Hitachi vs Kubota:Which is more popular?
In September 2026, Kubota had more branded searches than Hitachi among excavator brands worldwide. Kubota had about 368,000 branded searches, while Hitachi had 1,000. Kubota made up 49.8% of all excavator brand searches we track, and Hitachi accounted for 0.14%. When we asked ChatGPT and Google AI Overviews about excavator brands, Kubota appeared in all five answers and Hitachi in four. Kubota was mentioned before Hitachi in three out of five answers.
Who do people search for more?
Kubota, about 368 searches for every 1 for Hitachi
Who does AI mention more?
Kubota, mentioned in every answer we collected
Who does AI recommend more?
Kubota, named ahead of Hitachi in 3 of 5 answers
Follow Hitachi vs 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. Hitachi was mentioned in four out of five: in all three ChatGPT answers and in one of the two Google AI Overviews. Kubota was listed before Hitachi in three out of five answers.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
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
See every answer about excavator brands
5 answers
Asked ChatGPT
“Which excavator brand should I buy?”
Asked ChatGPT
“What are the best excavator brands?”
Asked ChatGPT
“What's the best excavator brand for a construction job?”
Searched Google, AI Overview
“compact excavator”
Searched Google, AI Overview
“mini excavator brand”
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 Hitachi or Kubota more popular in search?
This chart shows how often people search Google for Hitachi and Kubota by name. Each line represents a brand's share of searches for all 12 excavator brands we track, month by month, from English-language searches worldwide.
Share of searches by month for Kubota, Hitachi. The figures are in the table below the chart.
View monthly share of searches table
| Month | Kubota | Sumitomo | Sany | Kobelco | Caterpillar | Volvo Construction Equipment | Bobcat | Takeuchi | Yanmar | JCB | Hitachi | Komatsu |
|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 54.7% | 16.4% | 11% | 6% | 4.9% | 3.3% | 1.5% | 0.8% | 0.8% | 0.44% | 0.16% | 0.02% |
| Nov 2025 | 50.2% | 18.4% | 12.4% | 6.8% | 4.5% | 3.7% | 1.7% | 0.9% | 0.74% | 0.49% | 0.18% | 0.02% |
| Dec 2025 | 52.1% | 15.6% | 12.8% | 7% | 4.7% | 3.1% | 2.6% | 0.76% | 0.76% | 0.41% | 0.14% | 0.02% |
| Jan 2026 | 51.5% | 15.4% | 12.7% | 6.9% | 5.7% | 3.1% | 2.5% | 0.92% | 0.76% | 0.41% | 0.14% | 0.02% |
| Feb 2026 | 51.6% | 15.4% | 12.7% | 6.9% | 5.7% | 3.8% | 1.7% | 0.92% | 0.76% | 0.41% | 0.14% | 0.02% |
| Mar 2026 | 53.2% | 16% | 13% | 5.9% | 4.8% | 3.2% | 1.4% | 0.96% | 0.96% | 0.43% | 0.15% | 0.02% |
| Apr 2026 | 54.9% | 16.5% | 11% | 6% | 4.9% | 2.7% | 1.5% | 0.99% | 0.81% | 0.44% | 0.12% | 0.02% |
| May 2026 | 51.9% | 19% | 12.7% | 5.7% | 4.7% | 2.6% | 1.4% | 0.76% | 0.76% | 0.33% | 0.12% | 0.02% |
| Jun 2026 | 54.4% | 16.3% | 13.3% | 6% | 4% | 2.7% | 1.2% | 0.8% | 0.8% | 0.35% | 0.11% | 0.02% |
| Jul 2026 | 49.8% | 18.3% | 14.9% | 6.7% | 4.5% | 2.4% | 1.3% | 0.73% | 0.89% | 0.39% | 0.12% | 0.02% |
| Aug 2026 | 48.9% | 17.9% | 14.6% | 6.6% | 5.4% | 3% | 1.3% | 0.88% | 0.88% | 0.39% | 0.12% | 0.02% |
| Sep 2026 | 49.8% | 18.3% | 14.9% | 6.7% | 3.7% | 3% | 1.3% | 0.89% | 0.73% | 0.49% | 0.14% | 0.02% |
How has the Hitachi and Kubota comparison changed over the last 12 months?
3 findings
- Kubota was ahead of Hitachi in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Hitachi’s share of searches among excavator brands worldwide moved from 0.16% to 0.14%, and its estimated monthly branded searches moved from 1.3K to 1K.
- Across the 12 months ending September 2026, Kubota’s share of searches among excavator brands worldwide moved from 54.7% to 49.8%, and its estimated monthly branded searches moved from 450K to 368K.
How did search popularity change for excavator brands worldwide in September 2026?
2 changes
In September 2026, Kubota gained share of searches among excavator brands worldwide, from 48.9% to 49.8%.
Estimated monthly branded searches for Hitachi worldwide fell 23.1% over 12 measured months, from 1.3K to 1K in September 2026.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Hitachi’s and Kubota’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.
Other head-to-heads among excavator brands
Put your own brand in this comparison
Brandwave tracks your branded demand next to the rival you actually watch, with your campaigns, spend and outcomes on the same timeline.