Kubota has developed a three-step approach to digital transformation

KubotaExecutives outlined this month at the annual dealer meeting in Grapewayne, Texas, theDigital TransformationThe company's “vision for the future” will be a three-phase strategy. Todd Stucke, senior vice president of marketing, product support and strategic programs, said the company's "vision for the future" will be advanced in three phases.

“We're trying to make it as easy as an iPad,” Stucke says. “You can put in technology for the sake of technology, but if it's hard for customers to use, it won't get used and you won't get value out of it.

“At the heart of Kubota for the past 50 years has been ‘simplicity’; simplicity and reliability. We will apply the same strategy in the next phase.”

Each phase of the transformation builds on the others, with the ultimate goal of creating “stackable” technologies that add value to the final product. The three-phase strategy extends to all product groups -Construction equipment, agriculture and lawn care - and all at the same time.

“We're working on all three phases at the same time,” Stark said. “Learning is key. We have to learn what works and what doesn't.”

Kubota is applying the process to equipmentelectrification, Stark explains the three stages of that transformation.

Three stages of electrification at Kubota

He said the first phase was simply replacing the battery with a diesel engine. He said the second phase builds on the first phase.

“You remove the engine; Stark says, “You need to install a battery with an electric motor.” “You shut down all the drives and install an electric drive on it. You run it with software.

“MechanicaltractorsHydraulically actuated. Stage 2 100% Power supply. Now you start adding value. Very quiet; no noise. For mowers, belts wear out. No belts. And you have the software so you can drive completely “drive-by-wire. It's completely electronically controlled.”

Stark said the third phase is specialized equipment and is illustrated using a concept tractor.

Although Kubota showed dealers concept tractors, all-electric mowers and battery-powered miniExcavator(math.) genusBut Stucke emphasizes that the process is designed to add maximum value as quickly as possible, regardless of product segment. The company has assembled a team in North America to study each segment to determine where that value exists.

“What would happen if we built an automatic lawn mower?” He said. “I don't have to mow my yard, but what happens if ...... one of the kids leaves a ball and bat outside? Not only do you have to be tied to the cloud, but you have to be able to visually see what's going on so you can get around [it].”

Kubota Technology in Construction

On the construction side, Stucke says machine control could be of great value as a tool to alleviate skilled labor shortages.

“How do we make every operator the best operator they can be?” He said. “It's all about machine control. When an operatorefficiencyWhen they are low, they are wasteful. They waste time, they waste fuel, they waste carbon. If you can improve efficiency, you reduce waste. This is achieved through technology and systems.”

“It has to be simple and reliable,” he said. “If you want every operator to be the best operator they can be, then things have to be simple. You just push a button and dig in.”