Brandwave

How popular isKubota?

In September 2026, people searched for Kubota by name about 368,000 times worldwide, an 18.2% decrease from the previous year. These searches made up 49.8% of all global excavator brand searches, placing Kubota first out of 12 brands. When we asked both ChatGPT and Google AI Overviews about excavator brands, Kubota appeared in all answers and was the second most recommended of the 12.

Search and AI answers in September 2026

Kubota is the most searched of 12 competitors and the second most recommended in AI answers.

  1. KubotaShare of searches 49.8%Mentioned in 5 of 5 AI answersPlace in AI recommendations 2nd
  2. SumitomoShare of searches 18.3%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  3. SanyShare of searches 14.9%Mentioned in 3 of 5 AI answersPlace in AI recommendations 10th
  4. KobelcoShare of searches 6.7%Mentioned in 1 of 5 AI answersPlace in AI recommendations 11th
  5. CaterpillarShare of searches 3.7%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st

+7 more

Kubota website (opens in a new tab)

Follow Kubota and get free monthly updates on what changed

By continuing you'll get index updates and occasional product news from Brandwave. Unsubscribe any time. Privacy

Top excavator brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Kubota appeared in all five answers. Kubota is the second most recommended of the 12.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. Caterpillar1st
  2. Kubota2nd
  3. Komatsu3rd
  4. Hitachi4th
  5. Bobcat5th
  6. Yanmar6th
  7. Volvo Construction Equipment7th
  8. Takeuchi8th
  9. JCB9th
  10. Sany10th
  11. +2 more

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • Kubota5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Caterpillar5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Hitachi4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Komatsu4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Sany3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Volvo Construction Equipment2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Bobcat2 of 5Named in 0 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Takeuchi2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Yanmar2 of 5Named in 0 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Kobelco1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers

+2 more

See every answer about excavator brands

5 answers

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in the United States on October 20, 2026.

Which excavator brands compete with Kubota?

Kubota against excavator brands worldwide, by month

Share of searches by month for Kubota, Sumitomo, Sany, Kobelco, Caterpillar, Volvo Construction Equipment. The figures are in the table below the chart.

View monthly share of searches table
MonthKubotaSumitomoSanyKobelcoCaterpillarVolvo Construction EquipmentBobcatTakeuchiYanmarJCBHitachiKomatsu
Oct 202554.7%16.4%11%6%4.9%3.3%1.5%0.8%0.8%0.44%0.16%0.02%
Nov 202550.2%18.4%12.4%6.8%4.5%3.7%1.7%0.9%0.74%0.49%0.18%0.02%
Dec 202552.1%15.6%12.8%7%4.7%3.1%2.6%0.76%0.76%0.41%0.14%0.02%
Jan 202651.5%15.4%12.7%6.9%5.7%3.1%2.5%0.92%0.76%0.41%0.14%0.02%
Feb 202651.6%15.4%12.7%6.9%5.7%3.8%1.7%0.92%0.76%0.41%0.14%0.02%
Mar 202653.2%16%13%5.9%4.8%3.2%1.4%0.96%0.96%0.43%0.15%0.02%
Apr 202654.9%16.5%11%6%4.9%2.7%1.5%0.99%0.81%0.44%0.12%0.02%
May 202651.9%19%12.7%5.7%4.7%2.6%1.4%0.76%0.76%0.33%0.12%0.02%
Jun 202654.4%16.3%13.3%6%4%2.7%1.2%0.8%0.8%0.35%0.11%0.02%
Jul 202649.8%18.3%14.9%6.7%4.5%2.4%1.3%0.73%0.89%0.39%0.12%0.02%
Aug 202648.9%17.9%14.6%6.6%5.4%3%1.3%0.88%0.88%0.39%0.12%0.02%
Sep 202649.8%18.3%14.9%6.7%3.7%3%1.3%0.89%0.73%0.49%0.14%0.02%

  1. 1.Kubota

    49.8%

    Held 1st. 368K estimated branded searches, 0% vs prior month. Share +0.9 points.

  2. 2.Sumitomo

    18.3%

    Held 2nd. 135K estimated branded searches, 0% vs prior month. Share +0.3 points.

  3. 3.Sany

    14.9%

    Held 3rd. 110K estimated branded searches, 0% vs prior month. Share +0.3 points.

  4. 4.Kobelco

    6.7%

    Held 4th. 49.5K estimated branded searches, 0% vs prior month. Share +0.1 points.

  5. 5.Caterpillar

    3.7%

    Held 5th. 27.1K estimated branded searches, -33.1% vs prior month. Share -1.7 points.

  6. 6.Volvo Construction Equipment

    3%

    Held 6th. 22.2K estimated branded searches, 0% vs prior month. Share +0.1 points.

  7. 7.Bobcat

    1.3%

    Held 7th. 9.9K estimated branded searches, 0% vs prior month. Share 0 points.

  8. 8.Takeuchi

    0.89%

    Held 8th. 6.6K estimated branded searches, 0% vs prior month. Share 0 points.

  9. 9.Yanmar

    0.73%

    Held 9th. 5.4K estimated branded searches, -18.2% vs prior month. Share -0.1 points.

  10. 10.JCB

    0.49%

    Held 10th. 3.6K estimated branded searches, +24.1% vs prior month. Share +0.1 points.

  11. 11.Hitachi

    0.14%

    Held 11th. 1K estimated branded searches, +13.6% vs prior month. Share 0 points.

  12. 12.Komatsu

    0.02%

    Held 12th. 140 estimated branded searches, 0% vs prior month. Share 0 points.

Compare popularity between Kubota and its closest rivals

Every comparison with Kubota

50 comparisons

How has branded search demand for Kubota changed worldwide over the last 12 months?

3 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Kubota worldwide fell from 450K to 368K.
  • Across the 12 months ending September 2026, Kubota’s share of searches among excavator brands worldwide decreased from 54.7% to 49.8%.
  • Across the 12 months ending September 2026, Kubota’s share of searches among excavator brands worldwide peaked at 54.9% in April 2026 and was lowest at 48.9% in August 2026.

How did search popularity change for excavator brands worldwide in September 2026?

6 changes

  1. In September 2026, Kubota gained share of searches among excavator brands worldwide, from 48.9% to 49.8%.

  2. In September 2026, Caterpillar lost share of searches among excavator brands worldwide, from 5.4% to 3.7%.

  3. Estimated monthly branded searches for Sany worldwide rose 21.5% over 12 measured months, from 90.5K to 110K in September 2026.

  4. Estimated monthly branded searches for Hitachi worldwide fell 23.1% over 12 measured months, from 1.3K to 1K in September 2026.

  5. Estimated monthly branded searches for Bobcat worldwide fell 18.2% over 12 measured months, from 12.1K to 9.9K in September 2026.

  6. Estimated monthly branded searches for Yanmar worldwide fell 18.2% over 12 measured months, from 6.6K to 5.4K in September 2026.

How are Kubota’s branded searches counted?

1 search term

Brandwave collects information about searches that people make online using Kubota’s name. When viewed over time, estimated search volumes for this branded term can be used to understand whether interest in the brand is growing, holding steady, or fading.

  • kubota

Do you work for Kubota? To request corrections or removal please contact us via our support page and we will be happy to assist.

How the Brand Demand Index is measured

Where does Kubota compete?

Kubota is ranked in 16 competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of searchesRanking
Tractor brands4th of 99.8%Show ranking
Riding lawn mower brands4th of 810.2%Show ranking
Farm machinery brands3rd of 712.7%Show ranking
Compact tractor brands3rd of 713.3%Show ranking
Potato harvester brands3rd of 613.5%Show ranking
Disc harrow brands3rd of 617.4%Show ranking
Farm equipment brands2nd of 618.9%Show ranking
Farm tractors brands2nd of 421%Show ranking
Zero turn mowers brands2nd of 822.5%Show ranking
Brush hog brands2nd of 625.5%Show ranking
Skid steer brands2nd of 625.5%Show ranking
Forestry mulcher brands2nd of 826.5%Show ranking
Tree spade attachment brands2nd of 726.6%Show ranking
Excavator brands1st of 1249.8%Shown above
Digger brands1st of 952.6%Show ranking
Mini excavators1st of 692.8%Show ranking
Creator with pink hair and a pink jacket

Is Kubota your brand?

Put your own campaigns, spend and outcomes next to this demand line, so you can see which of your marketing lined up with the movements above.

Start free