest news, and highlight the new products.

Guests at the YOUNIVERSE digital fair will also have the opportunity to “meet” industry experts and take part in engaging webinars. Exclusive interviews and keynote speeches will be broadcast on the YOUNIVERSE TV Channel. This will include content from company experts, leading agricultural institutions, such as CEMA, (European Agricultural Machinery Association), the DLG (German Agricultural Society) and agrifood representatives.

Free registration to YOUNIVERSE will open on April 9, 2021 at


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