YANMAR celebrates 45 years of leadership in Thailand with the launch of a new product line,
and the introduction of Nadech Kugimiya as brand ambassador
at the Khon Kaen province landmark event.
YANMAR S.P. Co., Ltd. celebrates its 45th anniversary with a grand event “YANMAR SHOW FEST 2024” at the KICE International Convention and Exhibition Center in Khon Kaen province. The event showcases Yanmar’s latest innovations in agricultural technology and reinforces its ongoing commitment to supporting Thai farmers. This year’s celebration is particularly special, featuring the launch of the Yanmar EF393T 45th Edition, and Yanmar Solis 30, 50, 75, 105, the unveiling of Yanmar’sEV concept; an electric agricultural machine designed to achieve zero emissions in agriculture; and the introduction of brand ambassador Nadech Kugimiya.

For over four decades, Yanmar has been a trusted partner for Thai farmers, providing cutting-edge agricultural machinery designed to enhance productivity and sustainability. Since establishing its presence in Thailand in 1978, Yanmar has been at the forefront of agricultural innovation, continually evolving to meet the needs of modern farmers. With a focus on quality, durability, and service, Yanmar has built a reputation as a reliable and forward-thinking leader in the agricultural sector.
Yanmar is proud to introduce New tractor, a cutting-edge innovation designed to offer farmers unmatched power, efficiency, and reliability. With a 39-horsepower engine and a sleek design, New model tractor is built for heavy-duty tasks while ensuring cost savings and convenience. These model not only represents Yanmar’s commitment to excellence but also reflects the company’s focus on sustainable agricultural practices and technological advancement.

Also making its debut at the event is 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 activities.
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 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 perfectly with Yanmar’s goal of inspiring and empowering future generations.


The YANMAR SHOW FEST 2024 in Khon Kaen will feature product demonstrations, special exhibitions on agricultural innovation, and live entertainment. The event will showcase not only agricultural machinery, but marine engines, and construction equipment. Special exhibitions will highlight the company’s innovations in these areas, while Yanmar executives will provide insights into the future of agriculture in Thailand. Attendees can explore interactive displays of Yanmar’s latest products, including the 45th Edition 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. There will also be 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 with advanced technologies that not only enhance productivity but also support environmental responsibility, ensuring a better future for all.”
“The launch of the 45th Edition 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 the best tools to succeed, while also connecting with the next generation of agricultural leaders.”

Additionally, at the “YANMAR SHOW FEST 2024,” there is a 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 through the exchange and transfer of knowledge on cultivation solutions, as well as agricultural technology and innovations, to maximize the benefits for Thailand’s agricultural sector.
Follow the event on Yanmar Thailand Fanclub’s Facebook page and YouTube channel to watch the new TVC featuring Nadech Kugimiya.