Farm equipment brands in New Zealand:Which are most popular?
In September 2026, John Deere was the most searched farm equipment brand in New Zealand, accounting for 50.4% of all searches among the six brands we track. When we checked with ChatGPT and Google AI Overviews, John Deere, New Holland and Case IH showed up in every answer. John Deere was recommended most often, coming first in four out of five responses.
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 Brandwave's three ChatGPT questions and two Google AI Overviews, John Deere, New Holland and Case IH appeared every time. John Deere was recommended most often, coming first in four out of five answers. New Holland was second, and Kubota was third.
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 do people search for most?
This chart shows how often people search Google for each farm equipment brand by name. Each line represents a brand's share of searches for all six farm equipment brands we track, month by month, from searches in New Zealand.
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.
Which brand is most popular in search among farm equipment brands in New Zealand?
6 brands
In September 2026, John Deere was the most searched among farm equipment brands in New Zealand, with an estimated 3.4K branded searches, 50.4% of all searches for the six we track. Kubota is in 2nd place, 27.7 percentage points behind at 22.7%.
| Brand | Share of searches | Peak | Low | Rank |
|---|---|---|---|---|
| John Deere | 54.1% → 50.4% | 58.1%Dec 2025 | 43.2%Mar 2026 | 1st |
| Kubota | 19.1% → 22.7% | 33%Mar 2026 | 19.1%Oct 2025 | 2nd |
| New Holland | 9% → 10.6% | 10.8%Aug 2026 | 6.6%Dec 2025 | 4th → 3rd |
| CLAAS | 9.3% → 8.6% | 9.9%Feb 2026 | 7.4%Jun 2026 | 3rd → 4th |
| Fendt | 4.9% → 4.7% | 6.3%Jun 2026 | 3.6%Dec 2025 | 5th |
| Case IH | 3.5% → 2.9% | 3.7%Jun 2026 | 2.8%Feb 2026 | 6th |
Each finding as a sentence
- Across the 12 months ending September 2026, John Deere’s share of searches among farm equipment brands in New Zealand decreased from 54.1% to 50.4%.
- 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, 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, CLAAS’s share of searches among farm equipment brands in New Zealand decreased from 9.3% to 8.6%.
- Across the 12 months ending September 2026, Case IH’s share of searches among farm equipment brands in New Zealand decreased from 3.5% to 2.9%.
- Across the 12 months ending September 2026, John Deere’s share of searches among farm equipment brands in New Zealand peaked at 58.1% in December 2025 and was lowest at 43.2% in March 2026.
- 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.
- 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, CLAAS’s share of searches among farm equipment brands in New Zealand peaked at 9.9% in February 2026 and was lowest at 7.4% in June 2026.
- Across the 12 months ending September 2026, Fendt’s share of searches among farm equipment brands in New Zealand peaked at 6.3% in June 2026 and was lowest at 3.6% in December 2025.
- Across the 12 months ending September 2026, New Holland rose from 4th to 3rd among farm equipment brands in New Zealand.
- Across the 12 months ending September 2026, CLAAS fell from 3rd to 4th among farm equipment brands in New Zealand.
- Across the 12 months ending September 2026, Fendt held steady: its share of searches among farm equipment brands in New Zealand moved less than 0.5 percentage points.
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.
Compare popularity between leading brands
- John Deere vs Kubota: compare popularity
- John Deere vs New Holland: compare popularity
- John Deere vs CLAAS: compare popularity
- John Deere vs Fendt: compare popularity
- Kubota vs New Holland: compare popularity
- Kubota vs CLAAS: compare popularity
- Kubota vs Fendt: compare popularity
- New Holland vs CLAAS: compare popularity
- New Holland vs Fendt: compare popularity
- CLAAS vs Fendt: compare popularity
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