CES (Consumer Electronics Show) ,one of the world's largest tech shows, was held from January 7th to 10th in Las Vegas, Nevada, USA. This year, CES featured over 4,500 exhibiting companies and organizations, and welcomed more than 141,000 attendees. This significantly surpassed approximately 135,000 visitors in 2024, reflecting the robust activity of the technology industry and particularly drawing significant attention.
Kubota, continuing from 2024, exhibited at "CES®" with the aim of sharing its vision of the future of agriculture with more customers in the North American market. This report will cover Kubota's approach to this year's exhibition and its main exhibits.
CES 2025: Five Notable Technology Trends
At CES 2025, innovative products and services in various fields, including AI (Artificial Intelligence), IoT (Internet of Things), and sustainable energy solutions, were announced, allowing visitors to glimpse future lifestyles.
1. Evolution of AI and Automation
The evolution of AI technology continued to be a focus since 2024, with applications of generative AI and machine learning showcased at many booths. Companies unveiled new products and services utilizing AI, emphasizing improvements in operational efficiency and personalization. Furthermore, the scope of AI applications (industries) expanded, with notable exhibits from various industries that previously had little connection with AI. Efficiency in the operation and maintenance of industrial equipment and the ability to make real-time decisions were also emphasized.
2. Evolution of Smart Homes
Smart home devices further evolved, with enhanced interconnectivity among appliances and equipment. New security systems and energy management solutions emerged, improving convenience and safety within the home.
3. Expansion of Wearable Technology and AR/VR
Numerous wearable devices specializing in health management and fitness were announced, with enhanced capabilities for analyzing user health data in real-time. New experiences leveraging AR (Augmented Reality) and VR (Virtual Reality) also attracted attention.
4. Autonomous Driving Technology and Mobility
Autonomous vehicles and new mobility solutions were introduced, advancing innovation towards the future of urban transportation. Prototypes of electric vehicles (not just private cars, but also in the field of industrial equipment) and flying cars were particularly noteworthy.
5. New Forms of Entertainment
The evolution of streaming services and interactive content continued, with new technologies to enhance the user experience introduced.
In addition, amidst increasing interest in sustainability, numerous environmentally friendly technologies and products appeared, indicating a growing trend for companies to increasingly prioritize social responsibility. These trends demonstrate how technology is impacting our lives, and CES 2025 has become a symbolic event of this trend.
Kubota’s innovations at CES
Under the theme of "Smart Innovation for You," Kubota exhibited products and solutions that provide more choices to all customers in the fruit farming and construction segments. Kubota Tractor Corporation President Todd Stucke commented at the press briefing on our innovation cycle, "Our solution development starts with observing and listening to our customers. From there, we design and build solutions that help them overcome their challenges. We are always listening and improving, so the cycle is never entirely done."
Here are some of the key products shown at Kubota booth:
KATR: CES® Innovation Awards® 2025 Best of Innovation
At Kubota, we are driven by innovation that empowers those who feed and build the world. Our KATR is a breakthrough in productivity and efficiency, seamlessly blending advanced technology with user-focused design to tackle the diverse challenges of agriculture and construction. As a versatile robotic platform, the KATR adapts to a wide range of tasks, enhancing operations in the field, on the job site, and beyond. It ensures stability and control over uneven terrain with many versatile applications. The four-wheeled, multifunctional robot maintains a level cargo deck across hills and slopes, and is operable autonomously, remotely, or with an onboard joystick.
AGRI CONCEPT2.0
The Agri Concept 2.0, an evolution of the New Agri Concept exhibited at CES 2024, represents the next step in our innovation loop. By actively engaging with customers to identify challenges, designing solutions that address those needs, and incorporating user feedback into each iteration, we create technology that delivers real-world impact. This evolution of the New Agri Concept introduces a manual operation mode, allowing farmers to choose between hands-on control and full automation. It features electrification, automation, AI, and data-driven technology aimed at sustainable farming, with rapid charging capabilities that recharge from 10% to 80% in six minutes.
Smart Autonomous Mower
An innovative solution designed to provide flexibility for residential, landscaping, and commercial applications. This mower combines autonomous technology with user control, allowing users to choose when to operate it manually or let it handle tasks automatically.
Smart Autonomous Sprayer
An innovative solution tailored for vineyards, orchards, and nut groves, reducing cost of labor and use of chemicals in the field.
Hydrogen Engine Genset
This generator delivers clean, efficient power with zero carbon emissions, making it suitable for agriculture and construction, providing customers choice of power source.
Kubota Shines with Award-Winning Innovations and Unprecedented Engagement
We talked to Brett McMickell, Chief Technology Officer for Kubota North America Corporation (KNA) and Theresa Duncan, Associate Director, Marketing & Advertising of Kubota Tractor Corporation for a look back on the event.
“CES® 2025 is a central platform for innovation and collaboration, providing Kubota a unique opportunity to showcase our innovation—and our people most closely connected to our latest technologies—on a global stage among many of the world’s most influential companies. This year, Kubota executives and the marketing team were in high demand at the show, conducting dozens of interviews with media from around the world, financial analysts, open innovation partners and prospects, CES and other trade show industry representatives.
Within the 5,600-square-foot, two-story display space, we demonstrated multiple customer solutions designed for residential property owners, Specialty Agriculture and Construction customers, with the KATR taking center stage as the main attraction. Recognized as “Best of Innovation” in the CES Innovation Awards® 2025 program, the KATR demonstration captured the attention of nearly all visitors who gathered to capture images and video before touring other displays in the booth. In fact, booth engagement far exceeded our goals with over 16,000 qualified visitors spending 5-12 minutes in the booth engaged with the displays and staff.
While the farming and construction equipment trade media have a guaranteed interest in seeing the latest in Kubota innovations, business, tech, and consumer media were equally intrigued with what Kubota was showcasing. More than 550M media impressions were garnered through storytelling opportunities that allowed us to share what attendees needed to know about Kubota: That we develop solutions in an “innovation cycle” that never ends, which starts with listening to our customers and ultimately creates a better quality of life for individuals and society.
Kubota continues to receive accolades for our immersive, multisensory booth presence, featuring a 20-by-40-by-15-foot LED screen wall that showcased new products in action across all product segments. Following the event, the exhibit landed as a finalist on two industry trade Top 20 exhibitors lists for “Best in Show” nominations with the potential for award-winning status to be announced this spring.
To continue this tremendous momentum, we look forward to CES® 2026 planning getting under way soon!”
