We must ensure that smug self-satisfaction on the manufacturer's side must not come first and that this principle becomes firmly established throughout Kobelco. Since the bursting of the bubble economy in the early 1990s, the construction equipment business has been undergoing major changes. Domestic demand has sharply declined, public works projects have come under review, the rental business has been increasing, and the special machinery business has been growing. The environmental issue has two aspects. One is the reduction of emissions, which concerns business management as a manufacturer, and the other is the creation of new business opportunities as a result of stricter environmental regulations in society.
Environmental issues tend to be regarded as an irksome task or a cost-increasing factor.
Environmental issues are this century's social problems on a global scale that cannot be avoid, and we must be prepared to bear a certain amount of the cost as a responsibility to society. We must also squarely tackle environmental issues as new business opportunities. In the area of safety, Kobelco has been taking the initiative in devising various safety measures. For example, we pioneered the development of zero tail swing or small tail swing series of mini excavators and mid-size hydraulic excavators. Other companies quickly followed suit.