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 57% of all New Zealand farm tractors brand searches, placing John Deere first out of four brands. When we asked both ChatGPT and Google AI Overviews about farm tractors brands, John Deere appeared in all answers and was the most recommended of the four.

Search and AI answers in September 2026

John Deere is the most searched of 4 competitors and the most recommended in AI answers.

  1. John DeereShare of searches 57%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
  2. KubotaShare of searches 25.7%Mentioned in 4 of 5 AI answersPlace in AI recommendations 3rd
  3. New HollandShare of searches 12%Mentioned in 5 of 5 AI answersPlace in AI recommendations 2nd
  4. FendtShare of searches 5.3%Mentioned in 4 of 5 AI answersPlace in AI recommendations 4th
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Top farm tractors 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 most recommended of the four.

Most recommended by AI

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

  1. John Deere1st
  2. New Holland2nd
  3. Kubota3rd
  4. Fendt4th

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
  • New Holland5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Kubota4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Fendt4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers

See every answer about farm tractors brands

5 answers

Brands are shown in the order each answer named them. The survey took place in New Zealand on October 21, 2026.

Which farm tractors brands compete with John Deere?

John Deere against farm tractors brands in New Zealand, by month

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

View monthly share of searches table
MonthJohn DeereKubotaNew HollandFendt
Oct 202562.1%21.9%10.4%5.6%
Nov 202558%25.2%10.1%6.7%
Dec 202565.5%23%7.5%4%
Jan 202659.7%25.6%10.2%4.5%
Feb 202654.4%29.8%9.5%6.3%
Mar 202648.9%37.4%8.3%5.5%
Apr 202656.6%30.1%8%5.3%
May 202655.5%30.5%9.7%4.3%
Jun 202650.4%31.9%10.6%7.1%
Jul 202657.6%24%11.9%6.5%
Aug 202657.1%26.3%12.2%4.4%
Sep 202657%25.7%12%5.3%

  1. 1.John Deere

    57%

    Held 1st. 3.4K estimated branded searches, +1.5% vs prior month. Share -0.1 points.

  2. 2.Kubota

    25.7%

    Held 2nd. 1.5K estimated branded searches, -0.65% vs prior month. Share -0.6 points.

  3. 3.New Holland

    12%

    Held 3rd. 720 estimated branded searches, 0% vs prior month. Share -0.2 points.

  4. 4.Fendt

    5.3%

    Held 4th. 320 estimated branded searches, +23.1% vs prior month. Share +0.9 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 farm tractors brands in New Zealand decreased from 62.1% to 57%.
  • Across the 12 months ending September 2026, John Deere’s share of searches among farm tractors brands in New Zealand peaked at 65.5% in December 2025 and was lowest at 48.9% in March 2026.

How did search popularity change for New Zealand farm tractors brands in September 2026?

3 changes

  1. In September 2026, Fendt gained share of searches among farm tractors brands in New Zealand, from 4.4% to 5.3%.

  2. In September 2026, Kubota lost share of searches among farm tractors brands in New Zealand, from 26.3% to 25.7%.

  3. Estimated monthly branded searches for John Deere in New Zealand fell 20.6% over 12 measured months, from 4.3K to 3.4K 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%Show ranking
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%Shown above
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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