How popular isNew Holland?
In September 2026, people searched for New Holland by name about 1,110 times in New Zealand, a 6.7% increase from the previous year. These searches made up 10.6% of all New Zealand farm equipment brand searches, placing New Holland third out of six brands. When we asked both ChatGPT and Google AI Overviews about farm equipment brands, New Holland appeared in all answers and was the second most recommended of the six.
New Holland is the third most searched of 6 competitors and the second most recommended in AI answers.
John DeereShare of searches 50.4%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
KubotaShare of searches 22.7%Mentioned in 4 of 5 AI answersPlace in AI recommendations 3rd
New HollandShare of searches 10.6%Mentioned in 5 of 5 AI answersPlace in AI recommendations 2nd
CLAASShare of searches 8.6%Mentioned in 4 of 5 AI answersPlace in AI recommendations 5th
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, New Holland appeared in all five answers. New Holland is the second most recommended of the six.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
- John Deere1st
- New Holland2nd
- Kubota3rd
Case IH4th- CLAAS5th
- 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
Asked ChatGPT
“Which farm equipment brand should I buy in New Zealand?”
Asked ChatGPT
“What are the best farm equipment brands in New Zealand?”
Asked ChatGPT
“What's the best farm equipment brand in New Zealand for a working farm?”
Searched Google, AI Overview
“farm equipment nz”
Searched Google, AI Overview
“farm machinery brands”
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 New Holland?
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
| Month | John Deere | Kubota | New Holland | CLAAS | Fendt | Case IH |
|---|---|---|---|---|---|---|
| Oct 2025 | 54.1% | 19.1% | 9% | 9.3% | 4.9% | 3.5% |
| Nov 2025 | 51% | 22.1% | 8.8% | 8.8% | 5.9% | 3.3% |
| Dec 2025 | 58.1% | 20.4% | 6.6% | 8.4% | 3.6% | 2.9% |
| Jan 2026 | 52.4% | 22.5% | 8.9% | 9.1% | 3.9% | 3.2% |
| Feb 2026 | 47.5% | 26.1% | 8.3% | 9.9% | 5.5% | 2.8% |
| Mar 2026 | 43.2% | 33% | 7.3% | 8.8% | 4.8% | 2.9% |
| Apr 2026 | 50.7% | 26.9% | 7.2% | 7.5% | 4.8% | 2.8% |
| May 2026 | 48.6% | 26.8% | 8.5% | 8.8% | 3.7% | 3.6% |
| Jun 2026 | 44.8% | 28.4% | 9.5% | 7.4% | 6.3% | 3.7% |
| Jul 2026 | 50.7% | 21.2% | 10.5% | 8.4% | 5.7% | 3.6% |
| Aug 2026 | 50.5% | 23.2% | 10.8% | 8.5% | 3.9% | 3% |
| Sep 2026 | 50.4% | 22.7% | 10.6% | 8.6% | 4.7% | 2.9% |
| Rank | Brand | Share of searches | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 50.4% | 3.4K | +1.5% | -0.1 points | |
| 2, held 2nd | 22.7% | 1.5K | -0.65% | -0.5 points | |
| 3, held 3rd | 10.6% | 720 | 0% | -0.2 points | |
| 4, held 4th | 8.6% | 580 | +1.8% | 0 points | |
| 5, held 5th | 4.7% | 320 | +23.1% | +0.8 points | |
| 6, held 6th | 2.9% | 200 | 0% | 0 points |
50.4%
Held 1st. 3.4K estimated branded searches, +1.5% vs prior month. Share -0.1 points.
2.
Kubota22.7%
Held 2nd. 1.5K estimated branded searches, -0.65% vs prior month. Share -0.5 points.
10.6%
Held 3rd. 720 estimated branded searches, 0% vs prior month. Share -0.2 points.
4.
CLAAS8.6%
Held 4th. 580 estimated branded searches, +1.8% vs prior month. Share 0 points.
5.
Fendt4.7%
Held 5th. 320 estimated branded searches, +23.1% vs prior month. Share +0.8 points.
6.
Case IH2.9%
Held 6th. 200 estimated branded searches, 0% vs prior month. Share 0 points.
Compare popularity between New Holland and its closest rivals
Every comparison with New Holland
9 comparisons
How has branded search demand for New Holland changed in New Zealand over the last 12 months?
4 findings
- Across the 12 months ending September 2026, estimated monthly branded searches for New Holland in New Zealand rose from 1K to 1.1K.
- Across the 12 months ending September 2026, New Holland’s share of searches among farm equipment brands in New Zealand increased from 9% to 10.6%.
- Across the 12 months ending September 2026, New Holland’s share of searches among farm equipment brands in New Zealand peaked at 10.8% in August 2026 and was lowest at 6.6% in December 2025.
- Across the 12 months ending September 2026, New Holland rose from 4th to 3rd among farm equipment brands in New Zealand.
How did search popularity change for New Zealand farm equipment brands in September 2026?
5 changes
In September 2026, Fendt gained share of searches among farm equipment brands in New Zealand, from 3.9% to 4.7%.
In September 2026, Kubota lost share of searches among farm equipment brands in New Zealand, from 23.2% to 22.7%.
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.
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.
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 New Holland’s branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using New Holland’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.
- new holland
- new holland tractor
Do you work for New Holland? To request corrections or removal please contact us via our support page and we will be happy to assist.
Where does New Holland compete?
| Competitor set | Rank | Share of searches | Ranking |
|---|---|---|---|
| Tractor brands | 4th of 7 | 8.4% | Show ranking |
| Compact tractor brands | 4th of 7 | 8.3% | Show ranking |
| Potato harvester brands | 4th of 7 | 8.5% | Show ranking |
| Farm equipment brands | 3rd of 6 | 10.6% | Shown above |
| Farm tractors brands | 3rd of 4 | 12% | Show ranking |
Is New Holland 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.