First, to clarify: Kubota is a Japanese corporation. Due to its name, some people may mistakenly assume it is a Chinese company. Kubota (Kubota Corporation / 株式会社クボタ) is a world-renowned Japanese comprehensive machinery giant founded in 1890, headquartered in Osaka, Japan. It initially produced casting products.
In 1922, it began researching agricultural engines and subsequently launched tillers, earthmovers, and other equipment.
In 1973, following Mitsubishi, Hitachi, and Komatsu, Kubota began researching excavators. To avoid direct competition with other excavator brands, it proactively entered the micro-excavator market and subsequently launched the KH1 compact swing excavator.
In 1988, it entered the European market, introducing 6 to 8-ton mini excavators, which saw a surge in sales.
Later, it entered China, primarily selling harvesters, engines, and micro excavators.
By 2013, its cumulative sales reached 400,000 units.
Today, Kubota enjoys an extremely high international reputation in agricultural machinery, construction machinery (especially mini excavators), engines, and environmental infrastructure.
However, its brand awareness in China might not be as widespread, and its excavators are less commonly seen because they are higher priced, leading to lower sales volume in China. Nevertheless, its total sales revenue far exceeds that of excavator brands like SANY and XCMG.
Below is an introduction to the core development and market advantages of the Kubota brand:
1. Brand History & Development
- Century-Old Heritage: Founded by Gonshiro Kubota, the company started with cast iron pipe manufacturing and gradually expanded into the R&D and production of agricultural machinery, construction machinery, and diesel engines.
- Global Footprint: Products are exported to more than 130 countries and regions across North America, Europe, Asia, South America, and the Middle East, holding a leading global sales position in multiple market segments for a long time.
2. Q3 2026 Financial Results Show
Revenue: 77.4 billion
Net Profit: 69.2 billion
3. Core Business Areas & Star Products
Kubota has a solid market foundation across North America, Europe, and Asia. Driven by extreme operational efficiency, product quality, and R&D excellence, it has operated with virtually no financial losses. Since 2000, it has sold 2 trillion units of engines, agricultural machinery, and micro excavators. In the last 20 years alone, its R&D investment has exceeded 53.5 billion.
1. Construction Machinery (Mini Excavators)
- King of Micro/Mini Excavators: Kubota has long held the number one global market share in the mini excavator segment (1–8 ton class).
- Representative Series:
- KX Series: A classic and mature mini excavator line (such as KX040, KX057, KX080, etc.), renowned for exceptional durability and smooth hydraulic performance.
- U Series: A Zero Tail Swing micro-excavator line (such as U17, U35, U55, etc.), ideal for tight urban spaces, municipal repairs, and landscaping operations.
- Technical Advantages: Compact and flexible machinery, high value retention, and low failure rates, making it highly acclaimed among rental companies and small contractors.
2. Agricultural Machinery
- Kubota is a leading manufacturer of agricultural machinery in Asia and globally, with products including tractors, combine harvesters, and transplanters.
- Famous for lightweight design, high reliability, and adaptability to paddy fields and complex terrains, it has significantly advanced agricultural mechanization in East and Southeast Asia.
3. Industrial Diesel Engines
- Kubota is also a world-leading OEM supplier of Off-Highway Diesel Engines.
- Many non-Kubota branded construction machines, aerial work platforms, generators, and skid steer loaders use Kubota engines as their core power source (such as common models like D722, V2403, V3800, etc.).
4. Core Competitive Advantages of the Brand
- Exceptional Hydraulic & Power Matching: Kubota features self-developed engine and hydraulic systems, delivering smooth power output, excellent coordination for compound movements, and a well-balanced mix of lifting speed and digging force.
- High Value Retention & Reliability: In the used equipment market, Kubota mini excavators boast extremely high residual value. Their structural components offer high fatigue resistance and low leakage rates, earning a reputation in the industry as exceptionally durable equipment.
- Comprehensive Global Aftermarket Parts Network: Supported by a massive global footprint, Kubota maintenance parts (filters, seals), undercarriage parts (tracks, track rollers), GET parts (bucket teeth, side cutters), and hydraulic components enjoy strong global demand and are backed by a mature aftermarket supply chain.