From its Thame HQ, Kubota UK supplies the Baltic and Nordic territories alongside the UK and Irish markets, but they are keen to grow the brand in Scandinavia and Baltic regions, with Sundberg now responsible for driving sales and helping to increase brand awareness across its Tractor & Groundcare and Agricultural divisions.

The arrival of Sundberg into the business, who will be based from Malmo, Sweden will be central to Kubota's efforts to further embed their brand into the area at a time of considerable growth for the manufacturer.

"There is a lot of interest within the industry about Kubota's plans for investment in the Agricultural market and what the arrival of M7001 will mean," explains Sundberg. "The current Scandinavian market presents a huge opportunity for Kubota to grow and increase market share across the four countries.

"Kubota already has strong brand presence for its groundcare and mid range tractor product range, but little in the high horsepower Agricultural arena."

Sundberg joins Kubota following a number of years working for CNH in Sweden and Norway, prior to which he worked in the automotive sector.

Despite the considerable opportunities for future sales and growing brand awareness in the Agricultural market, getting customers to switch brand allegiance will be tough, particularly in Finland and Norway, Sundberg believes.

"There is real excitement about Kubota in Denmark and Sweden, and the industry is eagerly awaiting Kubota's next step. The push into Finland and Norway will take more time though, as the Kubota name isn't well known in the Agricultural market and farmers are traditionally very loyal, often with generational connections to particular brands. It will be a long process but the opportunities are considerable."