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Kubota Brings a Thoughtful Approach to Technology with Work Smart

Kubota has built its reputation on equipment that is simple, reliable and practical, and now the company is taking a thoughtful approach to bringing new technology to its machines. At the 2026 Farm Progress Show, Brownfield talked with Brent Newkirk, Product Manager for Work Smart AutoSteer at Kubota, about how the Work Smart platform is helping introduce technology across several Kubota product lines. Rather than adding technology simply because it’s available, the focus is on identifying tools that can provide real value to farmers and operators.

For Kubota, Work Smart is about starting customers and dealers on the process of integrating technology into their equipment in a way that makes sense. Newkirk says the company is being intentional about which technologies it incorporates and how they are introduced. That approach appears to be resonating with farmers, with Kubota receiving a lot of positive feedback from customers at the Farm Progress Show. It’s a look at how a company known for keeping things straightforward is embracing technology—without losing sight of what farmers actually need.