The 1990's would come to represent the decade of renewal and change for Fiatagri, as well as the end and beginning of an era.

In 1990, the early afternoon, Fiatagri's new Winner-series was revealed to the global dealership network at the Paris Conference Center, showing a new direction for Fiatagri's design and technology.
This was followed by a historic display down the Champs Elysées, where two kilometers of pavement had been turned into a field ready for harvest. Laverda harvesters worked their way down Champs Elysées, while Fiat tractors pulled the grain carts, followed by Fiat tractors with Hesston ballers.
All in the center of Paris! Nothing like this had been witnessed before, and Fiatagri received huge and positive media coverage.

The year after in 1991, the Fiat Groups industrial conglomerate "FiatGeotech", of which Fiatagri was a part, purchased Ford-New Holland from the Ford Corporation.
FiatGeotech became "NHGeotech", revealing the strategic decision to merge the Ford and Fiatagri brands, into their new collective brand identity as New Holland.
Though the company would become stronger than ever, many were sad to see the two historic names disappear from the industry. Names that had ment so much to generations of farmers and employees.
But it is worth noting, that there is some poetic beauty to be found in the merger of the two brands,
as it was the design of Fords first mass-produced tractor, the 1917 Fordson model F, that inspired the Fiat engineers to develop their first mass-produced tractor, the 1918 Fiat 702.

With the 1990 reveal of the Winner-series in Paris, Fiatagri introduced four new models. The F100, F110, F120 and F130.
The Winner-series featured the first truly new exterior and interior design from Fiat in 25 years, again designed by the masterful pen of Pinninfarina. The cabin especially, was a show-stopper at the time.
The new cab was a technological tour-de-force, and like the Comfort and Supercomfort cabin before, drew heavily on modern automotive practices in it's construction. 
One neat feature, was the cabins air cleaning system. When recirculating, the increase in the cabins air pressure would practically clean the cabin air filters of heavy dust.
There was the option of an electronically controlled lift, now ergonomically Integrated into the cabins design, as well as an optional on-board computer, based on the "Agritronic" system in the 90-series. 
A new "Opto-electronic" digital display came with the on-board computer, displaying digital numbers and bar-graphs never previously seen in a tractor. If you were to buy the cab alone and fully optioned, it would cost the same as a Fiat Panda at the time (!).
It is no coincidence, that the Winner-series cabin was considered the best tractor cabin on the market.

All Fiatagri products were sold internationally and domestically under the Fiatagri brand, with the individual manufacturers brand only located on the sides of each machine.
In the case of Fiatagri's Winner-series tractors, that was the Fiat brand. This now included the North American market, as Fiatagri had to sell Hesston to AGCO in 1991 when it acquired Ford-New Holland. 

The Winner-series was based on the 90-series, using the same strong and proven stressed chassis design, together with the economical and reliable 8065 engines.

All models now had the option of no less than six transmissions in total. All with shuttle function.
There was the basis 16+16, which could be had as a creeper with 32+32 gears.
Then there was the 20+16 "Eco-speed", also optional as a creeper with 40+32 gears.
Or the semi power-shift "Hi-Lo" 32+16 transmission, with an optional creeper of 64+32 gears.

The driveline now featured electronically activated 4 wheel-drive, automatically locking/unlocking differentials in combination with Lift-O-Matic, and four wheel braking. By automatically activating its 4 wheel-drive system during braking, braking power was send from the rear to the front axle as well.

Linkage and draft control functions were carried over from the 90-series, featuring Fiatagri's automatic and now electronically controlled "Lift-O-matic" system. And "Vario speed", which enabled the adjustment of the sensitivity when reacting to the changes in applied draft loads on the lower link.
An updated version of Fiatagri's electronic linkage control system was also available as an option.
Originally developed in collaboration with Magneti Marelli, the system was changed for a Bosch linkage control system in 1993, as some pre-93 Winner-series tractors allegedly had reliability issues.
At the same time, the lift was upgraded from a lift capacity of 4700kg to 6567kg.

Fun fact. The Winner-series was used as a platform for the New Holland M-series, arriving in 1995.
Including its transmissions. However, the New Holland M160 apparently used a stronger transmission, developed by Fiatagri for their own replacement of the Fiat 160-90 and 180-90. 
In Farmers Weekly, June 1991, according to Fiatagri's president at the time Paolo Monferino, "The next new machines will be 150hp to 200hp tractors". Accounts tell of prototypes being tested at the time.