An Italian Japanese fusion: Scott MacCallum joined the media pack on a visit to Italy.
It seems like a marriage made in heaven. Italian flair and imagination combined with Japanese efficiency and drive. That is exactly what has been achieved by the purchase of Gianni Ferrari by the Kubota company in 2022.
An Italian Japanese fusion
Even in that very short space of time the Japanese influence has been felt in the traditional and characterful, Gianni Ferrari factory in the outskirts of Bologne, and Kubota’s overall product portfolio has been significantly expanded, particularly through Gianni Ferrari’s excellent zero turn mower range and the launch of the XC3 and XC4 into the UK market.
The introduction of the new models like the FC2-221 and FC3- 221 has expanded the company’s portfolio for commercial users.
The Kubota power and influence now driving Gianni Ferrari is truly immense. Kubota is a 3 trillion yen company which, given the complication of so many zeros, makes my estimate of £15.6 billion open to some scrutiny. However, they operate in 120 countries and have sold 5.5 million tractors worldwide and 30 million engines so it is huge by any measure.
In buying Gianni Ferrari Kubota ensured that the gap in their offering for large sized ride on mowers was removed and means that as Kubota celebrates 50 years in the European market, it is strongly placed to build on the success started in 1974.
Since becoming Kubota Gianni Ferrari the company has introduced some efficiency solutions within the factory, removing one wall to make the production line less complex and bringing in light blue trolleys containing frequently required parts rather than the engineer having to return to a central point every time one was needed.
It is a common misunderstanding that Gianni Ferrari and Enzo Ferrari, of Formula 1 fame, are related in some way. As it happens Ferrari is the Italian form of Smith, and is a very common name on some areas of the country.
With the experience and support of Kubota globally, Kubota Gianni Ferrari have been working hard over the last two years to embrace the very best of the Japanese Kaizen approach to processes and manufacturing – which was evident in the streamlined approach to production visible during the factory tour.
In addition, Kubota’s advanced digital marketing has been used to communicate with Gianni Ferrari users about parts and service availability through Kubota dealers.
The assembled press, including all of the major industry titles in the UK, were also able to learn more about the current and ongoing developments within the product range such as the ‘conversion’ of the PG XPRO into the Kubota FC3- 261, and the FC4-501 which has become one of the most powerful, comfortable and operationally equipped mowers on the market.
While the unprecedented rainfall from the ironically named Storm Boris put paid to seeing the range in action, spirits were not dampened as all enjoyed gaining an insight into the approach – both now and that of the future – and the fascinating company ethos by speakers including Kosuke Ota, Vice President of Kubota Gianni Ferrari S.R.L.
Further presentations were also delivered by Henry Bredin, General Manager and Matt Wilson, Groundcare Product Manager, of Kubota (UK).
“It’s been fantastic to witness first-hand the enthusiasm and passion among the Kubota Gianni Ferrari team and to be able to share this with the media from the UK and Ireland was a real pleasure,” said Matt.
“All of us at Kubota are incredibly excited about the bright future we have with the FC range, not just in traditional groundcare applications, but also in other guises where it can also support the maintenance of artificial sports surfaces.”
