Entered the computer business
In 1986, focusing on the computer business, the company began to collect information on fields such as electronics, new materials, biotechnology, regional development, etc., with an aim of newly advancing into a growth market.
In addition to investing in the Ardent Computer Corporation (previously called Dana Computer), which was a United States company developing graphics supercomputers, Kubota also obtained exclusive marketing rights for them for the Far East Region. In April 1987 “Kubota Computer Inc.” was established as a mother company with 100% investment from Kubota.
However, the results were disappointing and Kubota began to withdraw from the computer business from 1994.
Kubota Computer Co., Ltd., Yamanashi plant
Computer inspections and adjustments
A line producing external memory devices for computers
Established the Ryugasaki plant
The market for automatic vending machines in Japan expanded from 182.7 billion yen in 1986 to 232.6 billion in 1987 and 290 billion in 1988, and the 3,000 units per month production capability at the Kyuhoji plant could no longer keep up with demand. A new plant was therefore opened in 1989, the Ryugasaki plant in Ibaraki Prefecture.
The new plant was in grounds of 48,000m² and could produce 5,000 units per month. The plant achieved the mixed production of multiple devices by using a computer controlled POP (point of production) system, and also an in-house painting process and labor-saving and rationalization using automatic guided vehicles and welding robots.
A new automatic vending machine which dispensed the cans at a high position, so that the customer could retrieve them without bending down, was put on sale in 1989.
An overall view of the Ryugasaki plant
An automatic vending machine for cans
where the product is taken from a high position
Started producing compact construction machinery in Germany
Since Kubota’s compact construction machinery was first exported to the United Kingdom in 1978, the products had spread throughout Europe. Over 2,800 units were sold to Europe in 1988, taking the top share in the European market.
The problem of imports of completed Japanese-made compact pneumatic shovels was discussed by the EC Committee and Kubota established “Kubota Baumaschinen GmbH” (KBM) in Rheinland-Pfalz state in West Germany. The local production of compact construction machinery began from 1989.
An overall view of Kubota Baumaschinen GmbH (KBM)
A construction machinery production line at KBM
Started producing tractor implements in North America
Similar trade friction also occurred between Japan and the United States, and it was also becoming important to develop products tailored to the local market, so a plant to produce tractor implements, “Kubota Manufacturing of America” (KMA), was established in 1988 in Georgia State, U.S.A. Production began in April 1989.
An overall view of Kubota Manufacturing of America (KMA)
100 years since foundation.
Changed company name to “Kubota Corporation”
At the anniversary of 100 years since foundation, the company was renamed the “Kubota Corporation.” Since starting out as a casting works, the company’s business had spread to iron pipes, various types of machinery, and many other new fields and the “Kubota Casting Works” name no longer reflected the nature of the company.
At the same time as the name change, a V.I. (visual identity) system was introduced and a new company logo was adopted. There was a renewal of the design of the employee badges and uniforms, company cars, signboards and advertisements, etc., as the company expressed to people both inside and outside the company that it intended to add flexibility and smartness to the company culture, which had been said to be just steady and dignified.
The “Aleph” fountain and water splitting display exhibited at Osaka’s
“International Garden and Greenery Exposition,”
as a project to commemorate 100 years since foundation
Company president Mr. Mino addressing the ceremony to
mark the 100th anniversary since foundation
The first endowed chair, “International Environment Planning,”
is established at Tokyo University’s Faculty of Engineering
As environmental problems began to be perceived on a global scale, other issues arose such as the differences in opinion between the developed and developing countries. For this reason, Tokyo University planned academic research on the best form for international environment planning, to develop human personnel who could be active in the field internationally. Kubota agreed with this idea, and offered to sponsor an endowed chair at the university, which the Ministry of Education approved. The course, which ran for three years from October 1992 to September 1995, was highly evaluated as an activity to contribute to society which coincided with the policy of the company, which had many proven results in desert greening and the environmental facilities business.
Announced the “Vision for the second century,”
the management policy for the 21st century
After starting in the middle of Japan’s Meiji Period (1868-1912), the company has contributed to the formation of a modern nation state, the reconstruction after the Second World War, and the advancement of livelihoods and society in the period of rapid economic growth.
As Japan was about to change dramatically after the end of the bubble economy, Kubota entered its second century since foundation and announced its “vision for the second century,” with the aim of becoming an even more prominent company in the new era. The “vision” expressed the major policies for key business fields and management. It was embodied through the businesses, etc., that each division developed.
The “Vision for the second century of Kubota”
at the celebration of the company’s 100th anniversary in 1990
The first diesel engine in the world to obtain exhaust emission regulation approval from California State, United States
In the same way as regulations were introduced from the 1970s for passenger vehicle engines, exhaust emission regulations were also considered for industrial use diesel engines. In January 1995, the “CARB ULG exhaust emission regulations” were decided in California, U.S.A., for general use engines below 25 horsepower.
The company had already been working to develop a clean diesel engine from both the design and manufacturing sides, and was able to be the first in the world to clear these regulations through the development of the company’s original E-TVCS combustion chamber, and with improvements to parts in the fuel injection system. Ever since, Kubota has continued to achieve early approval for the ever stricter new regulations that are introduced.
