Virtual showroom presented at Las Vegas Electronics Show

  • New Holland Agriculture presented at the Consumer Electronics Show 2023 in Las Vegas, USA with Touchcast and Microsoft, showing a powerful simulation of a commercial customer experience in the metaverse featuring its T4 Electric Power tractor prototype, complete with autonomous features
  • Visitors at the event were able to see the tractor thanks to Touchcast, a leader in creating immersive experiences in the metaverse, with technology powered by the Microsoft Cloud

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, customize, 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 that created a simulation of the metaverse experience and connected consumers with the featured brands.

Carlo Lambro, Brand President New Holland Agriculture said “We were thrilled to be part of such an innovative project at CES 2023 and we are proud to partner with Microsoft and Touchcast, companies that share our forward-thinking approach. Thanks to their technology we were able to explore and enable metaverse commercial options, granting direct access to our products to customers all over the world. 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.”