Technical excellence meets creative vision: the story behind the “STEYR Cervus” tractor from St. Valentin.

In his talk, Manuele Amprimo, Industrial Design Director at CNH – a global leader in equipment, technology and services for agriculture and construction – offers a rare glimpse into the creative process behind the design of a product category that few people ever experience up close: agricultural machinery. Taking the “STEYR Cervus” tractor – developed and manufactured at the CNH plant in St. Valentin – as his central example, Amprimo reveals how designers and engineers work side by side to turn advanced technology into iconic products. Aimed at designers, students, creatives, and innovation enthusiasts, the presenation shows how functionality, sustainability, and emotion come together to shape the future of agricultural machinery.