In recent years, technological advances such as IT and ICT have made many aspects of our lives more convenient and faster, and have drastically changed social systems in terms of the flow of people, goods, and other things. In agriculture, too, there has been a growing demand for precision, safety, and environmental friendliness, and farmers have been calling for increased efficiency in their work. In the midst of these changing times, helping to solve food problems associated with the world’s growing population has been a very important mission for Kubota, and because of this it was vital for us to expand into Europe’s extensive dry-field farming market. To do so, we needed to establish a locally-rooted management system.

Kubota’s biggest focus in recent years has been to improve its brand recognition throughout Europe. One example of this is its participation in the global agricultural machinery exhibition AGRITECHNICA,^*1 held in Germany in 2017. We proposed smart agriculture,^*2 which Kubota and Kverneland Group (KVG)^*3 are promoting on a joint basis, and showed farmers who visited the exhibition how they can improve current agricultural workplaces, using simulations to demonstrate the new values of this system in a visible form. This, combined with the display of Kubota’s and KVG’s “tractor and implement” proposal, attracted a great deal of attention. Farmers want technologies that yield results. With its new systems in place, Kubota is working to build a unique position in Europe by listening carefully to the needs of farmers and providing total solutions, such as the “Kubota Farm Solution,” a farm management support system that combines tractor, implement, application, and service in a single package, and is also aiming to solve issues that are common throughout the world.