Brandwave

How popular isJohn Deere?

In September 2026, people searched for John Deere by name about 4,590 times in New Zealand, a 17.6% decrease from the previous year. These searches made up 39.6% of all New Zealand compact tractor brand searches, placing John Deere first out of seven brands. When we asked both ChatGPT and Google AI Overviews about compact tractor brands, John Deere appeared in all answers and was the second most recommended of the seven.

Search and AI answers in September 2026

John Deere is the most searched of 7 competitors and the second most recommended in AI answers.

  1. John DeereShare of searches 39.6%Mentioned in 5 of 5 AI answersPlace in AI recommendations 2nd
  2. Massey FergusonShare of searches 29%Mentioned in 5 of 5 AI answersPlace in AI recommendations 3rd
  3. KubotaShare of searches 17.8%Mentioned in 4 of 5 AI answersPlace in AI recommendations 1st
  4. New HollandShare of searches 8.3%Mentioned in 3 of 5 AI answersPlace in AI recommendations 4th
  5. KIOTIShare of searches 3%Mentioned in 0 of 5 AI answersPlace in AI recommendations –

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Top compact tractor brands in ChatGPT and Google AI Overviews

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

Most recommended by AI

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

  1. Kubota1st
  2. John Deere2nd
  3. Massey Ferguson3rd
  4. New Holland4th
  5. Bobcat5th
  6. Iseki6th
  7. KIOTI–

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
  • Massey Ferguson5 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
  • New Holland3 of 5Named in 3 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
  • Iseki2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • KIOTI0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about compact tractor brands

5 answers

Not named in any answer:

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

Which compact tractor brands compete with John Deere?

John Deere against compact tractor brands in New Zealand, by month

Share of searches by month for John Deere, Massey Ferguson, Kubota, New Holland, KIOTI. The figures are in the table below the chart.

View monthly share of searches table
MonthJohn DeereMassey FergusonKubotaNew HollandKIOTIBobcatIseki
Oct 202544.1%28.1%15.5%7.4%2.7%1.7%0.51%
Nov 202541%29.1%17.8%7.1%2.6%1.7%0.69%
Dec 202547.3%27.4%16.6%5.4%1.9%1%0.34%
Jan 202640.6%30.8%17.4%6.9%2.5%1.3%0.58%
Feb 202639.4%27.8%21.6%6.9%2.5%1.3%0.47%
Mar 202636.2%25.8%27.7%6.1%2.2%1.5%0.52%
Apr 202639.8%29.2%21.1%5.6%2.5%1.3%0.47%
May 202638.9%28.2%21.4%6.8%2.4%1.6%0.58%
Jun 202637.3%26%23.6%7.9%2.8%1.9%0.44%
Jul 202640.7%28.4%17%8.4%3%2%0.57%
Aug 202641.7%25.4%19.2%8.9%2.1%2.1%0.62%
Sep 202639.6%29%17.8%8.3%3%1.6%0.58%

  1. 1.John Deere

    39.6%

    Held 1st. 3.4K estimated branded searches, +1.5% vs prior month. Share -2.1 points.

  2. 2.Massey Ferguson

    29%

    Held 2nd. 2.5K estimated branded searches, +22% vs prior month. Share +3.6 points.

  3. 3.Kubota

    17.8%

    Held 3rd. 1.5K estimated branded searches, -0.65% vs prior month. Share -1.3 points.

  4. 4.New Holland

    8.3%

    Held 4th. 720 estimated branded searches, 0% vs prior month. Share -0.6 points.

  5. 5.KIOTI

    3%

    Moved from 6th to 5th. 260 estimated branded searches, +52.9% vs prior month. Share +0.9 points.

  6. 6.Bobcat

    1.6%

    Moved from 5th to 6th. 140 estimated branded searches, -17.6% vs prior month. Share -0.5 points.

  7. 7.Iseki

    0.58%

    Held 7th. 50 estimated branded searches, 0% vs prior month. Share 0 points.

Compare popularity between John Deere and its closest rivals

Every comparison with John Deere

22 comparisons

How has branded search demand for John Deere changed in New Zealand over the last 12 months?

3 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for John Deere in New Zealand fell from 5.6K to 4.6K.
  • Across the 12 months ending September 2026, John Deere’s share of searches among compact tractor brands in New Zealand decreased from 44.1% to 39.6%.
  • Across the 12 months ending September 2026, John Deere’s share of searches among compact tractor brands in New Zealand peaked at 47.3% in December 2025 and was lowest at 36.2% in March 2026.

How did search popularity change for New Zealand compact tractor brands in September 2026?

6 changes

  1. In September 2026, KIOTI overtook Bobcat to rank 5th among compact tractor brands in New Zealand, with 3% of the searches.

  2. In September 2026, Massey Ferguson gained share of searches among compact tractor brands in New Zealand, from 25.4% to 29%.

  3. In September 2026, John Deere lost share of searches among compact tractor brands in New Zealand, from 41.7% to 39.6%.

  4. In September 2026, Kubota lost share of searches among compact tractor brands in New Zealand, from 19.2% to 17.8%.

  5. In September 2026, New Holland lost share of searches among compact tractor brands in New Zealand, from 8.9% to 8.3%.

  6. Estimated monthly branded searches for Bobcat in New Zealand fell 17.6% over 12 measured months, from 170 to 140 in September 2026.

How are John Deere’s branded searches counted?

9 search terms

Brandwave collects information about searches that people make online using John Deere’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.

  • brandt john deere
  • john deere
  • john deere caps
  • john deere excavators
  • john deere gator
  • john deere mowers
  • john deere tractor
  • johndeere
  • johndeere tractor

Do you work for John Deere? 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 John Deere compete?

John Deere is ranked in 13 competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of searchesRanking
Riding lawn mower brands3rd of 712.1%Show ranking
Push mower brands3rd of 817.3%Show ranking
Walk behind mower brands3rd of 517.5%Show ranking
Reel mower brands2nd of 620.1%Show ranking
Tractor brands1st of 733.6%Show ranking
Compact tractor brands1st of 739.6%Shown above
Potato harvester brands1st of 740.2%Show ranking
Disc harrow brands1st of 643.7%Show ranking
Farm equipment brands1st of 650.4%Show ranking
Farm tractors brands1st of 457%Show ranking
Tree spade attachment brands1st of 665.1%Show ranking
Brush hog brands1st of 465.4%Show ranking
Forestry mulcher brands1st of 666.5%Show ranking
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