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 25.7% of all New Zealand farm tractors brand searches, placing Kubota second out of four brands. When we asked both ChatGPT and Google AI Overviews about farm tractors brands, Kubota appeared in four of the five answers and was the third most recommended of the four.

Search and AI answers in September 2026

Kubota is the second most searched of 4 competitors and the third 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, 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 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 Kubota?

Kubota 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 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 tractors brands in New Zealand increased from 21.9% to 25.7%.
  • Across the 12 months ending September 2026, Kubota’s share of searches among farm tractors brands in New Zealand peaked at 37.4% in March 2026 and was lowest at 21.9% in October 2025.

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 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%Show ranking
Farm tractors brands2nd of 425.7%Shown above
Tree spade attachment brands2nd of 629.3%Show ranking
Brush hog brands2nd of 429.4%Show ranking
Forestry mulcher brands2nd of 630%Show ranking
Creator with pink hair and a pink jacket

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