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 8.4% of all New Zealand tractor brand searches, placing New Holland fourth out of seven brands. When we asked both ChatGPT and Google AI Overviews about tractor brands, New Holland appeared in four of the five answers and was the third most recommended of the seven.
New Holland is the fourth most searched of 7 competitors and the third most recommended in AI answers.
John DeereShare of searches 33.6%Mentioned in 4 of 5 AI answersPlace in AI recommendations 2nd
Massey FergusonShare of searches 24.5%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
KubotaShare of searches 16.2%Mentioned in 4 of 5 AI answersPlace in AI recommendations 4th
New HollandShare of searches 8.4%Mentioned in 4 of 5 AI answersPlace in AI recommendations 3rd
CLAASShare of searches 6.9%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
Follow New Holland and get free monthly updates on what changed
By continuing you'll get index updates and occasional product news from Brandwave. Unsubscribe any time. Privacy
Top tractor brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, New Holland was mentioned in four out of five: in all three ChatGPT answers and in one of the two Google AI Overviews. New Holland is the third most recommended of the seven.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
- Massey Ferguson1st
- John Deere2nd
- New Holland3rd
- Kubota4th
Fendt5th
Case IH6th- 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
Asked ChatGPT
“Which tractor brand should I buy in New Zealand?”
Asked ChatGPT
“What are the best tractor brands in New Zealand?”
Asked ChatGPT
“What's the best tractor brand in New Zealand for a mixed farm?”
Searched Google, AI Overview
“tractor brands nz”
Searched Google, AI Overview
“tractor for sale nz”
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 New Holland?
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
| Month | John Deere | Massey Ferguson | Kubota | New Holland | CLAAS | Fendt | Case IH |
|---|---|---|---|---|---|---|---|
| Oct 2025 | 37.6% | 22.9% | 13.5% | 7.4% | 8.1% | 5.5% | 5.1% |
| Nov 2025 | 35.3% | 23.4% | 15.6% | 7.1% | 7.7% | 6.6% | 4.3% |
| Dec 2025 | 40.3% | 22.6% | 15.2% | 5.7% | 6.8% | 5% | 4.3% |
| Jan 2026 | 35.2% | 25.2% | 16% | 6.9% | 7.4% | 4.7% | 4.6% |
| Feb 2026 | 33.1% | 22.5% | 17.7% | 7.4% | 8.3% | 5.9% | 5% |
| Mar 2026 | 32.6% | 21.8% | 21.4% | 6.7% | 7.6% | 5.9% | 4.1% |
| Apr 2026 | 34.6% | 24.3% | 18.9% | 6.3% | 6.5% | 5% | 4.4% |
| May 2026 | 35.3% | 22.9% | 17.7% | 7.4% | 7.1% | 4.4% | 5.1% |
| Jun 2026 | 32.2% | 20.3% | 18.9% | 9% | 6.6% | 7.3% | 5.7% |
| Jul 2026 | 34.7% | 22.2% | 15% | 9.6% | 6.7% | 6.4% | 5.4% |
| Aug 2026 | 36.3% | 21.5% | 15.8% | 10.2% | 7% | 4.5% | 4.7% |
| Sep 2026 | 33.6% | 24.5% | 16.2% | 8.4% | 6.9% | 6.1% | 4.3% |
| Rank | Brand | Share of searches | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 33.6% | 4.4K | -5.4% | -2.7 points | |
| 2, held 2nd | 24.5% | 3.2K | +16.2% | +2.9 points | |
| 3, held 3rd | 16.2% | 2.1K | +4.9% | +0.4 points | |
| 4, held 4th | 8.4% | 1.1K | -15.3% | -1.7 points | |
| 5, held 5th | 6.9% | 910 | +1.1% | -0.1 points | |
| 6, moved from 7th to 6th | 6.1% | 800 | +37.9% | +1.6 pointsmoved from 7th to 6th | |
| 7, moved from 6th to 7th | 4.3% | 570 | -6.6% | -0.4 pointsmoved from 6th to 7th |
33.6%
Held 1st. 4.4K estimated branded searches, -5.4% vs prior month. Share -2.7 points.
24.5%
Held 2nd. 3.2K estimated branded searches, +16.2% vs prior month. Share +2.9 points.
3.
Kubota16.2%
Held 3rd. 2.1K estimated branded searches, +4.9% vs prior month. Share +0.4 points.
8.4%
Held 4th. 1.1K estimated branded searches, -15.3% vs prior month. Share -1.7 points.
5.
CLAAS6.9%
Held 5th. 910 estimated branded searches, +1.1% vs prior month. Share -0.1 points.
6.
Fendt6.1%
Moved from 7th to 6th. 800 estimated branded searches, +37.9% vs prior month. Share +1.6 points.
7.
Case IH4.3%
Moved from 6th to 7th. 570 estimated branded searches, -6.6% vs prior month. Share -0.4 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 tractor brands in New Zealand increased from 7.4% to 8.4%.
- Across the 12 months ending September 2026, New Holland’s share of searches among tractor brands in New Zealand peaked at 10.2% in August 2026 and was lowest at 5.7% in December 2025.
- Across the 12 months ending September 2026, New Holland rose from 5th to 4th among tractor brands in New Zealand.
How did search popularity change for New Zealand tractor brands in September 2026?
6 changes
In September 2026, Fendt overtook Case IH to rank 6th among tractor brands in New Zealand, with 6.1% of the searches.
In September 2026, Massey Ferguson gained share of searches among tractor brands in New Zealand, from 21.5% to 24.5%.
In September 2026, John Deere lost share of searches among tractor brands in New Zealand, from 36.3% to 33.6%.
In September 2026, New Holland lost share of searches among tractor brands in New Zealand, from 10.2% to 8.4%.
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.
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 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% | Shown above |
| 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% | Show ranking |
| 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.