---
title: "Farm machinery brands: Which brands are most popular in search?"
description: "Compare the farm machinery brands drivers choose between. Share of Search among Kubota, CLAAS, Case IH, New Holland, AGCO and John Deere, the farm machinery brands Brandwave compares worldwide, using the same methodology, market, and reporting period. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time."
canonical: "https://gobrandwave.com/demand/global-en/categories/farm-machinery-brands"
publisher: "Brandwave"
---

# Farm machinery brands: Which brands are most popular in search?

Compare the farm machinery brands drivers choose between. Share of Search among Kubota, CLAAS, Case IH, New Holland, AGCO and John Deere, the farm machinery brands Brandwave compares worldwide, using the same methodology, market, and reporting period. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time.

## Key facts

- **Competitive set**: Farm machinery brands
- **Market**: Global
- **Brands compared**: 6
- **Month measured**: Aug 2026
- **Highest Share of Search**: Kubota, 61.3%

## Which brand is most popular in search among farm machinery brands worldwide?

- In August 2026, Kubota was the most searched among farm machinery brands worldwide, with an estimated 368K branded searches and 61.3% estimated Share of Search within this set.
- CLAAS is in 2nd place, 42.9 percentage points behind at 18.3% Share of Search.
- Across the 11 months ending August 2026, Kubota’s estimated Share of Search among farm machinery brands worldwide increased from 58% to 61.3%.
- Across the 11 months ending August 2026, CLAAS’s estimated Share of Search among farm machinery brands worldwide decreased from 21.3% to 18.3%.
- Across the 11 months ending August 2026, Case IH’s estimated Share of Search among farm machinery brands worldwide decreased from 12.5% to 11.7%.
- Across the 11 months ending August 2026, Kubota’s estimated Share of Search among farm machinery brands worldwide peaked at 64.8% in April 2026 and was lowest at 52.4% in November 2025.
- Across the 11 months ending August 2026, CLAAS’s estimated Share of Search among farm machinery brands worldwide peaked at 23.5% in November 2025 and was lowest at 15.5% in June 2026.
- Across the 11 months ending August 2026, Case IH’s estimated Share of Search among farm machinery brands worldwide peaked at 16.6% in November 2025 and was lowest at 10.2% in June 2026.
- Across the 11 months ending August 2026, New Holland’s estimated Share of Search among farm machinery brands worldwide peaked at 10.4% in June 2026 and was lowest at 6.3% in December 2025.
- Across the 11 months ending August 2026, New Holland, AGCO and John Deere held steady: their estimated Share of Search among farm machinery brands worldwide each moved less than 0.5 percentage points.

## Compare search popularity between leading brands

- [Kubota vs CLAAS: compare search popularity](/demand/global-en/compare/claas-vs-kubota): 61.3% against 18.3% Share of Search.
- [Kubota vs Case IH: compare search popularity](/demand/global-en/compare/case-ih-vs-kubota): 61.3% against 11.7% Share of Search.
- [Kubota vs New Holland: compare search popularity](/demand/global-en/compare/kubota-vs-new-holland): 61.3% against 8.2% Share of Search.
- [CLAAS vs Case IH: compare search popularity](/demand/global-en/compare/case-ih-vs-claas): 18.3% against 11.7% Share of Search.
- [CLAAS vs New Holland: compare search popularity](/demand/global-en/compare/claas-vs-new-holland): 18.3% against 8.2% Share of Search.
- [Case IH vs New Holland: compare search popularity](/demand/global-en/compare/case-ih-vs-new-holland): 11.7% against 8.2% Share of Search.

## How did search popularity change for farm machinery brands worldwide in August 2026?

- In August 2026, Kubota gained estimated Share of Search among farm machinery brands worldwide, from 57.8% to 61.3%.
- In August 2026, Case IH gained estimated Share of Search among farm machinery brands worldwide, from 11.1% to 11.7%.
- In August 2026, CLAAS lost estimated Share of Search among farm machinery brands worldwide, from 21.2% to 18.3%.
- In August 2026, New Holland lost estimated Share of Search among farm machinery brands worldwide, from 9.5% to 8.2%.

## Share of Search ranking

| Rank | Brand | Share of Search | Estimated monthly branded searches | Change vs prior month | Owned by |
| --- | --- | --- | --- | --- | --- |
| 1 | Kubota | 61.3% | 368K | 0.0% | Kubota |
| 2 | CLAAS | 18.3% | 110K | -18.5% | CLAAS |
| 3 | Case IH | 11.7% | 70.4K | 0.0% | Case IH |
| 4 | New Holland | 8.2% | 49.5K | -18.2% | New Holland |
| 5 | AGCO | 0.32% | 1.9K | +18.8% | AGCO |
| 6 | John Deere | 0.17% | 1K | 0.0% | John Deere |

## Historical estimated branded-search demand

| Month | Brand | Estimated monthly branded searches | Share of Search | Rank |
| --- | --- | --- | --- | --- |
| Oct 2025 | Kubota | 450K | 58% | 1 |
| Oct 2025 | CLAAS | 165K | 21.3% | 2 |
| Oct 2025 | Case IH | 97.1K | 12.5% | 3 |
| Oct 2025 | New Holland | 60.5K | 7.8% | 4 |
| Oct 2025 | AGCO | 1.9K | 0.25% | 5 |
| Oct 2025 | John Deere | 1K | 0.13% | 6 |
| Nov 2025 | Kubota | 368K | 52.4% | 1 |
| Nov 2025 | CLAAS | 165K | 23.5% | 2 |
| Nov 2025 | Case IH | 117K | 16.6% | 3 |
| Nov 2025 | New Holland | 49.5K | 7% | 4 |
| Nov 2025 | AGCO | 2.4K | 0.34% | 5 |
| Nov 2025 | John Deere | 1K | 0.14% | 6 |
| Dec 2025 | Kubota | 368K | 57.1% | 1 |
| Dec 2025 | CLAAS | 135K | 20.9% | 2 |
| Dec 2025 | Case IH | 98.6K | 15.3% | 3 |
| Dec 2025 | New Holland | 40.5K | 6.3% | 4 |
| Dec 2025 | AGCO | 1.6K | 0.25% | 5 |
| Dec 2025 | John Deere | 880 | 0.14% | 6 |
| Jan 2026 | Kubota | 368K | 60.1% | 1 |
| Jan 2026 | CLAAS | 110K | 18% | 2 |
| Jan 2026 | Case IH | 82.1K | 13.4% | 3 |
| Jan 2026 | New Holland | 49.5K | 8.1% | 4 |
| Jan 2026 | AGCO | 1.9K | 0.31% | 5 |
| Jan 2026 | John Deere | 880 | 0.14% | 6 |
| Feb 2026 | Kubota | 368K | 60.1% | 1 |
| Feb 2026 | CLAAS | 110K | 18% | 2 |
| Feb 2026 | Case IH | 82.1K | 13.4% | 3 |
| Feb 2026 | New Holland | 49.5K | 8.1% | 4 |
| Feb 2026 | AGCO | 1.9K | 0.31% | 5 |
| Feb 2026 | John Deere | 1K | 0.16% | 6 |
| Mar 2026 | Kubota | 450K | 64.8% | 1 |
| Mar 2026 | CLAAS | 110K | 15.8% | 2 |
| Mar 2026 | Case IH | 82.1K | 11.8% | 3 |
| Mar 2026 | New Holland | 49.5K | 7.1% | 4 |
| Mar 2026 | AGCO | 1.9K | 0.27% | 5 |
| Mar 2026 | John Deere | 1.3K | 0.19% | 6 |
| Apr 2026 | Kubota | 450K | 64.8% | 1 |
| Apr 2026 | CLAAS | 110K | 15.8% | 2 |
| Apr 2026 | Case IH | 82.1K | 11.8% | 3 |
| Apr 2026 | New Holland | 49.5K | 7.1% | 4 |
| Apr 2026 | AGCO | 1.9K | 0.27% | 5 |
| Apr 2026 | John Deere | 1K | 0.14% | 6 |
| May 2026 | Kubota | 450K | 63.6% | 1 |
| May 2026 | CLAAS | 110K | 15.6% | 2 |
| May 2026 | Case IH | 83.9K | 11.9% | 3 |
| May 2026 | New Holland | 60.5K | 8.6% | 4 |
| May 2026 | AGCO | 1.9K | 0.27% | 5 |
| May 2026 | John Deere | 1K | 0.14% | 6 |
| Jun 2026 | Kubota | 450K | 63.4% | 1 |
| Jun 2026 | CLAAS | 110K | 15.5% | 2 |
| Jun 2026 | New Holland | 74K | 10.4% | 3 |
| Jun 2026 | Case IH | 72.6K | 10.2% | 4 |
| Jun 2026 | AGCO | 1.9K | 0.27% | 5 |
| Jun 2026 | John Deere | 1.3K | 0.18% | 6 |
| Jul 2026 | Kubota | 368K | 57.8% | 1 |
| Jul 2026 | CLAAS | 135K | 21.2% | 2 |
| Jul 2026 | Case IH | 70.4K | 11.1% | 3 |
| Jul 2026 | New Holland | 60.5K | 9.5% | 4 |
| Jul 2026 | AGCO | 1.6K | 0.25% | 5 |
| Jul 2026 | John Deere | 1K | 0.16% | 6 |
| Aug 2026 | Kubota | 368K | 61.3% | 1 |
| Aug 2026 | CLAAS | 110K | 18.3% | 2 |
| Aug 2026 | Case IH | 70.4K | 11.7% | 3 |
| Aug 2026 | New Holland | 49.5K | 8.2% | 4 |
| Aug 2026 | AGCO | 1.9K | 0.32% | 5 |
| Aug 2026 | John Deere | 1K | 0.17% | 6 |
| Sep 2026 | AGCO | — | — | — |
| Sep 2026 | Case IH | — | — | — |
| Sep 2026 | CLAAS | — | — | — |
| Sep 2026 | John Deere | — | — | — |
| Sep 2026 | Kubota | — | — | — |
| Sep 2026 | New Holland | — | — | — |

## What is being compared

- **AGCO**: Measured on the search term “agco tractors”.
- **Case IH**: Measured on the search terms “case ih” and “case ih tractors”, summed into one figure.
- **CLAAS**: Measured on the search term “claas”.
- **John Deere**: Measured on the search term “deere com”.
- **Kubota**: Measured on the search term “kubota”.
- **New Holland**: Measured on the search term “new holland tractor”.

- [AGCO](/demand/global-en/brands/agco)
- [Case IH](/demand/global-en/brands/case-ih)
- [CLAAS](/demand/global-en/brands/claas)
- [John Deere](/demand/global-en/brands/john-deere)
- [Kubota](/demand/global-en/brands/kubota)
- [New Holland](/demand/global-en/brands/new-holland)

## Methodology

- [How is branded search demand measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused.

## Frequently asked questions

### Which brand is most popular in search among farm machinery brands worldwide?

In August 2026, Kubota was the most searched among farm machinery brands worldwide, with an estimated 368K branded searches and 61.3% estimated Share of Search within this set. These are worldwide searches for English-language branded terms.

## Cite this page

Brandwave. "Farm machinery brands: Which brands are most popular in search?". https://gobrandwave.com/demand/global-en/categories/farm-machinery-brands

This page is also available as HTML at https://gobrandwave.com/demand/global-en/categories/farm-machinery-brands. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.