As Kubota Canada evolved beyond its agricultural roots, the product lineup has expanded beyond the country’s agricultural needs to address construction, landscaping, and commercial applications.
Courtesy of Kubota Canada
The advantage of a standalone Canadian division
Unlike many OEMs that operate under a broader North American structure, Kubota Canada functions as an independent entity with its own leadership and decision-making processes. This distinction has played a significant role in the company’s ability to stay responsive to Canadian market conditions.
Because Kubota Canada’s focus is exclusively on the Canadian industry, product development, testing, and dealer strategies are tailored specifically to local needs. This independence enables the company to engage directly with Canadian dealers and customers, adjusting its offerings based on industry trends, climate conditions, and economic factors unique to the country. The result is a closer relationship between Kubota Canada, its dealers, and end users, fostering a level of customer service and product reliability that has helped cement the company’s reputation in the industry.
“When we have discussions about our products, the industry, what we want to launch, or how we want to test, we are only talking about the products that are going to be used in Canada,” says Andrew Marshall, vice president of sales, marketing, and dealer development at Kubota Canada. “So whether we’re focused on cold weather testing through our Timmins location or if we’re looking at various incentive programs that we want to tailor to the Canadian market, all we talk about are the factors that are impacting us here in Canada. I think [that’s] something that’s allowed Kubota Canada to really stand on its own in comparison to other players in the market.”
Kubota Canada’s cold weather testing facility in Timmins, Ontario, plays a critical role in ensuring that its equipment meets the demands of Canada’s harsh winters. Established to provide real-world performance data beyond traditional lab testing, this facility allows engineers to assess how machinery responds to extreme cold, snow, and ice — conditions that impact performance and overall durability. Unlike climate-controlled chambers, which can simulate cold temperatures in a controlled environment, the Timmins facility subjects equipment to unpredictable, real-world conditions, from deep freezes to heavy snowfall. Every winter, Kubota runs multiple test cycles at the site, analyzing everything from fuel efficiency in sub-zero temperatures to material resilience and hydraulic performance. This rigorous approach ensures that Kubota equipment is reliable and efficient for Canadian operators and the Timmins testing facility has become a global benchmark for Kubota, influencing product development.
Shaping the future with technology and innovation
As the industry evolves, technology is playing an increasingly important role in equipment manufacturing. Kubota Canada integrates advanced telematics, automation, and machine monitoring systems into its equipment to enhance efficiency and serviceability.
One major development is KubotaNOW, a telematics system that provides real-time insights into equipment performance, diagnostics, and location tracking. The company also invests in 2D and 3D machine control solutions, particularly for compact track loaders used in fine-grading applications. This technology is designed to help operations of all sizes achieve greater precision and efficiency, improve fleet management for business owners, and prevent downtime by identifying potential issues before they become major problems.
This integration of new technology will remain a focus for Kubota Canada, according to Marshall. “We see this as a win-win in the sense that, together, we’re gonna keep machines operating longer. We are going to keep our customers satisfied knowing that their machines are doing the work that they need and that the uptime is at an optimal level for their products.”
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