---
title: "Compact tractor brands in New Zealand: Which are searched most?"
description: "Compare the compact tractor brands people buy. Share of Search among John Deere, Massey Ferguson, Kubota, New Holland, KIOTI, Bobcat and Iseki, the compact tractor brands Brandwave compares in New Zealand, using the same methodology, market, and reporting period. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time."
canonical: "https://gobrandwave.com/demand/nz/categories/nz-compact-tractor-brands"
publisher: "Brandwave"
---

# Compact tractor brands in New Zealand: Which are searched most?

Compare the compact tractor brands people buy. Share of Search among John Deere, Massey Ferguson, Kubota, New Holland, KIOTI, Bobcat and Iseki, the compact tractor brands Brandwave compares in New Zealand, using the same methodology, market, and reporting period. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time.

## Key facts

- **Competitive set**: Compact tractor brands
- **Market**: New Zealand
- **Brands compared**: 7
- **Month measured**: Sep 2026
- **Highest Share of Search**: John Deere, 39.6%

## Which brand is most popular in search among compact tractor brands in New Zealand?

- In September 2026, John Deere was the most searched among compact tractor brands in New Zealand, with an estimated 3.4K branded searches, 39.6% of all searches for the seven we track.
- Massey Ferguson is in 2nd place, 10.7 percentage points behind at 29%.
- Across the 12 months ending September 2026, John Deere’s share of searches among compact tractor brands in New Zealand decreased from 44.1% to 39.6%.
- Across the 12 months ending September 2026, Massey Ferguson’s share of searches among compact tractor brands in New Zealand increased from 28.1% to 29%.
- Across the 12 months ending September 2026, Kubota’s share of searches among compact tractor brands in New Zealand increased from 15.5% to 17.8%.
- Across the 12 months ending September 2026, New Holland’s share of searches among compact tractor brands in New Zealand increased from 7.4% to 8.3%.
- Across the 12 months ending September 2026, John Deere’s share of searches among compact tractor brands in New Zealand peaked at 47.3% in December 2025 and was lowest at 36.2% in March 2026.
- Across the 12 months ending September 2026, Massey Ferguson’s share of searches among compact tractor brands in New Zealand peaked at 30.8% in January 2026 and was lowest at 25.4% in August 2026.
- Across the 12 months ending September 2026, Kubota’s share of searches among compact tractor brands in New Zealand peaked at 27.7% in March 2026 and was lowest at 15.5% in October 2025.
- Across the 12 months ending September 2026, New Holland’s share of searches among compact tractor brands in New Zealand peaked at 8.9% in August 2026 and was lowest at 5.4% in December 2025.
- Across the 12 months ending September 2026, KIOTI’s share of searches among compact tractor brands in New Zealand peaked at 3% in September 2026 and was lowest at 1.9% in December 2025.
- Across the 12 months ending September 2026, Bobcat’s share of searches among compact tractor brands in New Zealand peaked at 2.1% in August 2026 and was lowest at 1% in December 2025.
- Across the 12 months ending September 2026, KIOTI, Bobcat and Iseki held steady: their share of searches among compact tractor brands in New Zealand each moved less than 0.5 percentage points.

## Top compact tractor brands in ChatGPT and Google AI Overviews

In Brandwave's three ChatGPT questions and two Google AI Overviews, John Deere and Massey Ferguson appeared every time. Kubota was recommended most often, coming first in four out of five answers. John Deere was second, and Massey Ferguson was third. KIOTI, which ranked fifth in searches, was not mentioned at all.

Brands get a higher AI rank if they are mentioned earlier in the answers that list options.

| Brand | AI rank | ChatGPT answers that named it | Google AI Overviews that named it | All answers that named it |
| --- | --- | --- | --- | --- |
| Kubota | 1st | 3 of 3 | 1 of 2 | 4 of 5 |
| John Deere | 2nd | 3 of 3 | 2 of 2 | 5 of 5 |
| Massey Ferguson | 3rd | 3 of 3 | 2 of 2 | 5 of 5 |
| New Holland | 4th | 3 of 3 | 0 of 2 | 3 of 5 |
| Bobcat | 5th | 0 of 3 | 2 of 2 | 2 of 5 |
| Iseki | 6th | 2 of 3 | 0 of 2 | 2 of 5 |
| KIOTI | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 |

## Every AI answer about compact tractor brands

- Asked ChatGPT "Which compact tractor brand should I buy in New Zealand?": 1. Kubota, 2. John Deere, 3. Massey Ferguson, 4. New Holland, 5. Iseki
- Asked ChatGPT "What are the best compact tractor brands in New Zealand?": 1. Kubota, 2. John Deere, 3. Massey Ferguson, 4. New Holland, 5. Iseki
- Asked ChatGPT "What's the best compact tractor brand in New Zealand for small property work?": 1. Kubota, 2. John Deere, 3. Massey Ferguson, 4. New Holland
- Searched Google, AI Overview "best compact tractor": 1. Kubota, 2. John Deere, 3. Bobcat, 4. Massey Ferguson
- Searched Google, AI Overview "small tractor nz": 1. Massey Ferguson, 2. John Deere, 3. Bobcat

Not named in any answer: KIOTI.

Brands are listed in the order each answer named them. The answers were collected in New Zealand on October 20, 2026.

## Compare search popularity between leading brands

- [John Deere vs Massey Ferguson: compare search popularity](/demand/nz/compare/john-deere-vs-massey-ferguson): 39.6% against 29% Share of Search.
- [John Deere vs Kubota: compare search popularity](/demand/nz/compare/john-deere-vs-kubota): 39.6% against 17.8% Share of Search.
- [John Deere vs New Holland: compare search popularity](/demand/nz/compare/john-deere-vs-new-holland): 39.6% against 8.3% Share of Search.
- [John Deere vs KIOTI: compare search popularity](/demand/nz/compare/john-deere-vs-kioti): 39.6% against 3% Share of Search.
- [Massey Ferguson vs Kubota: compare search popularity](/demand/nz/compare/kubota-vs-massey-ferguson): 29% against 17.8% Share of Search.
- [Massey Ferguson vs New Holland: compare search popularity](/demand/nz/compare/massey-ferguson-vs-new-holland): 29% against 8.3% Share of Search.
- [Massey Ferguson vs KIOTI: compare search popularity](/demand/nz/compare/kioti-vs-massey-ferguson): 29% against 3% Share of Search.
- [Kubota vs New Holland: compare search popularity](/demand/nz/compare/kubota-vs-new-holland): 17.8% against 8.3% Share of Search.
- [Kubota vs KIOTI: compare search popularity](/demand/nz/compare/kioti-vs-kubota): 17.8% against 3% Share of Search.
- [New Holland vs KIOTI: compare search popularity](/demand/nz/compare/kioti-vs-new-holland): 8.3% against 3% Share of Search.

## How did search popularity change for New Zealand compact tractor brands in September 2026?

- In September 2026, KIOTI overtook Bobcat to rank 5th among compact tractor brands in New Zealand, with 3% of the searches.
- In September 2026, Massey Ferguson gained share of searches among compact tractor brands in New Zealand, from 25.4% to 29%.
- In September 2026, John Deere lost share of searches among compact tractor brands in New Zealand, from 41.7% to 39.6%.
- In September 2026, Kubota lost share of searches among compact tractor brands in New Zealand, from 19.2% to 17.8%.
- In September 2026, New Holland lost share of searches among compact tractor brands in New Zealand, from 8.9% to 8.3%.
- Estimated monthly branded searches for Bobcat in New Zealand fell 17.6% over 12 measured months, from 170 to 140 in September 2026.

## Share of Search ranking

| Rank | Brand | Share of Search | Estimated monthly branded searches | Change vs prior month | Owned by |
| --- | --- | --- | --- | --- | --- |
| 1 | John Deere | 39.6% | 3.4K | +1.5% | John Deere |
| 2 | Massey Ferguson | 29% | 2.5K | +22.0% | Massey Ferguson |
| 3 | Kubota | 17.8% | 1.5K | -0.6% | Kubota |
| 4 | New Holland | 8.3% | 720 | 0.0% | New Holland |
| 5 | KIOTI | 3% | 260 | +52.9% | KIOTI |
| 6 | Bobcat | 1.6% | 140 | -17.6% | Bobcat Company |
| 7 | Iseki | 0.58% | 50 | 0.0% | Iseki |

## Historical estimated branded-search demand

| Month | Brand | Estimated monthly branded searches | Share of Search | Rank |
| --- | --- | --- | --- | --- |
| Oct 2025 | John Deere | 4.3K | 44.1% | 1 |
| Oct 2025 | Massey Ferguson | 2.8K | 28.1% | 2 |
| Oct 2025 | Kubota | 1.5K | 15.5% | 3 |
| Oct 2025 | New Holland | 720 | 7.4% | 4 |
| Oct 2025 | KIOTI | 260 | 2.7% | 5 |
| Oct 2025 | Bobcat | 170 | 1.7% | 6 |
| Oct 2025 | Iseki | 50 | 0.51% | 7 |
| Nov 2025 | John Deere | 4.2K | 41% | 1 |
| Nov 2025 | Massey Ferguson | 2.9K | 29.1% | 2 |
| Nov 2025 | Kubota | 1.8K | 17.8% | 3 |
| Nov 2025 | New Holland | 720 | 7.1% | 4 |
| Nov 2025 | KIOTI | 260 | 2.6% | 5 |
| Nov 2025 | Bobcat | 170 | 1.7% | 6 |
| Nov 2025 | Iseki | 70 | 0.69% | 7 |
| Dec 2025 | John Deere | 4.2K | 47.3% | 1 |
| Dec 2025 | Massey Ferguson | 2.4K | 27.4% | 2 |
| Dec 2025 | Kubota | 1.5K | 16.6% | 3 |
| Dec 2025 | New Holland | 480 | 5.4% | 4 |
| Dec 2025 | KIOTI | 170 | 1.9% | 5 |
| Dec 2025 | Bobcat | 90 | 1% | 6 |
| Dec 2025 | Iseki | 30 | 0.34% | 7 |
| Jan 2026 | John Deere | 3.5K | 40.6% | 1 |
| Jan 2026 | Massey Ferguson | 2.6K | 30.8% | 2 |
| Jan 2026 | Kubota | 1.5K | 17.4% | 3 |
| Jan 2026 | New Holland | 590 | 6.9% | 4 |
| Jan 2026 | KIOTI | 210 | 2.5% | 5 |
| Jan 2026 | Bobcat | 110 | 1.3% | 6 |
| Jan 2026 | Iseki | 50 | 0.58% | 7 |
| Feb 2026 | John Deere | 3.4K | 39.4% | 1 |
| Feb 2026 | Massey Ferguson | 2.4K | 27.8% | 2 |
| Feb 2026 | Kubota | 1.9K | 21.6% | 3 |
| Feb 2026 | New Holland | 590 | 6.9% | 4 |
| Feb 2026 | KIOTI | 210 | 2.5% | 5 |
| Feb 2026 | Bobcat | 110 | 1.3% | 6 |
| Feb 2026 | Iseki | 40 | 0.47% | 7 |
| Mar 2026 | John Deere | 3.5K | 36.2% | 1 |
| Mar 2026 | Kubota | 2.7K | 27.7% | 2 |
| Mar 2026 | Massey Ferguson | 2.5K | 25.8% | 3 |
| Mar 2026 | New Holland | 590 | 6.1% | 4 |
| Mar 2026 | KIOTI | 210 | 2.2% | 5 |
| Mar 2026 | Bobcat | 140 | 1.5% | 6 |
| Mar 2026 | Iseki | 50 | 0.52% | 7 |
| Apr 2026 | John Deere | 3.4K | 39.8% | 1 |
| Apr 2026 | Massey Ferguson | 2.5K | 29.2% | 2 |
| Apr 2026 | Kubota | 1.8K | 21.1% | 3 |
| Apr 2026 | New Holland | 480 | 5.6% | 4 |
| Apr 2026 | KIOTI | 210 | 2.5% | 5 |
| Apr 2026 | Bobcat | 110 | 1.3% | 6 |
| Apr 2026 | Iseki | 40 | 0.47% | 7 |
| May 2026 | John Deere | 3.4K | 38.9% | 1 |
| May 2026 | Massey Ferguson | 2.5K | 28.2% | 2 |
| May 2026 | Kubota | 1.9K | 21.4% | 3 |
| May 2026 | New Holland | 590 | 6.8% | 4 |
| May 2026 | KIOTI | 210 | 2.4% | 5 |
| May 2026 | Bobcat | 140 | 1.6% | 6 |
| May 2026 | Iseki | 50 | 0.58% | 7 |
| Jun 2026 | John Deere | 3.4K | 37.3% | 1 |
| Jun 2026 | Massey Ferguson | 2.4K | 26% | 2 |
| Jun 2026 | Kubota | 2.2K | 23.6% | 3 |
| Jun 2026 | New Holland | 720 | 7.9% | 4 |
| Jun 2026 | KIOTI | 260 | 2.8% | 5 |
| Jun 2026 | Bobcat | 170 | 1.9% | 6 |
| Jun 2026 | Iseki | 40 | 0.44% | 7 |
| Jul 2026 | John Deere | 2.9K | 40.7% | 1 |
| Jul 2026 | Massey Ferguson | 2K | 28.4% | 2 |
| Jul 2026 | Kubota | 1.2K | 17% | 3 |
| Jul 2026 | New Holland | 590 | 8.4% | 4 |
| Jul 2026 | KIOTI | 210 | 3% | 5 |
| Jul 2026 | Bobcat | 140 | 2% | 6 |
| Jul 2026 | Iseki | 40 | 0.57% | 7 |
| Aug 2026 | John Deere | 3.4K | 41.7% | 1 |
| Aug 2026 | Massey Ferguson | 2K | 25.4% | 2 |
| Aug 2026 | Kubota | 1.6K | 19.2% | 3 |
| Aug 2026 | New Holland | 720 | 8.9% | 4 |
| Aug 2026 | Bobcat | 170 | 2.1% | 5 |
| Aug 2026 | KIOTI | 170 | 2.1% | 6 |
| Aug 2026 | Iseki | 50 | 0.62% | 7 |
| Sep 2026 | John Deere | 3.4K | 39.6% | 1 |
| Sep 2026 | Massey Ferguson | 2.5K | 29% | 2 |
| Sep 2026 | Kubota | 1.5K | 17.8% | 3 |
| Sep 2026 | New Holland | 720 | 8.3% | 4 |
| Sep 2026 | KIOTI | 260 | 3% | 5 |
| Sep 2026 | Bobcat | 140 | 1.6% | 6 |
| Sep 2026 | Iseki | 50 | 0.58% | 7 |

## What is being compared

- **Bobcat**: Measured on the search term “bobcat digger”.
- **Iseki**: Measured on the search term “iseki”.
- **John Deere**: Measured on the search terms “brandt john deere”, “john deere”, “john deere caps”, “john deere excavators”, “john deere gator” and “johndeere”, summed into one figure.
- **KIOTI**: Measured on the search term “kioti tractor”.
- **Kubota**: Measured on the search terms “kubota”, “kubota digger”, “kubota rtv”, “kubota skid steer” and “kubota zero turn”, summed into one figure.
- **Massey Ferguson**: Measured on the search terms “5465 massey ferguson”, “7614 massey ferguson”, “massey ferguson”, “massey ferguson 135”, “massey ferguson 165”, “massey ferguson 188”, “massey ferguson 28”, “massey ferguson 35”, “massey ferguson 390”, “massey ferguson 65”, “massey ferguson 7615” and “masseyferguson”, summed into one figure.
- **New Holland**: Measured on the search term “new holland”.

- [Bobcat](/demand/nz/brands/bobcat)
- [Iseki](/demand/nz/brands/iseki)
- [John Deere](/demand/nz/brands/john-deere)
- [KIOTI](/demand/nz/brands/kioti)
- [Kubota](/demand/nz/brands/kubota)
- [Massey Ferguson](/demand/nz/brands/massey-ferguson)
- [New Holland](/demand/nz/brands/new-holland)

## Methodology

- [How is the Brand Demand Index measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused.

## Frequently asked questions

### Which brand is most popular in search among compact tractor brands in New Zealand?

In September 2026, John Deere was the most searched among compact tractor brands in New Zealand, with an estimated 3.4K branded searches, 39.6% of all searches for the seven we track.

## Cite this page

Brandwave. "Compact tractor brands in New Zealand: Which are searched most?". https://gobrandwave.com/demand/nz/categories/nz-compact-tractor-brands

This page is also available as HTML at https://gobrandwave.com/demand/nz/categories/nz-compact-tractor-brands. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.