Brandwave

Kubota vs New Holland:Which is more popular?

In September 2026, Kubota had more branded searches than New Holland among farm equipment brands worldwide. Kubota had about 368,000 branded searches, while New Holland had 342,000. Kubota made up 18.9% of all farm equipment brand searches we track, and New Holland accounted for 17.5%. When we asked ChatGPT and Google AI Overviews about farm equipment brands, both Kubota and New Holland appeared in all five answers. New Holland was mentioned before Kubota in three out of five answers.

Among farm equipment brands worldwide in September 2026

Who do people search for more?

Kubota, about 8% more searches than New Holland

Kubota 368K searchesNew Holland 342K searches

Who does AI mention more?

Both are mentioned in every answer we collected.

Kubota in 5 of 5New Holland in 5 of 5

Who does AI recommend more?

New Holland, named ahead of Kubota in 3 of 5 answers

New Holland first in 3Kubota first in 2

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Top farm equipment brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, both Kubota and New Holland showed up in all five answers. New Holland was listed before Kubota in three of them.

Most recommended by AI

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

  1. John Deere1st
  2. Case IH2nd
  3. Kubota3rd
  4. New Holland4th
  5. Fendt5th
  6. Gehl–

Mentioned by AI

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

  • John Deere5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Kubota5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • New Holland5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Case IH5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Fendt3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Gehl0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about farm equipment 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.

Is Kubota or New Holland more popular in search?

This chart shows how often people search Google for Kubota and New Holland by name. Each line represents a brand's share of searches for all six farm equipment brands we track, month by month, from English-language searches worldwide.

Kubota and New Holland among farm equipment brands worldwide, by month

Share of searches by month for Kubota, New Holland. The figures are in the table below the chart.

View monthly share of searches table
MonthJohn DeereKubotaNew HollandFendtCase IHGehl
Oct 202544.8%20.2%19.2%11%4.4%0.44%
Nov 202546.3%17.1%19.3%11.4%5.4%0.46%
Dec 202548%17.7%19.6%9.6%4.7%0.39%
Jan 202648.1%17.7%20.1%9.7%3.9%0.48%
Feb 202650.6%18.6%17.7%8.4%4.2%0.5%
Mar 202647.8%21.5%16.7%9.6%3.9%0.47%
Apr 202648.6%21.9%17%8%4%0.48%
May 202648.3%21.7%17.5%8%4.1%0.48%
Jun 202648.3%21.7%18.1%8%3.5%0.48%
Jul 202649.8%18.3%18%10%3.5%0.4%
Aug 202651%18.8%17.9%8.4%3.6%0.41%
Sep 202651.3%18.9%17.5%8.5%3.4%0.51%

How has the Kubota and New Holland comparison changed over the last 12 months?

3 findings
  • The lead changed hands 2 times in the 12 months ending September 2026: New Holland took it in November 2025, Kubota took it in February 2026.
  • Across the 12 months ending September 2026, Kubota’s share of searches among farm equipment brands worldwide moved from 20.2% to 18.9%, and its estimated monthly branded searches moved from 450K to 368K.
  • Across the 12 months ending September 2026, New Holland’s share of searches among farm equipment brands worldwide moved from 19.2% to 17.5%, and its estimated monthly branded searches moved from 429K to 342K.

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

2 changes

  1. New Holland’s share of searches among farm equipment brands worldwide has lost ground for 3 months in a row, from 18.1% to 17.5% in September 2026.

  2. Estimated monthly branded searches for Kubota worldwide fell 18.2% over 12 measured months, from 450K to 368K in September 2026.

How are branded searches counted?

3 search terms

Brandwave collects information about searches that people make online using Kubota’s and New Holland’s names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading.

Kubota

1 branded search term

  • kubota

New Holland

2 branded search terms

  • new holland
  • new holland tractor

How the Brand Demand Index is measured

Other head-to-heads among farm equipment brands

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