When the AEM Manufacturing Express rolled into Kubota’s North American headquarters in Grapevine, Texas, it wasn’t just a stop on the road; it was a glimpse into a company that leads with purpose. 

Across four North American facilities, Kubota employs 3,500 employees across America. And, at every level, Kubota operates with a clear guiding principle: do what’s right, not just what’s easy. That philosophy is captured in its global brand statement: For Earth, For Life. It’s a commitment to serving not only customers, but also communities, ecosystems, and future generations. From Kubota’s LEED Gold-certified campus to the way it engages directly with customers and communities, Kubota is a company that’s rewriting the playbook for modern manufacturing.

The 193,000-square-foot headquarters stands as a physical representation of that philosophy. The facility’s environmental features include a net-zero water system, the preservation of all native trees during construction, and the use of more than 75% recycled materials. Kubota invested more than $50 million in the facility as a long-term commitment to efficiency, collaboration, and environmental responsibility.

Inside the building, the same principle of doing what’s right continues to guide the work. Jacob Mendoza, who has spent the past five years on the utility vehicle side of the business, described Kubota’s culture as dynamic and ever-evolving: “…no one day is the same,” he said, reflecting on both the industry’s pace and the company’s adaptability. 

Over the course of Jacob’s tenure, he’s witnessed a growing emphasis on global collaboration and knowledge-sharing across markets. But one thing has remained constant: the customer is always at the center. “Philosophically, at the core of everything we do is doing the right thing for the customer,” Mendoza noted. From building durable, efficient equipment to growing how the company operates, Kubota demonstrates that commitment every day.

Matthew Walker, senior product operations manager for compact and utility tractors, who was raised on a dairy farm in England, brings a practical and deeply personal perspective to his work. Spending time on farms and job sites isn’t just a nice-to-have at Kubota, it’s a need-to-have. 

Teams across the organization are encouraged to leave the office and meet with the people who use their equipment every day. Kubota’s teams gather real-world insights that directly shape product features and design decisions. This boots-on-the-ground feedback loop ensures the equipment is not just high-performing but also intuitive, durable, and built with the realities of modern agriculture and land maintenance in mind.

Kubota’s manufacturing strategy continues to evolve. By building components like front-end loaders and tires in the U.S., the company maintains greater control and responsiveness. It’s a philosophy grounded in presence, adaptability, and a genuine commitment to quality. “Bringing manufacturing here into the U.S. means that we can react quicker to changes in the market, and we can really push and work with our engineering teams to really give the customer what they want in a relatively short development turnaround,” explains Walker. 

As the AEM Manufacturing Express journey continues through Texas, its stop at Kubota served as a reminder that American manufacturing isn’t just about machines; it’s about people, purpose, and building for the future. Kubota’s anchored approach in integrity, innovation, and respect for the land offers a clear model for how doing what’s right can be the most powerful business strategy of all.