With the opening of an expansive new European HQ Kubota has signalled a heavy commitment to Europe and the rest of the world
The opening of the European regional headquarters for Kubota Group in Nieuw-Vennep, the Netherlands, marks a key milestone in the brands ongoing commitment to the European market and for its plans worldwide.
The state-of-art building will serve as Kubota’s European HQ as well as the Kverneland Group entities Nieuw-Vennep BV and Mechatronics BV. It reflects both brands’ focus providing full support to dealers and building upon an efficient service back-up.
Dignitaries appeared to spring up from everywhere, with the Netherlands Ambassador of Japan mingling with locals and the King’s Commissioner of North-Holland, along with senior management from Kubota HQ in Japan, together with European management, and all key stakeholders involved in the construction of the headquarters.
The program indulged several speeches, followed by a symbolic sake barrel-breaking ceremony, and a traditional Japanese taiko drum performance. The evening concluded with a dinner that gave guests the chance to build further business relationships.
Joining the celebrations, President of Kubota Holdings Europe Yasukazu Kamada says, “This new headquarters represents a major step forward in creating a workspace that inspires creativity, collaboration, and success. It’s designed with our employees in mind, providing an environment where they can thrive, innovate, and grow together while being located at a central location in Europe.”
“Kubota is proud and excited to have unveiled its new headquarters and looks forward to the journey ahead, confident that it will contribute to the continued growth of Kubota in Europe and worldwide” Yasukazu Kamada concluded.
Great timing by Kubota
Kubota has their timing spot-on with a worldwide expansion of manufacturing facilities and model updates currently underway.
Their rise coincides with predictions from several industry pundits that the farm market is setting itself up for an equipment and precision farming growth burst.
Many reflect on the big equipment spike of 2021 and 2022 when record levels of farm equipment were sold, but since then, large manufacturers have had to cool their heels and reduce the volume sent to dealers due to dwindling demand.
It is estimated over the past 12 months alone that farm equipment manufacturers have cut production significantly, by an average of 30% with some previously key lines taking a 40% factory reduction.
And it’s across the board in most world markets with both small and large farm model lines being ignored by farmers.
And while the production decrease has given dealers a breather and more time to concentrate on getting rid of the trade-in build-up from the heady years, that scenario could change overnight as the big makers, including Kubota will want a return on their recent investments.
Anytime soon, and certainly by year’s end, dealers will be “requested” to take up new inventory for 2026, and for many, this will be a saviour they were not expecting, as for most, their stock has dwindled past the healthy 5% growth each year required to cover yard expenses.
With 2025 very much in line with the ever-reducing market number experienced in 2024, heading into 2026 will be a make-or-break for many dealers’ bottom lines, and the need to be rid of all used equipment and ready to take new inventory will define dealerships to move ahead successfully.
We have seen drastic cycles before in farm equipment sales, with many dealers reminded of the 2013 to 2014 dip and the 2020 to 2022 upswing that made many rich, only to be followed by farmers sick of paying high retail prices and showing their disdain from 2023 up until now.
However, Kubota may have timed the next expected uptake in 2026 to perfection.
Kubota hydrogen engine
Moving into 2026 several innovations will make Kubota stand out, and not least the company’s hydrogen-powered 3.8-litre 85kW (117hp) engine that runs free of producing carbon dioxide.
This engine is already attracting worldwide interest, and Kubota is one of the few global engine-makers at the forefront of industrial hydrogen engine development.
Kubota has already built up more than three years of hydrogen engine development expertise, detailed expertise in hydrogen engine technology through intensive research and development into the use of the zero-carbon energy source.
Together with Denyo Corporation, one of the largest generator manufacturers in the world, Kubota is developing a dedicated, portable generator equipped with a Kubota hydrogen engine.
Part of the development includes research into the application of various decarbonised fuels, including hydrogen, biofuels and synthetic fuels without compromising performance.
Kubota’s hydrogen engine is based on the company’s WG3800 engine with the same size and footprint. The position of the power take-off for the hydrogen engine is the same as the WG3800 ensuring a straightforward, simplified changeover option for operators.
All Kubota diesel engines, including Stage V models, can use paraffin-based fuels that comply with European standard EN 15940. The newly approved fuels include Gas to Liquid (GTL) and Hydrotreated Vegetable Oil (HVO). The use of HVO has also been approved for Kubota diesel engines globally.
Other leading-edge engines from Kubota include the D902-K and D1105-K, Kubota’s first-ever electronically controlled diesel engines below 19kW (26hp).
Both the D902-K and 1105-K engines incorporate Kubota’s newly designed common rail system developed exclusively for small engines, called TVCR (three vortex common rail).
Kubota mini digger upgrades
Building on its reputation of top-performing zero tail swing range of 1.5 to 2 tonnemini diggers, Kubota has released the U17-5 with a host of upgrades that improve performance and operator comfort.
Creating a benchmark in its category, the U17-5 maintains everything that made its predecessor U17-3 a favourite since 2008. The U17-5 offers carefully considered upgrades to elevate its performance and user experience.
The U17-5 introduces a 20-litre fuel tank, that is 5% larger than its predecessor, coupled with auto-idle that contributes to lower fuel consumption. Noise levels have been significantly reduced, making the machine particularly suited for use in confined environments.
The undercarriage has been extended to 1300mm for better stability on both side and front stability, along with increased ground clearance, improving its overall performance in rough terrains.
The hydraulic system of the U17-5 now includes an independent travel circuit, allowing operators to use the boom, dipper, bucket, and auxiliary functions without compromising tracking performance.
Also adding to this series is the U18-5, with a long dipper arm that has seen further developments with a revised rear counterweight design and undercarriage which has added 67kg from the previous model (U17-3a).
Despite a slightly longer 30mm tail, the U18-5 retains a zero-tail swing configuration, offering added stability and flexibility.
The U17-5 and U18-5 mini diggers embody Kubota’s dedication to delivering machines with everything an operator requires by pairing a high-performance engine with hydraulic pumps, and valves to ensure a seamless balance of power and precision.
