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Grupo Tenías
Success story · Grupo Tenías

Grupo Tenías

−35%
Cost reduction at trade fairs and events
Case summary

An interactive virtual catalogue that turns every Grupo Tenías agricultural machine into a self-explanatory Virtual Twin for meetings, trade fairs and presentations.

Grupo Tenías is a company founded in 1956, specialised in the manufacture and distribution of agricultural and livestock machinery, with a presence in more than fifty countries. Its sales team needed to break the physical barrier of a product that is hard to transport: how to show the machinery at any meeting, trade fair or presentation without depending on its logistical availability. The solution is an interactive virtual catalogue where every machine becomes a Virtual Twin with 20 self-explanatory interactive points, capable of showing how the product works, its benefits and its key features in a 360º demonstration.

Client
Grupo Tenías
Sector
Industry 5.0
−35%
Trade fair and event costs
40
National and international trade fairs covered
20
Self-explanatory interactive points per machine
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01 The challenge

Selling machinery without having to move it.

In industrial sectors where the product is bulky, technically complex and geographically dispersed, selling runs into a structural barrier: the customer needs to see the machine to understand it, but the machine can't always be there. Grupo Tenías, a benchmark in agricultural and livestock machinery since 1956, faced a recurring commercial dilemma. Photographs and videos don't convey the product's real value. Moving equipment from fair to fair meant high logistics costs and a significant opportunity cost. The sales team needed to show every machine with the same force as in person, anywhere and at any time.

Selling machinery without having to move it.
02 The solution

Machinery that explains itself

The solution takes Grupo Tenías' catalogue into the virtual world using state-of-the-art 3D technology and design. Each machine becomes an interactive infographic where every component and detail explains itself to the user. This Virtual Twin allows 360º demonstrations that accurately reflect how each model works, its benefits and its key features, reinforcing the sales pitch and the company's value proposition. The team stops depending on logistics to impress its customers: it can now show its entire range at any meeting, trade fair or presentation, opening up a new way to sell.

Machinery that explains itself
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Key learnings

What this case teaches the sector.

01

Selling without physical barriers

In industrial sectors with bulky products, virtualising the catalogue lets you take the entire range to any meeting, trade fair or presentation without moving a single machine. The logistics barrier stops shaping the sales strategy and is replaced by a 360º experience accessible from any device.

02

The product that explains itself

In technical sectors such as agricultural or industrial machinery, product complexity is often a barrier to purchase. Turning that complexity into an interactive experience with self-explanatory points speeds up customer understanding, aligns the team's sales pitch and raises the value proposition.

03

Operational efficiency as a lever for digital transformation

Digitalising the product presentation isn't an image upgrade, it's a direct impact on the bottom line. Forty trade fairs covered with a 35% reduction in operating costs show that the leap to Industry 5.0 starts with how a company shows what it sells.

04

International consistency regardless of the salesperson's language

Tenías operates in more than 50 countries, a reality that multiplies the challenge of keeping a uniform, high-quality sales pitch in every market. A virtualised catalogue with self-explanatory points lets any distributor, partner or subsidiary show the machinery with exactly the same level of detail, without the quality of the demonstration depending on the technical or linguistic mastery of the person presenting it.

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Industry 5.0
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