Kubota tractors are known for their distinctive and cheerful orange color. The color is so closely associated with Kubota that the company encourages potential buyers to embrace 'The Orange Way.' The first Kubota tractor was imported into the United States in 1969. Its immediate success was due mostly to its size: the Kubota tractor was compact, produced 21 horsepower, and fulfilled a need that American tractor manufacturers had apparently overlooked.

For three years, Kubota continued to export tractors from Osaka, Japan to the United States. Then, in 1972, they established the Kubota Tractor Corporation in Torrance, California. Other American Kubota headquarters include Kubota Manufacturing of America, based in Gainesville, Georgia, and Kubota Engine of America, based in Lincolnshire, Illinois.

Kubota continues to dominate the field of compact tractors. In the United States, they are the number one distributor of under 40-horsepower tractors. They currently produce 80 different models within four product lines: the B, BX, L, and M series. Each product line caters to different needs and produces a different range of horsepower.

For instance, the BX series of Kubota tractors is meant for home use. Its 15- to 23-horsepower engines are ideal for gardening, towing, and home mowing. At the other extreme is the M series with its 43- to 103-horsepower engines. These larger tractors are meant for professional agricultural and livestock duties. In between the BX and M series, the L series is designed for landscaping and small farms, the B series is built for landscaping/grounds maintenance, and the TLB series is good for light construction, trenching, and so on.