NEW HOLLAND ENTER THE METAVERSE

New Holland Agriculture recently reached beyond its core farming audience to show the wider world what they are doing in terms of innovation and technology.

Last week, from January 5th to 8th, saw the company attend the Consumer Electronics Show 2023 in Las Vegas, USA with Touchcast and Microsoft, showing off a powerful simulation of a commercial customer experience in the metaverse featuring its T4 Electric Power tractor prototype.

Visitors at the event were able to see the tractor due to Touchcast, a company who create immersive experiences in the metaverse, with technology powered by the Microsoft Cloud.

New Holland say the Touchcast platform lets vehicle manufacturers reimagine the customer journey by creating a photorealistic digital twin of their showroom and displaying their vehicles in real-time 3D. Potential customers can then browse, customise, and purchase their desired vehicle inside the interactive virtual showroom directly from their browser, with no VR headset or specialized software required.

Consumers can interact with a real adviser, ask questions, explore new features, take a virtual test drive, buy their vehicle, and return anytime for post sales support.

New Holland, Touchcast and Microsoft ran live demos at the show, featuring a large LED wall creating a simulation of this metaverse experience and connecting consumers with the brands featured.

Carlo Lambro, brand president New Holland Agriculture said of their display, “It’s a new way of experiencing the personal touch of a human dealer without having to physically travel to a showroom and it opens endless possibilities for us and for the farmers."

Silvia Candiani, general manager Microsoft Italy said, “Industrial Metaverse offers unique opportunities for companies to reimagine the entire customer journey and combine a digital-first experience with the personal touch of a human concierge, all at a fraction of the cost of a physical showroom. It’s exciting to see New Holland Agriculture with the contribution of Touchcast, creating a new experience to its customer, showcasing its cutting-edge electric tractor in an innovative way.”