Agritechnica 2025: advancing digitalisation on farms

This year's Agritechnica 2025 will bring in a range of new developments aimed at advancing steady digitalisation on farms

As the world’s leading trade fair for agricultural machinery, Agritechnica 2025 will take place from 9-15 November in Hanover, Germany, bringing together manufacturers, dealers, farmers, and industry experts from around the globe, fostering international exchange and networking. This year’s edition introduces new formats aimed at enhancing visibility and connections within the sector. Registered dealers can be listed on the official website and in the trade fair app, making them easily accessible to both customers and exhibitors.

Agricultural equipment dealers have limited ability to respond to external pressures such as deferred purchasing by farms, extreme weather events, and political uncertainty – though some are countering with attractive sales or financing offers. When it comes to digitalisation, which poses a direct and internal challenge for the trade, the situation looks different: Success increasingly depends on the expertise, technical know-how, and the quality of digital solutions and services offered by machinery dealers. 

"Agricultural equipment dealers are expected to integrate digital technologies into their portfolios and provide tailored solutions to farmers. But this is often easier said than done. The technologies involved are complex and require extensive consultation, while rapid innovation cycles in systems, machines, and software demand constant upskilling," says Ralph Königs, Business segment dealer manager, Agritechnica.

The International Dealer Centre will again serve as the central meeting point for the international agricultural machinery trade at Agritechnica 2025. Trade visitors can access an exclusive lounge for dealers, business partners, customers, and employees. Daily 'Pop-up Talk Dealer' sessions will feature international speakers, followed by informal networking opportunities. An on-site information counter will also be available to address questions on training and professional development in the sector.