---
title: "Farm equipment brands in New Zealand: Which are searched most?"
description: "Compare the farm equipment brands people buy. Share of Search among John Deere, Kubota, New Holland, CLAAS, Fendt and Case IH, the farm equipment 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-farm-equipment-brands"
publisher: "Brandwave"
---

# Farm equipment brands in New Zealand: Which are searched most?

Compare the farm equipment brands people buy. Share of Search among John Deere, Kubota, New Holland, CLAAS, Fendt and Case IH, the farm equipment 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**: Farm equipment brands
- **Market**: New Zealand
- **Brands compared**: 6
- **Month measured**: Sep 2026
- **Highest Share of Search**: John Deere, 50.4%

## Which brand is most popular in search among farm equipment brands in New Zealand?

- 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%.
- 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.

## 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.

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 |
| --- | --- | --- | --- | --- |
| John Deere | 1st | 3 of 3 | 2 of 2 | 5 of 5 |
| New Holland | 2nd | 3 of 3 | 2 of 2 | 5 of 5 |
| Kubota | 3rd | 2 of 3 | 2 of 2 | 4 of 5 |
| Case IH | 4th | 3 of 3 | 2 of 2 | 5 of 5 |
| CLAAS | 5th | 2 of 3 | 2 of 2 | 4 of 5 |
| Fendt | 6th | 2 of 3 | 1 of 2 | 3 of 5 |

## Every AI answer about farm equipment brands

- Asked ChatGPT "Which farm equipment brand should I buy in New Zealand?": 1. John Deere, 2. New Holland, 3. Case IH
- Asked ChatGPT "What are the best farm equipment brands in New Zealand?": 1. John Deere, 2. New Holland, 3. Fendt, 4. Kubota, 5. CLAAS, 6. Case IH
- Asked ChatGPT "What's the best farm equipment brand in New Zealand for a working farm?": 1. John Deere, 2. New Holland, 3. Kubota, 4. CLAAS, 5. Case IH, 6. Fendt
- Searched Google, AI Overview "farm equipment nz": 1. Case IH, 2. New Holland, 3. CLAAS, 4. John Deere, 5. Kubota
- Searched Google, AI Overview "farm machinery brands": 1. John Deere, 2. Kubota, 3. CLAAS, 4. Fendt, 5. Case IH, 6. New Holland

Brands are listed in the order each answer named them. The answers were collected in New Zealand on October 21, 2026.

## Compare search popularity between leading brands

- [John Deere vs Kubota: compare search popularity](/demand/nz/compare/john-deere-vs-kubota): 50.4% against 22.7% Share of Search.
- [John Deere vs New Holland: compare search popularity](/demand/nz/compare/john-deere-vs-new-holland): 50.4% against 10.6% Share of Search.
- [John Deere vs CLAAS: compare search popularity](/demand/nz/compare/claas-vs-john-deere): 50.4% against 8.6% Share of Search.
- [John Deere vs Fendt: compare search popularity](/demand/nz/compare/fendt-vs-john-deere): 50.4% against 4.7% Share of Search.
- [Kubota vs New Holland: compare search popularity](/demand/nz/compare/kubota-vs-new-holland): 22.7% against 10.6% Share of Search.
- [Kubota vs CLAAS: compare search popularity](/demand/nz/compare/claas-vs-kubota): 22.7% against 8.6% Share of Search.
- [Kubota vs Fendt: compare search popularity](/demand/nz/compare/fendt-vs-kubota): 22.7% against 4.7% Share of Search.
- [New Holland vs CLAAS: compare search popularity](/demand/nz/compare/claas-vs-new-holland): 10.6% against 8.6% Share of Search.
- [New Holland vs Fendt: compare search popularity](/demand/nz/compare/fendt-vs-new-holland): 10.6% against 4.7% Share of Search.
- [CLAAS vs Fendt: compare search popularity](/demand/nz/compare/claas-vs-fendt): 8.6% against 4.7% Share of Search.

## How did search popularity change for New Zealand farm equipment brands in September 2026?

- 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.

## Share of Search ranking

| Rank | Brand | Share of Search | Estimated monthly branded searches | Change vs prior month | Owned by |
| --- | --- | --- | --- | --- | --- |
| 1 | John Deere | 50.4% | 3.4K | +1.5% | John Deere |
| 2 | Kubota | 22.7% | 1.5K | -0.6% | Kubota |
| 3 | New Holland | 10.6% | 720 | 0.0% | New Holland |
| 4 | CLAAS | 8.6% | 580 | +1.8% | CLAAS |
| 5 | Fendt | 4.7% | 320 | +23.1% | Fendt |
| 6 | Case IH | 2.9% | 200 | 0.0% | Case IH |

## Historical estimated branded-search demand

| Month | Brand | Estimated monthly branded searches | Share of Search | Rank |
| --- | --- | --- | --- | --- |
| Oct 2025 | John Deere | 4.3K | 54.1% | 1 |
| Oct 2025 | Kubota | 1.5K | 19.1% | 2 |
| Oct 2025 | CLAAS | 740 | 9.3% | 3 |
| Oct 2025 | New Holland | 720 | 9% | 4 |
| Oct 2025 | Fendt | 390 | 4.9% | 5 |
| Oct 2025 | Case IH | 280 | 3.5% | 6 |
| Nov 2025 | John Deere | 4.2K | 51% | 1 |
| Nov 2025 | Kubota | 1.8K | 22.1% | 2 |
| Nov 2025 | CLAAS | 720 | 8.8% | 3 |
| Nov 2025 | New Holland | 720 | 8.8% | 4 |
| Nov 2025 | Fendt | 480 | 5.9% | 5 |
| Nov 2025 | Case IH | 270 | 3.3% | 6 |
| Dec 2025 | John Deere | 4.2K | 58.1% | 1 |
| Dec 2025 | Kubota | 1.5K | 20.4% | 2 |
| Dec 2025 | CLAAS | 610 | 8.4% | 3 |
| Dec 2025 | New Holland | 480 | 6.6% | 4 |
| Dec 2025 | Fendt | 260 | 3.6% | 5 |
| Dec 2025 | Case IH | 210 | 2.9% | 6 |
| Jan 2026 | John Deere | 3.5K | 52.4% | 1 |
| Jan 2026 | Kubota | 1.5K | 22.5% | 2 |
| Jan 2026 | CLAAS | 600 | 9.1% | 3 |
| Jan 2026 | New Holland | 590 | 8.9% | 4 |
| Jan 2026 | Fendt | 260 | 3.9% | 5 |
| Jan 2026 | Case IH | 210 | 3.2% | 6 |
| Feb 2026 | John Deere | 3.4K | 47.5% | 1 |
| Feb 2026 | Kubota | 1.9K | 26.1% | 2 |
| Feb 2026 | CLAAS | 700 | 9.9% | 3 |
| Feb 2026 | New Holland | 590 | 8.3% | 4 |
| Feb 2026 | Fendt | 390 | 5.5% | 5 |
| Feb 2026 | Case IH | 200 | 2.8% | 6 |
| Mar 2026 | John Deere | 3.5K | 43.2% | 1 |
| Mar 2026 | Kubota | 2.7K | 33% | 2 |
| Mar 2026 | CLAAS | 710 | 8.8% | 3 |
| Mar 2026 | New Holland | 590 | 7.3% | 4 |
| Mar 2026 | Fendt | 390 | 4.8% | 5 |
| Mar 2026 | Case IH | 230 | 2.9% | 6 |
| Apr 2026 | John Deere | 3.4K | 50.7% | 1 |
| Apr 2026 | Kubota | 1.8K | 26.9% | 2 |
| Apr 2026 | CLAAS | 500 | 7.5% | 3 |
| Apr 2026 | New Holland | 480 | 7.2% | 4 |
| Apr 2026 | Fendt | 320 | 4.8% | 5 |
| Apr 2026 | Case IH | 190 | 2.8% | 6 |
| May 2026 | John Deere | 3.4K | 48.6% | 1 |
| May 2026 | Kubota | 1.9K | 26.8% | 2 |
| May 2026 | CLAAS | 610 | 8.8% | 3 |
| May 2026 | New Holland | 590 | 8.5% | 4 |
| May 2026 | Fendt | 260 | 3.7% | 5 |
| May 2026 | Case IH | 250 | 3.6% | 6 |
| Jun 2026 | John Deere | 3.4K | 44.8% | 1 |
| Jun 2026 | Kubota | 2.2K | 28.4% | 2 |
| Jun 2026 | New Holland | 720 | 9.5% | 3 |
| Jun 2026 | CLAAS | 560 | 7.4% | 4 |
| Jun 2026 | Fendt | 480 | 6.3% | 5 |
| Jun 2026 | Case IH | 280 | 3.7% | 6 |
| Jul 2026 | John Deere | 2.9K | 50.7% | 1 |
| Jul 2026 | Kubota | 1.2K | 21.2% | 2 |
| Jul 2026 | New Holland | 590 | 10.5% | 3 |
| Jul 2026 | CLAAS | 470 | 8.4% | 4 |
| Jul 2026 | Fendt | 320 | 5.7% | 5 |
| Jul 2026 | Case IH | 200 | 3.6% | 6 |
| Aug 2026 | John Deere | 3.4K | 50.5% | 1 |
| Aug 2026 | Kubota | 1.6K | 23.2% | 2 |
| Aug 2026 | New Holland | 720 | 10.8% | 3 |
| Aug 2026 | CLAAS | 570 | 8.5% | 4 |
| Aug 2026 | Fendt | 260 | 3.9% | 5 |
| Aug 2026 | Case IH | 200 | 3% | 6 |
| Sep 2026 | John Deere | 3.4K | 50.4% | 1 |
| Sep 2026 | Kubota | 1.5K | 22.7% | 2 |
| Sep 2026 | New Holland | 720 | 10.6% | 3 |
| Sep 2026 | CLAAS | 580 | 8.6% | 4 |
| Sep 2026 | Fendt | 320 | 4.7% | 5 |
| Sep 2026 | Case IH | 200 | 2.9% | 6 |

## What is being compared

- **Case IH**: Measured on the search terms “case ih combine” and “caseih”, summed into one figure.
- **CLAAS**: Measured on the search terms “claas”, “claas combine harvester”, “claas harvester” and “claas xerion”, summed into one figure.
- **Fendt**: Measured on the search term “fendt”.
- **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.
- **Kubota**: Measured on the search terms “kubota”, “kubota digger”, “kubota rtv”, “kubota skid steer” and “kubota zero turn”, summed into one figure.
- **New Holland**: Measured on the search term “new holland”.

- [Case IH](/demand/nz/brands/case-ih)
- [CLAAS](/demand/nz/brands/claas)
- [Fendt](/demand/nz/brands/fendt)
- [John Deere](/demand/nz/brands/john-deere)
- [Kubota](/demand/nz/brands/kubota)
- [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 farm equipment brands in New Zealand?

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.

## Cite this page

Brandwave. "Farm equipment brands in New Zealand: Which are searched most?". https://gobrandwave.com/demand/nz/categories/nz-farm-equipment-brands

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