Case IH vs Kubota:Which is more popular?
In September 2026, Kubota had more branded searches than Case IH among farm equipment brands in New Zealand. Kubota had about 1,540 branded searches, while Case IH had 200. Kubota made up 22.7% of all farm equipment brand searches we track, and Case IH accounted for 2.9%. When we asked ChatGPT and Google AI Overviews about farm equipment brands, Case IH appeared in all five answers and Kubota in four. Kubota was mentioned before Case IH in three out of five answers.
Who do people search for more?
Kubota, about 8 searches for every 1 for Case IH
Who does AI mention more?
Case IH, mentioned in every answer we collected
Who does AI recommend more?
Kubota, named ahead of Case IH in 3 of 5 answers
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Top farm equipment brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Case IH appeared in all five answers. Kubota was mentioned in four out of five: in two of the three ChatGPT answers and in both Google AI Overviews. Kubota was listed before Case IH in three out of five answers.
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.
Is Case IH or Kubota more popular in search?
This chart shows how often people search Google for Case IH and Kubota 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 Kubota, 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% |
How has the Case IH and Kubota comparison changed over the last 12 months?
3 findings
- Kubota was ahead of Case IH in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Case IH’s share of searches among farm equipment brands in New Zealand moved from 3.5% to 2.9%, and its estimated monthly branded searches moved from 280 to 200.
- Across the 12 months ending September 2026, Kubota’s share of searches among farm equipment brands in New Zealand moved from 19.1% to 22.7%, and its estimated monthly branded searches held steady at 1.5K.
How did search popularity change for New Zealand farm equipment brands in September 2026?
2 changes
In September 2026, Kubota lost share of searches among farm equipment brands in New Zealand, from 23.2% to 22.7%.
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.
How are branded searches counted?
7 search terms
Brandwave collects information about searches that people make online using Case IH’s and Kubota’s names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading.
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