After committing a return to live events in their July digital press conference, the first show in New Holland Agriculture's calendar of international and local agricultural shows is Innov-Agri in France - where they will be unveiling the new flagship T7 Heavy Duty PLM Intelligence and the T6.180 Methane Power tractor.

“The whole New Holland team is really excited to be back in a physical event,” said Sean Lennon, New Holland Agriculture vice president Europe. “One-to-one interaction is so important in the relationship with our customers, and we have missed it, even though we have kept in touch through digital communication.

"Physical events like this also offer the very important opportunity to touch and feel our products, which makes a big difference when making a purchase decision. This said, the virtual events we organised this last year have been very successful. We want to keep both face-to-face and digital ways of communicating alive, so we can offer the experience of our events to an even wider audience.

"We will use a hybrid format to welcome people at physical fairs but also give the opportunity to attend online. This way we can reach out and be even closer to our customers.”

The manufacturer says Innov-Agri is the first in their lineup of events, which includes major international fairs such as EIMA, Agritechnica and SIMA, as well as local agricultural shows organised with its dealers and importers. They say they will be constantly monitoring the situation in order to ensure the health and safety of its teams, dealers and customers.