Yanmar celebrated 45 years of agricultural presence in Thailand, with the launch of a new tractor model and a concept of a fully electric tractor, as well as the introduction of Nadech Kugimiya as brand ambassador at the Khon Kaen province landmark event.
Yanmar S.P. Co., celebrated its 45th anniversary with a grand “Yanmar Sow Fest 2024” event in early October at the KICE International Convention and Exhibition Center in Khon Kaen province in Thailand. The event showcased Yanmar’s latest innovations in agricultural technology and reinforced its commitment to supporting Thai farmers.
Since 1978, Yanmar has been a well-known brand among Thai farmers. This year’s celebration was particularly special, featuring the launch of the Yanmar EF393T tractor, the unveiling of Yanmar’s EV concept, an electric agricultural machine designed to achieve zero emissions in agriculture, as well as the introduction of brand ambassador Nadech Kugimiya.
With a 39-horsepower engine, the new Yanmar EF393T is built for heavy-duty tasks, while ensuring efficiency and convenience. This model reflects company’s commitment to focus on sustainable agricultural practices and technological progress.
Also making its debut at the event was a groundbreaking new EV concept: an electric agricultural machine. Designed to eliminate emissions and operate silently, the electric tractor provides users with a new choice in powertrain, aligning with the Yanmar Green Challenge 2050: Yanmar’s commitment to transform to an environmentally friendly, greenhouse gas-free company by 2050. This innovative solution embodies Yanmar’s vision of achieving sustainable agriculture and reducing the carbon footprint of farming.
Popular Thai actor Nadech Kugimiya is Yanmar’s new Brand Ambassador. His dynamic and approachable personality makes him an ideal representative to connect with Thai farmers and young people. Nadech stars in Yanmar’s latest television commercial, which embodies the message ‘Because You Choose Us.’ Nadech’s selection also aligns with Yanmar’s HANASAKA philosophy passed down by founder Magokichi Yamaoka. HANASAKA means “to make a flower bloom” in Japanese and reflects a shared commitment to fostering human potential. As a beloved figure among the younger generation, Nadech’s appeal aligns with Yanmar’s goal of inspiring and empowering future generations.
The YANMAR SHOW FEST 2024 in Khon Kaen featured product demonstrations, special exhibitions on agricultural innovation, and live entertainment. The event showcased not only agricultural machinery, but marine engines, construction equipment, and power generation. Special exhibitions highlighted the company’s innovations in these areas, while Yanmar executives provided insights into the future of agriculture in Thailand. Attendees explored interactive displays of Yanmar’s latest products, including the EF393T tractor and the e-concept electric tractor, as well as the company’s energy efficient solutions utilizing the power of compact diesel technology as its driving force.
“As we celebrate 45 years in Thailand, Yanmar remains committed to driving the future of agriculture through innovation and sustainability,” said Mr. Ryosuke Yamaguchi, President of Yanmar S.P. Co., Ltd. “Our vision is to continue empowering Thai farmers with advanced technologies that not only enhance productivity, but also support environmental responsibility, ensuring a better future for all.”
“The launch of the Yanmar EF393T tractor and the introduction of Nadech Kugimiya as our brand ambassador reflect our forward-thinking approach,” added Mr. Yamaguchi. “These milestones demonstrate our dedication to offering farmers tools to succeed, while also connecting with the next generation of agricultural leaders.”
