German Design Award 2023 Goes To New Holland Straddle Tractor Concept

The German Award Design 2023 has awarded New Holland's Straddle Tractor Concept a gold medal in the category of Excellent Product Design.

The German Design Council, Germany's leading authority on design and branding with headquarters in Frankfurt am Main, bestows the prestigious German Design Award. The jury members comprise a specialized network of designers and innovators.

The New Holland Straddle Tractor Concept was unveiled at SITEVI (salon international des équipements et savoir-faire pour les productions vigne-vin, olive et fruits-légumes) 2021 and is a joint effort between New Holland Agriculture and Pininfarina, the renowned design firm.

The tractor is made to deal with the difficult restrictions posed by small vineyards, which are known for producing high-quality, high-value wines from grapes grown in rows that are less than 1.5 meters wide, frequently on steep slopes. The tractor's design pays homage to our customers who grow grapes by taking its cue from a champagne flute.

Pininfarina's futuristic design combines safety, comfort, and technology: it is inspired by the shape of a glass of Champagne—tall, wide at the top, and tapering down at the bottom—as a tribute to premium wine growers from Champagne, Médoc, and Burgundy.
The cab is completely encased in glass, giving the operator unparalleled visibility on the vines and all around, and it is angled in the direction of travel, adding dynamism to the design.

The interior has a large single door and a rotating seat, and the use of wood contributes to the cab's plush, luxurious feel, which is reminiscent of wine barrels once again.

Additionally, the idea has been developed to support electric traction. This demonstrates New Holland's dedication to more effective and environmentally friendly agriculture, as well as its emphasis on machines powered by alternative fuels for a better future.

"The revolutionary Straddle Tractor Concept is the result of the collaboration of two specialists in their respective areas who offer an elegant design, outstanding innovation, and forward-thinking ideas of machines in agriculture", says Carlo Lambro, Brand President of New Holland Agriculture. He continued, "Receiving this unexpected award is an honor for New Holland, and it makes us even more eager to continue developing safe, comfortable, high-quality, and, of course, well-designed machines."

"The futuristic design of the Straddle tractor Concept is a balanced mix of functionality and style, where comfort and safety meet a unique personality inspired by the shape of the champagne glass", says Alfredo Palma, Chief Transportation Designer. "We are very proud of our collaboration with New Holland, and the awarding of the German Design Award is further validation of the excellent result we achieved together."

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About the Brand 

New Holland Agriculture entered the Indian market in 1998 with the introduction of its first 70 HP tractor. Since then, it has achieved unprecedented success, with over 300,000 tractors sold in a variety of applications throughout India and abroad.
In India, New Holland Agriculture currently provides a technologically superior range of 35 HP to 90 HP tractors. It is the first company in India to provide Indian farmers with the most appropriate and advanced range of mechanization solutions for increasing crop productivity and profitability.

The Company's state-of-the-art manufacturing plant in Greater Noida, spread across 60 acres of land, is one of the most advanced tractor plants in the country, with an annual production capacity of 60,000 tractors. The plant is designed along the lines of its global facilities, and it has received numerous national and international awards for Quality and Manufacturing Excellence.

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