KUBOTA is the name and growing into a major global brand is the game.
But it's a very serious game witnessed by the company's acquisition of giant European manufacturer Kverneland Group (2012) and Kansas-based seeding and tillage manufacturer Great Plains earlier this year.
It also has a long-standing partnership with top European hay manufacturer Krone.
And last week, more than 180 Australian dealers received a taste of the company's plans with a nearly 100 product presentation with the promise of more to come.
Kubota's current strategy is to match products with its tractors and at last week the company showcased a line-up of some of its 80 implements (seeders, ploughs, cultivators and slashers), two mower-conditioners and five mowers along with construction equipment and a new 4WD diesel utility vehicle or side-by-side vehicle.
According to Kubota Tractor Australia managing director Toshihiko Kawasaki, the company not only wants to become the world's top manufacturer of agricultural equipment but also the one with the most customers.
Mr Kawasaki said Kubota was celebrating its 40th year in Australia while also celebrating a doubling of business in the past seven years with gross annual revenue climbing from $A150 million to $A300m.
"Quality will continue to be our number one focus," he said. "And we need to continue to explain that to our customers so they can understand the value that comes with quality."
Mr Kawasaki said he expected Kubota to become a major player in North America and Europe as a full-line supplier embracing most facets of agriculture, including precision technology.
Interestingly, he acknowledged a declining skilled agricultural labour force presented problems for the industry.
To overcome this Kubota has launched a service mentor program involving dealers and senior staff to enhance product education on a wider scale to all dealer staff.
According to the company's Australian senior product manager Lars Pasedag, Kubota will move exponentially into the broadacre market.
"That will be down the track," he said. "But we expect more products to match broadacre requirements going forward."
And he is keeping an eye on the WA market with regard to building the company's dealership network in this State.