Kubota Corporation

How does trust in Kubota tractors grow from one generation to the next?

How does trust in Kubota tractors grow from one generation to the next? ​ In 2025, Vietnam was the world's second-largest rice exporter by volume. In the Mekong Delta, where two or three rice crops a year are common, rice farming has long supported farmers' livelihoods and the local economy. Farmland has been passed down from parents to children. ​ In a Kubota documentary, one farming family in the region shared their journey with Kubota spanning over 20 years. The son began helping his father in the fields at age 9 and first drove a tractor at 14. His trust in the tractors came from their durability and years of watching his father work with them. ​ His father had inherited the land from his own father. He remembered when cattle and water buffalo were used for plowing. Kubota tractors, he explained, allowed the family to plow more land each day and earn more income. He hoped to hand the farm over to his son and enjoy retirement. ​ The son, in turn, wanted to expand the family's rice fields. His eldest son could already drive a tractor, and he hoped his sons would continue #RiceFarming with the support of the machinery. ​ #CustomerStories like this show how a family's experience with machinery can build trust across generations. ​ #ForEarthForLife