Kubota Thailand reports new machinery sales fell 1H 2025 for the first time in years, as farmers shift to repair/maintenance due to economic pressure and rising input costs. The company is leveraging AI-powered telematics, a 820k-unit database, and a 308-team field network to transform after-sales into proactive service—aiming for same-day parts delivery and 1-day repairs during critical harvest season (Oct–Dec). Customer satisfaction stands at 97.8%, positioning after-sales as a strategic retention tool when new equipment demand stalls.