YANMAR S.P. Co., Ltd. commemorated its 45th anniversary with the grand YANMAR SHOW FEST 2024, held at the KICE International Convention and Exhibition Center in Khon Kaen province. This milestone event not only celebrated the company’s legacy but also showcased Yanmar’s cutting-edge innovations in agricultural technology, reinforcing its ongoing commitment to supporting Thai farmers.
This year’s celebration was marked by the introduction of the Yanmar EF393T 45th Edition and the Yanmar Solis 30, 50, 75, and 105 models, as well as the unveiling of Yanmar’s pioneering electric agricultural machine concept—designed to achieve zero emissions in agriculture. To add to the excitement, Yanmar proudly introduced its new brand ambassador, Thai actor Nadech Kugimiya.
For over four decades, Yanmar has been a trusted partner for Thai farmers, providing innovative agricultural machinery designed to enhance both productivity and sustainability. Since establishing its presence in Thailand in 1978, Yanmar has continuously evolved to meet the needs of modern farmers, building a reputation as a leader in the agricultural sector. Known for its focus on quality, durability, and service, Yanmar’s innovative approach has been instrumental in shaping the future of farming in Thailand.
At the YANMAR SHOW FEST 2024, Yanmar introduced its newest product line, featuring the powerful and efficient Yanmar EF393T 45th Edition. Equipped with a 39-horsepower engine, this tractor is designed to handle heavy-duty tasks while providing superior fuel efficiency and convenience for farmers. This latest addition to Yanmar’s portfolio not only demonstrates the company’s commitment to excellence but also aligns with its focus on sustainable agricultural practices.
In keeping with its vision of sustainability, Yanmar also unveiled its new electric agricultural machine concept at the event. This groundbreaking electric tractor is designed to reduce carbon emissions and operate quietly, offering farmers a new, eco-friendly power option. The electric tractor supports Yanmar’s Green Challenge 2050 initiative, which aims to transform Yanmar into a greenhouse gas-free company by 2050, promoting sustainable agriculture for future generations.
One of the highlights of the event was the introduction of Nadech Kugimiya as Yanmar’s new brand ambassador. The popular actor’s dynamic and approachable personality makes him an ideal representative to connect with the Thai public. Nadech stars in Yanmar’s latest television commercial, which delivers the message ‘Because You Choose Us’. His role as brand ambassador also aligns with Yanmar’s HANASAKA philosophy, which emphasises nurturing human potential—a value shared by both Yanmar and its founder, Magokichi Yamaoka. Nadech’s appeal to younger audiences aligns perfectly with Yanmar’s goal of inspiring and empowering future generations of farmers.
The YANMAR SHOW FEST 2024 also featured product demonstrations, special exhibitions on agricultural innovation, and live entertainment. In addition to agricultural machinery, Yanmar showcased its marine engines and construction equipment. 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 45th Edition tractor and the electric tractor concept. The event also offered an exclusive meet-and-greet session with brand ambassador Nadech Kugimiya.
“As we celebrate 45 years in Thailand, Yanmar remains deeply committed to driving the future through innovation and sustainability,” said Mr. Ryosuke Yamaguchi, President of Yanmar S.P. Co., Ltd. “Our vision is to continue empowering farmers with advanced technologies that not only enhance productivity but also support environmental responsibility, ensuring a better future for all.”
Mr. Yamaguchi further emphasised the significance of the company’s latest milestones, adding, “The launch of the 45th Edition tractor and the introduction of Nadech Kugimiya as our brand ambassador reflect our forward-thinking approach. These milestones demonstrate our dedication to offering farmers the best tools to succeed, while also connecting with the next generation of agricultural leaders.”
Another key moment during the YANMAR SHOW FEST 2024 was the signing ceremony for a memorandum of understanding (MOU) between Yanmar S.P. Co., Ltd. and Chia Tai Co., Ltd. This collaboration aims to improve the quality of life for Thai farmers by facilitating the exchange and transfer of knowledge on cultivation solutions and agricultural innovations, maximising the benefits for Thailand’s agricultural sector.
For more details and to follow the event, visit Yanmar Thailand Fanclub’s Facebook page or watch the latest TVC featuring Nadech Kugimiya on Yanmar Thailand’s YouTube channel.