How popular isKubota?
In September 2026, people searched for Kubota by name about 2,410 times in New Zealand, an 11.6% increase from the previous year. These searches made up 23.1% of all New Zealand excavator brand searches, placing Kubota second out of 13 brands. When we asked both ChatGPT and Google AI Overviews about excavator brands, Kubota appeared in four of the five answers and was the second most recommended of the 13.
Kubota is the second most searched of 13 competitors and the second 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
SumitomoShare of searches 6.2%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
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Top excavator brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Kubota was mentioned in four out of five: in all three ChatGPT answers and in one of the two Google AI Overviews. Kubota is the second 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 Kubota?
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 Kubota and its closest rivals
Every comparison with Kubota
28 comparisons
- Kubota vs Massey Ferguson
- Kubota vs Terra Cat
- Husqvarna vs Kubota
- John Deere vs Kubota
- Kubota vs Ryobi
- Kubota vs Mahindra
- Kubota vs New Holland
- CablePrice vs Kubota
- CLAAS vs Kubota
- Honda Power Equipment vs Kubota
- Fendt vs Kubota
- Case IH vs Kubota
- Cub Cadet vs Kubota
- Caterpillar vs Kubota
- Kubota vs Sumitomo
- Hitachi vs Kubota
- AVR vs Kubota
- KIOTI vs Kubota
- Kubota vs Yanmar
- Kubota vs Sany
- Kobelco vs Kubota
- Kubota vs Takeuchi
- Earthworm Attachments vs Kubota
- Bobcat vs Kubota
- Komatsu vs Kubota
- Fieldmaster vs Kubota
- Kubota vs Kverneland
- JCB vs Kubota
How has branded search demand for Kubota changed in New Zealand over the last 12 months?
3 findings
- Across the 12 months ending September 2026, estimated monthly branded searches for Kubota in New Zealand rose from 2.2K to 2.4K.
- Across the 12 months ending September 2026, Kubota’s share of searches among excavator brands in New Zealand increased from 19.5% to 23.1%.
- Across the 12 months ending September 2026, Kubota’s share of searches among excavator brands in New Zealand peaked at 28.7% in March 2026 and was lowest at 17.7% in July 2026.
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 Kubota’s branded searches counted?
9 search terms
Brandwave collects information about searches that people make online using Kubota’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.
- kubota
- kubota digger
- kubota excavator
- kubota farm machinery
- kubota mowers
- kubota rtv
- kubota skid steer
- kubota tractor
- kubota zero turn
Do you work for Kubota? To request corrections or removal please contact us via our support page and we will be happy to assist.
Where does Kubota compete?
| Competitor set | Rank | Share of searches | Ranking |
|---|---|---|---|
| Riding lawn mower brands | 4th of 7 | 5.6% | Show ranking |
| Tractor brands | 3rd of 7 | 16.2% | Show ranking |
| Compact tractor brands | 3rd of 7 | 17.8% | Show ranking |
| Potato harvester brands | 3rd of 7 | 18.1% | Show ranking |
| Disc harrow brands | 3rd of 6 | 19.7% | Show ranking |
| Excavator brands | 2nd of 13 | 23.1% | Shown above |
| Farm equipment brands | 2nd of 6 | 22.7% | Show ranking |
| Farm tractors brands | 2nd of 4 | 25.7% | Show ranking |
| Tree spade attachment brands | 2nd of 6 | 29.3% | Show ranking |
| Brush hog brands | 2nd of 4 | 29.4% | Show ranking |
| Forestry mulcher brands | 2nd of 6 | 30% | Show ranking |
Is Kubota 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.