John Deere brings connected and technological ecosystem to Agrishow 2022

John Deere presents at Agrishow 2022, the largest agricultural technology fair in Brazil -- held in Ribeirão Preto (SP) --, activations that focus on the company's connected ecosystem concept, with technology as a key point of the stand.

After two years without Agrishow being held in person, the company returns to the event in style and offers visitors an innovative space, measuring 6.420 m², full of solutions and information about John Deere products and services -- always in an interactive and highly sensorial. The space set up by the company also draws attention for being carbon-neutral, that is, its carbon emissions are zero or neutralized.

“Agrishow is an excellent opportunity to showcase John Deere's connected portfolio, which allows producers to use the right machine, at the right time and in the right place. Whether in the Agricultural, Construction or Forestry division, all equipment has cutting-edge technology and can integrate into the company's connected ecosystem to assist in farming or on the construction site, and that is what we want to showcase”, highlights Marcelo Lopes, Sales Director from John Deere Brazil.

John Deere Ecosystem

The stand highlights to visitors the company's connected ecosystem, and to illustrate this concept, the space visually highlights a cloud in the infinity sign, and in all stages of production: soil preparation, planting, cultural management, harvesting, technology, connectivity , knowledge and after-sales. “We have, throughout the entire length of the stand, sensory evidence of how John Deere is investing in the connection between its areas and throughout the production cycle, as well as most importantly: between people”, adds the director.

If you don't come to the booth, John Deere comes to you

The interaction begins in the palm of visitors' hands, whether they are in Ribeirão Preto or not. The John Deere stand is fully available via the Conecta app, in a “street view” style virtual tour. With it, people from all over Brazil can visit John Deere's space at Agrishow remotely and access the content and materials presented at the event. Furthermore, John Deere dealers are all set up and using John Deere visual communication at Agrishow.

John Deere Experience

In-person visitors will have a 100% immersive journey through the history of agriculture, transporting them to the future and highlighting the importance of people to John Deere. Guests will have the feeling of walking through today's transformation and go through experiences such as scanning, facial recognition and other technological factors. Six to eight visitors are allowed in the attraction at a time, and content is available in Portuguese or Spanish.

“The experience is extremely sensorial and proves that the future is now, it is what we have already experienced. This directly reflects on our participation in Agrishow, demonstrating the solutions we develop in an assertive and educational way”, comments Lopes.

LED connection

To better illustrate its connected ecosystem to visitors, the company has an illuminated structure that extends across the entire ceiling of the stand, following the shape of the cloud connection symbol. It is a “cluster”, a flexible, suspended and light LED mesh, which guarantees personalized visibility around the entire perimeter of the space. Audiovisual content and lighting are constantly integrated sequentially, allowing colors and the design of specific movements for the lights, highlighting the connection and rapid exchange of information between each equipment, dealers and the Connected Solutions Center (CSC).

Machinery and equipment

Anyone who visits the fair -- in person or virtually -- will be able to discover new products and concepts that are being developed by John Deere, such as the 9R tractor, the largest ever produced by the company and which will be on display at the event. With cutting-edge technology, the focus of this machine is high performance for large properties.

The X9 harvester will also be conceptually introduced, capable of capturing 100 tons per hour with a loss margin of just 1% and harvesting up to 182 tons of corn per hour; and See & Spray, technology that uses machine learning and computer vision to identify the presence of weeds and apply pesticides specifically to the necessary areas, with the correct quantity and targeting.

Connected Field

The partnership between John Deere and Claro, signed at the end of 2020, is also represented at the stand, with the telecommunications company providing 4,5G coverage for installations, activations and visitors. The companies collaborate to effectively bring connectivity and agriculture 5.0 to the Brazilian countryside using an unprecedented model, called Campo Conectado, in which the producer does not need to make their own investments in telecommunications infrastructure. There are already around 200 thousand hectares connected due to the collaboration, with another 1,5 million in the installation project and 6 million prospected. “With coverage in the field, operations become smarter, increasing efficiency, improving the competitiveness and sustainability of production, in addition to opening doors to other uses, such as telemedicine and distance education”, highlights the director.

Discover our factories

Visitors from all over Brazil and other countries can use augmented reality technology to take tours of the main John Deere units in the country. It is possible, with virtual reality glasses, to visit the factories in Montenegro (RS), one of the most modern John Deere factories and the first outside the United States to produce the famous 8R tractors; Catalão (GO), producer of sugarcane harvesters and sprayers; Horizontina (RS), the first John Deere factory in Brazil, a global reference in the production of grain harvesters and planters; the Parts Distribution Center, in Campinas (SP), one of the largest distribution centers in South America, with 75 thousand m²; and the Construction Factory, in Indaiatuba (SP), which produces backhoe loaders, wheel loaders, crawler tractors, motor graders and hydraulic excavators for Construction and Forestry. Tours are available in both Portuguese and Spanish.

3D Panel

Following the innovative and technological line of the company's space, John Deere installed a huge 3D panel on the stand to present concepts, such as the X9 harvester and the autonomous 8R tractor. For the first time in Brazil, the technology consists of a “corner” screen, like those that went viral in the United States and China, which uses a 90° angle to integrate the image into the environment and create a sensation of three-dimensionality.

Touchless totems

Four LED screens present to the public, through animations, the new M4000 MY23 sprayer solutions. They are activated with proximity sensors, which allows visitors to access all information simply by sliding their hands over each of the totems, in a futuristic experience.

Interactive X-ray

An LED screen, positioned on a rail, can be dragged by visitors to the left or right. As the screen moves laterally, the exposed image changes and reveals an X-ray of the operation of the ExactApply system, which guarantees intelligent tip control and allows producers to optimize productivity with a greater range of spray speeds.

Hologram

To demonstrate the ease of operating the new StarFire 7000 Receiver, John Deere set up an action with augmented reality for visitors to interact and learn about the new feature. All the action is done using tablets arranged around a table, and holographic images are generated on the surface to highlight the service and present the solution to the public.

After sales

Visitors to Agrishow can also learn more about the Operations Center, a tool that provides live access to data and metrics. In the event of any work quality anomalies or machine health issues, farmers will be notified remotely and can make adjustments to optimize operation performance. At the stand, it is possible to ask questions to experts and see how the technology works up close, in real time. Also available for demonstration at the stand is the Instant Expertise Everywhere project, which allows producers to use virtual reality glasses (Smart Glasses) to connect with technical experts anywhere in the world, aiming to optimize maintenance - including preventive maintenance - of machines.