AGRITECHNICA 2025, the world’s leading trade fair for agricultural machinery, welcomed a global audience to Hanover under the theme Touch Smart Efficiency, showcasing the industry’s most advanced developments in automation, connectivity, and sustainable farming technologies. This year’s fair brought 2,849 exhibitors from 52 countries – Around 476,000 visitors from 171 countries, once again confirming its role as the central platform for agricultural innovation.
Kubota at AGRITECHNICA 2025
Kubota participated as a united Kubota Group together with Kverneland, Vicon, and Farmtrac, presenting a shared “Kubota Group Solutions Hub” at the heart of the stand. Guided by the motto On Your Side, the Group demonstrated how the combined strength of its brands and partners enables practical, forward-looking solutions for farmers across all segments.
This report provides an overview of Kubota’s presence, activities, and key highlights at AGRITECHNICA 2025, showcasing the group-wide innovations, demonstrations, and press engagements that defined this year’s exhibition.
Press Event: Smart Farming. Sized Right.
The week began with an early morning press event on Monday at 08:15. More than 50 journalists gathered at the Kubota stand in Hall 5 to hear Kubota unveil its latest advancements in smart farming. The session followed the official press release “Kubota Unveils Next-Generation Smart Farming Solutions at AGRITECHNICA 2025” and introduced the strategic direction behind the new offerings.
The press event highlighted Kubota’s three development pillars: automation, sustainability, and connectivity, and emphasized that the smart farm of tomorrow is no longer a distant vision. The technologies presented are designed to support farmers today, addressing labor shortages, rising environmental standards, and the need for more data-driven operations. Andreas Kaczmarczyk (Vice President Marketing - Tractor Business Unit Europe) and his team shared insights into ongoing field trials, ecosystem partnerships, and Kubota’s long-term ambition of delivering a seamless, integrated farming experience across machines, digital tools, and services.
Experience at the Kubota Stand
The Kubota stand was conceived as an interactive space where visitors could discover the full spectrum of Kubota’s innovations. The “Group Solutions Hub” served as the centerpiece, both a physical attraction and a representation of the digital ecosystem that connects Kubota machines, applications, and partners.
Throughout the week, visitors experienced live demonstrations, hands-on interactions with equipment, and guided tours from Kubota specialists. Large displays showcased how data flows between machines and cloud-based tools, while dedicated zones focused on specific farming segments such as specialty crops, arable farming, and challenging hilly terrains. The stand created a journey that gave visitors a clear understanding of how Kubota’s ecosystem works together to deliver smarter, more efficient farming.
Highlights and Innovations
Kubota demonstrated how automation is moving from vision into the field. The autonomous KFAST sprayer for orchards and vineyards showcased precision spraying with reduced chemical use and labor dependency. The M7004 tractor, now featuring autonomous capability, extends automation to conventional arable operations. The ROBOTTI platform, which is already deployed in over sixteen countries, is leveraging modular robotics for diverse farm tasks.
Kubota also introduced an Autonomous Electric Zero-Turn mower, offering both manual and autonomous modes for landscape and commercial applications. Meanwhile, the award-winning All Terrain Tractor (first shown at CES® 2025) tackles steep and rough terrain, proving that mechanisation can reach previously inaccessible areas.
Sustainability and connectivity are equally integral. Kubota’s UV-Boosting implement for example, uses light instead of chemicals to strengthen plant resilience. And throughout the stand, the digital framework of Kubota Farm Solutions, Kubota Sync, the Tellus 700/1200 terminals, and Kubota FarmCentre unified machines, data, and services into one ecosystem, turning hardware into smarter, inter-linked operations.
In short, at AGRITECHNICA 2025, Kubota’s stand confirmed that smart farming is no longer a distant concept; it is here today and designed to be sized right for farmers of all types.
Engagement and Media Response
Throughout the show, Kubota attracted strong attention from both visitors and industry media. Numerous agricultural publications and online platforms reported on Kubota’s portfolio, highlighting the innovation and practicality of the solutions presented. Partner companies featured at the stand helped bring the broader smart farming ecosystem to life, demonstrating how Kubota collaborates across robotics, sensor technology, and digital innovation to deliver integrated value to farmers.
Looking Ahead
AGRITECHNICA 2025 marked an important milestone for Kubota in its evolution from a machine manufacturer to a comprehensive smart farming solutions provider. The innovations on display reflected Kubota’s belief that future technologies must remain grounded in practicality and accessibility, fulfilling real needs on farms of all sizes.
Following the event, Kubota will continue expanding field testing programs, working closely with dealers and customers to refine solutions and accelerate their introduction to the market. The company’s commitment to long-term partnerships, both with farmers and technology innovators, ensures ongoing development of tools that enhance productivity, reduce environmental impact, and support sustainable agriculture worldwide.
As the week concluded, Kubota left AGRITECHNICA with strong momentum, reaffirmed interest from the industry, and a clear message: smart farming is here, and Kubota is ready to deliver it, sized right for every farmer.
