Trend Report Agritechnica 2025

As already at BAUMA, a team from BUSSE Design+Engineering was also present at AGRITECHNICA together with and for our customers and partners. Goal: to understand current developments, classify trends, and identify concrete potentials for future operating concepts.

We have summarized the most important insights in a compact trend report, which we are happy to provide to you as a PDF.

Market in Transition: Increasing Complexity Meets Growing Competitive Pressure

AGRITECHNICA has clearly shown: International competition is noticeably increasing. In particular, Asian manufacturers are pushing into western markets with technologically advanced and attractively priced solutions. At the same time, the complexity of modern machines is continuously increasing—driven by electrification, additional sensors, connectivity, and AI-based functions.

This makes it increasingly difficult to differentiate solely through technology. The focus is shifting: It's no longer individual features that matter, but the quality of the user experience.

Overloaded cabins: Fewer displays, more clarity

A central problem of many machines: overloaded operating environments. Additional displays for subsystems, camera-based exterior mirrors, and developed structures often lead to confusing cockpits.

The clear development trend:

• Reduction to a few sensibly placed displays

• Integration instead of isolated solutions

• Contextual information presentation in the workflow

The goal is a holistic operating concept that provides information exactly where it is needed—intuitively and without cognitive overload.

Touch is not the solution for everything

Another central trend: The use of touch interfaces often occurs for image reasons, not from a usability perspective.

In practice, it turns out:

• Touch is particularly suitable for setup and configuration processes in the stand.

• During the drive, physical controls are indispensable

• "Blind operability" becomes the decisive safety and comfort factor

The future therefore lies in the intelligent combination of digital interfaces and haptic controls.

Control logic as a vulnerability of many systems

Many of the analyzed systems are heavily technically driven and exhibit fundamental usability weaknesses:

• missing consistent operating logic

• overloaded armrests with too many functions

• different input media without clear structure

• high entry barriers for new users

The result: even simple functions are hardly operable without instructions – a clear competitive disadvantage.

User experience as a new differentiation factor

The most important insight of the fair:
User experience is becoming the central driver of innovation.

A positive, intuitive operation creates:

• higher efficiency in use

• less training effort

• stronger brand loyalty

The added value is not created through additional features, but through their understandable and user-centered implementation.

Our approach: Holistic HMI development

This is exactly where we at BUSSE come in. For many years, we have been supporting companies like Wirtgen, Kässbohrer, Prinoth, Doosan, Meiller, Magirus, Ziegler, and Bucher in developing future-proof operating concepts.

Our approach:

• Combination of UX/UI design, industrial design, construction, and prototyping

• Development of hardware and software as an integrated system

• Consequence of user-centered development process according to established standards

HMI-Lab: Experience and test operating concepts in real life

A central component is our in-house HMI lab. Here, operating concepts can be developed and validated early and practically – including tests under realistic movement influences.

• Structure and variation of control layouts in a short time

• Combination of digital prototypes and physical controls

• Usability tests on the motion table

• Fast iteration and optimization

Partners such as Elobau, Graf Syteco, and Gessmann also utilize these opportunities to specifically evaluate and further develop their solutions.

Corporate User Experience: Consistency across all products

Another crucial success factor is the development of a holistic Corporate User Experience (CUX).

In doing so:

• Defined operating principles and UX guidelines

• Hardware and software concepts harmonized

• User needs systematically considered

The result: a consistent, brand-defining user experience across all products and systems.

Conclusion: Usability decides the market success

AGRITECHNICA has impressively shown:
The future lies in simple, clear, and user-centered operating concepts.

Usability, self-explanatory nature, and a consistent user experience become crucial purchasing arguments – far beyond technical features.

Interest in the trend report?

We are happy to provide you with our AGRITECHNICA trend report with all insights and concrete recommendations for action as a PDF.