Our Challenges

Challenges to Social Issues

Working with People and Society in the Fields of Food, Water, and the Environment to Solve the World’s Problems

Our products should not only be technically excellent, but also useful for the good of society. Since its establishment in 1890, Kubota has continued to carry on the spirit of its founder. In the fields of food, water, and the environment, which are essential for human life, we have worked with society to confront various issues that have emerged in each era and region. Kubota will continue to take on the challenge of resolving issues as long as they exist in the world, contributing to this beautiful earth and prosperous lives for all.

Our Challenges is a 30-year history that tells the story of how Kubota has taken on the challenges of the world and grown since 1990, the 100th anniversary of its foundation.

Global social issues that Kubota is tackling

- Food
Solving the Problems of an Aging Farming Population and a Shortage of Workers

High-Performance, High Added-value Machinery to Counter the Aging Farming Population and Worker Shortages
- Japan
- Up to 1990s
- Making Work Easier and More Efficient With High-Performance Technology
  
  “More Easily, More Efficiently”—Approaching Anxious Farmers with High-performance Agricultural Machinery
  - Japan
  - Up to 1990s
- Keeping Workers Safe and Comfortable With Agricultural Machinery
  
  Bringing Unprecedented Comfort to Agricultural Machinery —Reducing Farmers’ Fatigue and Protecting Them from Accidents
  - Japan
  - Up to 1990s
- Incorporating Universal Design to Make Agricultural Machinery Accessible to All
  
  Accessible Agricultural Machinery for All —Extending Farming Careers through Universal Design
  - Japan
  - Up to 1990s
- Food
Helping Farmers Better Manage Their Businesses in Response to a Changing Society

Kubota Provides Farming Management Support in Response to Social and Lifestyle-related Changes
- Japan
- 2000s
- Supporting Japanese Agriculture With Overwhelming Prices
  
  Providing Agricultural Machinery at Overwhelming Prices —Supporting Japanese Agriculture and Contributing to the Conservation of National Land
  - Japan
  - 2000s
- Achieving Tractors That Help Improve Soil Cultivation
  
  A Tractor for Use in Any Farm Field and in Any Weather —Providing Business Farmers with the Chance to Improve Soil Quality
  - Japan
  - 2000s
- Offering Optimal Solutions for Small to Large Farming
  
  Optimal Proposals to Overcome Issues Facing Small and Large Farms
  - Japan
  - 2000s
- Food
Using Technology and Creativity to Achieve Profitable Farming With Dreams

Combining Advanced Technologies and New Concepts to Build a Desirable, Profitable Agriculture Industry
- Japan
- 2010s
- Working Together to Create Stable, Profitable Farming
  
  Creating a Profitable Industry to Generate Stable Income
  - Japan
  - 2010s
- Making Smart Farming a Reality Through the Automation of Agricultural Machinery
  
  Smart Agriculture and Autonomous Agricultural Machinery
  - Japan
  - 2010s
- Cultivating New Sales Channels to Share the Taste of Delicious Produce With More People
  
  Providing Delicious Japanese Produce to Even More People —Becoming a Total Solution Provider through the Development of New Sales Channels
  - Japan
  - 2010s
- Introducing a New Model of Farming From the Kubota Farm
  
  The Kubota Farm—A Platform for Demonstration and Concept-creation
  - Japan
  - 2010s
- Food
Helping Enrich People’s Lives in the USA

Proposing New Values to Enrich People’s Lives in the USA and Solve the World’s Food Problems
- North America
- Up to 1990s
- 2000s
- 2010s
- Serving as a Partner That Helps Enrich People’s Lifestyles
  
  Helping Achieve Ideal Lifestyles as a Partner That Enriches People’s Lives
  - North America
  - Up to 1990s
- Creating Agricultural Machinery Just Right for Small-Scale Farmers
  
  Enriching People’s Diets in the USA. Responding to the Needs of Small-scale Farmers with Ideal Size Agricultural Machinery
  - North America
  - Up to 1990s
  - 2000s
- Taking on North America’s Dry-Field Farming Market to Help Stabilize Global Food Supplies
  
  Taking on North America’s Large-scale Dry-field Farming Market in Earnest to Ensure Global Food Security
  - North America
  - 2010s
- Food
Contributing to Sustainable Agriculture in Europe

Contributing to Sustainable Agriculture in Europe by Reducing the Environmental Footprint and Solving Food Safety Issues
- EU
- 2010s
- Taking Europe’s Large-Scale Dry-Field Farming to the World
  
  Taking up the Challenge of Large-scale Dry-field Farming in Europe in a Bid to Solve the World’s Food Problems
  - EU
  - 2010s
- Offering Creative Solutions to Farmers in Europe
  
  Proposing an Original Solution of Implements Combined with Smart Agriculture to Farmers in Europe
  - EU
  - 2010s
- Establishing a Management System Rooted in Europe
  
  Establishing a Locally-rooted Management System to Enhance the Kubota Brand in the European Dry-field Farming Market
  - EU
  - 2010s
- Food
Applying Japanese Wisdom and Experience to Boost Economic Growth in Various Countries

Utilizing Experience and Wisdom Built up in Japan to Help Solve Various Issues Caused by Rapid Economic Growth
- Asia
- Up to 1990s
- 2010s
- Supporting the Development of Chinese Agriculture Through a Unique Model
  
  Supporting Improvements to Agricultural Productivity and the Development of Chinese Agriculture through a Unique Business Model
  - Asia
  - Up to 1990s
- Shifting From Rice Farming to Dry-Field Farming
  
  Endeavoring to Solve the Problems of Dry-field Farmers in Thailand, Where a Shift from Rice Farming to Dry-field Farming is Underway
  - Asia
  - 2010s
- Solving Agricultural Issues Means Solving Local Issues
  
  Utilizing Technology and Experience Cultivated in Japan to Improve Productivity and Solve the Labor Shortage in Rural Areas
  - Asia
  - 2010s
- Food
Contributing to Economic Development and a Better Life Through the Modernization of Agriculture

Contributing to Economic Development and Affluent Lives by Supporting the Modernization of Agriculture through the Introduction of Additional Agricultural Machinery
- India
- Africa
- Latin America
- 2010s
- 2020s and beyond
- Developing Tractors with Specifications Tailored to India, the Key to Sustainable Development
  
  Developing Tractors with Specifications Tailored to the Indian Market in a Bid to Achieve Sustainable Economic and Agricultural Development
  - India
  - Africa
  - Latin America
  - 2010s
- Making Proposals for Countries Around the World to Help Develop the Continent of the Future
  
  Contributing to the Development of the “Continent of the Future” by Proposing the Optimal Agriculture for Each Country
  - India
  - Africa
  - Latin America
  - 2020s and beyond
- Supporting the Development of High-Potential Agriculture in Latin America
  
  Supporting the Development of High-potential Agriculture in Latin America by Deepening Relationships of Trust with Local Dealers
  - India
  - Africa
  - Latin America
  - 2010s
- Water
Supplying Safe and Delicious Water

Safe and Delicious Water for Daily Life
- Japan
- Up to 1990s
- Using Advanced Water Purification Technology to Bring Tap Water Into a New Age of Quality
  
  Highly Advanced Water Purification Technology Brings Tap Water into the Age of Quality with Safer, Tastier Water
  - Japan
  - Up to 1990s
- Supplying Safe and Delicious Water With the Fundamental Power of Kubota Porous Bottom
  
  Safe and Delicious Water for Daily Life The Fundamental Power of Kubota Porous Bottom
  - Japan
  - Up to 1990s
- Water
Taking New Approaches to Water Management

Reducing Problems Faced by Local Governments in Water Supply and Sewerage Systems Kubota’s New Approach to Water Management
- Japan
- 2010s
- Finding New Solutions for Aging Water Supply and Sewage Infrastructure
  
  Japan’s Aging Water Supply and Sewerage Infrastructure. Achieving Efficient Maintenance Plans without Unnecessary and Wasteful Work
  - Japan
  - 2010s
- Overcoming Obstacles Through Public-Private Partnerships in Water Supply and Sewage Projects
  
  Overcoming a Shortage of Funds and Human Resources to Maintain Water Supply and Sewerage Systems through Public-Private Partnerships
  - Japan
  - 2010s
- Moving Toward a New Total Control System for Water Resources
  
  Total Control of Water, from Maintenance and Management of Water Infrastructure to Disaster Preparedness and Water Supplies for Industry and Agriculture
  - Japan
  - 2010s
- Water
Building a Resilient Social Infrastructure in the Face of Increasing Natural Disasters

Kubota’s Contributions to Resilient Social Infrastructure in Response to Increasing Natural Disasters
- Japan
- 2000s
- 2010s
- Protecting Urban Water Infrastructure in a Country Prone to Earthquakes
  
  Earthquake-resistant Pipes That Have Evolved to Meet Diverse Needs for Building Cities That Can Protect Water Infrastructure in Earthquake-prone Japan
  - Japan
  - 2010s
- Securing Life-Saving Water in the Event of a Water Outage
  
  Ductile Earthquake-resistant Water Storage Tank That Secures Life-saving Water in the Event of a Water Outage during a Disaster
  - Japan
  - 2000s
- Using Disaster Pumps to Combat Sudden Downpours
  
  Disaster Pumps that Anticipate Sudden Torrential Downpours of Rain and Protect Lives with Powerful Drainage
  - Japan
  - 2000s
- Ensuring People Have Access to Regular Toilets Even in Times of Disaster
  
  Regular Stress-free Toilets to Help People Cope in Times of Disaster
  - Japan
  - 2000s
- Water
Making Effective Use of Limited Water Resources by Returning Contaminated Water to Nature

Returning Contaminated Water to Nature
Making Effective Use of Limited Water Resources
- Japan
- 2000s
- 2010s
- Introducing Japan’s First Advanced Water Treatment Technology for Public Sewage Systems
  
  First to Introduce Advanced Water Treatment Technology to Japan’s Public Sewerage System: Restoration and Conservation of Rich and Beautiful Rivers
  - Japan
  - 2000s
- Developing Sustainable Water Treatment Technology for the Future
  
  Creating a Favorable Water Environment.Sustainable Water Treatment Technology to Enrich Osaka's Future | Our Challenges
  - Japan
  - 2010s
- Water
Seeking Out New Paths for Sewage Systems to Protect Limited Resources

Undertaking New Sewerage Initiatives to Protect Limited Resources
- Japan
- 2000s
- 2020s and beyond
- Aiming to Drastically Cut CO₂ Emissions by Tackling Wastewater Treatment
  
  Waste Water Treatment Facilities Support Our Daily Lives Striving to Dramatically Cut CO₂ Emissions Propelled Us One Step toward Creating a Sound Material-cycle Society
  - Japan
  - 2000s
- Extracting Valuable Resources From Sewage Systems
  
  Kubota’s Technology Leads the Way in Reusing Phosphorus, a Valuable Resource That Flows into Sewage Lines
  - Japan
  - 2020s and beyond
- Water
Tackling Latent Issues Beneath the Surface of Rapid Economic Growth and Development

Latent Issues Amid the Rapid Development in South and Southeast Asia
- Asia
- 2000s
- 2010s
- Celebrating the Miracle of Phnom Penh Spanning 60 Years
  
  Supporting Cambodian Water Infrastructure for More Than 60 Years—The Miracle of Phnom Penh
  - Asia
  - 2000s
- Contributing to Myanmar’s Development through an Advanced Urban Development Concept
  
  All for the Benefit of Myanmar Utilizing a “Japan Model” to Realize an Advanced Urban Development Concept
  - Asia
  - 2010s
- Providing Bangladesh with 100 km of Pipelines Which Serve as “Pipes of Life”
  
  100 Kilometer-long “Pipes of Life” in Bangladesh—Increasing Chattogram’s Water Supply Coverage to 85%
  - Asia
  - 2010s
- Water
Bringing Water to the Desert: National-Scale Projects in Middle Eastern Nations

Securing Water in Scorching Desert Cities
National-scale Projects in Middle Eastern Nations
- Middle East
- 2000s
- 2010s
- Securing Life-Giving Water for Qatar, a Land of Scorching Heat
  
  Securing Water in the Heat of Qatar with World-class Ductile Iron Pipes
  - Middle East
  - 2010s
- Introducing Ultra-High-Lift Pumps, an Unprecedented Feat of Engineering
  
  Ultra-high-lift Pumps to Bring Sewage Up from 120 Meters Underground
  - Middle East
  - 2000s
- Establishing a Water Reuse System in Oman, a Land of Deserts
  
  A System for the Recycling and Reuse of Water in Desert-covered Oman
  - Middle East
  - 2010s
- Water
Returning Used Water to Nature: Public Health and Environmental Conservation

Treating Used Water and Returning It to Nature
Public Health and Environmental Conservation
- North America
- UK
- Asia
- Up to 1990s
- 2010s
- Pushing the Envelope with Groundbreaking Technology in the UK, a World Leader in Environmental Conservation
  
  A Revolutionary Technology to Satisfy Stringent Water Quality Regulations in the UK
  - UK
  - Up to 1990s
- Contributing to One of the Largest Wastewater Treatment Facilities in North America
  
  Responding to Needs for Larger Facilities While Meeting Strict Water Quality Standards
  - North America
  - 2010s
- Developing Water Infrastructure in China’s Underdeveloped Rural Areas
  
  Rapid Urbanization in China, Yet Slow Water Infrastructure Development in Its Rural Areas
  - Asia
  - 2010s
- Water
Minimizing Damage from Natural Disasters Through Prevention

Preventing and Minimizing Damage from Natural Disasters with Ingenious Technologies
- North America
- Asia
- Up to 1990s
- 2010s
- Introducing Technologies Selected for Earthquake-Prone Los Angeles
  
  Japanese Earthquake-resistant Technologies in Earthquake-prone Los Angeles
  - North America
  - 2010s
- Working to Recover from Heavy Rainfall and Flooding That Occurs Once Every Sixty Years
  
  Japanese Drainage Pumps Support Recovery Efforts Following Once in a Lifetime Flooding in Thailand
  - Asia
  - 2010s
- Changing People’s Perception of Water as Being a Threat to a Blessing
  
  From a Threat to a Blessing Using Japanese Waju and State-of-the-art Pumps to Solve Flooding Issues in Bangladesh
  - Asia
  - Up to 1990s
- Environment
Developing Engines That Support Both the Global Environment and People’s Lifestyles

Kubota’s Engines Strive to Support Both a Rich Natural Environment and Comfortable Lifestyles
- Global
- 2000s
- 2010s
- Developing World-Class, Eco-Friendly Engines
  
  Instantly Responding to Increasingly Stringent Regulations in Response to Worsening Air Pollution Providing Engines That Balance Environmental Conservation and Comfortable Lifestyles
  - Global
  - 2010s
- Envisioning the Future of Engines in the Age of Globalization
  
  Creating Ideal Engines of the Future in Response to Diverse Needs and Further Globalization
  - Global
  - 2000s
- Environment
Helping Countries to Cope With Population Growth and the Expansion of Megacities

Explosive Population Growth and Urban Concentration
A Solution for Social Development and Environmental Conservation
- UK
- EU
- Global
- 2000s
- 2010s
- Providing Mini Excavators That Meet the Needs of the Times and Society
  
  A Small Body but Big Capabilities Mini Excavators Ideally Suited to Today’s Society
  - UK
  - EU
  - 2000s
- Responding to Global Construction Demand With Compact Construction Machinery
  
  Expanding Lineup of Locally Oriented Compact Construction Machinery —Responding to Rising Global Demand
  - Global
  - 2010s
- Supporting China’s Rapid Urban Development With Construction Machinery
  
  Contributing to the Creation of Comfortable Urban Environments in China through the Development and Supply of Optimal Construction Machinery
  - Global
  - 2010s

Our Challenges

Working with People and Society in the Fields of Food, Water, and the Environment to Solve the World’s Problems

Global social issues that Kubota is tackling

Solving the Problems of an Aging Farming Population and a Shortage of Workers

Making Work Easier and More Efficient With High-Performance Technology

Keeping Workers Safe and Comfortable With Agricultural Machinery

Incorporating Universal Design to Make Agricultural Machinery Accessible to All

Helping Farmers Better Manage Their Businesses in Response to a Changing Society

Supporting Japanese Agriculture With Overwhelming Prices

Achieving Tractors That Help Improve Soil Cultivation

Offering Optimal Solutions for Small to Large Farming

Using Technology and Creativity to Achieve Profitable Farming With Dreams

Working Together to Create Stable, Profitable Farming

Making Smart Farming a Reality Through the Automation of Agricultural Machinery

Cultivating New Sales Channels to Share the Taste of Delicious Produce With More People

Introducing a New Model of Farming From the Kubota Farm

Helping Enrich People’s Lives in the USA

Serving as a Partner That Helps Enrich People’s Lifestyles

Creating Agricultural Machinery Just Right for Small-Scale Farmers

Taking on North America’s Dry-Field Farming Market to Help Stabilize Global Food Supplies

Contributing to Sustainable Agriculture in Europe

Taking Europe’s Large-Scale Dry-Field Farming to the World

Offering Creative Solutions to Farmers in Europe

Establishing a Management System Rooted in Europe

Applying Japanese Wisdom and Experience to Boost Economic Growth in Various Countries

Supporting the Development of Chinese Agriculture Through a Unique Model

Shifting From Rice Farming to Dry-Field Farming

Solving Agricultural Issues Means Solving Local Issues

Contributing to Economic Development and a Better Life Through the Modernization of Agriculture

Developing Tractors with Specifications Tailored to India, the Key to Sustainable Development

Making Proposals for Countries Around the World to Help Develop the Continent of the Future

Supporting the Development of High-Potential Agriculture in Latin America

Supplying Safe and Delicious Water

Using Advanced Water Purification Technology to Bring Tap Water Into a New Age of Quality

Supplying Safe and Delicious Water With the Fundamental Power of Kubota Porous Bottom

Taking New Approaches to Water Management

Finding New Solutions for Aging Water Supply and Sewage Infrastructure

Overcoming Obstacles Through Public-Private Partnerships in Water Supply and Sewage Projects

Moving Toward a New Total Control System for Water Resources

Building a Resilient Social Infrastructure in the Face of Increasing Natural Disasters

Protecting Urban Water Infrastructure in a Country Prone to Earthquakes

Securing Life-Saving Water in the Event of a Water Outage

Using Disaster Pumps to Combat Sudden Downpours

Ensuring People Have Access to Regular Toilets Even in Times of Disaster

Making Effective Use of Limited Water Resources by Returning Contaminated Water to Nature

Introducing Japan’s First Advanced Water Treatment Technology for Public Sewage Systems

Developing Sustainable Water Treatment Technology for the Future

Seeking Out New Paths for Sewage Systems to Protect Limited Resources

Aiming to Drastically Cut CO2 Emissions by Tackling Wastewater Treatment

Extracting Valuable Resources From Sewage Systems

Tackling Latent Issues Beneath the Surface of Rapid Economic Growth and Development

Celebrating the Miracle of Phnom Penh Spanning 60 Years

Contributing to Myanmar’s Development through an Advanced Urban Development Concept

Providing Bangladesh with 100 km of Pipelines Which Serve as “Pipes of Life”

Bringing Water to the Desert: National-Scale Projects in Middle Eastern Nations

Securing Life-Giving Water for Qatar, a Land of Scorching Heat

Introducing Ultra-High-Lift Pumps, an Unprecedented Feat of Engineering

Establishing a Water Reuse System in Oman, a Land of Deserts

Returning Used Water to Nature: Public Health and Environmental Conservation

Pushing the Envelope with Groundbreaking Technology in the UK, a World Leader in Environmental Conservation

Contributing to One of the Largest Wastewater Treatment Facilities in North America

Developing Water Infrastructure in China’s Underdeveloped Rural Areas

Minimizing Damage from Natural Disasters Through Prevention

Introducing Technologies Selected for Earthquake-Prone Los Angeles

Working to Recover from Heavy Rainfall and Flooding That Occurs Once Every Sixty Years

Changing People’s Perception of Water as Being a Threat to a Blessing

Developing Engines That Support Both the Global Environment and People’s Lifestyles

Developing World-Class, Eco-Friendly Engines

Envisioning the Future of Engines in the Age of Globalization

Helping Countries to Cope With Population Growth and the Expansion of Megacities

Providing Mini Excavators That Meet the Needs of the Times and Society

Responding to Global Construction Demand With Compact Construction Machinery

Supporting China’s Rapid Urban Development With Construction Machinery

Aiming to Drastically Cut CO₂ Emissions by Tackling Wastewater Treatment