The agricultural machinery industry is undergoing profound changes, driven by technological advances, societal expectations and environmental concerns. These changes will transform farmers’ preferences, expectations and purchasing patterns, and therefore influence how machinery manufacturers shall develop new products in the future and how the production landscape will evolve. This research presents the results of a qualitative approach to explore key concerns and expectations regarding the future of agriculture and agricultural machinery. It examines expectations regarding energy transitions, technological innovation, labour dynamics and sustainability for agricultural practices and the agricultural machinery sector.