Kubota North America shared its ambitious vision for the future during a media briefing at CES 2025. The announcement highlighted a strategic focus on providing diverse powertrain options, seamless data integration, enhanced connectivity, and advanced automation across its entire equipment portfolio. This approach aims to address the increasing complexity of customer challenges with simplicity, certainty, and innovation.
Todd Stucke, President of Kubota Tractor Corporation and Senior Vice President of Kubota North America, emphasized the company’s customer-centric philosophy:
“What you need to know about Kubota is that we develop solutions with our customers in an innovation cycle that never ends. It all starts with observing and listening to our customers. From there, we design and build solutions to help our customers overcome their challenges. And we’re never entirely done because we continue to iterate over time, always listening and always improving.”
Innovations Showcased at CES 2025
Kubota demonstrated a variety of cutting-edge solutions across residential, specialty agriculture, and construction segments, tailored to meet diverse customer needs. Highlights included:
- Agri Concept 2.0: An electric tractor offering AI, automation, and electrification. It provides the choice between autonomous or manual operation, catering to diverse user preferences.
- Smart Autonomous Sprayer: A fully autonomous chemical sprayer that uses scouting technology to identify pests and spray with precision, reducing labor and chemical use.
- Flash: Ultra-detailed imaging technology detects plant-level health and, combined with AI, provides actionable insights for growers.
- KATR: Winner of the CES Innovation Awards 2025 in the Industrial Equipment and Machinery category, this multifunctional robot offers autonomous or remote operation and excels in uneven terrain for agriculture and construction tasks.
- Smart Robotic Pruner: Integrates advanced imaging and machine learning to classify buds and canes, optimizing pruning precision.
- Smart Plant Imager: Combines robotics and hyperspectral imaging for real-time crop insights.
- Kubota KX038-4e Electric Excavator: A zero-emissions, quiet excavator suitable for residential, night, and indoor operations.
- Hydrogen Engine Genset: Matches diesel power capabilities while delivering clean, quiet energy.
- Smart Autonomous Zero-Turn Mower: Facilitates collaborative machine operation for efficient task completion with smaller equipment.
Customer-Centric Innovation
Brett McMickell, Chief Technology Officer of Kubota North America, outlined the integration of the company’s innovation cycle into its “Work Loop” methodology:
“The Work Loop—an essential cycle of assessing, analyzing, and acting—has always been fundamental to effective task management. With advanced sensors, AI-driven analysis, networking, automation, and robotics, we’re enhancing this cycle to make it more seamless and efficient than ever before.”
At the event, Kubota also highlighted customer stories that showcase its innovation in action. Kyle Stumpenhorst, founder of Rural Renovators, and Edwin Evers, a Major League Fishing professional and pecan orchard farmer, shared how Kubota equipment helps them tackle their unique challenges.
“We will continue to learn from many of our customers across segments to iterate the next product and technology solution that will help them manage tomorrow’s challenges and grow their businesses,” McMickell added.
For more information about Kubota’s CES 2025 participation, visit KubotaUSA.com/innovation.
