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Agrimarketing : September 2008
RURAL LIFESTYLE UPDATE by David Katzer, Fleischman-Hillard CELEBRATING 35 YEARS OF SUCCESS W hen Kubota Tractor Corp., Torrence, CA, entered the U.S. tractor marketing in 1972, only those familiar with the com- pany’s commitment to quality, inno- vation and value would have guessed that the tractor, mower, con- struction equipment, and utility vehicle company would have such an impact on the landscape of the country. Kubota Tractor Corporation is currently celebrating its 35th anniversary in the U.S. by reflecting on its heritage and looking toward the future. HOBBY FARMERS “One of the keys to Kubota’s success in those early years was recognizing the importance of the ‘hobby farmer’ and marketing to that unique niche,” says Greg Embury, Kubota Vice President of Sales and Marketing. “Targeting the rural lifestyle from a marketing perspective is very popu- lar today, but Kubota was the leader in the compact tractor category more than 30 years ago and still empha- sizes that segment today.” during that time period particularly those pieces that encouraged dealers to add the compact trac- tors to their dealership lineup. “Kubota recog- nized and filled a gap for consumers who needed utility, compact and sub-compact equipment,” says Embury. “Those early advertisements helped build our brand recognition with potential dealers and positioned Kubota in the market as an innovator when it came to providing equip- ment that was designed to fit their customers’ needs.” Kubota now offers a complete line of tractors up to 103 PTO hp, performance-matched implements, compact and power utility-construc- tion equipment, consumer lawn and garden equipment, commercial turf products, and utility vehicles. In recognition of the 35th anniversary, Kubota continues to provide quality, innovation, and value — and is celebrating the mile- stone with its customers, the indus- try, and its network of more than 1,000 authorized dealers across the country. Early Kubota advertisement targeted “sundown farmers.” Kubota’s position in the market as the provider of tractors and equip- ment that “filled the gap” between large farm and construction machin- ery, and small lawn tractors, was reflected in many advertising pieces 44 AgriMarketing ¦ September 2008 GIVING BACK TO THE HABITAT Along-standing corporate philoso- phy of Kubota has been to develop advanced equipment technologies that work toward harmony between man and the environment. In celebra- tion of the 35th Anniversary, Kubota launched a habitat restoration initia- tive highlighted by a national part- nership with Quail Unlimited (QU), a leading national habitat improve- ment organization. The partnership seeks to develop and restore wildlife habitat nationwide. As a premier sponsor of QU and the official tractors and utility vehi- cles of the organization, Kubota has committed resources to national, Special edition of Kubota’s RTV900. regional and local QU chapters. In addition, QU and Kubota are fielding “Habitat Improvement Teams” across the country to help educate private landowners and public land man- agers on how best to complete habitat improvements on their properties. SPECIAL PRODUCTS While the heritage and early success of Kubota was built on compact trac- tor sales, the company is constantly evolving and has become a leader in the utility vehicle segment as well. To commemorate its special anniver- sary, Kubota developed a special edi- tion model of its popular RTV900 utility vehicle. “The special edition RTV 900 is a real attention grabber,” says Embury. “This special model is just one of the ways Kubota is celebrating our anniversary, and this model does it in style.” Kubota is also unveiling a lineup of new and improved sub-compact and compact tractors, compact and utility-class construction equipment, consumer lawn and garden equip- ment and commercial turf products. “Kubota has a proud history of performance and quality in the U.S. over the past 35 years,” says Embury. “We are taking the opportunity to celebrate and reflect on this mile- stone with our employees, dealers, and customers as we look forward to what will undoubtedly be an even brighter future.” AM
CAMA 2008 Canada