Brandwave

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 22.7% of all New Zealand farm equipment brand searches, placing Kubota second out of six brands. When we asked both ChatGPT and Google AI Overviews about farm equipment brands, Kubota appeared in four of the five answers and was the third most recommended of the six.

Search and AI answers in September 2026

Kubota is the second most searched of 6 competitors and the third most recommended in AI answers.

  1. John DeereShare of searches 50.4%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
  2. KubotaShare of searches 22.7%Mentioned in 4 of 5 AI answersPlace in AI recommendations 3rd
  3. New HollandShare of searches 10.6%Mentioned in 5 of 5 AI answersPlace in AI recommendations 2nd
  4. CLAASShare of searches 8.6%Mentioned in 4 of 5 AI answersPlace in AI recommendations 5th
  5. FendtShare of searches 4.7%Mentioned in 3 of 5 AI answersPlace in AI recommendations 6th

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Top farm equipment 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 two of the three ChatGPT answers and in both Google AI Overviews. Kubota is the third most recommended of the six.

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. Case IH4th
  5. CLAAS5th
  6. Fendt6th

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
  • Case IH5 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
  • CLAAS4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Fendt3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers

See every answer about farm equipment 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 equipment brands compete with Kubota?

Kubota against farm equipment brands in New Zealand, by month

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

View monthly share of searches table
MonthJohn DeereKubotaNew HollandCLAASFendtCase IH
Oct 202554.1%19.1%9%9.3%4.9%3.5%
Nov 202551%22.1%8.8%8.8%5.9%3.3%
Dec 202558.1%20.4%6.6%8.4%3.6%2.9%
Jan 202652.4%22.5%8.9%9.1%3.9%3.2%
Feb 202647.5%26.1%8.3%9.9%5.5%2.8%
Mar 202643.2%33%7.3%8.8%4.8%2.9%
Apr 202650.7%26.9%7.2%7.5%4.8%2.8%
May 202648.6%26.8%8.5%8.8%3.7%3.6%
Jun 202644.8%28.4%9.5%7.4%6.3%3.7%
Jul 202650.7%21.2%10.5%8.4%5.7%3.6%
Aug 202650.5%23.2%10.8%8.5%3.9%3%
Sep 202650.4%22.7%10.6%8.6%4.7%2.9%

  1. 1.John Deere

    50.4%

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

  2. 2.Kubota

    22.7%

    Held 2nd. 1.5K estimated branded searches, -0.65% vs prior month. Share -0.5 points.

  3. 3.New Holland

    10.6%

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

  4. 4.CLAAS

    8.6%

    Held 4th. 580 estimated branded searches, +1.8% vs prior month. Share 0 points.

  5. 5.Fendt

    4.7%

    Held 5th. 320 estimated branded searches, +23.1% vs prior month. Share +0.8 points.

  6. 6.Case IH

    2.9%

    Held 6th. 200 estimated branded searches, 0% vs prior month. Share 0 points.

Compare popularity between Kubota and its closest rivals

Every comparison with Kubota

28 comparisons

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 farm equipment brands in New Zealand increased from 19.1% to 22.7%.
  • Across the 12 months ending September 2026, Kubota’s share of searches among farm equipment brands in New Zealand peaked at 33% in March 2026 and was lowest at 19.1% in October 2025.

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

5 changes

  1. In September 2026, Fendt gained share of searches among farm equipment brands in New Zealand, from 3.9% to 4.7%.

  2. In September 2026, Kubota lost share of searches among farm equipment brands in New Zealand, from 23.2% to 22.7%.

  3. CLAAS’s share of searches among farm equipment brands in New Zealand has gained ground for 3 months in a row, from 7.4% to 8.6% in September 2026.

  4. Case IH’s share of searches among farm equipment brands in New Zealand has lost ground for 3 months in a row, from 3.7% to 2.9% in September 2026.

  5. 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 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.

How the Brand Demand Index is measured

Where does Kubota compete?

Kubota is ranked in 11 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 brands4th of 75.6%Show ranking
Tractor brands3rd of 716.2%Show ranking
Compact tractor brands3rd of 717.8%Show ranking
Potato harvester brands3rd of 718.1%Show ranking
Disc harrow brands3rd of 619.7%Show ranking
Excavator brands2nd of 1323.1%Show ranking
Farm equipment brands2nd of 622.7%Shown above
Farm tractors brands2nd of 425.7%Show ranking
Tree spade attachment brands2nd of 629.3%Show ranking
Brush hog brands2nd of 429.4%Show ranking
Forestry mulcher brands2nd of 630%Show ranking
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