Previous Page  36 / 68 Next Page
Show Menu
Previous Page 36 / 68 Next Page
Page Background




Vintage or antiquated?

“Who knows why, when people imagine an old dress or piece of

furniture, they consider it “vintage” or retro yet when they imagine an

old tractor they don’t?

The fact is that the majority of countries in the world, those that have

little to do with agriculture have an image of today’s tractors similar

to the tractor of the past. This doesn’t happen for clothes, furniture or

domestic appliances.

In reality we all know how different a tractor was 10 years ago! So

imagine the one people associate with their childhood...

One of the reasons is that we manufacturers don’t always take every

opportunity to promote the evolution of the tractor outside our

narrow professional environment. Tied to the romantic and not very

technological image of agriculture, the agricultural machinery sector

is often demonised when it reveals its entrepreneurial nature and

efficient side. This relegates us to a secondary sector when instead

only the technology (used properly) can come up with real projects to

increase the value of the land. (A far cry from returning to the fields like

100 years ago!)

At the moment in Italy the topics of the moment are the “License” to

drive complex work vehicles like the tractor or its systematic revision in

Dr. Roberto Castiello

Trade Marketing Manager and

Federunacoma Councillor




order to guarantee efficiency and safety. The discussion seems centred

on whether these instruments are needed or not, rather than on how

well they are being implemented. Personally I have the sensation that

we are wasting another good opportunity.

In reality agriculturalists know how to promote their work when the

opportunity arises. The world of wine production is a classic example

with its modern and efficient image closely tied to its traditions, with

innovation placed at the centre of the sector’s evolution in order to

improve results and production.

This is where we have to concentrate our energy. Whenever we can we

need to explain the quality of the work carried out in the countryside to

those who don’t know about it and just how technologically advanced

it has become.

Our sector is essential for the planet (without agricultural machinery,

food cannot be produced!) and I don’t see why this should keep being


Mine is clearly a sincere invitation for us manufacturers, together with

all the sector’s employees, to be the first to explain and promote the

idea of just how advanced and innovative mechanised agriculture is.

It is easy for me to say because I work in a company like Antonio Carraro

SPA which bases its present and its future on the notion of doing things

better every day. The famous “Kaizen” (the Japanese philosophy of

constant improvement) is an integral part of our way of working across

all departments. If I look back it is plain to see that nothing that we do

today is the same as what we did 15 years ago and I am sure that it will

be different again in another 15 years.

My greatest wish is that also people far from our world will recognise,

sooner or later, the great innovation that has been brought to

agriculture through its mechanisation and that moreover, the revision

of mechanised vehicles will be seen as a blessing and not an economic

cost to the owners of agricultural vehicles, who should be willing to

invest in their machinery so that they can become more efficient, safer

and more environmentally friendly.”