How popular isHitachi?
In September 2026, people searched for Hitachi by name about 540 times in New Zealand, a 20% increase from the previous year. These searches made up 3.8% of all New Zealand excavator brand searches, placing Hitachi sixth out of 13 brands. When we asked both ChatGPT and Google AI Overviews about excavator brands, Hitachi appeared in four of the five answers and was the third most recommended of the 13.
Hitachi is the sixth most searched of 13 competitors and the third most recommended in AI answers.
Terra CatShare of searches 32.4%Mentioned in 3 of 5 AI answersPlace in AI recommendations 9th
KubotaShare of searches 23.1%Mentioned in 4 of 5 AI answersPlace in AI recommendations 2nd
CablePriceShare of searches 13.5%Mentioned in 3 of 5 AI answersPlace in AI recommendations 7th
CaterpillarShare of searches 6.2%Mentioned in 5 of 5 AI answersPlace in AI recommendations 4th
HitachiShare of searches 3.8%Mentioned in 4 of 5 AI answersPlace in AI recommendations 3rd
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Top excavator brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Hitachi was mentioned in four out of five: in all three ChatGPT answers and in one of the two Google AI Overviews. Hitachi is the third most recommended of the 13.
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.
- Caterpillar5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Kubota4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 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- Terra Cat3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- CablePrice3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Takeuchi3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Yanmar2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Sany2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Kobelco2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
See every answer about excavator brands
5 answers
Asked ChatGPT
“Which excavator brand should I buy in New Zealand?”
Asked ChatGPT
“What are the best excavator brands in New Zealand?”
Asked ChatGPT
“What's the best excavator brand in New Zealand for earthmoving work?”
Searched Google, AI Overview
“best excavator”
Searched Google, AI Overview
“mini excavator brands”
Brands are shown in the order each answer named them. The survey took place in New Zealand on October 21, 2026.
Which excavator brands compete with Hitachi?
Share of searches by month for Terra Cat, Kubota, CablePrice, Caterpillar, Sumitomo, Hitachi, Yanmar, Sany, Kobelco, Takeuchi. The figures are in the table below the chart.
View monthly share of searches table
| Month | Terra Cat | Kubota | CablePrice | Caterpillar | Sumitomo | Hitachi | Yanmar | Sany | Kobelco | Takeuchi | Bobcat | Komatsu | JCB |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 34.7% | 19.5% | 19.1% | 5.3% | 5.5% | 2.8% | 2.5% | 2.2% | 1.1% | 2% | 2% | 1.7% | 1.7% |
| Nov 2025 | 34.7% | 22.9% | 15.6% | 4.9% | 5.5% | 3.7% | 3.1% | 1.9% | 0.72% | 1.8% | 2% | 1.7% | 1.4% |
| Dec 2025 | 36.1% | 23.6% | 15.1% | 5.7% | 5.3% | 2.7% | 2.6% | 1.7% | 1.1% | 1.7% | 1.4% | 1.4% | 1.8% |
| Jan 2026 | 36.8% | 20.3% | 16.5% | 5.5% | 4.7% | 3.6% | 2.7% | 1.5% | 0.76% | 1.9% | 1.4% | 1.8% | 2.7% |
| Feb 2026 | 30.8% | 25.5% | 16.7% | 6.5% | 5.1% | 3.2% | 2.7% | 1.5% | 1.4% | 2.3% | 1.4% | 1.8% | 1% |
| Mar 2026 | 30% | 28.7% | 16.6% | 5.8% | 4.1% | 3.5% | 2.2% | 1.7% | 1.1% | 1.9% | 1.4% | 1.8% | 1.2% |
| Apr 2026 | 32% | 25.4% | 13.3% | 6.1% | 5.3% | 3.3% | 3.5% | 1.6% | 2.1% | 1.5% | 1.5% | 2.8% | 1.6% |
| May 2026 | 33% | 22.8% | 14.8% | 6.5% | 4.9% | 3.2% | 3.6% | 1.8% | 2.2% | 2.4% | 1.6% | 1.9% | 1.4% |
| Jun 2026 | 32.5% | 26.2% | 14.6% | 6.1% | 4.2% | 2.8% | 2.9% | 2% | 2.1% | 1.7% | 1.9% | 1.9% | 1.1% |
| Jul 2026 | 39.4% | 17.7% | 13.6% | 6.4% | 5.8% | 3.8% | 2.9% | 2.2% | 1.5% | 1.6% | 1.9% | 1.9% | 1.4% |
| Aug 2026 | 39.6% | 18.3% | 14.3% | 5.8% | 5.4% | 3.9% | 2.9% | 2.2% | 1.4% | 1.7% | 1.9% | 1.5% | 1.1% |
| Sep 2026 | 32.4% | 23.1% | 13.5% | 6.2% | 6.2% | 3.8% | 3.5% | 2.4% | 2.2% | 2% | 1.9% | 1.9% | 0.94% |
| Rank | Brand | Share of searches | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 32.4% | 2.4K | -33.3% | -7.3 points | |
| 2, held 2nd | 23.1% | 1.7K | +3% | +4.8 points | |
| 3, held 3rd | 13.5% | 1K | -23.1% | -0.8 points | |
| 4, held 4th | 6.2% | 460 | -13.2% | +0.4 points | |
| 5, held 5th | 6.2% | 460 | -6.1% | +0.8 points | |
| 6, held 6th | 3.8% | 280 | -20% | -0.1 points | |
| 7, held 7th | 3.5% | 260 | 0% | +0.6 points | |
| 8, held 8th | 2.4% | 180 | -10% | +0.2 points | |
| 9, moved from 12th to 9th | 2.2% | 160 | +23.1% | +0.7 pointsmoved from 12th to 9th | |
| 10, held 10th | 2% | 150 | 0% | +0.4 points | |
| 11, moved from 9th to 11th | 1.9% | 140 | -17.6% | 0 pointsmoved from 9th to 11th | |
| 12, moved from 11th to 12th | 1.9% | 140 | 0% | +0.3 pointsmoved from 11th to 12th | |
| 13, held 13th | 0.94% | 70 | -30% | -0.2 points |
32.4%
Held 1st. 2.4K estimated branded searches, -33.3% vs prior month. Share -7.3 points.
2.
Kubota23.1%
Held 2nd. 1.7K estimated branded searches, +3% vs prior month. Share +4.8 points.
13.5%
Held 3rd. 1K estimated branded searches, -23.1% vs prior month. Share -0.8 points.
6.2%
Held 4th. 460 estimated branded searches, -13.2% vs prior month. Share +0.4 points.
5.
Sumitomo6.2%
Held 5th. 460 estimated branded searches, -6.1% vs prior month. Share +0.8 points.
6.
Hitachi3.8%
Held 6th. 280 estimated branded searches, -20% vs prior month. Share -0.1 points.
7.
Yanmar3.5%
Held 7th. 260 estimated branded searches, 0% vs prior month. Share +0.6 points.
8.
Sany2.4%
Held 8th. 180 estimated branded searches, -10% vs prior month. Share +0.2 points.
9.
Kobelco2.2%
Moved from 12th to 9th. 160 estimated branded searches, +23.1% vs prior month. Share +0.7 points.
10.
Takeuchi2%
Held 10th. 150 estimated branded searches, 0% vs prior month. Share +0.4 points.
11.
Bobcat1.9%
Moved from 9th to 11th. 140 estimated branded searches, -17.6% vs prior month. Share 0 points.
12.
Komatsu1.9%
Moved from 11th to 12th. 140 estimated branded searches, 0% vs prior month. Share +0.3 points.
13.
JCB0.94%
Held 13th. 70 estimated branded searches, -30% vs prior month. Share -0.2 points.
Compare popularity between Hitachi and its closest rivals
Every comparison with Hitachi
20 comparisons
- CablePrice vs Hitachi
- Caterpillar vs Hitachi
- Hitachi vs Kubota
- Hitachi vs Sumitomo
- Hitachi vs Terra Cat
- Daikin vs Hitachi
- Fujitsu vs Hitachi
- Hitachi vs Midea
- Hitachi vs Mitsubishi Electric
- Hitachi vs Panasonic
- Hitachi vs Rinnai
- Hitachi vs Toshiba
- Hitachi vs Yanmar
- Hitachi vs Sany
- Hitachi vs Kobelco
- Hitachi vs Takeuchi
- Hitachi vs Volvo Construction Equipment
- Bobcat vs Hitachi
- Hitachi vs Komatsu
- Hitachi vs JCB
How has branded search demand for Hitachi changed in New Zealand over the last 12 months?
3 findings
- Across the 12 months ending September 2026, estimated monthly branded searches for Hitachi in New Zealand rose from 450 to 540.
- Across the 12 months ending September 2026, Hitachi’s share of searches among excavator brands in New Zealand increased from 2.8% to 3.8%.
- Across the 12 months ending September 2026, Hitachi’s share of searches among excavator brands in New Zealand peaked at 3.9% in August 2026 and was lowest at 2.7% in December 2025.
How did search popularity change for New Zealand excavator brands in September 2026?
6 changes
In September 2026, Kobelco overtook Bobcat and 2 others to rank 9th among excavator brands in New Zealand, with 2.2% of the searches.
In September 2026, Kubota gained share of searches among excavator brands in New Zealand, from 18.3% to 23.1%.
In September 2026, Sumitomo gained share of searches among excavator brands in New Zealand, from 5.4% to 6.2%.
In September 2026, Yanmar gained share of searches among excavator brands in New Zealand, from 2.9% to 3.5%.
In September 2026, Terra Cat lost share of searches among excavator brands in New Zealand, from 39.6% to 32.4%.
In September 2026, CablePrice lost share of searches among excavator brands in New Zealand, from 14.3% to 13.5%.
How are Hitachi’s branded searches counted?
4 search terms
Brandwave collects information about searches that people make online using Hitachi’s name. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brand is growing, holding steady, or fading.
- hitachi air nailer
- hitachi digger
- hitachi excavator
- hitachi heat pump
Do you work for Hitachi? To request corrections or removal please contact us via our support page and we will be happy to assist.
Where does Hitachi compete?
| Competitor set | Rank | Share of searches | Ranking |
|---|---|---|---|
| Air nailer brands | 8th of 8 | 0% | Show ranking |
| Heat pump brands | 8th of 8 | 1.9% | Show ranking |
| Excavator brands | 6th of 13 | 3.8% | Shown above |
| Wheel loader brands | 1st of 6 | 33.3% | Show ranking |
Is Hitachi 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.