Mrs. Nadene and Mr. Bob Desserich, Cheyenne Kubota, USA - Luyckx

NO.
94
2011
Mrs. Nadene and Mr. Bob Desserich,
Cheyenne Kubota, USA

Message of Appreciation
Our sincere appreciation is extended for all the messages of support, concern, and
encouragement received from members of the Kubota Family around the globe in
response to the disastrous earthquakes and tsunami that caused widespread
destruction in North Eastern Japan on the 11th of March. Even though the damage is
beyond all imagination, every possible effort is being devoted to the reconstruction of
the affected areas in order to achieve a degree of normalcy as soon as possible.
P. 3-9
ML
P. 10-14
ML
CONTENTS
TIMES SPECIAL
Executive Interviews from North America
• Mr. Ross Wallace, President, Kubota Canada Ltd. (KCL)
• Mr. David Sutton, President, Kubota Credit Corporation (KCC)
KUBOTA ESSENCE
Compact Track Loader (CTL) Models SVL75 and SVL90
P. 15-23
ML
P. 24
P. 25
DEALER IN THE SPOTLIGHT
• USA: Mrs. Nadene Desserich
• Italy: Mr. Michele Giannettino
• Australia: Mr. Bruce Pennells
ADS OF THE TIMES
• Kubota Corporation
• Kubota Canada, Ltd. (KCL)
DISCOVER KUBOTA
Kubota Engines and Generators Mounted to a Wide Variety of Industrial Machinery
P. 26
SPECIAL REPORT
Supporting Movember
P. 27-28
PARTS & SERVICE
The Timely Replacement of Transmission Oil
P. 29-33
KUBOTA GLOBAL UPDATES
Updates from the global members of the Kubota Family
P. 34
Questionnaire
ML
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Executive Interviews
from North America
Mr. Ross Wallace
President,
Kubota Canada Ltd.
(KCL)
Mr. David Sutton
President,
Kubota Credit Corporation,
USA (KCC)
– 3 –

“KCL is taking every possible step necessary
to supply and support dealers and end-users
as the need arises.”
First of all, would you please provide the readers of the Kubota Times with a brief summary of your career
before your recent appointment as the president of KCL?
Wallace: I have over 35 years experience in the agricultural, commercial, and consumer aspects of the
equipment industry. At the beginning, I was with another tractor firm and held a variety of positions.
In the course of time, I became that firm’s General Manager in Canada. A little over a decade ago,
however, I was approached by Kubota to come to KCL. I was hesitant to make the move at first as it
meant leaving familiar circumstances behind, but I was also energized by the prospects of a new
undertaking.
I started with KCL as the General Manager of Sales & Marketing and member of the Executive
Committee. This gave me an excellent opportunity to not only take full advantage of my previous
experience, but also to broaden my outlook in the process of striving to create the most efficient
dealer network possible.
It should be noted that back then KCL was located in a relatively small site that was a bit crowded. In
addition the city was expanding around us. The solution to this was reorganization and relocation to
our present spacious setting in the outskirts of Toronto.
– 4 –

What are your primary goals in your new position?
Wallace: It is my belief that a primary mission of KCL is to create and support the best dealer network
possible. To accomplish this in a manner similar to the way Kubota incorporates innovation and
experience to enable it to offer the finest products available in their respective fields, KCL – as a
distribution subsidiary – treats the members of its dealer network as “our products”. Our goal, then,
is to take all the steps necessary to continuously improve the way we create, service, support, and
enable the members of our dealer network.
In my role as President, I feel my main objective needs to be the continuous improvement of both the
speed and quality of decision-making and execution. As a result of working hand-in-hand with the
General Manager of Sales and Marketing, the General Manager of Operations and Finance, and the
General Manager of Service and Engineering in an open and with participative manner, the lines of
communication are relatively smooth and proposed decisions are modified executively to adjust to
changing circumstances so that stability is maintained.
My immediate wish for KCL and the members of the dealer network is to remain committed to
achieving strong and simultaneous growth in revenues, market share, and profitability as our markets
rebound. The challenge is, of course, to find a healthy and sustainable balance of these three aspects
so that all parties involved benefit appropriately. Accomplishing this requires expanding our horizons
and incorporating a positive level of aggressiveness to increase business opportunities. Lacking such
aggressiveness, opportunities for the enhancement of profit are liable to suffer.
What, in your opinion, are the basic characteristics of the Canadian market?
Wallace: Canada is very large country with only approximately 34 million inhabitants – less than the
population of California in the USA. In fact, the majority of Canadians live within 150 kilometres of
the US/Canadian border with high population densities in southern Ontario and Quebec.
Canada features vast areas of arable land with the result that agriculture is an important factor in the
national economy. In addition, there is a long term trend of converting the land surrounding the larger
population centres into country estates or acreages without agricultural applications. And as snow is
plentiful, equipment for its removal is a positive growth area. In other words, there are healthy
markets for all the Kubota product lines.
There is a fairly balanced market especially for Kubota Tractors in the BX-, B-, L-, and M-Series.
Noticeably, sales of models in the M-Series have improved the most over the last decade with the
prospect of future growth remaining quite positive. Also experiencing noteworthy success in the
Canadian marketplace is the Kubota heavy-duty, high performance RTV-Series of Utility Vehicles.
Featuring the power and durability to tackle tough tasks over a variety of terrains, the very useful and
practical models in this series are appreciated by a multitude of customers for a wide range of
applications.
Can you summarize KCL’s sales performance over the years?
Wallace: The largest retail sales year ever was in 2008! Then, an economic meltdown in 2009 resulted in a
20% reduction. Following that, a slower-than-expected economic recovery in 2010 resulted in
growth remaining relatively marginal. In spite of that, the market share for Kubota Tractors grew by
almost a full point.
As Canada’s economic situation remains positive for 2011, we at KCL are fully committed to
delivering a solid, high single digit retail unit growth rate and an aggressive 15.6% wholesale growth
rate. It should be noted that we have a large advantage in 2011 as we have entered the year with our
dealer inventories in much better shape than a year earlier.
– 5 –

What steps are being taken to enhance the prospects for Kubota products in the Canadian market?
Wallace: In addition to emphasizing that the global renown of the Kubota brand is based on innovation and
quality at every step along the way from design and development, through manufacturing, sales, and
after-service, KCL is taking every possible step necessary to supply and support dealers and end-users
as the need arises. The resulting positive word-of-mouth reports of the KCL attention to detail makes
a significant contribution to our success.
KCL also plays an active role in assisting dealers to put on special events that consistently draw
positive customer response. There is “Kubota on Tour” – a mobile product promotion and training
program carried by truck and trailer to all parts of the country. In addition, there are the popular
Kubota Excavator Rodeos where both current users and future prospects experience firsthand the
features and superior handling of Kubota Mini Excavators in friendly competition. Of course, these
events also offer great opportunities to promote the new Kubota SVLs as well.
KCL Head Office
Do you have a final word about Kubota for the Kubota Times?
Wallace: Yes. I believe that these are very exciting times for the Kubota Family around the globe. The ability of
Kubota to design and manufacture high quality products remains “world-class”! As a result, the
Kubota brand continues to strengthen. In fact, the Kubota brand has the potential for significant
growth throughout Asia as well as in North America and Europe.
With the world in growth mode at a time when large numbers of the planet’s population are becoming
more-and more-affluent, being affiliated with a firm offering QUALITY and having a stated mission
based around FOOD, WATER and the ENVIRONMENT, it is simply impossible not to get excited
about future possibilities!
– 6 –

“KCC provides fast and convenient payment
alternatives in the safest, most practical, and
most economical manner possible to customers
in the process of purchasing Kubota equipment.”
Can you please tell us about your first experience with Kubota Tractors?
Sutton: I grew up on a dairy farm about a hundred miles north of Ft. Worth, Texas. Just as I was graduating
from high school in 1975, the first of the “compact orange tractors” began to appear. Unfortunately, it
was at a time when the Japanese cars just entering the market inspired very little trust. As a result,
farmers initially considered those tractors in the same light. This is, however, until they bought a
Kubota tractor and found that it could be depended upon to get the job done reliably. From that time on,
those “compact orange tractors” became more-and-more popular.
What brought you to KCC?
Sutton: It was a gradual process. I started out working in a bank in the collections department until being
admitted into the loan officer training program. After being promoted to loan officer I began making
primarily student loans, consumer loans, and auto, boat, recreational, airplane, and equipment loans.
Basically, I worked with any type of product that involved a dealership. Anyway, I was with that bank
for seventeen years after which I worked at a financial firm for five years followed by employment for
another five years at another financial firm. I then had the good fortune to be contacted by Kubota. As a
result, I started working for KCC in June of 2007 as Vice-President and Chief Operating Officer. Then,
effective the 1st of October 2010, I was appointed President.
– 7 –

What, specifically, does KCC do?
Sutton: Integrally related to the Kubota Tractor Corporation (KTC), KCC offers financing for customers
purchasing Kubota equipment from Kubota dealers. During the last four years, in particular, banks
have been reluctant to lend while at the same time customers have refrained from using up their cash
resources. That being the case, KCC has become an important factor in putting Kubota products in the
hands of customers. At one point, 70% of what was sold by KTC was financed through KCC. Since
then, however, that has gradually decreased so that the figure is approximately about 64% now.
KCC makes it happen! When a customer wishes to buy a Kubota product and electronically submits
an application to us, 95% of the time we have an answer within five minutes with 0% financing and
0% down. In this way the dealer knows he doesn’t have to let that customer walk out the door. KCC
tries to be as easy as possible to make it happen simply and quickly.
Could you give a brief outline of how KCC functions?
Sutton: First of all, KCC works hand-in-hand with KTC in the formulation of programs, policies, procedures.
Further, KCC works very hard to control its costs so that KTC can offer the most aggressive sales and
finance programs in the market.
In the realization that the wise management of limited cash resources in today's competitive market is
a vital factor of success, KCC provides fast and convenient payment alternatives in the safest, most
practical, and most economical manner possible to customers in the process of purchasing Kubota
equipment.
•
Down Payment Options. Based on the individual needs of customers, it is possible to choose
from a variety of down payment options including equity financing, trade-in, cash, or a
combination of the foregoing. Equipment being traded in will usually cover a large portion of
the down payment requirements. Equity financing provides the customer with the option of
using the equity value of Kubota-owned equipment in lieu of part or all of the down payment.
•
Fast Credit Approval. KCC makes every effort to streamline the lending process. As soon as
the completed credit information is received, the Kubota dealer receives a response almost
immediately.
•
Easy Payment Plans. KCC offers a mixture of standard, short, and long term plans tailored
according to the model purchased, the amount financed, and customer income.
•
Low APR Rates. KCC consistently provides customers with the lowest available
interest rates.
How about the relationship with the Kubota Tractor Acceptance Corporation (KTAC)?
Sutton: All the equipment that KTC dealers sell – particularly the equipment that KCC finances – is eligible
for the insurance offered to customers by KTAC to protect those investments. Consider a customer
who has equipment valued at from US$15,000 to US$20,000. If that equipment is destroyed as the
result of falling into a creek, for example, the investment is lost if it is not properly insured. With the
insurance offered by KTAC, if the customer totally destroys his equipment and agrees to purchase
similar Kubota equipment within 60 days, he or she will be reimbursed the original purchase price
even if it is up to five years later.
– 8 –

Could you give a brief outline of the KTAC functions?
Sutton: KCC requires that all financed equipment be covered by insurance at all times in all places against all
risks of physical damage or theft. The US$250 deductible insurance from KTAC covering equipment
on and off the customer’s property as well as in-transit is available for anyone owning Kubota
equipment. As the Kubota-Endorsed KTAC Insurance Program can be included in any loan with KCC,
it is a convenient way to receive competitive rates and quality insurance protection that may not even
be obtainable elsewhere. As an added benefit, KTAC's Insurance Program satisfies KCC’s insurance
requirement.
What, in your opinion, are the economic trends in North America?
Sutton: The effects of the recession at the end of 2008 were especially noticeable in 2009 when sales
decreased sharply for all manufacturers of agricultural equipment. 2010 experienced a gradual
recovery that is continuing in 2011. However, this recovery is fragile due to unsettled situations in the
Middle East, to the increasing prices of oil and commodities, and to the recent tragic events in Japan.
Are you enjoying your involvement with KCC?
Sutton: Yes, I enjoy the work. I enjoy the sales aspect. I like working with the dealers and the customers. I like
helping close deals. In total, I enjoy it when I get to be involved in any aspect of the total process.
My life is also enjoyable outside of work. I have been an avid athlete all my life. Now, however, I’m
too old for basketball and baseball so I play golf. It fulfills the addiction of an athlete for competition.
At home, I have twin sons – about to be 16 – from a previous marriage. They and my fiancé are in the
process of getting to know each other better.
Do you have any final words for the Kubota Times?
Sutton: Kubota is a leader in its field. Competitors, however, are making ever stronger efforts to enhance their
own market share. In such an economic environment, Kubota recognizes the need to be bolder and
more aggressive. To make this happen, it must, therefore, carefully select the right management and the
right opportunities. I am honored that I have been selected to be part of this exciting future. I take great
pride in my role within the Kubota Family, and will devote myself to helping Kubota further achieve
and maintain world class greatness.
As we continue to spread the word of our new attitude, new products, and the quality of the Kubota
Brand, we must depend on such communication sources as the Kubota Times to reach as many as
possible. The information provided may, in fact, stimulate ideas to improve customer interest and
service.
KCC Kubota Central Division Office
– 9 –

Kubota Essence
Compact Track Loader (CTL)
Models SVL75 and SVL90
Debut of
the Long-Awaited CTL!
Kubota Mini Excavators have earned the largest share of the global market
for eight years in a row. Joining the impressive lineup of Kubota
construction machinery are the Compact Track Loader (CTL) models
SVL75 and SVL90 that incorporate the renowned Kubota innovation and
technical expertise gained from years of experience and success in this
extremely competitive market. To learn more about these impressive
products for its readers, the Kubota Times interviewed the two leaders of
the development project.
– 10 –

The Ideal Response to Emerging
Market Needs
How would you describe CTL applications to our readers?
Nakata: The CTL – the Compact Track Loader – is designed to
undertake a wide range of tasks from carrying and
loading materials to leveling ground surfaces. It is most
widely used in housing construction, general civil
engineering, and landscaping applications. It is also
ideal for a wide variety of dairy farming and other
agricultural functions. Since it is designed to efficiently
carry out the job-at-hand while on-the-go, the obvious
value of the CTL is especially noteworthy when being
operated in the vast open spaces found throughout
North America.
Outstanding versatility
with a wide variety
of attachments
Auger
Cold Planer
What were the goals set for the development of these models?
Nakata: In order to positively respond to the emerging
expectations of users, the primary goal set was to
develop an exceptionally reliable product with a
superior basic performance and outstanding durability
that would also surpass competitors’ products in quality
and cost.
Kojima: A mini excavator is designed primarily for digging
operations, but a CTL can be fitted with a variety of
attachments to carry out a broader range of tasks. This
means that there is an expansive market for this
product.
As the development team member responsible for the
marketing aspects of this project, I led the survey team
that visited several locations to observe a variety of
applications being undertaken in order to gain firsthand
knowledge of how a CTL performs in actual situations.
In addition, I conferred with dealers handling the
products of our competitors.
Pallet Fork
4-in-1 Bucket
Sweeper
Tetsu Kojima
Manager
Construction Machinery Dept.
Kubota Corporation
Yasuo Nakata
Project Leader
Construction Machinery
Engineering Dept.
Kubota Corporation
– 11 –

Incorporating Technical and Practical Experience
What were the initial steps taken to meet the development challenge?
Nakata: As a late starter in the development of a CTL, there was a determination to be able to offer a superior
product – one that would quickly become the leader in its field. In the formation of the development
team, personnel with construction machinery experience were brought together with those having
experience with tractors, combine harvesters, and rice transplanters. Their combined efforts made it
possible to incorporate all of the Kubota’s technological advantages.
What were your concerns as a leader of this exceptional development team?
Nakata: I was particularly concerned about being able to develop a product capable of not only performing
efficient operations, but also of provoking an emotional response. Along those lines, I imagined a
product with a superior operational performance along with a roomy operating space, a superior
all-around view, and a comfortable seat – a combination of which would enable the operator to feel
and be impressed by the Kubota advantages as compared to competitors’ models.
Unsurpassed Basic Performance
What are the advantageous characteristics of the Kubota CTL?
Nakata: First of all are the noteworthy digging force, lift capacity, stability, and operational speed of models
SVL75 and SVL90. Added to that is superior operator comfort. Contributing to that comfort is the
Cabin that is spacious enough to allow operators of all sizes to continue operations with minimal
fatigue even after long hours on-the-job. Within the Cabin,
the location of the Tool Box under the Floor Mat provides
unencumbered leg room – a unique feature not offered by
competitors. Also enhancing operational efficiency are the
windows designed to provide improved forward, lateral, and
rear views.
Large, unobtrusive Tool Box
Spacious Cabin
Excellent visibility
– 12 –

Another advantage is the ease of performing
inspections and maintenance. The unique
wide-opening Tilt-Up Cabin makes it possible to
quickly and safely complete these tasks with the
Bucket Arm remaining lowered to the ground.
The wide-opening
Tilt-Up Cabin makes
inspection and
maintenance faster
and safer.
What innovative Kubota technology is incorporated in
these SVL models?
Nakata: Of special note is the Anti-Stall Mechanism.
Normally in high-load operations, even an
experienced operator must pay close attention so
that the engine does not stall. With this feature,
however, the likelihood of such an occurrence is
kept to a minimum so that the operator comfortably
continues operations making maximum effective
use of engine horsepower.
Another unique technology not available on
the models offered by competitors is the
Arm Link Mechanism which makes
it possible to stably raise the
loaded Bucket non-stop
from the ground to its
highest point.
Kubota’s unique
Vertical Lift
Outstanding Crawler Performance
To overcome the effects of frequent shocks and vibrations, what steps
were taken to enhance the durability of the Crawlers?
Nakata: A CTL operates at nearly two to three times the speed of mini
excavators. As a result, the strength and the durability of the
Crawler is a critical factor. Building on the well-established
technology Kubota has gained from its years of experience,
careful preliminary studies were undertaken, research related
to materials and methods were conducted, and the resulting
materials and forms were repeatedly tested to develop
Crawlers with significantly greater quality and durability than
those fitted to the products of competitors.
Unique Kubota Crawler Rubber Track
– 13 –

The SVL90 delivers a superb performance.
High Customer Acclaim
What has been customer reaction since these models were introduced into the North American market?
Nakata: The customer who bought the very first model put on sale in the USA stated, “I have never before seen
a CTL featuring so much power and stability, and allows handling operations with such total ease!”
I am very pleased to realize that the performance we aimed to deliver has been recognized and
properly evaluated.
Kojima: Since the introduction of these models in the spring of 2010, their characteristics of being “tough,
simple, and powerful” have been warmly accepted – particularly for their performance, operator
comfort, lift capacity, stability, and digging force.
Have customers made any requests or inquiries concerning these products?
Kojima: Yes, there have been a variety of requests and inquiries regarding usage in a wide range of operational
situations by a wide range of users. As a result, we realize the need to expand our field of vision to
encompass the requirements of applications we didn’t know about before.
After North America, into what markets with the Kubota CTL be launched?
Nakata: We are considering expanding the market worldwide in the future.
Aiming at Becoming No. 1 both in Name and in Reality
What are the future marketing goals?
Kojima: In the same manner that Kubota Mini Excavators have achieved the Number 1 position in the mini
construction machinery market, it is our intention to offer products enabling us to become the Number 1
manufacturer – both in name and in reality – in the global comprehensive construction
machinery market.
– 14 –

DEALER IN THE SPOTLITGHT
USA
Mrs. Nadene Desserich
Co-owner, Secretary Treasurer
Dealership:
Cheyenne Kubota
3420 E. Lincolnway
Cheyenne, WY 82001 USA
Established:2002
Main Product Lines:
Kubota exclusive dealership;
full product line
Nadene Desserich and her husband, Bob, opened
the doors of Cheyenne Kubota in 2002. Today, it is
a full-service Kubota brand specialty store that
exemplifies Kubota quality and product diversity.
From the shiny showroom tractors to the Kubota
branded signage and furnishings, it’s clear to
customers that they are in Kubota country.
As the current President of the Kubota Tractor
Corporation (KTC) National Dealer Advisory
Board, Nadene serves in a liaison role between
dealers nationally, as well as a Kubota brand
ambassador to her valued customers.
Kubota products meet
the needs of
the Cheyenne market
In speaking with Nadene, it becomes very
clear, very quickly, that she loves her job.
And Kubota! As co-owner of Cheyenne
Kubota, Nadene wears several business hats.
She explains that “One day I’m the
bookkeeper, and the next day a sales person.
We’re truly a team here, and we all do what it
takes to run a successful business.”
Nadene and Bob Desserich
– 15 –

Bob and Nadene’s experience with Kubota dates back to their previous dealership days in Torrington,
Wyoming, where they sold Kubota products along with those from a few other manufacturers. When they
moved the dealership to Cheyenne in 2002, however, all they brought with them was the Kubota line.
They explain that the move was without hesitation – that they saw an opportunity for Kubota in the Cheyenne
market. Giving them such confidence was the quality of what they were offering along with the high level of
dealer support from Kubota. In addition, they recognized a perfect fit with the growing hobby farm and
agricultural markets in the area.
Their instincts were right! Word spread quickly about Cheyenne Kubota. It was the unmatched quality,
durability, and fuel efficiency of the product line that helped the dealership to grow to what it is today.
True Kubota loyalty
Nadene reports that “We are very proud to be a
Kubota brand specialty store. Customers come to
us looking for the best equipment available –
from RTVs to M-Series tractors. Our services,
parts, and sales are all dedicated to the Kubota
product line. If we carried other lines it would
only create confusion with our message that
Kubota produces the best equipment, period.”
The dealership’s loyalty to Kubota translates to a
loyal customer base for the dealership. Return
customers and referrals are frequent at
Cheyenne Kubota.
Line up in front of the dealership of Kubota products awaiting shipment.
– 16 –

Smart changes in a challenging economy
Cheyenne Kubota has not been immune to the challenges facing the U.S. economy during the past few years.
A nimble response, however, has enabled this outstanding dealership to adapt to the circumstances of the
market. A few years ago, for example, Cheyenne Kubota’s primary customers were rural property owners.
Today, however, ranchers comprise the bulk of sales with purchases of M-Series tractors to work ranches
ranging from 50,000 to 100,000 acres in size. Municipalities and government agencies have also emerged as a
growing market. On the other hand, the sales of construction equipment have declined.
As the market has undergone change, so has the dealership’s game plan. The team at Cheyenne Kubota
recognized the need to welcome change to develop a new approach to their business. As a result, they have
explored the possibilities and created new markets such as acquiring more municipal business by bidding on
government contracts.
Nadene reveals that “When the market got tough, we adapted. As a result, the loss of business in the rural and
construction markets has been offset by gains in the agriculture market and from government purchases.
We also took steps to enlarge our parts and service department by focusing on large companies that own
multiple Kubota units.”
Moving forward
What’s next? Oil! As there are approximately
120 oil wells being put in place around
Cheyenne, the Cheyenne Kubota team is
focusing on this emerging market to identify
potential growth opportunities. In a
determined voice, Nadene states that “While
our markets and approach have changed, our
end goal remains the same: to see orange
tractors and equipment working the land – on
ranches, along the highways…and perhaps, in
the oil fields soon.”
– 17 –

DEALER IN THE SPOTLITGHT
Italy
Mr. Michele Giannettino
General Manager
Dealership:
Andrea Giannettino & C. S.a.s. (AGC)
Marigliano, Naples Province, Italy
Established:1957
Main Product Lines:
Tractors, Agricultural Implements,
Mini Excavators, Spare Parts, Service
Andrea Giannettino & C. S.a.s. (AGC) is a family
operated business in the Campania region of
Southern Italy. It has its main office in the
province of Naples and a branch – created in 2003
– in the province of Salerno.
In addition to being the shareholders, the members
of the Giannettino family – Michele (father), Rosa
Maria (mother), and their children: Andrea,
Carmen and Angela – are all directly involved in
operational activities. Mr. Giannettino is also a
member of the National Council of UNACMA
(National Union of Agricultural Machinery
Dealers) which in turn is part of CLIMMAR, an
organization whose membership includes all the
European farm machinery dealers associations.
Since 2006, the turnover of Kubota products has
increased annually so that Kubota is now the
firm’s most important partner.
A growing partnership that
began over 30 years ago
Andrea Giannettino & C. S.a.s. (AGC) introduced
Kubota products to Italy in September 1979. In the
years since, more than 1,200 Kubota Tractors have
been purchased. In 1996, the product line was
expanded to introduce Kubota mini-excavators, and
approximately 500 units have since been purchased.
In cooperation with the Kubota Corporation, AGC has
undertaken the type-testing of Kubota Tractors and
Skid-Steer Mini-Excavators along with providing
registration documentation to all dealers allied with
Kubota Europe S.A.S. Filiale Italiana, – the Italian
subsidiary of Kubota Europe (KE).
Michele describing features of the M6040 tractor to customers.
– 18 –

Kubota products displayed in front of AGC.
During the currency crisis occurring between 1990 and
1994, AGC took the steps necessary to provide
customer service and spare parts assistance in the areas
of Calabria, Sicily, and Sardinia due to the fact that
dealers there were severely affected by the severe
economic conditions they were experiencing. By
providing special considerations on spare parts, KE
assisted positively in these efforts.
In addition, AGC was one of the strongest supporters
of the "BRAVE HEART" operation by which Kubota
Europe S.A.S. Filiale Italiana launched the ME Series
of Kubota Diesel Tractors throughout the country.
Kubota products on display in the show room.
Evaluating Kubota products
Mr. Giannettino reports that “A summary of the feedback received by AGC from tractor customers is that a
fuel-efficient Kubota Tractor is easily operated and delivers an exceptionally efficient operational performance
even while experiencing minimal mechanical problems over the years.” In his opinion, “The most appreciated
advantages of Kubota products over those available from other manufacturers include compactness, ease of
operation, easy maintenance, durability, and versatility. All-in-all, Kubota is trusted as a global leader able to
provide innovative products that ideally meet the basic necessities of all concerned. For AGC, therefore, it is the
ideal partner.”
– 19 –

For custromer satisfaction
It is the belief of AGC that establishing positive contacts with customers is a principal consideration in being
able to ensure their complete satisfaction that in turn contributes to a successful sales growth. Towards
achieving this, the dealership displays a wide range of available products, and professional sales personnel are
on hand to suggest the ideal model to meet specific customer requirements. Further, exemplary technical
support is provided along with the availability of genuine spare parts at a reasonable price.
Based on loyalty, honesty, and respect, the AGC strategy incorporates a willingness to provide appropriate
advice and support whenever requested. In fact, every member of the AGC staff has a thorough knowledge of
the various surrounding areas as well as the particular needs of each. This makes it possible to competently
suggest the ideal product to meet a wide range of detailed needs. Further, keeping in frequent touch with
customers provides a better understanding that AGC is constantly by their side. In this way, the
dealer/customer relationship becomes ever closer.
The role played by
the Kubota Times
As the first issue of Kubota Times came out in 1980
while AGC representatives were in Japan, its arrival
stimulates good memories of that trip. The information
provided in every issue received contributes to forming
ever closer ties to the Kubota Family.
In addition, members of the AGC staff constantly look
forward to viewing the articles and pictures
highlighting Kubota products and the applications they
undertake around the globe.
Giannettino family in attendance with Ms. Rosa Maria
(2nd from right) at the meeting are (from left) Angela,
Andrea, Michele, and (on the right) Carmen.
The future
According to Mr. Giannettino, “AGC has strong expectations regarding the support Kubota provides to meet
the emerging needs of European farmers by continuing to offer an extensive line up of outstanding products
that perfectly satisfy both dealers and customers.”
– 20 –

DEALER IN THE SPOTLITGHT
Mr. Bruce Pennells
Managing Director
Dealership:
Australian Hammer Supplies Pty. Ltd. (AHS)
108 Jedda Rd., Prestons, NSW 2170, Australia
URL: www.australianhammer.com.au
Established:1989
Main Product Lines:
Kubota Construction &
Agricultural Machinery and Toku Hydraulic
Rock Breakers
Australia
When AHS was established to service and repair
Hydraulic Rock Breakers in a small facility located
at Silverwater in Sydney, the staff consisted of Mr.
Pennells and only two employees. In 1990, a
relationship was established with Kubota Tractor
Australia Pty Ltd. (KTA).
Eight years later, AHS became the Kubota
Construction Machinery Dealer for NSW, and in
2005 became the Kubota Agricultural dealer for
the Western Sydney area.
Today it has grown to become the largest Kubota
Dealer in Australia and the only Kubota
Construction Dealer in the state of New South
Wales (NSW). As a result, AHS – which now has
25 full-time employees including Mr. Pennells’
wife and eldest son – was relocated in 2008 to its
current purpose-built facility.
Dealership success
I believe that the success of AHS as a Kubota affiliated dealership comes from an absolute commitment to its
customers. Recently, we established a new Customer Relations Management System that enables us to identify
and target potential customers as well as to manage
our interactions with current customers
and prospects.
Through capturing and easily interpreting
important client information, it is far easier to form
more knowledgeable and reliable relationships that
contribute to increased sales while providing
greater customer satisfaction, customer retention,
and customer loyalty.
Mr. Pennells and the AHS employees at the entrance to the dealership.
– 21 –

Exterior view of Australian Hammer Supplies Pty. Ltd. (AHS).
Understanding that good customer relationships must be earned and cannot be assumed, it is also our fervent
belief that a vital contributing factor is considerate human interaction – that in spite of using computerized and
systemized methods to make an initial contact, it is only after phoning person-to-person or having a
face-to-face conversation that a customer’s needs can be properly qualified and understood.
In fact, AHS is committed to continuing its
efforts to cultivate such positive relationships
not only in the sales stage, but also by being
there to provide optimal service along with
genuine Kubota Parts to enhance product life
and performance.
Customer evaluation of
Kubota products
It’s no surprise that customers tend to evaluate
a product by what it gives them. Over the
years that Kubota products have been available
in Australia, customers have become familiar
with the productive contribution they provide
to the home or business.
Kubota products on display in the entrance area.
At AHS, positive feedback on reliability and performance is the rule rather than the exception. That, however,
is only half of it. The other half relates to product support. We are fortunate that Kubota is fully aware of this
so that we are proud to be able to confidently and consistently provide customers with the product support
they expect.
The Kubota advantage
The advantage Kubota holds over other manufacturers is not only the known and respected performance,
reliability and productivity of its products, but also their significant resale value as compared to other brands.
In fact, there is an ever increasing demand – especially by new users – for pre-owned Kubota equipment.
– 22 –

Such customers realize that due to the ease of
performing maintenance and service, previous owners
are more likely to have kept their products in optimal
condition. Further, customers tend to be aware of
Kubota’s “hidden” technology. By this I mean that
while there is an absence of the flashing lights and
fancy buttons found on other brands, innovative Kubota
technology is state of the art and – most importantly –
reliable where it counts.
Mr. Pennells meeting with AHS staff.
Because our business line is – with the exception of
compatible attachments – primarily based on the
Kubota Product line, AHS has great confidence in the
Kubota brand and the Kubota business. Our partnership
with Kubota is Reliable, Stable, and Successful.
A view of the future
In the years to come, we at AHS look forward to Kubota expanding the product lines of its Construction
Equipment – particularly Kubota Excavators. Further, it is hoped that Tracked Loaders and, eventually, Skid
Type Loaders will be introduced in the future. This is, of course, in addition to the expansion of products with
agricultural applications that incorporate such leading-edge innovations as Zero-Turn to perfectly meet the
emerging needs of users.
Kubota is a progressive, responsible, and visionary company inspiring AHS to take the steps necessary to
experience growth and improvement. With constant product upgrades and the stability of Kubota supporting
our business, our future as an affiliated dealership remains bright.
– 23 –

The Kubota presence in advertising media around the world
Country: Japan
Company: Kubota Corporation
[Global Engine
Marketing Department]
Media:
Trade Magazines
Based on the concept of being “FIT”, two ads
released by the Kubota Corporation emphasize that
“Kubota always
offers FIT solutions”
both for
environmental
compatibility and for
application
technology.
Country: USA
Company: Kubota Canada Ltd. (KCL)
Media: Trade Magazines
The KCL ad introduces the new lineup of Kubota
world-class, high-power Tier 4 Diesel Engines that
are – with their cleaner emissions and outstanding
performance – both people- and
environmentally-friendly.
– 24 –

Discover
Kubota
From
Canada
Kubota Engines and Generators Mounted to
a Wide Variety of Industrial Machinery
Frontier Power Products
www.frontierpower.com/ is the manufacturer of
PowerTower, the portable light towers mounting
Kubota generators that are designed to withstand
western Canada's severe operating conditions. On
skids, they are dragged directly to work sites to
provide illumination as needed. As an example, for
as many as 24 hours per day they play an important
role for Suncor Energy – the integrated energy
company – in the development of Canada’s
Athabasca oil sands.
DDACE Power Systems
www.ddace.com/ supplies model D1105 Kubota
Diesel Engines to Fraco www.fraco.com – the
Canadian firm originally conceived with mason’s
needs in mind that is today the manufacturer of mast
climbing work platforms, transport platforms, and
hoists. The ability to perfectly satisfy the various
specialized requirements of a variety of applications
makes these products ideal for such contractors as
masons, glaziers, painters, plasterers, and general
contractors who are involved in inspection,
renovation, building maintenance, etc. Regarding the
Mast Climbing Work Platforms, the Kubota Diesel
Engine powers the endless screw mechanism for
quick, precise elevation.
PowerTower, the portable light tower manufactured by
Frontier Power Products.
Fraco Mast Climbing Work Platform.
M-K Power Products
www.m-k.com/ installs Kubota Diesel Engines
into the insulation blowing service trucks
manufactured by Heat Seal Equipment Ltd. – a
complete supply house for insulation blowing and
spraying contractors. The power supplied by the
Kubota Diesel Engines effectively and efficiently
blows insulation into homes to retain indoor heat
through even the coldest winter.
Kubota Diesel Engine
mounted to a Heat Seal
Equipment Ltd. product.
– 25 –

From Kubota Tractor Australia Pty Ltd. (KTA)
Supporting Movember
Movember is a newly coined word that
combines 'moustache' and 'November'.
Originating in 2004 in Australia and New
Zealand, the Movember Foundation annually
sponsors Movember. This is an annual
month-long event seeking to raise funds while
focusing on the growth of moustaches in
order to draw attention to such male health
issues such as prostate cancer and depression. Due to their success, events of this nature have spread
throughout the world to such countries such as Ireland, Canada, Spain, the United Kingdom, Israel,
and the United States.
As fervent supporters of male health throughout the country, Kubota Tractor Australia Pty Ltd. (KTA)
and its national dealer network fully support the activities of the Movember Foundation. In fact, KTA
and its dealers donated a total of $75,000 in 2010. The combined efforts of KTA and Kubota dealers in
supporting Movember gives substance to Kubota’ s new corporate slogan “For Earth, For Life”.
Standing beside a tractor with a big moustache attached in the front, KTA staff members proudly pose for the camera.
– 26 –

Keep it Kubota!
For Maximum
Operating Performance
The Timely Replacement of Transmission Oil
As a result of incorporating innovation and taking all the steps necessary to ensure maximum
quality, Kubota has constantly introduced the outstanding products that have earned global
renown as leaders in their respective fields.
Contributing to ensuring smooth, reliable operation, Transmission Oil plays a vital role.
The timely replacement of Transmission Oil is, therefore, strongly recommended to ensure
maximum protection, to extend service life, and to maintain optimum performance.
Transmission Oil = Base Oil +
Additives
The main functions of a lubricant such as Transmission Oil are:
1 Friction Reduction 2 Cooling 3 Cleansing 4 Rust and Corrosion Prevention
In addition to these four
functions, the Transmission Oil
in tractors plays another role:
Initiating hydraulic functions
Controlling Transmission
Hydraulic Unit power for
smooth operations
In combination, these features act to extend service life
and reduce operational cost while enhancing productivity.
Periodic Oil Replacement for
Optimal Performance
As Transmission Oil circulates, gradual deterioration that
can affect efficiency occurs. To ensure maximum
operational conditions, periodic replacement is strongly
recommended.
New
After
– 27 –

If Transmission Oil is not periodically replaced, damage may occur.
Case Examples:
Gears
Pitching
Scoring
CAUSE
Lubricant deterioration can severely lower the
protection normally provided to contact surfaces with
the result that they are liable to becoming depressed
and peeled. The resulting contamination from
particles accumulating in the lubricant can result in
scratches and impressions leading to the occurrence
of pitching.
CAUSE
Scoring occurs when lubricant deterioration severely
lowers the protection provided when
extreme-pressure occurs so that there is direct
contact between the metals.
Bearings
Flaking
CAUSE
Lubricant deterioration lowers the protective
performance when revolving surfaces come into
contact. The resulting contamination from particles
accumulating in the lubricant can result in the
occurrence of pitching.
Oil
CAUSE
Water contamination generates a whitish Emulsion.
As the amount of Emulsion increases, it is liable to
become Sludge that can possibly clog the
Hydraulic Filter.
Emulsion
As the replacement interval for Transmission Oil
is liable to differ according to model, please refer
to the appropriate operator’s manual provided.
Kubota recommends the use of Kubota
UDT-Series Transmission Oil as the ideal match
for Kubota tractors.
For more information, please visit your nearest
Kubota Dealer.
– 28 –

KUBOTA GLOBAL UPDATES
BAUMA China 2010
From China
The bi-annual International Trade Fair for Construction
Machinery, Building Material Machines, Construction
Vehicles and Equipment (BAUMA China) – took place in
2010 at the Shanghai New International Expo Centre from
the 23rd through the 26th of November. Welcomed were
1,858 exhibitors from 37 countries and well over 150,000
visitors from 165 countries.
Kubota participated in this prestigious event with a popular
display of its world-renowned construction machinery as
well as with a visitor pleasing presentation – in cooperation
with Kubota Engine (Shanghai) Co., Ltd. (KESCO) – of
Kubota Engines.
At all times, the Kubota Construction Machinery booth was
crowded with visitors from around the world who gathered
to see the 6 Kubota mini excavator models ranging 1.5 to 8
metric tons that were on display. Drawing special attention
were models KX163-5 and KX165-5 that had recently been
released in the Chinese market.
Both Kubota mini
excavators and
Kubota engines
draw the
enthusiastic
interest of visitors.
At the Kubota Engine booth, powerful and exceptionally
reliable Kubota Engines on display – including those
specifically for use in mini excavator applications – were
favorably received.
Kubota will strive to further boost sales by constantly
releasing new products in the Chinese market which has
shown positive growth year-after-year.
The 64th
All Japan Dealers’ Meeting
From Japan
Approximately 4100 interested persons – dealers,
distributors, and visitors from around the world as well as
from all parts of Japan – gathered in Kyoto for the 64th All
Japan Dealers’ Meeting on the 18th and 19th of January
2011. Led off by Kubota Corporation President Mr. Yasuo
Masumoto, opening greetings and remarks were
delivered by various representatives of the Kubota
Corporation. Following that, dealers and distributors who
had achieved outstanding sales performances in 2010
were commended.
On the 2nd day, everyone on hand paid enthusiastic
attention to the innovative Kubota products that were
arranged in such a way as to provide proposals for
solutions to various themes related to farm management.
Mr. Masumoto
delivers greetings.
Visitors attentive
to the presentations.
– 29 –

Second Annual Dealer
Business Conference
From the USA
Kubota Tractor Corporation (KTC) held its second annual
Dealer Business Conference over a two-week period in
early October 2010. A total of five individual conferences
were held at four separate locations throughout the US: in
Ontario, CA, on the 3rd and 4th, in Fort Worth, TX, on the
8th and 9th, in Columbus, OH, from the 12th to the 14th,
and in Atlanta, GA, on the 17th and 18th.
In total, approximately 1500 attendees – representing
nearly 94% of KTC’s affiliated dealers – attended the
various conferences to preview and order the outstanding
Kubota products on display. Focus centered upon the
model B3000 Cab Tractor, the ever popular standard
tractor models L3200 and L3800, and the special utility
tractor model M7040SU with hydraulic shuttle. In
addition, the GR2020/2120, a high horsepower,
liquid-cooled, gasoline Zero-Turn Kubota Mower, and
various improvements to the RTV900XT Utility Vehicle
were introduced.
First day functions included an evening General Session
followed by a dinner. During each General Session,
activities and presentations were led by the respective
KTC Division Managers, remarks made by Dr. Satoshi
Iida, who was KTC President at that time, addressing the
three key initiatives of CE Vitalization, Go into the Farm,
and More Mowers, and a speech by Mr. Greg Embury,
the KTC Vice President of Sales & Marketing, introducing
the KTC President’s Kaizen [Quality Improvement] Award
as well as discussing insights into the economic recovery
of the tractor industry.
Kubota products drew keen attention.
A Kubota product ideal for each application.
Day two of each conference began with product
introductions led by Mr. Larry Nenneman, the KTC Senior
Director of Marketing, with the respective details filled in
by the KTC Product Managers individually responsible for
each of these outstanding Kubota products. Following
the indoor presentations, dealers proceeded outdoors
where there were two additional presentations – one for
standard models L3200 and L3800, and the other for the
innovative models SVL75 and SVL90 Compact Track
Loaders. In the remaining time, the attendees were able
to visit with the respective KTC department
representatives and suppliers to request detailed
information as well as to place their orders.
This conference format and product introductions were
met with great enthusiasm, as was quite evident by the
substantial number of orders received.
Dr. Iida delivering
his remarks.
Mr. Embury addresses a
General Session.
Central Division dealers gethered in Texas pay rapt attention.
– 30 –

Dealer Conference 2010
From Canada
2010 was an auspicious year for Kubota! Celebrating its
35th Anniversary, Kubota Canada Ltd. (KCL) welcomed
approximately 300 representatives from 122 dealerships
throughout the nation to its Dealer Conference 2010
which took place in Toronto on the 9th and 10th of
November. Representing the Kubota Corporation which
was celebrating its 120th Anniversary was Mr. Yasuo
Masumoto, the world renowned firm’s Representative
Director, President, and CEO.
Introduced at the ceremony held to open the conference
was the new Global Slogan of the Kubota Group – “For
Earth, For Life” – which summarizes the Kubota promise
to continue seeking positive solutions to food, water, and
environmental problems through its global businesses.
The following day, product introductions were
accompanied by videos and demonstrations. Drawing
close attention were Cab mounted models SVL75 and
SVL90 Compact Track Loaders featuring best-in-class
bucket breakout force and lifting capacity, outstanding
stability, and a wide, comfortable operator area; the
powerful, versatile standard tractor models L3200 and
L3800; and the gasoline engine powered model ZG332
Zero-Turn Mower delivering a notably strong
performance. In addition, test drives enabled participants
to gain firsthand experience with these outstanding
Kubota products.
The enthusiasm displayed at this very successful
conference strongly indicated that KCL and its affiliated
dealerships will continue to devote themselves towards
achieving ever more positive sales results in the future.
With various implements attached,
Kubota Tractors deliver outstanding
operational performances.
Demonstrating the exceptional
efficiency of a Kubota Compact Track Loader.
The introduction of a wide range of
innovative Kubota products.
– 31 –

EIMA 2010
From Italy
In Bologna from the 10th through the 14th of November,
the International Agricultural Machinery Exhibition (EIMA
2010) welcomed a total of 166,400 visitors from around
the world who gathered to view the farm, gardening, and
agro-industry equipment manufactured by over 1,600
firms from around the globe.
At the Kubota Tractor Booth, Kubota Europe S.A.S. (KE)
displayed 22 tractors – including 11 M-Series models.
With an eye-catching location near the entrance, it was a
convenient destination for numerous current owners who
expressed satisfaction with their Kubota products, for
visitors attracted by the Kubota brand, for approximately
70 Italian Kubota dealers who enjoyed the opportunity to
meet potential customers, and for international members
of the Kubota Family that included distributors and
dealers from North Africa, the Middle East, and Asia. As
for the KE staff manning the booth, it was a great
opportunity to catch up with dealers they already knew as
well as to form new acquaintanceships with those they
hadn’t known previously.
At the Kubota Engine Booth, KE – in cooperation with the
Italian engine distributor SAIM S.P.A. – exhibited the
eighteen main Kubota Engine models currently being
marketed in Europe.
Throughout the four days of this impressive event, both
Kubota booths drew eager attention from one and all.
Final Contests for Sales
Skills and Service Skills
Kubota products on display.
From Japan
Following preliminary rounds to uncover Kubota affiliated
employees with particularly noteworthy abilities, 35
finalists gathered in December 2010 to compete in
contests demonstrating their exceptional skills – 11 in the
category of Sales and 24 in the category of Service.
At the contest hall.
During the Sales Skill Contest – which took place on the
10th of December – the participants used every tool at
their disposal to present viable and easy-to-understand
solutions related to customer issues. In the Service Skills
Contest held on the 9th of December, the participants
made use of the practical skills learned from daily
experience to perform an inspection operation without
any wasted action.
The participants proudly pose for the camera.
– 32 –

IRC2010
The third International Rice Congress 2010 (IRC2010) was
held in Vietnam at the National Convention Center in Hanoi
from the 8th through the 12th of November 2010 under the
theme of “Rice for Future Generations”. Organized by the
International Rice Research Institute (IRRI) and Asia
Congress Events Co. Ltd., the IRC is presumed to be the
world's largest gathering of scientists, researchers, and
technological experts in the field of rice.
From Vietnam
On hand was Mr. Satoshi Suzuki, General Director of Kubota
Vietnam Co., Ltd. (KVC). In addition, delegates of the Kubota
Corporation – which participated in this auspicious event for
the first time – included Mr. Nobuyuki Toshikuni, Managing
Executive Officer; Mr. Yuichi Kitao who is currently President
of Kubota Tractor Corporation (KTC); and Mr. Tsutomu
Miyakoshi, Deputy Manager of the Farm & Industrial
Machinery Sales Coordination Department.
Mr. Toshikuni making his presentation.
During his presentation on “Investment on Technology”, Mr.
Toshikuni explained methods of enhancing the efficiency of
rice cultivation through systematic mechanization using such
outstanding Kubota products as tractors, combines, and rice
transplanters.
IN THE NEXT EDITION
In issue #95 of the Kubota Times to be
published at the end of September 2011,
articles for “Kubota Global Updates”
will include:
Shin Taiwan Agricultural Machinery Co., Ltd. (STA)
celebrates 50th Anniversary and others submitted
by members of the Kubota Global Family.
KUBOTA TIMES
Kubota In-Company Staff
Kazuya Takehisa / Akiko Uchida / Jun Akimoto:
Farm & Industrial Machinery International Planning &
Control Department
Sahori Kamiya / Yoshifumi Misaka / Maki Yanagi:
Tractor Export Department.
Kae Nishimura: Engine Global Marketing Department
Yuta Motegi: Construction Machinery Dvision
Mai Tanaka: Farm Machinery Dvision
Mitsuhiro Mitsuhashi:
Kubota Farm & Industrial Machinery Service Ltd.
Tsukasa Wada:
Kubota Machinery Trading Co., Ltd.
Creative Staff: Sunrise Proper Co., Ltd.
Editor: Tatsuo Miyoshi
Writer: Paul Faust
Design: Kazuko Iwamoto
Kubota Times
FIM International Planning &
Control Department
KUBOTA Corporation
2-47, Shikitsu-higashi 1-chome, Naniwa-ku,
Osaka, Japan 556-8601
Fax: 81/6/6648-3521
E-Mail: k-takehi@nk.kubota.co.jp
– 33 –

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