Our Challenges
Accessible Agricultural Machinery for All
—Extending Farming Careers through Universal Design
The majority of farms in Japan are family owned, with a range of individuals from those families—such as seniors and women—responsible for operating the agricultural machinery. For a long time, therefore, Kubota has focused on operability and ease of use. The aging of the Japanese farming population really began to advance in the 1990s, leading to an even greater need for enhanced operability and ease of use. It was around this time that Japan started looking at universal design (UD),*1 and adopting its concepts in home appliances and cars. Simply put, UD is the design of an environment or product so that it can be used by as many people as possible regardless of their age, ability, gender, or size. Agricultural machinery that can be used easily and safely by a wide range of users, then, has the potential to greatly increase the scope of the farming population.
Bottom: A simple, easy-to-view operational panel with displays in Japanese
To create agricultural machinery that can be used effortlessly by all individuals, however, a large number of issues must be overcome. A person of short stature, for example, must be able to easily board and alight the machine, be able to reach the foot pedals, sustain a stable posture, maintain a wide field of vision, correctly operate the levers, and clearly see the display panels. Further, each of these considerations must be implemented into the design in tandem with the machine’s functionality and performance. For senior citizens, agricultural machinery that can be operated safely and boarded with ease could be an incentive to keep working.
Kubota first adopted the principles of UD in 1998 with the Kingwell tractor. The Kingwell came with digital meters that could be read at a glance, as well as Japanese-language displays that clearly described operational procedures and warnings. This enabled a wider range of farmers to use Kubota’s tractors with peace of mind. Later, Kubota simplified display panels around the driver’s seat to make them easier to see, and color-categorized control levers to eliminate operational errors and prevent accidents. In addition, to emphasize its ease of use by simplifying its appearance, Kubota further increased comfort in the Kingwell and made it easier to board and alight. Kingbull, which went on sale in the 2000s, incorporated UD elements throughout, and was well-received by large numbers of senior farmers, as well as others. In recognition of these achievements, Kingbull was chosen for the Good Design Award in 2004.*2 Kubota’s dedication to UD led to two innovative technologies that caused a stir in the 2010s—the auto-steering function*3 and the series of automated, unmanned agricultural machinery.*4
- *1A set of design principles first conceived by Ronald Mace of North Carolina State University around 1985.
- *2A system for the assessment and commendation of design in Japan launched in 1957. Large numbers of domestic and foreign corporations and designers take part as a way to invigorate industry and culture through design.
- *3By combining GPS and Kubota’s proprietary control technologies, the auto-steering function eliminated the need for steering operation when traveling in a straight line. The function enabled high-precision work without the need to hold the steering wheel, contributing to a reduction in labor.
- *4A series of agricultural machinery that can undertake farming work on diverse terrain without farmers needing to hold the steering wheel. The technology has three steps: Step 1: Automated steering with a farmer onboard; Step 2: Automated, unmanned operation under farmer supervision; Step 3: Completely automated operation. As of 2020, Kubota has successfully implemented Step 2.
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