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 33.6% of all New Zealand tractor brand searches, placing John Deere first out of seven brands. When we asked both ChatGPT and Google AI Overviews about tractor brands, John Deere appeared in four of the five 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 33.6%Mentioned in 4 of 5 AI answersPlace in AI recommendations 2nd
  2. Massey FergusonShare of searches 24.5%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
  3. KubotaShare of searches 16.2%Mentioned in 4 of 5 AI answersPlace in AI recommendations 4th
  4. New HollandShare of searches 8.4%Mentioned in 4 of 5 AI answersPlace in AI recommendations 3rd
  5. CLAASShare of searches 6.9%Mentioned in 0 of 5 AI answersPlace in AI recommendations –

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Top tractor brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, John Deere was mentioned in four out of five: in all three ChatGPT answers and in one of the two Google AI Overviews. 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. Massey Ferguson1st
  2. John Deere2nd
  3. New Holland3rd
  4. Kubota4th
  5. Fendt5th
  6. Case IH6th
  7. CLAAS–

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • Massey Ferguson5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • John Deere4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Kubota4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • New Holland4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Fendt4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Case IH2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • CLAAS0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about 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 21, 2026.

Which tractor brands compete with John Deere?

John Deere against tractor brands in New Zealand, by month

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

View monthly share of searches table
MonthJohn DeereMassey FergusonKubotaNew HollandCLAASFendtCase IH
Oct 202537.6%22.9%13.5%7.4%8.1%5.5%5.1%
Nov 202535.3%23.4%15.6%7.1%7.7%6.6%4.3%
Dec 202540.3%22.6%15.2%5.7%6.8%5%4.3%
Jan 202635.2%25.2%16%6.9%7.4%4.7%4.6%
Feb 202633.1%22.5%17.7%7.4%8.3%5.9%5%
Mar 202632.6%21.8%21.4%6.7%7.6%5.9%4.1%
Apr 202634.6%24.3%18.9%6.3%6.5%5%4.4%
May 202635.3%22.9%17.7%7.4%7.1%4.4%5.1%
Jun 202632.2%20.3%18.9%9%6.6%7.3%5.7%
Jul 202634.7%22.2%15%9.6%6.7%6.4%5.4%
Aug 202636.3%21.5%15.8%10.2%7%4.5%4.7%
Sep 202633.6%24.5%16.2%8.4%6.9%6.1%4.3%

  1. 1.John Deere

    33.6%

    Held 1st. 4.4K estimated branded searches, -5.4% vs prior month. Share -2.7 points.

  2. 2.Massey Ferguson

    24.5%

    Held 2nd. 3.2K estimated branded searches, +16.2% vs prior month. Share +2.9 points.

  3. 3.Kubota

    16.2%

    Held 3rd. 2.1K estimated branded searches, +4.9% vs prior month. Share +0.4 points.

  4. 4.New Holland

    8.4%

    Held 4th. 1.1K estimated branded searches, -15.3% vs prior month. Share -1.7 points.

  5. 5.CLAAS

    6.9%

    Held 5th. 910 estimated branded searches, +1.1% vs prior month. Share -0.1 points.

  6. 6.Fendt

    6.1%

    Moved from 7th to 6th. 800 estimated branded searches, +37.9% vs prior month. Share +1.6 points.

  7. 7.Case IH

    4.3%

    Moved from 6th to 7th. 570 estimated branded searches, -6.6% vs prior month. Share -0.4 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 tractor brands in New Zealand decreased from 37.6% to 33.6%.
  • Across the 12 months ending September 2026, John Deere’s share of searches among tractor brands in New Zealand peaked at 40.3% in December 2025 and was lowest at 32.2% in June 2026.

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

6 changes

  1. In September 2026, Fendt overtook Case IH to rank 6th among tractor brands in New Zealand, with 6.1% of the searches.

  2. In September 2026, Massey Ferguson gained share of searches among tractor brands in New Zealand, from 21.5% to 24.5%.

  3. In September 2026, John Deere lost share of searches among tractor brands in New Zealand, from 36.3% to 33.6%.

  4. In September 2026, New Holland lost share of searches among tractor brands in New Zealand, from 10.2% to 8.4%.

  5. Case IH’s share of searches among tractor brands in New Zealand has lost ground for 3 months in a row, from 5.7% to 4.3% in September 2026.

  6. Estimated monthly branded searches for Kubota in New Zealand rose 11.5% over 12 measured months, from 1.9K to 2.1K 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

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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%Shown above
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%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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