With less than eight months to go, the countdown to EIMA International 2026 is officially on.
Held every two years at the Bologna Exhibition Centre in northern Italy, EIMA is one of the world’s most important showcases for agricultural and gardening machinery.
The 47th edition, running from November 10 to 14, 2026, is expected to host over 1,500 exhibitors from more than 100 countries, drawing upwards of 300,000 trade visitors from around the globe.
Whether you are a farmer, dealer, investor, journalist, or agri-tech enthusiast, there is one question worth asking right now: which brands should you be watching on the road to Bologna? We have done the research.
Here are 10 brands that are setting the pace for EIMA 2026 — and why each one deserves a place on your radar.
1. New Holland Agriculture (CNH Industrial)
Sector: Tractors, Combines, Forage Harvesters, Precision Tech
Few brands arrive at EIMA with as much momentum as New Holland. A perennial star of the Bologna show, the CNH Industrial brand has consistently used EIMA as a stage for headline launches.
At EIMA 2024, the brand unveiled its T5 Dual Command tractor range — the first production New Holland tractor to feature the company’s bold new styling — alongside its industry-first CropSpeed system for forage harvesters and a LiDAR-based Advanced Vision Assisted Guidance system that won a Technical Innovation award.
For 2026, expect New Holland to push further into automation and AI, building on its ForageCam technology, which uses camera sensors and artificial intelligence to optimise kernel processing for livestock feed — a system that won the Smart Farming & Robotics category at the 2026 Farm Machine of the Year awards.
Why follow them: If autonomous and AI-driven farm machinery is the future, New Holland is already living it.
2. Fendt (AGCO)
Sector: Tractors, Combines, Forage Harvesters, Precision Farming
Fendt is arguably the most decorated brand in recent agricultural award history.
At Agritechnica 2025, the German-based AGCO brand walked away with a Silver Medal Innovation Award, the Farm Machine 2026 Award for Mid-Range Tractor, the Audience Choice Award, and recognition for its ForageQualityCam — an AI-powered retrofit system that monitors grain processing quality in real time.
The newly debuted Fendt 500 Vario Series, combining compact dimensions with FendtONE smart farming integration and autonomous capability, is the kind of product that turns heads on any exhibition floor.
Why follow them: Fendt has become the benchmark against which all other premium tractor brands are measured. Bologna 2026 will be no different.
3. Case IH (CNH Industrial)
Sector: Tractors, Combines, Crop Production Equipment
The sister brand to New Holland within the CNH Industrial family, Case IH is equally formidable.
The Case IH Quadtrac 715 won the 2025 Tractor of the Year award in the HighPower category at EIMA 2024, and the brand’s Optum 440 was recognised at the 2026 Farm Machine of the Year awards.
CNH’s 2026 equipment roadmap includes a complete redesign of its tractor lineup spanning 20 to over 700 horsepower, with AI and precision agriculture technologies — including agronomic sensors, autonomous functions, and the FieldOps digital platform — now standard across the range.
The company has also set an ambitious target of producing 90% of its precision technology in-house by 2030.
Why follow them: Case IH is undergoing its most comprehensive product refresh in years. EIMA 2026 could be where much of it lands in Europe.
4. Merlo
Sector: Telehandlers, Electric Material Handling
Italy’s own Merlo is a guaranteed crowd-pleaser every time EIMA comes to Bologna — and for 2026, the stakes are even higher. The brand is pushing aggressively into electrification through its Generation Zero range, which aims for zero fuel consumption, zero emissions, and zero vibration.
Its TFe43.7 electric telehandler — capable of running a full eight-hour work shift on a single charge — earned a Mention at EIMA 2024’s Technical Innovation Contest.
Merlo is also exploring new electric prototypes that are expected to join the e-Worker as production-ready machines, signalling that the company is not merely concept-showcasing but genuinely electrifying its fleet.
Why follow them: As the regulatory and commercial pressure for zero-emission machinery intensifies, Merlo’s early-mover advantage in electric telehandlers makes it a must-watch.
5. Antonio Carraro
Sector: Specialised & Compact Tractors, Electric Tractors
No brand better embodies the Italian agricultural engineering tradition than Antonio Carraro, and the Venetian manufacturer had a standout EIMA 2024.
Its Tony 8900 TRG won the Tractor of the Year 2025 award in the Best Specialised category.
Beyond the trophies, Carraro showcased the SRe — a fully electric, compact, reversible and articulated tractor delivering 100 hp equivalent performance with zero direct emissions, fitted with a rear power lift, PTO, and a 10 kW electric power socket.
The brand’s F28 engine family is also powering an expansion of the AF orchard and vineyard tractor range to over 100 hp for the first time in company history.
Why follow them: For specialty crop growers — vineyards, orchards, and steep-terrain farms — Antonio Carraro’s innovations directly address real-world constraints.
6. John Deere
Sector: Tractors, Combines, Sprayers, Precision Agriculture
The American giant may be headquartered in Moline, Illinois, but its presence at EIMA is deeply European in focus.
At EIMA 2024, John Deere launched 17 new 6M Series tractor models in Italy — the most comprehensive refresh of that range in years — offering four frame sizes from 95 to 250 hp, all equipped with Intelligent Power Management and full precision agriculture connectivity.
The brand’s global pipeline for 2026 continues to expand its See & Spray technology for targeted herbicide reduction, autonomous tillage capabilities, and the broader integration of AI across its S7 combines and 9RX tractors.
Why follow them: John Deere’s See & Spray precision technology alone could represent billions of dollars in savings for European farmers. Bologna is where European adoption stories get told.
7. Massey Ferguson (AGCO)
Sector: Tractors, Planters, Sprayers
Massey Ferguson brings a different flavour to EIMA compared to its AGCO stablemate Fendt — one focused on accessible, practical, and dependably robust machinery enhanced by proven technology.
The brand’s MF 9S tractor, 500R sprayer, and planter lineup reflect a farmer-first philosophy that resonates across mid-scale European operations. AGCO has also launched MF Always Running, a built-in warranty programme designed to provide predictable total cost of ownership.
As precision farming retrofits become more accessible through the PTx FarmEngage and Tractor Implement Management (TIM) systems, Massey Ferguson is bridging the gap between cutting-edge technology and practical farm economics.
Why follow them: For the majority of European farmers who need reliable, cost-effective equipment with smart technology layers, Massey Ferguson speaks their language.
8. Bednar Farm Equipment
Sector: Soil Tillage, Seeding, Crop Care Machinery
Czech manufacturer Bednar is a consistent EIMA exhibitor and a brand that has quietly built a strong reputation for innovative soil tillage and seeding solutions across European markets.
The company’s approach to high-precision, heavy-duty implements — including combination seeders, disc cultivators, and cover crop technology — addresses the growing demand for conservation agriculture practices.
As European farming policy continues to push toward soil health and input reduction, Bednar’s technical expertise in minimal tillage and precision seeding places it firmly in the conversation for 2026.
Why follow them: Soil health is no longer just an environmental talking point — it is central to European agricultural policy and farm profitability. Bednar is building the tools to address it.
9. Kubota
Sector: Compact Tractors, Telehandlers, Utility Machinery
Japan’s Kubota has been expanding its European footprint steadily, and EIMA provides a key platform for that growth.
The brand’s compact utility tractors and telehandlers — including a range manufactured by Giant for new European markets — cater to the growing segment of smaller farms, urban agriculture, and professional landscaping.
Kubota’s presence spans both its agricultural and Gianni Ferrari gardening machinery lines, making it one of the most versatile exhibitors in Bologna.
With the company investing in electrification and digital connectivity across its global product range, the 2026 edition could mark a step-change for the brand in Europe.
Why follow them: As farm structures diversify and urban green space management becomes a major industry, Kubota’s dual agricultural and gardening identity makes it uniquely positioned.
10. xFarm Technologies
Sector: Digital Farming, Farm Management Software, IoT
Not every name that matters at EIMA makes a tractor. xFarm Technologies is one of the most important digital agriculture platforms to watch heading into Bologna 2026.
The Swiss-Italian company provides a comprehensive farm management platform that connects machinery, field data, compliance tools, and market access in one ecosystem. At EIMA 2024, xFarm’s proposals for equipment connection were among the highlights of the opening day’s technology discussions.
Its platform has already been adopted across hundreds of thousands of farms in Europe, and its partnership with machinery manufacturers — including through the PFN consortium — is creating a machinery-agnostic layer of farm intelligence that works across brands and fleets.
Why follow them: The future of precision agriculture is not just in the machines — it is in the data. xFarm is building the operating system for the connected farm.
The Road to Bologna Starts Now
EIMA International 2026 is not just a trade show — it is a barometer for the direction of global agriculture.
From electric telehandlers to AI-guided combines, from precision seeding to farm management software, the 47th edition of the world’s most important agricultural machinery exhibition will set the tone for how farmers, manufacturers, and agri-businesses navigate the next decade.
The ten brands listed above represent a cross-section of what makes EIMA so compelling: Italian craftsmanship, German engineering precision, American scale, Japanese reliability, and the emerging voice of agri-tech innovation. Follow them, study their pre-show launches, and plan your visit to Bologna accordingly.
This is Road to EIMA — and the journey has just begun.
EIMA International 2026 | Bologna Exhibition Centre | November 10–14, 2026 | eima.it
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Martin is a writer at Agrimachinery Africa specializing in agricultural machinery, mechanization trends, and farm technology across Africa. His work focuses on tractors, harvesting equipment, irrigation systems, and emerging innovations helping farmers improve productivity and efficiency. Through in-depth industry coverage, he highlights technologies shaping the future of modern agriculture.