Kubota ramps up Nordic investment with new appointment

From its Thame HQ, Kubota UK supplies the Baltic and Nordic territories alongside the UK and Irish markets, but the Japanese manufacturer is keen to grow the brand in Scandinavia and Baltic regions, with Sundberg now responsible for driving sales and helping to increase brand awareness across its Tractor & Groundcare and Agricultural divisions.

As the first of Kubota's new M7001 tractors roll off the production line from Dunkirk, the spotlight is firmly on the manufacturer and its entry into this new large scale farming market. Equal interest is also present across Scandinavia too, and Kubota has recognised the considerable opportunities that the area, and the wider tractor and groundcare sectors, represent for expansion and brand building.

The arrival of Sundberg into the business, who will be based from Malmo, Sweden will be central to Kubota's efforts to further embed the Kubota brand into the area at a time of considerable growth for the manufacturer.

"There is a lot of interest within the industry about Kubota's plans for investment in the Agricultural market and what the arrival of M7001 will mean," explains Sundberg. "The current Scandinavian market presents a huge opportunity for Kubota to grow and increase market share across the four countries."

"Kubota already has strong brand presence for its groundcare and mid range tractor product range, but little in the high horsepower Agricultural arena. With the arrival of M7001, this is all set to change, and there are now considerable opportunities to compete with its competitors for market share. Kubota's movements are being very closely watched, particularly in Sweden and Denmark."

Sundberg joins Kubota following a number of years working for CNH in Sweden and Norway, prior to which he worked in the automotive sector, with responsibility for new product, business and concept development for global brands including Peugeot and Bosch.

Despite the considerable opportunities for future sales and growing brand awareness in the Agricultural market, getting customers to switch brand allegiance will be tough, particularly in Finland and Norway, Sundberg believes.

"There is real excitement about Kubota in Denmark and Sweden, and the industry is eagerly awaiting Kubota's next step. The push into Finland and Norway will take more time though, as the Kubota name isn't well known in the Agricultural market and farmers are traditionally very loyal, often with generational connections to particular brands. It will be a long process but the opportunities are considerable.

Dave Roberts, Kubota UK Managing Director commented on the announcement: "We're delighted to welcome Thony to Kubota UK. His appointment is key to our plans for growth in the territory and he brings with him invaluable industry knowledge and expertise.

"Further penetration into the Nordic territories will be a challenge, but with Thony in place we feel we have the right personnel on the ground to work alongside our distributors to deliver on a robust strategy that will meet our future growth objectives."