- New Holland is returning to FIRA USA with a focus on automation specifically for vineyards and specialty crops
- The New Holland booth will be at #53
- FIRA is the leading event for ag robotics and farming automation, with two editions per year: World FIRA in France, and FIRA USA in the United States.
New Holland, Pa., October 2025
From October 21–23, 2025, New Holland, a global leader in agricultural machinery and solutions, returns to FIRA USA, the leading event for agricultural robotics and automation. Its attendance reaffirms the brand’s commitment to sustainable farming through cutting-edge technologies and real-world solutions.
With a focus on automation, precision agriculture and regenerative practices, New Holland’s emphasis is on providing farmers with equipment and technology that boost productivity, efficiency and environmental responsibility. Taking place in Woodland, California, FIRA is the ideal event at which to showcase this, bringing together farmers, industrial leaders, startups, scientists and investors to shape the future of agriculture.
Technology Highlights
A highlight of the New Holland display at FIRA USA 2025 will be a T4.120F specialty tractor paired with a precision fan sprayer, outfitted with a Raven Air Blast Sprayer Kit. Designed specifically for vineyards and specialty crop fields, this is available to customers today and brings precision spraying to a segment traditionally underserved in this area.
This advanced system is designed to eliminate application overlaps and skips through coverage sharing, increasing daily coverage by up to 20% and reducing crop protection input use by up to 10%. The result is more sustainable and environmentally conscious applications, delivering cost savings for growers and reducing waste.
XPower XPR Concept: Electric Weeding for Row Crops
At FIRA USA, New Holland is also displaying the XPower XPR concept, developed in collaboration with Zasso. This innovative system offers a chemical-free approach to weed control by using high-voltage electricity to eliminate weeds right down to the root. This sustainable alternative to traditional herbicides not only prevents regrowth but also helps reduce erosion and preserve soil health, a key illustration of how New Holland is supporting regenerative agriculture with practical, forward-thinking solutions.
Interactive Demonstrations: Technology That Works for Farmers
Visitors can explore New Holland’s full suite of precision technologies through hands-on experiences at the demo trailer, featuring a tabletop rate control display for intuitive understanding of precision spraying and one-on-one expert demos showcasing real-world applications.
New Holland invites all FIRA attendees to visit booth #53 to talk with its team of experts and learn more about the brand’s innovative solutions to farmers’ challenges. For more information about New Holland’s participation, see https://fira-usa.com/.