Hirano owns Yanmar YT5113 Tractor Limited Edition. “I bought this for design as soon as it was released,” he said. (in Koshimizu-cho, Hokkaido)
Kazuhiro Eguchi
Farming is changing by the power of design. Agricultural equipment and work wears have so far been designed with an emphasis on functionality. Farmers today, however, have more and more options with style and uniqueness, as manufacturers are asking world-famous industrial and fashion designers and non-agricultural corporations to help them make and accelerate the change.
Yanmers’ latest tractor drew attentions of young female visitors at Tokyo Motor Show 2015. (in Koto-ku, Tokyo)
“This is fabulous!” A man was speaking to himself excitedly as he got in a tractor that was on display at the Tokyo Motor Show 2015 held in Koto-ku, Tokyo.
The model, the YT5113 Limited Edition large-sized tractor, was designed by Kiyoyuki “Ken” Okuyama for Yanmar Holdings Co. The 59-year-old world-famous industrial designer is known for his work on the Ferrari sports cars. Okuyama, being a grandson of a farmer, said that he wanted to design “not just farming equipment but a new look for the agricultural industry.” Yanmer is introducing this new stylish model also in Europe and the U.S. in the spring of 2016.
A 38-year-old, farmland owner of Koshimizu-cho, Hokkaido, Tomokazu Hirano, bought this new flagship model in May 2015. “My family also loves it and thinks it’s cool. For me, it’s not just equipment but a partner that I work with,” he said. He also wears cool work gears to enjoy his work in the field. The work wear he has is designed exclusively for Yammer by Naoki Takizawa, a famous Japanese fashion designer.
Cornes AG Corporation is a trading company specialized in farming equipment based in Eniwa-shi, Hokkaido. This company is also gearing up for the sales of imported design-conscious tractors including Lamborghini tractors created by Italdesign Giugiaro of Italy.
JA Zen-Noh’s work suits are also popular among non-agricultural young purchasers who think that they are fashionable. (in Chiyoda-ku, Tokyo)
When talking to its customers, the company emphasizes not only how good the vehicles are in their performance and functions but also how beautiful they are. “They are already popular among our customers as the cars that allow the owners to take pride in having them,” explained Kyota Hashiba, director of the company.
There is also a new trend in the agricultural work wear market. Minori Minoru Project, a project launched by National Federation of Agricultural Cooperative Associations (JA Zen-Noh), produced 2,000 original overall-type work gears for farmers jointly with a jeans maker, Lee. Their sales started in 2010 successfully to sell out nearly all of them. So it currently is preparing the new and even better version, doubling the number of the products and working in cooperation with JA Youth this time. “Hopefully this will give the agricultural industry the cool image,” explained one of the planner, Tsukasa Kozato, a general manager in the Research and Development Policy Division of JA Zen-Noh. The new work suits will go on sale through online stores in January 2016.
Lamborghini (right) and DEUTZ-FAHR’s (left) newest tractors imported and sold
by Cornes AG (in Eniwa-shi, Hokkaido)
(Nov. 1, 2015)