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AGRITECHNICA - The World's Largest Agricultural Machinery Trade Fair

In AGRITECHNICA, the world's largest agricultural machinery trade fair in Hanover, Germany in November 2017, Kubota and KVG exhibited their “tractors + implements” solutions with smart farming features including many new developments. Exhibiting not only at AGRITECHNICA, but also at other international trade shows, is one of Kubota's key marketing practices.

“At AGRITECHNICA, we used simulations to show visitors the benefits that can be generated through smart farming, such as higher efficiency and lower costs. What we did was to summarize the higher efficiency and lower cost effects, but we also presented what smart farming can do for them before their very eyes using simulations.” (Andreas Kaczmarczyk, EU Agricultural Business Unit) Such simulations are run not only at trade shows, but also on the farmlands of customers, who can then gain firsthand training for smart farming.

“It is important that farmers really see how they can improve their current situations by introducing smart farming. This means that we need to illustrate how smart farming can give each farmer what he or she wants, such as comfortable and trouble-free operation or lighter labor, as well as higher efficiency and lower costs. Then we can develop a value chain using training seminars and other opportunities to support farmers by helping them learn how they can benefit from smart farming.” (Alexander Sassenberg, KVG)

As pointed out earlier by Mr. Watanabe, one of the biggest challenges facing Kubota in promoting smart farming in European upland farming market is its low brand recognition. No matter how excellent its technology and quality services may be, Kubota cannot hope to diffuse smart farming if customers do not even know about it.

Such being the case, the EU Agricultural Business Unit is pouring its utmost efforts into brand recognition enhancement. Following the establishment of Kubota Holdings Europe B.V., an attempt has been made to launch a brand profiling process for Europe as a whole, rather than for each individual country. The idea is to strongly forge ahead with enhancement of brand recognition by sending out messages via multifaceted media, including SNSs, websites, and advertisements.

AGRITECHNICA, the world's leading trade fair for agricultural machinery, showcases state-ofthe- art machinery from around the world, including tractors, implements, harvesters, components, and precision farming systems. The theme chosen for this year's event was “Green Future – Smart Technology,” with a focus on technology that is useful for achieving sustainable agriculture and trends in product development in our increasingly digitalized network society. On display was a large collection of farm machinery featuring precision farming (or “smart farming”) technologies for sustainable agriculture. As many as 2,803 exhibitors from 53 countries participated in this biennial event, which was attended by 450,000 visitors from around the world.

The “tractors + implements” formula for success in smart farming achieved by Kubota and KVG drew considerable attention at the trade fair. One relevant item was the “TIM baler,” which is a solution for non-stop baling. Using GNSS data and laser scanner signals, steering is automatically regulated to follow lines of cut and raked hay. With an emergency stop function and automatic bale discharge, this solution aims to achieve even more efficient nonstop operation. In addition to enhanced operational accuracy, the utmost care is given to reduce the burden on operators and maximize user friendliness.

Another popular attraction was Kubota's collection of hybrid implements. A tractor can be equipped with the e-Platform generator, which is able to supply extra electrical power and transmit it to an e-Spreader. Through hybrid system, implements can be controlled even more accurately than is possible with conventional mechanical regulation. When the tractor nears field borders or operates on different types of terrain, rotation speed is regulated automatically to ensure that an appropriate amount of fertilizer is sprayed for greater operational precision.

Meanwhile, at KVG's implement booth, highlights included the GEOCONTROL system, which can guide and support operations to optimize sowing and fertilizing by accurately regulating the tractor's position via a GNSS, remote data communication system “telematics,” and the “variable rate control system,” which determines the amount of fertilizer and other materials being fed depending on soil fertility and crop growth. The exhibit successfully impressed many visitors with the smart farming direction being pursued by the Kubota Group.

“We are hoping to diffuse our smart farming throughout the European market by offering Kubota value, which comprises ‘tractors + implements' along with additional smart functions. Our competitors in Europe and North America are talking about precision farming, but our smart farming goes beyond that. You don't have to own vast tracts of farmland to appreciate the convenience and efficiency of smart farming. Right now, our smart farming solution is based on the M7001 Series of large tractors, but we aim to expand the coverage soon by offering smart solutions in lower horsepower ranges.” (Dai Watanabe, Managing Executive Officer, Kubota)