In February 1971, we established N.V. ISEKI Europe S.A. in Brussels, Belgium, the center of the EEC (European Economic Community), making for easy access to European countries and facilitating aggressive development of sales channels in Europe.
Since its establishment, we have worked to further sales promotions, market research, and after-sales service within Europe through communication with our European distributores and expanded sales areas and products sold with them.
In addition, to deepen our collaboration with ISEKI-Maschinen GmbH (ISEKI Germany) in the areas of design and development, and in 2024, we relocated N.V. ISEKI Europe S.A. from Belgium to the suburbs of Dusseldorf, Germany so as to strengthen our service structure, changing the company name to ISEKI Europe GmbH.

Since the 1960s and 1970s, we have contributed to improving agricultural productivity and efficiency and to reducing the burden on farm workers in East Asia through transactions with partners in South Korea and Taiwan.
We have been continuously conducting on-site tests, sales promotion activities, education on handling, training for after-sales services, etc. in cooperation with local partners, and have gained the trust of local customers to this day. Our commitment is to realize the aspiration of the Company’s founder, namely, to free farmers from exhausting labor, even at international locations, and will continue to work with our overseas partners.

On February 8, 1991, we started mass-production of Massey Ferguson branded tractor. At the first line-off ceremony, the presidents and representatives of both companies performed the ribbon-cutting, marking the completion of the first line off under Massey Ferguson brand. To those accustomed to seeing our signature blue tractors, the bright red color of the Massey Ferguson model made a striking impression. Additionally, the president of Massey Ferguson delivered an inspiring message, expressing his commitment to growing ISEKI Massey Ferguson tractors to global leading product.

The "sub-compact tractor MFGC2300" was introduced to the North American market, designed to meet the growing demand for both hobby-farmers and garden markets. By combining the functionalities of garden equipment and tractors, this innovative model quickly gained popularity and became one of our core products for North American customers today. Both ISEKI and AGCO engineering teams worked closely with the same target, conducting a variety of physical evaluations. The successful commercialization of this tractor marked a significant moment, strengthening the strategic partnership.

Sub-compact tractors, positioned in between riding lawn mowers and compact tractors, experienced rising demand in the European market, in which the Company launched the TXG23, which was based on the MFGC2300, a sub-compact tractor that was well received in North America. In Europe, the TXG23’s functionality went beyond merely mowing, with an ability to accomplish multiple tasks, including pavement cleaning and snow removal, it became a favorite of a wide range of customers. This was followed by the introduction of the TXGS24, an upgraded model which has now become a mainstay product in Europe.

In China, which became the world’s factory following rapid industrialization in the 1990s, the farming population has been shifting from inland villages to coastal areas, and the challenge of improving productivity through agricultural modernization in order to secure food to support its population of 1.3 billion people became an issue for the country. Under such circumstances, in June 2003, we established our wholly-owned Iseki–Changzhou Mfg. Co., Ltd. in Changzhou, Jiangsu Province, as a foothold to develop the Chinese market. The next year, in 2004, utilizing the technology developed in Japan for rice cultivation, we started production and sales of head-feeding type four-row combine harvesters. And in 2005, six-row rice transplanters (walk-behind and ride-on types) were launched. In China, as the field infrastructure was not as well developed as in Japan, and the load on machinery, such as long hours of operation by contractors, was high, the Company started selling ride-on type eight-row rice transplanters in 2011, and in 2012 added a more powerful diesel model to its rice transplanter series. As a result of the expansion of the subsidy system for the purchase of agricultural machinery, the number of machines sold increased and upgrades were implemented in response to market requests, and these have become core products for our customers today.

Seeking to further expand our business in the Chinese agricultural machinery market, in 2011 we established Dongfeng Iseki Agricultural Machinery (Hubei) Co., Ltd. in a joint venture with Dongfeng Motor Group, a major state-owned automobile manufacturer, in Xiangyang City, Hubei Province, and commenced production of walk-behind rice transplanters and general purpose combine harvesters. In May 2014, we integrated the joint venture with Iseki-Changzhou Mfg. Co., Ltd. and established Dongfeng Iseki Agricultural Machinery Co., Ltd., a 50-50 joint venture. We then started production of tractors (Year 2015), general purpose combine harvesters for the ASEAN market (Year 2016), and established a new Xiangyang Factory (Year 2017). hese efforts contributed for development of a production and sales system that realizes the mechanization of an integrated rice cultivation system suited to Chinese field conditions and work environment. In May 2016, General Secretary Xi Jinping took a test drive on our ride-on rice transplanter during his visit to inspect Heilongjiang Province, which was broadcast on national television and helped to increase the awareness of the "ISEKI" brand name among the populace. In addition, as one effort by the Dongfeng Motor Group to counter the spread of COVID-19 in 2020, 214 units of ride-on sprayer (pest control machines) were donated to six cities in Hubei Province which contributed to preventing the spread of the disease by spraying disinfectant through urban areas.

In January 2014, as a manufacturing subsidiary of ISEKI & CO., LTD., an integrated manufacturer specializing in agricultural machinery, we established a factory in the PIER industrial park near Surabaya, the second largest city in Indonesia, and started production of tractors with the cooperation of our local sales partner. The opening ceremony was a grand event attended by the then Indonesian Minister of Agriculture.
Today, by utilizing the geographical advantage of this area, we provide high-quality and low-cost products to customers around the world in a timely manner. In East Java, with Surabaya City at its center, logistics functionality is further enhanced with the Port of Tanjung Perak, which is among the country’s largest ports, and a highway connecting from the port to the industrial park.

In France, an area of importance in our global strategy, for over a half century since 1967 we have been providing agricultural machinery and landscape maintenance products through Yvan Beal.
In the over 95 years since its establishment in 1929, Through its communitiy-based activities, mainly in sales and after-sales service of landscaping and agricultural machinery, Yvan Beal developed a firm customer and dealer network in the French market.
In 2014, Yvan Beal was made into a consolidated subsidiary with the aim of expanding our business in France and strengthening the foundation of our European business , and in the following year, the company’s name was changed to ISEKI France S.A.S. , our current sales subsidiary in France. Today, the company is expanding its sales territory not only in France but also in neighbor countries such as Switzerland and Spain as one of our core European businesses, and it achieved its highest ever net sales and operating income in the fiscal year ended December 31, 2023.

We have been working with Iseki-Maschinen GmbH , our distributor in Germany, a key region in the European market, as a business partner for over 50 years, and have developed a strong customer and dealer network in the German market.
In 2022, we consolidated Iseki-Maschinen GmbH with the primary goal of further enhancing our brand and presence in the European market by strengthening collaboration with our existing subsidiaries in Europe.
Moreover, beyond sales and services in the European market, we will develop consistent business operations, including product development and local design so that we can promtly incorporates market needs into our products.

Sales in Europe and the U.S. increased dramatically on the back of stay-at-home demand that came with the spread of COVID-19 in 2020 and the subsequent depreciation of the yen. Even after that, the overseas business continued to perform well, especially in Europe, despite increasing uncertainty in the business environment, such as high global prices and heightened geopolitical risks. Overseas net sales hit a record high for three consecutive fiscal years, and the overseas sales ratio grew to 33.5%. Our business outside of Japan has also steadily raised its profile as an essential business.

Since its establishment in 2017, UK distributor Premium Turf-Care Ltd. (PTC) has served as our distributor and has built a firm sales and service network within the UK.
With the acquisition of additional PTC shares (from 44.5% to 100% owned), PTC will become a consolidated subsidiary from 2025, and all sales subsidiaries in the three major European countries of the UK, France, and Germany will become consolidated ones .
In this way, we will secure a structure that aims to achieve the next phase of growth in our European business. By sharing management resources such as products, inventory, and human resources between these consolidated subsidiaries in Europe and us, we will strengthen our business foundation and aim to expand sales and increase market share in the European market .