Valtra Inc.
Interview with Kimmo Wihinen

Red Dot: For a machine that is primarily focused on functionality: How important is the emotional component – and how do you create desirability through design?

As our mission is to deliver the “Best Tractor Experience”, the emotional component plays a central role. The best tractor experience cannot be measured by numbers alone. Our goal is to become the most modern, future-orientated and desirable tractor brand in the world – and to achieve this requires emotional appeal. We consciously express these emotions through our Scandinavian design language, which clearly sets Valtra apart from other brands. Valtra is also the most awarded tractor brand at Red Dot – and the first to receive a “Red Dot: Best of the Best” award. In the new S Series, several design elements emphasise the powerful presence without appearing aggressive. The sculpted bonnet, the design of the side and cast parts, the striking work lights, the chrome-plated “buffalo horn” element and the V-shaped insert in the radiator grille all contribute to a strong and ready-to-use look.

What role does user-centred design play in your work – and especially in professional agricultural machinery?

The Valtra slogan “Your Working Machine” and our “Farmer First” attitude make it clear. The user is at the heart of all our developments – especially in design and user experience. Usability and interface design are core elements of our work. We conduct extensive user research and put all systems through their paces with real agricultural professionals. Our SmartTouch interface, which was awarded a Red Dot in 2017 and has been continuously developed ever since, is now regarded as the industry benchmark for user-friendliness and is highly valued by our customers.