CLAAS vs New Holland:Which is more popular?
In September 2026, New Holland had more branded searches than CLAAS among farm equipment brands in New Zealand. New Holland had about 720 branded searches, while CLAAS had 580. New Holland made up 10.6% of all farm equipment brand searches we track, and CLAAS accounted for 8.6%. When we asked ChatGPT and Google AI Overviews about farm equipment brands, New Holland appeared in all five answers and CLAAS in four. New Holland was mentioned before CLAAS in four out of five answers.
Who do people search for more?
New Holland, about 24% more searches than CLAAS
Who does AI mention more?
New Holland, mentioned in every answer we collected
Who does AI recommend more?
New Holland, named ahead of CLAAS in 4 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, New Holland appeared in all five answers. CLAAS was mentioned in four out of five: in two of the three ChatGPT answers and in both Google AI Overviews. New Holland was listed before CLAAS in four 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 CLAAS or New Holland more popular in search?
This chart shows how often people search Google for CLAAS and New Holland 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 New Holland, CLAAS. 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 CLAAS and New Holland comparison changed over the last 12 months?
3 findings
- The lead changed hands once in the 12 months ending September 2026: New Holland took it in June 2026.
- Across the 12 months ending September 2026, CLAAS’s share of searches among farm equipment brands in New Zealand moved from 9.3% to 8.6%, and its estimated monthly branded searches moved from 740 to 580.
- Across the 12 months ending September 2026, New Holland’s share of searches among farm equipment brands in New Zealand moved from 9% to 10.6%, and its estimated monthly branded searches held steady at 720.
How did search popularity change for New Zealand farm equipment brands in September 2026?
1 change
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.
How are branded searches counted?
5 search terms
Brandwave collects information about searches that people make online using CLAAS’s and New Holland’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.
CLAAS
4 branded search terms
- claas
- claas combine harvester
- claas harvester
- claas xerion
New Holland
1 branded search term
- new holland
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