Mrs. Nadene and Mr. Bob Desserich, Cheyenne Kubota, USA - Luyckx
Mrs. Nadene and Mr. Bob Desserich, Cheyenne Kubota, USA - Luyckx Mrs. Nadene and Mr. Bob Desserich, Cheyenne Kubota, USA - Luyckx
NO. 94 2011 Mrs. Nadene and Mr. Bob Desserich, Cheyenne Kubota, USA
- Page 2 and 3: Message of Appreciation Our sincere
- Page 4 and 5: “KCL is taking every possible ste
- Page 6 and 7: What steps are being taken to enhan
- Page 8 and 9: What, specifically, does KCC do? Su
- Page 10 and 11: Kubota Essence Compact Track Loader
- Page 12 and 13: Incorporating Technical and Practic
- Page 14 and 15: The SVL90 delivers a superb perform
- Page 16 and 17: Bob and Nadene’s experience with
- Page 18 and 19: DEALER IN THE SPOTLITGHT Italy Mr.
- Page 20 and 21: For custromer satisfaction It is th
- Page 22 and 23: Exterior view of Australian Hammer
- Page 24 and 25: The Kubota presence in advertising
- Page 26 and 27: From Kubota Tractor Australia Pty L
- Page 28 and 29: If Transmission Oil is not periodic
- Page 30 and 31: Second Annual Dealer Business Confe
- Page 32 and 33: EIMA 2010 From Italy In Bologna fro
- Page 34: Questionnaire Your cooperation in c
NO.<br />
94<br />
2011<br />
<strong><strong>Mr</strong>s</strong>. <strong>Nadene</strong> <strong>and</strong> <strong>Mr</strong>. <strong>Bob</strong> <strong>Desserich</strong>,<br />
<strong>Cheyenne</strong> <strong>Kubota</strong>, <strong>USA</strong>
Message of Appreciation<br />
Our sincere appreciation is extended for all the messages of support, concern, <strong>and</strong><br />
encouragement received from members of the <strong>Kubota</strong> Family around the globe in<br />
response to the disastrous earthquakes <strong>and</strong> tsunami that caused widespread<br />
destruction in North Eastern Japan on the 11th of March. Even though the damage is<br />
beyond all imagination, every possible effort is being devoted to the reconstruction of<br />
the affected areas in order to achieve a degree of normalcy as soon as possible.<br />
P. 3-9<br />
ML<br />
P. 10-14<br />
ML<br />
CONTENTS<br />
TIMES SPECIAL<br />
Executive Interviews from North America<br />
• <strong>Mr</strong>. Ross Wallace, President, <strong>Kubota</strong> Canada Ltd. (KCL)<br />
• <strong>Mr</strong>. David Sutton, President, <strong>Kubota</strong> Credit Corporation (KCC)<br />
KUBOTA ESSENCE<br />
Compact Track Loader (CTL) Models SVL75 <strong>and</strong> SVL90<br />
P. 15-23<br />
ML<br />
P. 24<br />
P. 25<br />
DEALER IN THE SPOTLIGHT<br />
• <strong>USA</strong>: <strong><strong>Mr</strong>s</strong>. <strong>Nadene</strong> <strong>Desserich</strong><br />
• Italy: <strong>Mr</strong>. Michele Giannettino<br />
• Australia: <strong>Mr</strong>. Bruce Pennells<br />
ADS OF THE TIMES<br />
• <strong>Kubota</strong> Corporation<br />
• <strong>Kubota</strong> Canada, Ltd. (KCL)<br />
DISCOVER KUBOTA<br />
<strong>Kubota</strong> Engines <strong>and</strong> Generators Mounted to a Wide Variety of Industrial Machinery<br />
P. 26<br />
SPECIAL REPORT<br />
Supporting Movember<br />
P. 27-28<br />
PARTS & SERVICE<br />
The Timely Replacement of Transmission Oil<br />
P. 29-33<br />
KUBOTA GLOBAL UPDATES<br />
Updates from the global members of the <strong>Kubota</strong> Family<br />
P. 34<br />
Questionnaire<br />
ML<br />
: Articles marked ML are available in Chinese, French, German, Indonesian, Italian, Korean, Spanish, Tamir, Thai <strong>and</strong> Vietnamese.
Executive Interviews<br />
from North America<br />
<strong>Mr</strong>. Ross Wallace<br />
President,<br />
<strong>Kubota</strong> Canada Ltd.<br />
(KCL)<br />
<strong>Mr</strong>. David Sutton<br />
President,<br />
<strong>Kubota</strong> Credit Corporation,<br />
<strong>USA</strong> (KCC)<br />
– 3 –
“KCL is taking every possible step necessary<br />
to supply <strong>and</strong> support dealers <strong>and</strong> end-users<br />
as the need arises.”<br />
First of all, would you please provide the readers of the <strong>Kubota</strong> Times with a brief summary of your career<br />
before your recent appointment as the president of KCL?<br />
Wallace: I have over 35 years experience in the agricultural, commercial, <strong>and</strong> consumer aspects of the<br />
equipment industry. At the beginning, I was with another tractor firm <strong>and</strong> held a variety of positions.<br />
In the course of time, I became that firm’s General Manager in Canada. A little over a decade ago,<br />
however, I was approached by <strong>Kubota</strong> to come to KCL. I was hesitant to make the move at first as it<br />
meant leaving familiar circumstances behind, but I was also energized by the prospects of a new<br />
undertaking.<br />
I started with KCL as the General Manager of Sales & Marketing <strong>and</strong> member of the Executive<br />
Committee. This gave me an excellent opportunity to not only take full advantage of my previous<br />
experience, but also to broaden my outlook in the process of striving to create the most efficient<br />
dealer network possible.<br />
It should be noted that back then KCL was located in a relatively small site that was a bit crowded. In<br />
addition the city was exp<strong>and</strong>ing around us. The solution to this was reorganization <strong>and</strong> relocation to<br />
our present spacious setting in the outskirts of Toronto.<br />
– 4 –
What are your primary goals in your new position?<br />
Wallace: It is my belief that a primary mission of KCL is to create <strong>and</strong> support the best dealer network<br />
possible. To accomplish this in a manner similar to the way <strong>Kubota</strong> incorporates innovation <strong>and</strong><br />
experience to enable it to offer the finest products available in their respective fields, KCL – as a<br />
distribution subsidiary – treats the members of its dealer network as “our products”. Our goal, then,<br />
is to take all the steps necessary to continuously improve the way we create, service, support, <strong>and</strong><br />
enable the members of our dealer network.<br />
In my role as President, I feel my main objective needs to be the continuous improvement of both the<br />
speed <strong>and</strong> quality of decision-making <strong>and</strong> execution. As a result of working h<strong>and</strong>-in-h<strong>and</strong> with the<br />
General Manager of Sales <strong>and</strong> Marketing, the General Manager of Operations <strong>and</strong> Finance, <strong>and</strong> the<br />
General Manager of Service <strong>and</strong> Engineering in an open <strong>and</strong> with participative manner, the lines of<br />
communication are relatively smooth <strong>and</strong> proposed decisions are modified executively to adjust to<br />
changing circumstances so that stability is maintained.<br />
My immediate wish for KCL <strong>and</strong> the members of the dealer network is to remain committed to<br />
achieving strong <strong>and</strong> simultaneous growth in revenues, market share, <strong>and</strong> profitability as our markets<br />
rebound. The challenge is, of course, to find a healthy <strong>and</strong> sustainable balance of these three aspects<br />
so that all parties involved benefit appropriately. Accomplishing this requires exp<strong>and</strong>ing our horizons<br />
<strong>and</strong> incorporating a positive level of aggressiveness to increase business opportunities. Lacking such<br />
aggressiveness, opportunities for the enhancement of profit are liable to suffer.<br />
What, in your opinion, are the basic characteristics of the Canadian market?<br />
Wallace: Canada is very large country with only approximately 34 million inhabitants – less than the<br />
population of California in the <strong>USA</strong>. In fact, the majority of Canadians live within 150 kilometres of<br />
the US/Canadian border with high population densities in southern Ontario <strong>and</strong> Quebec.<br />
Canada features vast areas of arable l<strong>and</strong> with the result that agriculture is an important factor in the<br />
national economy. In addition, there is a long term trend of converting the l<strong>and</strong> surrounding the larger<br />
population centres into country estates or acreages without agricultural applications. And as snow is<br />
plentiful, equipment for its removal is a positive growth area. In other words, there are healthy<br />
markets for all the <strong>Kubota</strong> product lines.<br />
There is a fairly balanced market especially for <strong>Kubota</strong> Tractors in the BX-, B-, L-, <strong>and</strong> M-Series.<br />
Noticeably, sales of models in the M-Series have improved the most over the last decade with the<br />
prospect of future growth remaining quite positive. Also experiencing noteworthy success in the<br />
Canadian marketplace is the <strong>Kubota</strong> heavy-duty, high performance RTV-Series of Utility Vehicles.<br />
Featuring the power <strong>and</strong> durability to tackle tough tasks over a variety of terrains, the very useful <strong>and</strong><br />
practical models in this series are appreciated by a multitude of customers for a wide range of<br />
applications.<br />
Can you summarize KCL’s sales performance over the years?<br />
Wallace: The largest retail sales year ever was in 2008! Then, an economic meltdown in 2009 resulted in a<br />
20% reduction. Following that, a slower-than-expected economic recovery in 2010 resulted in<br />
growth remaining relatively marginal. In spite of that, the market share for <strong>Kubota</strong> Tractors grew by<br />
almost a full point.<br />
As Canada’s economic situation remains positive for 2011, we at KCL are fully committed to<br />
delivering a solid, high single digit retail unit growth rate <strong>and</strong> an aggressive 15.6% wholesale growth<br />
rate. It should be noted that we have a large advantage in 2011 as we have entered the year with our<br />
dealer inventories in much better shape than a year earlier.<br />
– 5 –
What steps are being taken to enhance the prospects for <strong>Kubota</strong> products in the Canadian market?<br />
Wallace: In addition to emphasizing that the global renown of the <strong>Kubota</strong> br<strong>and</strong> is based on innovation <strong>and</strong><br />
quality at every step along the way from design <strong>and</strong> development, through manufacturing, sales, <strong>and</strong><br />
after-service, KCL is taking every possible step necessary to supply <strong>and</strong> support dealers <strong>and</strong> end-users<br />
as the need arises. The resulting positive word-of-mouth reports of the KCL attention to detail makes<br />
a significant contribution to our success.<br />
KCL also plays an active role in assisting dealers to put on special events that consistently draw<br />
positive customer response. There is “<strong>Kubota</strong> on Tour” – a mobile product promotion <strong>and</strong> training<br />
program carried by truck <strong>and</strong> trailer to all parts of the country. In addition, there are the popular<br />
<strong>Kubota</strong> Excavator Rodeos where both current users <strong>and</strong> future prospects experience firsth<strong>and</strong> the<br />
features <strong>and</strong> superior h<strong>and</strong>ling of <strong>Kubota</strong> Mini Excavators in friendly competition. Of course, these<br />
events also offer great opportunities to promote the new <strong>Kubota</strong> SVLs as well.<br />
KCL Head Office<br />
Do you have a final word about <strong>Kubota</strong> for the <strong>Kubota</strong> Times?<br />
Wallace: Yes. I believe that these are very exciting times for the <strong>Kubota</strong> Family around the globe. The ability of<br />
<strong>Kubota</strong> to design <strong>and</strong> manufacture high quality products remains “world-class”! As a result, the<br />
<strong>Kubota</strong> br<strong>and</strong> continues to strengthen. In fact, the <strong>Kubota</strong> br<strong>and</strong> has the potential for significant<br />
growth throughout Asia as well as in North America <strong>and</strong> Europe.<br />
With the world in growth mode at a time when large numbers of the planet’s population are becoming<br />
more-<strong>and</strong> more-affluent, being affiliated with a firm offering QUALITY <strong>and</strong> having a stated mission<br />
based around FOOD, WATER <strong>and</strong> the ENVIRONMENT, it is simply impossible not to get excited<br />
about future possibilities!<br />
– 6 –
“KCC provides fast <strong>and</strong> convenient payment<br />
alternatives in the safest, most practical, <strong>and</strong><br />
most economical manner possible to customers<br />
in the process of purchasing <strong>Kubota</strong> equipment.”<br />
Can you please tell us about your first experience with <strong>Kubota</strong> Tractors?<br />
Sutton: I grew up on a dairy farm about a hundred miles north of Ft. Worth, Texas. Just as I was graduating<br />
from high school in 1975, the first of the “compact orange tractors” began to appear. Unfortunately, it<br />
was at a time when the Japanese cars just entering the market inspired very little trust. As a result,<br />
farmers initially considered those tractors in the same light. This is, however, until they bought a<br />
<strong>Kubota</strong> tractor <strong>and</strong> found that it could be depended upon to get the job done reliably. From that time on,<br />
those “compact orange tractors” became more-<strong>and</strong>-more popular.<br />
What brought you to KCC?<br />
Sutton: It was a gradual process. I started out working in a bank in the collections department until being<br />
admitted into the loan officer training program. After being promoted to loan officer I began making<br />
primarily student loans, consumer loans, <strong>and</strong> auto, boat, recreational, airplane, <strong>and</strong> equipment loans.<br />
Basically, I worked with any type of product that involved a dealership. Anyway, I was with that bank<br />
for seventeen years after which I worked at a financial firm for five years followed by employment for<br />
another five years at another financial firm. I then had the good fortune to be contacted by <strong>Kubota</strong>. As a<br />
result, I started working for KCC in June of 2007 as Vice-President <strong>and</strong> Chief Operating Officer. Then,<br />
effective the 1st of October 2010, I was appointed President.<br />
– 7 –
What, specifically, does KCC do?<br />
Sutton: Integrally related to the <strong>Kubota</strong> Tractor Corporation (KTC), KCC offers financing for customers<br />
purchasing <strong>Kubota</strong> equipment from <strong>Kubota</strong> dealers. During the last four years, in particular, banks<br />
have been reluctant to lend while at the same time customers have refrained from using up their cash<br />
resources. That being the case, KCC has become an important factor in putting <strong>Kubota</strong> products in the<br />
h<strong>and</strong>s of customers. At one point, 70% of what was sold by KTC was financed through KCC. Since<br />
then, however, that has gradually decreased so that the figure is approximately about 64% now.<br />
KCC makes it happen! When a customer wishes to buy a <strong>Kubota</strong> product <strong>and</strong> electronically submits<br />
an application to us, 95% of the time we have an answer within five minutes with 0% financing <strong>and</strong><br />
0% down. In this way the dealer knows he doesn’t have to let that customer walk out the door. KCC<br />
tries to be as easy as possible to make it happen simply <strong>and</strong> quickly.<br />
Could you give a brief outline of how KCC functions?<br />
Sutton: First of all, KCC works h<strong>and</strong>-in-h<strong>and</strong> with KTC in the formulation of programs, policies, procedures.<br />
Further, KCC works very hard to control its costs so that KTC can offer the most aggressive sales <strong>and</strong><br />
finance programs in the market.<br />
In the realization that the wise management of limited cash resources in today's competitive market is<br />
a vital factor of success, KCC provides fast <strong>and</strong> convenient payment alternatives in the safest, most<br />
practical, <strong>and</strong> most economical manner possible to customers in the process of purchasing <strong>Kubota</strong><br />
equipment.<br />
•<br />
Down Payment Options. Based on the individual needs of customers, it is possible to choose<br />
from a variety of down payment options including equity financing, trade-in, cash, or a<br />
combination of the foregoing. Equipment being traded in will usually cover a large portion of<br />
the down payment requirements. Equity financing provides the customer with the option of<br />
using the equity value of <strong>Kubota</strong>-owned equipment in lieu of part or all of the down payment.<br />
•<br />
Fast Credit Approval. KCC makes every effort to streamline the lending process. As soon as<br />
the completed credit information is received, the <strong>Kubota</strong> dealer receives a response almost<br />
immediately.<br />
•<br />
Easy Payment Plans. KCC offers a mixture of st<strong>and</strong>ard, short, <strong>and</strong> long term plans tailored<br />
according to the model purchased, the amount financed, <strong>and</strong> customer income.<br />
•<br />
Low APR Rates. KCC consistently provides customers with the lowest available<br />
interest rates.<br />
How about the relationship with the <strong>Kubota</strong> Tractor Acceptance Corporation (KTAC)?<br />
Sutton: All the equipment that KTC dealers sell – particularly the equipment that KCC finances – is eligible<br />
for the insurance offered to customers by KTAC to protect those investments. Consider a customer<br />
who has equipment valued at from US$15,000 to US$20,000. If that equipment is destroyed as the<br />
result of falling into a creek, for example, the investment is lost if it is not properly insured. With the<br />
insurance offered by KTAC, if the customer totally destroys his equipment <strong>and</strong> agrees to purchase<br />
similar <strong>Kubota</strong> equipment within 60 days, he or she will be reimbursed the original purchase price<br />
even if it is up to five years later.<br />
– 8 –
Could you give a brief outline of the KTAC functions?<br />
Sutton: KCC requires that all financed equipment be covered by insurance at all times in all places against all<br />
risks of physical damage or theft. The US$250 deductible insurance from KTAC covering equipment<br />
on <strong>and</strong> off the customer’s property as well as in-transit is available for anyone owning <strong>Kubota</strong><br />
equipment. As the <strong>Kubota</strong>-Endorsed KTAC Insurance Program can be included in any loan with KCC,<br />
it is a convenient way to receive competitive rates <strong>and</strong> quality insurance protection that may not even<br />
be obtainable elsewhere. As an added benefit, KTAC's Insurance Program satisfies KCC’s insurance<br />
requirement.<br />
What, in your opinion, are the economic trends in North America?<br />
Sutton: The effects of the recession at the end of 2008 were especially noticeable in 2009 when sales<br />
decreased sharply for all manufacturers of agricultural equipment. 2010 experienced a gradual<br />
recovery that is continuing in 2011. However, this recovery is fragile due to unsettled situations in the<br />
Middle East, to the increasing prices of oil <strong>and</strong> commodities, <strong>and</strong> to the recent tragic events in Japan.<br />
Are you enjoying your involvement with KCC?<br />
Sutton: Yes, I enjoy the work. I enjoy the sales aspect. I like working with the dealers <strong>and</strong> the customers. I like<br />
helping close deals. In total, I enjoy it when I get to be involved in any aspect of the total process.<br />
My life is also enjoyable outside of work. I have been an avid athlete all my life. Now, however, I’m<br />
too old for basketball <strong>and</strong> baseball so I play golf. It fulfills the addiction of an athlete for competition.<br />
At home, I have twin sons – about to be 16 – from a previous marriage. They <strong>and</strong> my fiancé are in the<br />
process of getting to know each other better.<br />
Do you have any final words for the <strong>Kubota</strong> Times?<br />
Sutton: <strong>Kubota</strong> is a leader in its field. Competitors, however, are making ever stronger efforts to enhance their<br />
own market share. In such an economic environment, <strong>Kubota</strong> recognizes the need to be bolder <strong>and</strong><br />
more aggressive. To make this happen, it must, therefore, carefully select the right management <strong>and</strong> the<br />
right opportunities. I am honored that I have been selected to be part of this exciting future. I take great<br />
pride in my role within the <strong>Kubota</strong> Family, <strong>and</strong> will devote myself to helping <strong>Kubota</strong> further achieve<br />
<strong>and</strong> maintain world class greatness.<br />
As we continue to spread the word of our new attitude, new products, <strong>and</strong> the quality of the <strong>Kubota</strong><br />
Br<strong>and</strong>, we must depend on such communication sources as the <strong>Kubota</strong> Times to reach as many as<br />
possible. The information provided may, in fact, stimulate ideas to improve customer interest <strong>and</strong><br />
service.<br />
KCC <strong>Kubota</strong> Central Division Office<br />
– 9 –
<strong>Kubota</strong> Essence<br />
Compact Track Loader (CTL)<br />
Models SVL75 <strong>and</strong> SVL90<br />
Debut of<br />
the Long-Awaited CTL!<br />
<strong>Kubota</strong> Mini Excavators have earned the largest share of the global market<br />
for eight years in a row. Joining the impressive lineup of <strong>Kubota</strong><br />
construction machinery are the Compact Track Loader (CTL) models<br />
SVL75 <strong>and</strong> SVL90 that incorporate the renowned <strong>Kubota</strong> innovation <strong>and</strong><br />
technical expertise gained from years of experience <strong>and</strong> success in this<br />
extremely competitive market. To learn more about these impressive<br />
products for its readers, the <strong>Kubota</strong> Times interviewed the two leaders of<br />
the development project.<br />
– 10 –
The Ideal Response to Emerging<br />
Market Needs<br />
How would you describe CTL applications to our readers?<br />
Nakata: The CTL – the Compact Track Loader – is designed to<br />
undertake a wide range of tasks from carrying <strong>and</strong><br />
loading materials to leveling ground surfaces. It is most<br />
widely used in housing construction, general civil<br />
engineering, <strong>and</strong> l<strong>and</strong>scaping applications. It is also<br />
ideal for a wide variety of dairy farming <strong>and</strong> other<br />
agricultural functions. Since it is designed to efficiently<br />
carry out the job-at-h<strong>and</strong> while on-the-go, the obvious<br />
value of the CTL is especially noteworthy when being<br />
operated in the vast open spaces found throughout<br />
North America.<br />
Outst<strong>and</strong>ing versatility<br />
with a wide variety<br />
of attachments<br />
Auger<br />
Cold Planer<br />
What were the goals set for the development of these models?<br />
Nakata: In order to positively respond to the emerging<br />
expectations of users, the primary goal set was to<br />
develop an exceptionally reliable product with a<br />
superior basic performance <strong>and</strong> outst<strong>and</strong>ing durability<br />
that would also surpass competitors’ products in quality<br />
<strong>and</strong> cost.<br />
Kojima: A mini excavator is designed primarily for digging<br />
operations, but a CTL can be fitted with a variety of<br />
attachments to carry out a broader range of tasks. This<br />
means that there is an expansive market for this<br />
product.<br />
As the development team member responsible for the<br />
marketing aspects of this project, I led the survey team<br />
that visited several locations to observe a variety of<br />
applications being undertaken in order to gain firsth<strong>and</strong><br />
knowledge of how a CTL performs in actual situations.<br />
In addition, I conferred with dealers h<strong>and</strong>ling the<br />
products of our competitors.<br />
Pallet Fork<br />
4-in-1 Bucket<br />
Sweeper<br />
Tetsu Kojima<br />
Manager<br />
Construction Machinery Dept.<br />
<strong>Kubota</strong> Corporation<br />
Yasuo Nakata<br />
Project Leader<br />
Construction Machinery<br />
Engineering Dept.<br />
<strong>Kubota</strong> Corporation<br />
– 11 –
Incorporating Technical <strong>and</strong> Practical Experience<br />
What were the initial steps taken to meet the development challenge?<br />
Nakata: As a late starter in the development of a CTL, there was a determination to be able to offer a superior<br />
product – one that would quickly become the leader in its field. In the formation of the development<br />
team, personnel with construction machinery experience were brought together with those having<br />
experience with tractors, combine harvesters, <strong>and</strong> rice transplanters. Their combined efforts made it<br />
possible to incorporate all of the <strong>Kubota</strong>’s technological advantages.<br />
What were your concerns as a leader of this exceptional development team?<br />
Nakata: I was particularly concerned about being able to develop a product capable of not only performing<br />
efficient operations, but also of provoking an emotional response. Along those lines, I imagined a<br />
product with a superior operational performance along with a roomy operating space, a superior<br />
all-around view, <strong>and</strong> a comfortable seat – a combination of which would enable the operator to feel<br />
<strong>and</strong> be impressed by the <strong>Kubota</strong> advantages as compared to competitors’ models.<br />
Unsurpassed Basic Performance<br />
What are the advantageous characteristics of the <strong>Kubota</strong> CTL?<br />
Nakata: First of all are the noteworthy digging force, lift capacity, stability, <strong>and</strong> operational speed of models<br />
SVL75 <strong>and</strong> SVL90. Added to that is superior operator comfort. Contributing to that comfort is the<br />
Cabin that is spacious enough to allow operators of all sizes to continue operations with minimal<br />
fatigue even after long hours on-the-job. Within the Cabin,<br />
the location of the Tool Box under the Floor Mat provides<br />
unencumbered leg room – a unique feature not offered by<br />
competitors. Also enhancing operational efficiency are the<br />
windows designed to provide improved forward, lateral, <strong>and</strong><br />
rear views.<br />
Large, unobtrusive Tool Box<br />
Spacious Cabin<br />
Excellent visibility<br />
– 12 –
Another advantage is the ease of performing<br />
inspections <strong>and</strong> maintenance. The unique<br />
wide-opening Tilt-Up Cabin makes it possible to<br />
quickly <strong>and</strong> safely complete these tasks with the<br />
Bucket Arm remaining lowered to the ground.<br />
The wide-opening<br />
Tilt-Up Cabin makes<br />
inspection <strong>and</strong><br />
maintenance faster<br />
<strong>and</strong> safer.<br />
What innovative <strong>Kubota</strong> technology is incorporated in<br />
these SVL models?<br />
Nakata: Of special note is the Anti-Stall Mechanism.<br />
Normally in high-load operations, even an<br />
experienced operator must pay close attention so<br />
that the engine does not stall. With this feature,<br />
however, the likelihood of such an occurrence is<br />
kept to a minimum so that the operator comfortably<br />
continues operations making maximum effective<br />
use of engine horsepower.<br />
Another unique technology not available on<br />
the models offered by competitors is the<br />
Arm Link Mechanism which makes<br />
it possible to stably raise the<br />
loaded Bucket non-stop<br />
from the ground to its<br />
highest point.<br />
<strong>Kubota</strong>’s unique<br />
Vertical Lift<br />
Outst<strong>and</strong>ing Crawler Performance<br />
To overcome the effects of frequent shocks <strong>and</strong> vibrations, what steps<br />
were taken to enhance the durability of the Crawlers?<br />
Nakata: A CTL operates at nearly two to three times the speed of mini<br />
excavators. As a result, the strength <strong>and</strong> the durability of the<br />
Crawler is a critical factor. Building on the well-established<br />
technology <strong>Kubota</strong> has gained from its years of experience,<br />
careful preliminary studies were undertaken, research related<br />
to materials <strong>and</strong> methods were conducted, <strong>and</strong> the resulting<br />
materials <strong>and</strong> forms were repeatedly tested to develop<br />
Crawlers with significantly greater quality <strong>and</strong> durability than<br />
those fitted to the products of competitors.<br />
Unique <strong>Kubota</strong> Crawler Rubber Track<br />
– 13 –
The SVL90 delivers a superb performance.<br />
High Customer Acclaim<br />
What has been customer reaction since these models were introduced into the North American market?<br />
Nakata: The customer who bought the very first model put on sale in the <strong>USA</strong> stated, “I have never before seen<br />
a CTL featuring so much power <strong>and</strong> stability, <strong>and</strong> allows h<strong>and</strong>ling operations with such total ease!”<br />
I am very pleased to realize that the performance we aimed to deliver has been recognized <strong>and</strong><br />
properly evaluated.<br />
Kojima: Since the introduction of these models in the spring of 2010, their characteristics of being “tough,<br />
simple, <strong>and</strong> powerful” have been warmly accepted – particularly for their performance, operator<br />
comfort, lift capacity, stability, <strong>and</strong> digging force.<br />
Have customers made any requests or inquiries concerning these products?<br />
Kojima: Yes, there have been a variety of requests <strong>and</strong> inquiries regarding usage in a wide range of operational<br />
situations by a wide range of users. As a result, we realize the need to exp<strong>and</strong> our field of vision to<br />
encompass the requirements of applications we didn’t know about before.<br />
After North America, into what markets with the <strong>Kubota</strong> CTL be launched?<br />
Nakata: We are considering exp<strong>and</strong>ing the market worldwide in the future.<br />
Aiming at Becoming No. 1 both in Name <strong>and</strong> in Reality<br />
What are the future marketing goals?<br />
Kojima: In the same manner that <strong>Kubota</strong> Mini Excavators have achieved the Number 1 position in the mini<br />
construction machinery market, it is our intention to offer products enabling us to become the Number 1<br />
manufacturer – both in name <strong>and</strong> in reality – in the global comprehensive construction<br />
machinery market.<br />
– 14 –
DEALER IN THE SPOTLITGHT<br />
<strong>USA</strong><br />
<strong><strong>Mr</strong>s</strong>. <strong>Nadene</strong> <strong>Desserich</strong><br />
Co-owner, Secretary Treasurer<br />
Dealership:<br />
<strong>Cheyenne</strong> <strong>Kubota</strong><br />
3420 E. Lincolnway<br />
<strong>Cheyenne</strong>, WY 82001 <strong>USA</strong><br />
Established:2002<br />
Main Product Lines:<br />
<strong>Kubota</strong> exclusive dealership;<br />
full product line<br />
<strong>Nadene</strong> <strong>Desserich</strong> <strong>and</strong> her husb<strong>and</strong>, <strong>Bob</strong>, opened<br />
the doors of <strong>Cheyenne</strong> <strong>Kubota</strong> in 2002. Today, it is<br />
a full-service <strong>Kubota</strong> br<strong>and</strong> specialty store that<br />
exemplifies <strong>Kubota</strong> quality <strong>and</strong> product diversity.<br />
From the shiny showroom tractors to the <strong>Kubota</strong><br />
br<strong>and</strong>ed signage <strong>and</strong> furnishings, it’s clear to<br />
customers that they are in <strong>Kubota</strong> country.<br />
As the current President of the <strong>Kubota</strong> Tractor<br />
Corporation (KTC) National Dealer Advisory<br />
Board, <strong>Nadene</strong> serves in a liaison role between<br />
dealers nationally, as well as a <strong>Kubota</strong> br<strong>and</strong><br />
ambassador to her valued customers.<br />
<strong>Kubota</strong> products meet<br />
the needs of<br />
the <strong>Cheyenne</strong> market<br />
In speaking with <strong>Nadene</strong>, it becomes very<br />
clear, very quickly, that she loves her job.<br />
And <strong>Kubota</strong>! As co-owner of <strong>Cheyenne</strong><br />
<strong>Kubota</strong>, <strong>Nadene</strong> wears several business hats.<br />
She explains that “One day I’m the<br />
bookkeeper, <strong>and</strong> the next day a sales person.<br />
We’re truly a team here, <strong>and</strong> we all do what it<br />
takes to run a successful business.”<br />
<strong>Nadene</strong> <strong>and</strong> <strong>Bob</strong> <strong>Desserich</strong><br />
– 15 –
<strong>Bob</strong> <strong>and</strong> <strong>Nadene</strong>’s experience with <strong>Kubota</strong> dates back to their previous dealership days in Torrington,<br />
Wyoming, where they sold <strong>Kubota</strong> products along with those from a few other manufacturers. When they<br />
moved the dealership to <strong>Cheyenne</strong> in 2002, however, all they brought with them was the <strong>Kubota</strong> line.<br />
They explain that the move was without hesitation – that they saw an opportunity for <strong>Kubota</strong> in the <strong>Cheyenne</strong><br />
market. Giving them such confidence was the quality of what they were offering along with the high level of<br />
dealer support from <strong>Kubota</strong>. In addition, they recognized a perfect fit with the growing hobby farm <strong>and</strong><br />
agricultural markets in the area.<br />
Their instincts were right! Word spread quickly about <strong>Cheyenne</strong> <strong>Kubota</strong>. It was the unmatched quality,<br />
durability, <strong>and</strong> fuel efficiency of the product line that helped the dealership to grow to what it is today.<br />
True <strong>Kubota</strong> loyalty<br />
<strong>Nadene</strong> reports that “We are very proud to be a<br />
<strong>Kubota</strong> br<strong>and</strong> specialty store. Customers come to<br />
us looking for the best equipment available –<br />
from RTVs to M-Series tractors. Our services,<br />
parts, <strong>and</strong> sales are all dedicated to the <strong>Kubota</strong><br />
product line. If we carried other lines it would<br />
only create confusion with our message that<br />
<strong>Kubota</strong> produces the best equipment, period.”<br />
The dealership’s loyalty to <strong>Kubota</strong> translates to a<br />
loyal customer base for the dealership. Return<br />
customers <strong>and</strong> referrals are frequent at<br />
<strong>Cheyenne</strong> <strong>Kubota</strong>.<br />
Line up in front of the dealership of <strong>Kubota</strong> products awaiting shipment.<br />
– 16 –
Smart changes in a challenging economy<br />
<strong>Cheyenne</strong> <strong>Kubota</strong> has not been immune to the challenges facing the U.S. economy during the past few years.<br />
A nimble response, however, has enabled this outst<strong>and</strong>ing dealership to adapt to the circumstances of the<br />
market. A few years ago, for example, <strong>Cheyenne</strong> <strong>Kubota</strong>’s primary customers were rural property owners.<br />
Today, however, ranchers comprise the bulk of sales with purchases of M-Series tractors to work ranches<br />
ranging from 50,000 to 100,000 acres in size. Municipalities <strong>and</strong> government agencies have also emerged as a<br />
growing market. On the other h<strong>and</strong>, the sales of construction equipment have declined.<br />
As the market has undergone change, so has the dealership’s game plan. The team at <strong>Cheyenne</strong> <strong>Kubota</strong><br />
recognized the need to welcome change to develop a new approach to their business. As a result, they have<br />
explored the possibilities <strong>and</strong> created new markets such as acquiring more municipal business by bidding on<br />
government contracts.<br />
<strong>Nadene</strong> reveals that “When the market got tough, we adapted. As a result, the loss of business in the rural <strong>and</strong><br />
construction markets has been offset by gains in the agriculture market <strong>and</strong> from government purchases.<br />
We also took steps to enlarge our parts <strong>and</strong> service department by focusing on large companies that own<br />
multiple <strong>Kubota</strong> units.”<br />
Moving forward<br />
What’s next? Oil! As there are approximately<br />
120 oil wells being put in place around<br />
<strong>Cheyenne</strong>, the <strong>Cheyenne</strong> <strong>Kubota</strong> team is<br />
focusing on this emerging market to identify<br />
potential growth opportunities. In a<br />
determined voice, <strong>Nadene</strong> states that “While<br />
our markets <strong>and</strong> approach have changed, our<br />
end goal remains the same: to see orange<br />
tractors <strong>and</strong> equipment working the l<strong>and</strong> – on<br />
ranches, along the highways…<strong>and</strong> perhaps, in<br />
the oil fields soon.”<br />
– 17 –
DEALER IN THE SPOTLITGHT<br />
Italy<br />
<strong>Mr</strong>. Michele Giannettino<br />
General Manager<br />
Dealership:<br />
Andrea Giannettino & C. S.a.s. (AGC)<br />
Marigliano, Naples Province, Italy<br />
Established:1957<br />
Main Product Lines:<br />
Tractors, Agricultural Implements,<br />
Mini Excavators, Spare Parts, Service<br />
Andrea Giannettino & C. S.a.s. (AGC) is a family<br />
operated business in the Campania region of<br />
Southern Italy. It has its main office in the<br />
province of Naples <strong>and</strong> a branch – created in 2003<br />
– in the province of Salerno.<br />
In addition to being the shareholders, the members<br />
of the Giannettino family – Michele (father), Rosa<br />
Maria (mother), <strong>and</strong> their children: Andrea,<br />
Carmen <strong>and</strong> Angela – are all directly involved in<br />
operational activities. <strong>Mr</strong>. Giannettino is also a<br />
member of the National Council of UNACMA<br />
(National Union of Agricultural Machinery<br />
Dealers) which in turn is part of CLIMMAR, an<br />
organization whose membership includes all the<br />
European farm machinery dealers associations.<br />
Since 2006, the turnover of <strong>Kubota</strong> products has<br />
increased annually so that <strong>Kubota</strong> is now the<br />
firm’s most important partner.<br />
A growing partnership that<br />
began over 30 years ago<br />
Andrea Giannettino & C. S.a.s. (AGC) introduced<br />
<strong>Kubota</strong> products to Italy in September 1979. In the<br />
years since, more than 1,200 <strong>Kubota</strong> Tractors have<br />
been purchased. In 1996, the product line was<br />
exp<strong>and</strong>ed to introduce <strong>Kubota</strong> mini-excavators, <strong>and</strong><br />
approximately 500 units have since been purchased.<br />
In cooperation with the <strong>Kubota</strong> Corporation, AGC has<br />
undertaken the type-testing of <strong>Kubota</strong> Tractors <strong>and</strong><br />
Skid-Steer Mini-Excavators along with providing<br />
registration documentation to all dealers allied with<br />
<strong>Kubota</strong> Europe S.A.S. Filiale Italiana, – the Italian<br />
subsidiary of <strong>Kubota</strong> Europe (KE).<br />
Michele describing features of the M6040 tractor to customers.<br />
– 18 –
<strong>Kubota</strong> products displayed in front of AGC.<br />
During the currency crisis occurring between 1990 <strong>and</strong><br />
1994, AGC took the steps necessary to provide<br />
customer service <strong>and</strong> spare parts assistance in the areas<br />
of Calabria, Sicily, <strong>and</strong> Sardinia due to the fact that<br />
dealers there were severely affected by the severe<br />
economic conditions they were experiencing. By<br />
providing special considerations on spare parts, KE<br />
assisted positively in these efforts.<br />
In addition, AGC was one of the strongest supporters<br />
of the "BRAVE HEART" operation by which <strong>Kubota</strong><br />
Europe S.A.S. Filiale Italiana launched the ME Series<br />
of <strong>Kubota</strong> Diesel Tractors throughout the country.<br />
<strong>Kubota</strong> products on display in the show room.<br />
Evaluating <strong>Kubota</strong> products<br />
<strong>Mr</strong>. Giannettino reports that “A summary of the feedback received by AGC from tractor customers is that a<br />
fuel-efficient <strong>Kubota</strong> Tractor is easily operated <strong>and</strong> delivers an exceptionally efficient operational performance<br />
even while experiencing minimal mechanical problems over the years.” In his opinion, “The most appreciated<br />
advantages of <strong>Kubota</strong> products over those available from other manufacturers include compactness, ease of<br />
operation, easy maintenance, durability, <strong>and</strong> versatility. All-in-all, <strong>Kubota</strong> is trusted as a global leader able to<br />
provide innovative products that ideally meet the basic necessities of all concerned. For AGC, therefore, it is the<br />
ideal partner.”<br />
– 19 –
For custromer satisfaction<br />
It is the belief of AGC that establishing positive contacts with customers is a principal consideration in being<br />
able to ensure their complete satisfaction that in turn contributes to a successful sales growth. Towards<br />
achieving this, the dealership displays a wide range of available products, <strong>and</strong> professional sales personnel are<br />
on h<strong>and</strong> to suggest the ideal model to meet specific customer requirements. Further, exemplary technical<br />
support is provided along with the availability of genuine spare parts at a reasonable price.<br />
Based on loyalty, honesty, <strong>and</strong> respect, the AGC strategy incorporates a willingness to provide appropriate<br />
advice <strong>and</strong> support whenever requested. In fact, every member of the AGC staff has a thorough knowledge of<br />
the various surrounding areas as well as the particular needs of each. This makes it possible to competently<br />
suggest the ideal product to meet a wide range of detailed needs. Further, keeping in frequent touch with<br />
customers provides a better underst<strong>and</strong>ing that AGC is constantly by their side. In this way, the<br />
dealer/customer relationship becomes ever closer.<br />
The role played by<br />
the <strong>Kubota</strong> Times<br />
As the first issue of <strong>Kubota</strong> Times came out in 1980<br />
while AGC representatives were in Japan, its arrival<br />
stimulates good memories of that trip. The information<br />
provided in every issue received contributes to forming<br />
ever closer ties to the <strong>Kubota</strong> Family.<br />
In addition, members of the AGC staff constantly look<br />
forward to viewing the articles <strong>and</strong> pictures<br />
highlighting <strong>Kubota</strong> products <strong>and</strong> the applications they<br />
undertake around the globe.<br />
Giannettino family in attendance with Ms. Rosa Maria<br />
(2nd from right) at the meeting are (from left) Angela,<br />
Andrea, Michele, <strong>and</strong> (on the right) Carmen.<br />
The future<br />
According to <strong>Mr</strong>. Giannettino, “AGC has strong expectations regarding the support <strong>Kubota</strong> provides to meet<br />
the emerging needs of European farmers by continuing to offer an extensive line up of outst<strong>and</strong>ing products<br />
that perfectly satisfy both dealers <strong>and</strong> customers.”<br />
– 20 –
DEALER IN THE SPOTLITGHT<br />
<strong>Mr</strong>. Bruce Pennells<br />
Managing Director<br />
Dealership:<br />
Australian Hammer Supplies Pty. Ltd. (AHS)<br />
108 Jedda Rd., Prestons, NSW 2170, Australia<br />
URL: www.australianhammer.com.au<br />
Established:1989<br />
Main Product Lines:<br />
<strong>Kubota</strong> Construction &<br />
Agricultural Machinery <strong>and</strong> Toku Hydraulic<br />
Rock Breakers<br />
Australia<br />
When AHS was established to service <strong>and</strong> repair<br />
Hydraulic Rock Breakers in a small facility located<br />
at Silverwater in Sydney, the staff consisted of <strong>Mr</strong>.<br />
Pennells <strong>and</strong> only two employees. In 1990, a<br />
relationship was established with <strong>Kubota</strong> Tractor<br />
Australia Pty Ltd. (KTA).<br />
Eight years later, AHS became the <strong>Kubota</strong><br />
Construction Machinery Dealer for NSW, <strong>and</strong> in<br />
2005 became the <strong>Kubota</strong> Agricultural dealer for<br />
the Western Sydney area.<br />
Today it has grown to become the largest <strong>Kubota</strong><br />
Dealer in Australia <strong>and</strong> the only <strong>Kubota</strong><br />
Construction Dealer in the state of New South<br />
Wales (NSW). As a result, AHS – which now has<br />
25 full-time employees including <strong>Mr</strong>. Pennells’<br />
wife <strong>and</strong> eldest son – was relocated in 2008 to its<br />
current purpose-built facility.<br />
Dealership success<br />
I believe that the success of AHS as a <strong>Kubota</strong> affiliated dealership comes from an absolute commitment to its<br />
customers. Recently, we established a new Customer Relations Management System that enables us to identify<br />
<strong>and</strong> target potential customers as well as to manage<br />
our interactions with current customers<br />
<strong>and</strong> prospects.<br />
Through capturing <strong>and</strong> easily interpreting<br />
important client information, it is far easier to form<br />
more knowledgeable <strong>and</strong> reliable relationships that<br />
contribute to increased sales while providing<br />
greater customer satisfaction, customer retention,<br />
<strong>and</strong> customer loyalty.<br />
<strong>Mr</strong>. Pennells <strong>and</strong> the AHS employees at the entrance to the dealership.<br />
– 21 –
Exterior view of Australian Hammer Supplies Pty. Ltd. (AHS).<br />
Underst<strong>and</strong>ing that good customer relationships must be earned <strong>and</strong> cannot be assumed, it is also our fervent<br />
belief that a vital contributing factor is considerate human interaction – that in spite of using computerized <strong>and</strong><br />
systemized methods to make an initial contact, it is only after phoning person-to-person or having a<br />
face-to-face conversation that a customer’s needs can be properly qualified <strong>and</strong> understood.<br />
In fact, AHS is committed to continuing its<br />
efforts to cultivate such positive relationships<br />
not only in the sales stage, but also by being<br />
there to provide optimal service along with<br />
genuine <strong>Kubota</strong> Parts to enhance product life<br />
<strong>and</strong> performance.<br />
Customer evaluation of<br />
<strong>Kubota</strong> products<br />
It’s no surprise that customers tend to evaluate<br />
a product by what it gives them. Over the<br />
years that <strong>Kubota</strong> products have been available<br />
in Australia, customers have become familiar<br />
with the productive contribution they provide<br />
to the home or business.<br />
<strong>Kubota</strong> products on display in the entrance area.<br />
At AHS, positive feedback on reliability <strong>and</strong> performance is the rule rather than the exception. That, however,<br />
is only half of it. The other half relates to product support. We are fortunate that <strong>Kubota</strong> is fully aware of this<br />
so that we are proud to be able to confidently <strong>and</strong> consistently provide customers with the product support<br />
they expect.<br />
The <strong>Kubota</strong> advantage<br />
The advantage <strong>Kubota</strong> holds over other manufacturers is not only the known <strong>and</strong> respected performance,<br />
reliability <strong>and</strong> productivity of its products, but also their significant resale value as compared to other br<strong>and</strong>s.<br />
In fact, there is an ever increasing dem<strong>and</strong> – especially by new users – for pre-owned <strong>Kubota</strong> equipment.<br />
– 22 –
Such customers realize that due to the ease of<br />
performing maintenance <strong>and</strong> service, previous owners<br />
are more likely to have kept their products in optimal<br />
condition. Further, customers tend to be aware of<br />
<strong>Kubota</strong>’s “hidden” technology. By this I mean that<br />
while there is an absence of the flashing lights <strong>and</strong><br />
fancy buttons found on other br<strong>and</strong>s, innovative <strong>Kubota</strong><br />
technology is state of the art <strong>and</strong> – most importantly –<br />
reliable where it counts.<br />
<strong>Mr</strong>. Pennells meeting with AHS staff.<br />
Because our business line is – with the exception of<br />
compatible attachments – primarily based on the<br />
<strong>Kubota</strong> Product line, AHS has great confidence in the<br />
<strong>Kubota</strong> br<strong>and</strong> <strong>and</strong> the <strong>Kubota</strong> business. Our partnership<br />
with <strong>Kubota</strong> is Reliable, Stable, <strong>and</strong> Successful.<br />
A view of the future<br />
In the years to come, we at AHS look forward to <strong>Kubota</strong> exp<strong>and</strong>ing the product lines of its Construction<br />
Equipment – particularly <strong>Kubota</strong> Excavators. Further, it is hoped that Tracked Loaders <strong>and</strong>, eventually, Skid<br />
Type Loaders will be introduced in the future. This is, of course, in addition to the expansion of products with<br />
agricultural applications that incorporate such leading-edge innovations as Zero-Turn to perfectly meet the<br />
emerging needs of users.<br />
<strong>Kubota</strong> is a progressive, responsible, <strong>and</strong> visionary company inspiring AHS to take the steps necessary to<br />
experience growth <strong>and</strong> improvement. With constant product upgrades <strong>and</strong> the stability of <strong>Kubota</strong> supporting<br />
our business, our future as an affiliated dealership remains bright.<br />
– 23 –
The <strong>Kubota</strong> presence in advertising media around the world<br />
Country: Japan<br />
Company: <strong>Kubota</strong> Corporation<br />
[Global Engine<br />
Marketing Department]<br />
Media:<br />
Trade Magazines<br />
Based on the concept of being “FIT”, two ads<br />
released by the <strong>Kubota</strong> Corporation emphasize that<br />
“<strong>Kubota</strong> always<br />
offers FIT solutions”<br />
both for<br />
environmental<br />
compatibility <strong>and</strong> for<br />
application<br />
technology.<br />
Country: <strong>USA</strong><br />
Company: <strong>Kubota</strong> Canada Ltd. (KCL)<br />
Media: Trade Magazines<br />
The KCL ad introduces the new lineup of <strong>Kubota</strong><br />
world-class, high-power Tier 4 Diesel Engines that<br />
are – with their cleaner emissions <strong>and</strong> outst<strong>and</strong>ing<br />
performance – both people- <strong>and</strong><br />
environmentally-friendly.<br />
– 24 –
Discover<br />
<strong>Kubota</strong><br />
From<br />
Canada<br />
<strong>Kubota</strong> Engines <strong>and</strong> Generators Mounted to<br />
a Wide Variety of Industrial Machinery<br />
Frontier Power Products<br />
www.frontierpower.com/ is the manufacturer of<br />
PowerTower, the portable light towers mounting<br />
<strong>Kubota</strong> generators that are designed to withst<strong>and</strong><br />
western Canada's severe operating conditions. On<br />
skids, they are dragged directly to work sites to<br />
provide illumination as needed. As an example, for<br />
as many as 24 hours per day they play an important<br />
role for Suncor Energy – the integrated energy<br />
company – in the development of Canada’s<br />
Athabasca oil s<strong>and</strong>s.<br />
DDACE Power Systems<br />
www.ddace.com/ supplies model D1105 <strong>Kubota</strong><br />
Diesel Engines to Fraco www.fraco.com – the<br />
Canadian firm originally conceived with mason’s<br />
needs in mind that is today the manufacturer of mast<br />
climbing work platforms, transport platforms, <strong>and</strong><br />
hoists. The ability to perfectly satisfy the various<br />
specialized requirements of a variety of applications<br />
makes these products ideal for such contractors as<br />
masons, glaziers, painters, plasterers, <strong>and</strong> general<br />
contractors who are involved in inspection,<br />
renovation, building maintenance, etc. Regarding the<br />
Mast Climbing Work Platforms, the <strong>Kubota</strong> Diesel<br />
Engine powers the endless screw mechanism for<br />
quick, precise elevation.<br />
PowerTower, the portable light tower manufactured by<br />
Frontier Power Products.<br />
Fraco Mast Climbing Work Platform.<br />
M-K Power Products<br />
www.m-k.com/ installs <strong>Kubota</strong> Diesel Engines<br />
into the insulation blowing service trucks<br />
manufactured by Heat Seal Equipment Ltd. – a<br />
complete supply house for insulation blowing <strong>and</strong><br />
spraying contractors. The power supplied by the<br />
<strong>Kubota</strong> Diesel Engines effectively <strong>and</strong> efficiently<br />
blows insulation into homes to retain indoor heat<br />
through even the coldest winter.<br />
<strong>Kubota</strong> Diesel Engine<br />
mounted to a Heat Seal<br />
Equipment Ltd. product.<br />
– 25 –
From <strong>Kubota</strong> Tractor Australia Pty Ltd. (KTA)<br />
Supporting Movember<br />
Movember is a newly coined word that<br />
combines 'moustache' <strong>and</strong> 'November'.<br />
Originating in 2004 in Australia <strong>and</strong> New<br />
Zeal<strong>and</strong>, the Movember Foundation annually<br />
sponsors Movember. This is an annual<br />
month-long event seeking to raise funds while<br />
focusing on the growth of moustaches in<br />
order to draw attention to such male health<br />
issues such as prostate cancer <strong>and</strong> depression. Due to their success, events of this nature have spread<br />
throughout the world to such countries such as Irel<strong>and</strong>, Canada, Spain, the United Kingdom, Israel,<br />
<strong>and</strong> the United States.<br />
As fervent supporters of male health throughout the country, <strong>Kubota</strong> Tractor Australia Pty Ltd. (KTA)<br />
<strong>and</strong> its national dealer network fully support the activities of the Movember Foundation. In fact, KTA<br />
<strong>and</strong> its dealers donated a total of $75,000 in 2010. The combined efforts of KTA <strong>and</strong> <strong>Kubota</strong> dealers in<br />
supporting Movember gives substance to <strong>Kubota</strong>’ s new corporate slogan “For Earth, For Life”.<br />
St<strong>and</strong>ing beside a tractor with a big moustache attached in the front, KTA staff members proudly pose for the camera.<br />
– 26 –
Keep it <strong>Kubota</strong>!<br />
For Maximum<br />
Operating Performance<br />
The Timely Replacement of Transmission Oil<br />
As a result of incorporating innovation <strong>and</strong> taking all the steps necessary to ensure maximum<br />
quality, <strong>Kubota</strong> has constantly introduced the outst<strong>and</strong>ing products that have earned global<br />
renown as leaders in their respective fields.<br />
Contributing to ensuring smooth, reliable operation, Transmission Oil plays a vital role.<br />
The timely replacement of Transmission Oil is, therefore, strongly recommended to ensure<br />
maximum protection, to extend service life, <strong>and</strong> to maintain optimum performance.<br />
Transmission Oil = Base Oil +<br />
Additives<br />
The main functions of a lubricant such as Transmission Oil are:<br />
1 Friction Reduction 2 Cooling 3 Cleansing 4 Rust <strong>and</strong> Corrosion Prevention<br />
In addition to these four<br />
functions, the Transmission Oil<br />
in tractors plays another role:<br />
Initiating hydraulic functions<br />
Controlling Transmission<br />
Hydraulic Unit power for<br />
smooth operations<br />
In combination, these features act to extend service life<br />
<strong>and</strong> reduce operational cost while enhancing productivity.<br />
Periodic Oil Replacement for<br />
Optimal Performance<br />
As Transmission Oil circulates, gradual deterioration that<br />
can affect efficiency occurs. To ensure maximum<br />
operational conditions, periodic replacement is strongly<br />
recommended.<br />
New<br />
After<br />
– 27 –
If Transmission Oil is not periodically replaced, damage may occur.<br />
Case Examples:<br />
Gears<br />
Pitching<br />
Scoring<br />
CAUSE<br />
Lubricant deterioration can severely lower the<br />
protection normally provided to contact surfaces with<br />
the result that they are liable to becoming depressed<br />
<strong>and</strong> peeled. The resulting contamination from<br />
particles accumulating in the lubricant can result in<br />
scratches <strong>and</strong> impressions leading to the occurrence<br />
of pitching.<br />
CAUSE<br />
Scoring occurs when lubricant deterioration severely<br />
lowers the protection provided when<br />
extreme-pressure occurs so that there is direct<br />
contact between the metals.<br />
Bearings<br />
Flaking<br />
CAUSE<br />
Lubricant deterioration lowers the protective<br />
performance when revolving surfaces come into<br />
contact. The resulting contamination from particles<br />
accumulating in the lubricant can result in the<br />
occurrence of pitching.<br />
Oil<br />
CAUSE<br />
Water contamination generates a whitish Emulsion.<br />
As the amount of Emulsion increases, it is liable to<br />
become Sludge that can possibly clog the<br />
Hydraulic Filter.<br />
Emulsion<br />
As the replacement interval for Transmission Oil<br />
is liable to differ according to model, please refer<br />
to the appropriate operator’s manual provided.<br />
<strong>Kubota</strong> recommends the use of <strong>Kubota</strong><br />
UDT-Series Transmission Oil as the ideal match<br />
for <strong>Kubota</strong> tractors.<br />
For more information, please visit your nearest<br />
<strong>Kubota</strong> Dealer.<br />
– 28 –
KUBOTA GLOBAL UPDATES<br />
BAUMA China 2010<br />
From China<br />
The bi-annual International Trade Fair for Construction<br />
Machinery, Building Material Machines, Construction<br />
Vehicles <strong>and</strong> Equipment (BAUMA China) – took place in<br />
2010 at the Shanghai New International Expo Centre from<br />
the 23rd through the 26th of November. Welcomed were<br />
1,858 exhibitors from 37 countries <strong>and</strong> well over 150,000<br />
visitors from 165 countries.<br />
<strong>Kubota</strong> participated in this prestigious event with a popular<br />
display of its world-renowned construction machinery as<br />
well as with a visitor pleasing presentation – in cooperation<br />
with <strong>Kubota</strong> Engine (Shanghai) Co., Ltd. (KESCO) – of<br />
<strong>Kubota</strong> Engines.<br />
At all times, the <strong>Kubota</strong> Construction Machinery booth was<br />
crowded with visitors from around the world who gathered<br />
to see the 6 <strong>Kubota</strong> mini excavator models ranging 1.5 to 8<br />
metric tons that were on display. Drawing special attention<br />
were models KX163-5 <strong>and</strong> KX165-5 that had recently been<br />
released in the Chinese market.<br />
Both <strong>Kubota</strong> mini<br />
excavators <strong>and</strong><br />
<strong>Kubota</strong> engines<br />
draw the<br />
enthusiastic<br />
interest of visitors.<br />
<br />
At the <strong>Kubota</strong> Engine booth, powerful <strong>and</strong> exceptionally<br />
reliable <strong>Kubota</strong> Engines on display – including those<br />
specifically for use in mini excavator applications – were<br />
favorably received.<br />
<strong>Kubota</strong> will strive to further boost sales by constantly<br />
releasing new products in the Chinese market which has<br />
shown positive growth year-after-year.<br />
The 64th<br />
All Japan Dealers’ Meeting<br />
From Japan<br />
Approximately 4100 interested persons – dealers,<br />
distributors, <strong>and</strong> visitors from around the world as well as<br />
from all parts of Japan – gathered in Kyoto for the 64th All<br />
Japan Dealers’ Meeting on the 18th <strong>and</strong> 19th of January<br />
2011. Led off by <strong>Kubota</strong> Corporation President <strong>Mr</strong>. Yasuo<br />
Masumoto, opening greetings <strong>and</strong> remarks were<br />
delivered by various representatives of the <strong>Kubota</strong><br />
Corporation. Following that, dealers <strong>and</strong> distributors who<br />
had achieved outst<strong>and</strong>ing sales performances in 2010<br />
were commended.<br />
On the 2nd day, everyone on h<strong>and</strong> paid enthusiastic<br />
attention to the innovative <strong>Kubota</strong> products that were<br />
arranged in such a way as to provide proposals for<br />
solutions to various themes related to farm management.<br />
<strong>Mr</strong>. Masumoto<br />
delivers greetings.<br />
Visitors attentive<br />
to the presentations.<br />
<br />
– 29 –
Second Annual Dealer<br />
Business Conference<br />
From the <strong>USA</strong><br />
<strong>Kubota</strong> Tractor Corporation (KTC) held its second annual<br />
Dealer Business Conference over a two-week period in<br />
early October 2010. A total of five individual conferences<br />
were held at four separate locations throughout the US: in<br />
Ontario, CA, on the 3rd <strong>and</strong> 4th, in Fort Worth, TX, on the<br />
8th <strong>and</strong> 9th, in Columbus, OH, from the 12th to the 14th,<br />
<strong>and</strong> in Atlanta, GA, on the 17th <strong>and</strong> 18th.<br />
In total, approximately 1500 attendees – representing<br />
nearly 94% of KTC’s affiliated dealers – attended the<br />
various conferences to preview <strong>and</strong> order the outst<strong>and</strong>ing<br />
<strong>Kubota</strong> products on display. Focus centered upon the<br />
model B3000 Cab Tractor, the ever popular st<strong>and</strong>ard<br />
tractor models L3200 <strong>and</strong> L3800, <strong>and</strong> the special utility<br />
tractor model M7040SU with hydraulic shuttle. In<br />
addition, the GR2020/2120, a high horsepower,<br />
liquid-cooled, gasoline Zero-Turn <strong>Kubota</strong> Mower, <strong>and</strong><br />
various improvements to the RTV900XT Utility Vehicle<br />
were introduced.<br />
First day functions included an evening General Session<br />
followed by a dinner. During each General Session,<br />
activities <strong>and</strong> presentations were led by the respective<br />
KTC Division Managers, remarks made by Dr. Satoshi<br />
Iida, who was KTC President at that time, addressing the<br />
three key initiatives of CE Vitalization, Go into the Farm,<br />
<strong>and</strong> More Mowers, <strong>and</strong> a speech by <strong>Mr</strong>. Greg Embury,<br />
the KTC Vice President of Sales & Marketing, introducing<br />
the KTC President’s Kaizen [Quality Improvement] Award<br />
as well as discussing insights into the economic recovery<br />
of the tractor industry.<br />
<strong>Kubota</strong> products drew keen attention.<br />
A <strong>Kubota</strong> product ideal for each application.<br />
Day two of each conference began with product<br />
introductions led by <strong>Mr</strong>. Larry Nenneman, the KTC Senior<br />
Director of Marketing, with the respective details filled in<br />
by the KTC Product Managers individually responsible for<br />
each of these outst<strong>and</strong>ing <strong>Kubota</strong> products. Following<br />
the indoor presentations, dealers proceeded outdoors<br />
where there were two additional presentations – one for<br />
st<strong>and</strong>ard models L3200 <strong>and</strong> L3800, <strong>and</strong> the other for the<br />
innovative models SVL75 <strong>and</strong> SVL90 Compact Track<br />
Loaders. In the remaining time, the attendees were able<br />
to visit with the respective KTC department<br />
representatives <strong>and</strong> suppliers to request detailed<br />
information as well as to place their orders.<br />
This conference format <strong>and</strong> product introductions were<br />
met with great enthusiasm, as was quite evident by the<br />
substantial number of orders received.<br />
Dr. Iida delivering<br />
his remarks.<br />
<strong>Mr</strong>. Embury addresses a<br />
General Session.<br />
Central Division dealers gethered in Texas pay rapt attention.<br />
– 30 –
Dealer Conference 2010<br />
From Canada<br />
2010 was an auspicious year for <strong>Kubota</strong>! Celebrating its<br />
35th Anniversary, <strong>Kubota</strong> Canada Ltd. (KCL) welcomed<br />
approximately 300 representatives from 122 dealerships<br />
throughout the nation to its Dealer Conference 2010<br />
which took place in Toronto on the 9th <strong>and</strong> 10th of<br />
November. Representing the <strong>Kubota</strong> Corporation which<br />
was celebrating its 120th Anniversary was <strong>Mr</strong>. Yasuo<br />
Masumoto, the world renowned firm’s Representative<br />
Director, President, <strong>and</strong> CEO.<br />
Introduced at the ceremony held to open the conference<br />
was the new Global Slogan of the <strong>Kubota</strong> Group – “For<br />
Earth, For Life” – which summarizes the <strong>Kubota</strong> promise<br />
to continue seeking positive solutions to food, water, <strong>and</strong><br />
environmental problems through its global businesses.<br />
The following day, product introductions were<br />
accompanied by videos <strong>and</strong> demonstrations. Drawing<br />
close attention were Cab mounted models SVL75 <strong>and</strong><br />
SVL90 Compact Track Loaders featuring best-in-class<br />
bucket breakout force <strong>and</strong> lifting capacity, outst<strong>and</strong>ing<br />
stability, <strong>and</strong> a wide, comfortable operator area; the<br />
powerful, versatile st<strong>and</strong>ard tractor models L3200 <strong>and</strong><br />
L3800; <strong>and</strong> the gasoline engine powered model ZG332<br />
Zero-Turn Mower delivering a notably strong<br />
performance. In addition, test drives enabled participants<br />
to gain firsth<strong>and</strong> experience with these outst<strong>and</strong>ing<br />
<strong>Kubota</strong> products.<br />
The enthusiasm displayed at this very successful<br />
conference strongly indicated that KCL <strong>and</strong> its affiliated<br />
dealerships will continue to devote themselves towards<br />
achieving ever more positive sales results in the future.<br />
With various implements attached,<br />
<strong>Kubota</strong> Tractors deliver outst<strong>and</strong>ing<br />
operational performances.<br />
Demonstrating the exceptional<br />
efficiency of a <strong>Kubota</strong> Compact Track Loader.<br />
The introduction of a wide range of<br />
innovative <strong>Kubota</strong> products.<br />
– 31 –
EIMA 2010<br />
From Italy<br />
In Bologna from the 10th through the 14th of November,<br />
the International Agricultural Machinery Exhibition (EIMA<br />
2010) welcomed a total of 166,400 visitors from around<br />
the world who gathered to view the farm, gardening, <strong>and</strong><br />
agro-industry equipment manufactured by over 1,600<br />
firms from around the globe.<br />
At the <strong>Kubota</strong> Tractor Booth, <strong>Kubota</strong> Europe S.A.S. (KE)<br />
displayed 22 tractors – including 11 M-Series models.<br />
With an eye-catching location near the entrance, it was a<br />
convenient destination for numerous current owners who<br />
expressed satisfaction with their <strong>Kubota</strong> products, for<br />
visitors attracted by the <strong>Kubota</strong> br<strong>and</strong>, for approximately<br />
70 Italian <strong>Kubota</strong> dealers who enjoyed the opportunity to<br />
meet potential customers, <strong>and</strong> for international members<br />
of the <strong>Kubota</strong> Family that included distributors <strong>and</strong><br />
dealers from North Africa, the Middle East, <strong>and</strong> Asia. As<br />
for the KE staff manning the booth, it was a great<br />
opportunity to catch up with dealers they already knew as<br />
well as to form new acquaintanceships with those they<br />
hadn’t known previously.<br />
At the <strong>Kubota</strong> Engine Booth, KE – in cooperation with the<br />
Italian engine distributor SAIM S.P.A. – exhibited the<br />
eighteen main <strong>Kubota</strong> Engine models currently being<br />
marketed in Europe.<br />
Throughout the four days of this impressive event, both<br />
<strong>Kubota</strong> booths drew eager attention from one <strong>and</strong> all.<br />
Final Contests for Sales<br />
Skills <strong>and</strong> Service Skills<br />
<strong>Kubota</strong> products on display.<br />
From Japan<br />
Following preliminary rounds to uncover <strong>Kubota</strong> affiliated<br />
employees with particularly noteworthy abilities, 35<br />
finalists gathered in December 2010 to compete in<br />
contests demonstrating their exceptional skills – 11 in the<br />
category of Sales <strong>and</strong> 24 in the category of Service.<br />
At the contest hall.<br />
During the Sales Skill Contest – which took place on the<br />
10th of December – the participants used every tool at<br />
their disposal to present viable <strong>and</strong> easy-to-underst<strong>and</strong><br />
solutions related to customer issues. In the Service Skills<br />
Contest held on the 9th of December, the participants<br />
made use of the practical skills learned from daily<br />
experience to perform an inspection operation without<br />
any wasted action.<br />
The participants proudly pose for the camera.<br />
– 32 –
IRC2010<br />
The third International Rice Congress 2010 (IRC2010) was<br />
held in Vietnam at the National Convention Center in Hanoi<br />
from the 8th through the 12th of November 2010 under the<br />
theme of “Rice for Future Generations”. Organized by the<br />
International Rice Research Institute (IRRI) <strong>and</strong> Asia<br />
Congress Events Co. Ltd., the IRC is presumed to be the<br />
world's largest gathering of scientists, researchers, <strong>and</strong><br />
technological experts in the field of rice.<br />
From Vietnam<br />
On h<strong>and</strong> was <strong>Mr</strong>. Satoshi Suzuki, General Director of <strong>Kubota</strong><br />
Vietnam Co., Ltd. (KVC). In addition, delegates of the <strong>Kubota</strong><br />
Corporation – which participated in this auspicious event for<br />
the first time – included <strong>Mr</strong>. Nobuyuki Toshikuni, Managing<br />
Executive Officer; <strong>Mr</strong>. Yuichi Kitao who is currently President<br />
of <strong>Kubota</strong> Tractor Corporation (KTC); <strong>and</strong> <strong>Mr</strong>. Tsutomu<br />
Miyakoshi, Deputy Manager of the Farm & Industrial<br />
Machinery Sales Coordination Department.<br />
<strong>Mr</strong>. Toshikuni making his presentation.<br />
During his presentation on “Investment on Technology”, <strong>Mr</strong>.<br />
Toshikuni explained methods of enhancing the efficiency of<br />
rice cultivation through systematic mechanization using such<br />
outst<strong>and</strong>ing <strong>Kubota</strong> products as tractors, combines, <strong>and</strong> rice<br />
transplanters.<br />
IN THE NEXT EDITION<br />
In issue #95 of the <strong>Kubota</strong> Times to be<br />
published at the end of September 2011,<br />
articles for “<strong>Kubota</strong> Global Updates”<br />
will include:<br />
Shin Taiwan Agricultural Machinery Co., Ltd. (STA)<br />
celebrates 50th Anniversary <strong>and</strong> others submitted<br />
by members of the <strong>Kubota</strong> Global Family.<br />
KUBOTA TIMES<br />
<strong>Kubota</strong> In-Company Staff<br />
Kazuya Takehisa / Akiko Uchida / Jun Akimoto:<br />
Farm & Industrial Machinery International Planning &<br />
Control Department<br />
Sahori Kamiya / Yoshifumi Misaka / Maki Yanagi:<br />
Tractor Export Department.<br />
Kae Nishimura: Engine Global Marketing Department<br />
Yuta Motegi: Construction Machinery Dvision<br />
Mai Tanaka: Farm Machinery Dvision<br />
Mitsuhiro Mitsuhashi:<br />
<strong>Kubota</strong> Farm & Industrial Machinery Service Ltd.<br />
Tsukasa Wada:<br />
<strong>Kubota</strong> Machinery Trading Co., Ltd.<br />
Creative Staff: Sunrise Proper Co., Ltd.<br />
Editor: Tatsuo Miyoshi<br />
Writer: Paul Faust<br />
Design: Kazuko Iwamoto<br />
<strong>Kubota</strong> Times<br />
FIM International Planning &<br />
Control Department<br />
KUBOTA Corporation<br />
2-47, Shikitsu-higashi 1-chome, Naniwa-ku,<br />
Osaka, Japan 556-8601<br />
Fax: 81/6/6648-3521<br />
E-Mail: k-takehi@nk.kubota.co.jp<br />
– 33 –
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