Europeans sure do things differently—even farm equipment shows. Case in point is
Agritechnica, which bills itself as the largest farm show in the world. With about 20 buildings and more than 303,000 square meters of exhibits at a fairgrounds in Hanover, Germany, it probably has a right to its claim. The biennial event drew 340,000 visitors one week last November and featured exhibitors from 36 countries.
Size alone is not what makes Agritechnica different from North American shows. Glitz counts in Europe. Some displays look like art exhibits—gears glitter and parts twinkle as they slowly rotate on showy platforms; company representatives parade around in suits and ties; and some manufacturers employ young women in tight outfits to lure fair-goers to their booths.
Judging from the crowd at the Case IH booth, which featured dancing girls in black leather cat costumes, the strategy works. Go figure.
The cacophony of languages and the whir of cultures certainly set Agritechnica apart from American farm shows. I met a young Russian named Dennis (I didn't even try to spell his last name), who represented a Japanese company that builds fertilizer equipment in Brazil for sale in eastern Europe. His English was perfect, in a spy movie sort of way. But then, he spoke at least four languages.
Dennis was from a part of the world that had Agritechnica buzzing. Petro dollars have made Russia and parts of Eastern Europe gold-rush country. Word is that much of the political turmoil there has quieted.
And while mafia types still are powerful, their activities are more predictable, if no less violent. A businessman who knows enough to stay in safe areas can avoid some of the nonsense that used to plague foreigners. He might even make himself good money.
As a result, Western European manufacturers told me they are gearing up for an invasion of the East.
Bioenergy products were huge at Agritechnica. One large building was dedicated to ways to produce energy from on-farm sources. Biogas was a favorite—industrial-size digesters that turn manure and green stuff into electricity. Wind power, ethanol and biodiesel also had big presences at Agritechnica. We haven't seen that yet at U.S. farm shows—at least not at that level.
I made it a point to visit manufacturers who sell in both Europe and North America. I asked them about equipment on display at Agritechnica that is different from what they sell in the United States. Here is a sample:
- FENDT may have had bragging rights for the most eye-popping piece of equipment. Its massive TRISIX Vario concept tractor looks like something out of the "Transformers" movie. It has three axles, two transmissions, six tires and 540 hp.
- JOHN DEERE introduced a midsize tractor that generates an abundance of electricity for use with future electric motor implements. The E Premium tractor also gets better fuel efficiency and more power than comparable Deere models.
- KRONE won a gold medal at Agritechnica for its Comprima F 155 round baler, which it claims is the world's first fixed chamber baler that can make bales of adjustable diameters.
- NEW HOLLAND introduced a new flagship European market combine, the CR9080 Elevation, which boasts a 530-hp Iveco Cursor engine. In North America, New Holland's largest combine is the CR9070 with a maximum horsepower rating of 450.
- MASSEY FERGUSON expanded its MF 5400 Series tractors in Europe to include 5475 and 5480 models. They feature new engines with a maximum ISO horsepower of 145. The 5475 has six cylinders; the 5480 has four.
Some of these products eventually might be sold in the U.S.; we'll have to wait for the manufacturers to make their announcements. Others are so different—so European—they will probably never come here.