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

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

Compare the farm tractors brands people buy. Share of Search among John Deere, Kubota, New Holland and Fendt, the farm tractors 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 tractors brands
- **Market**: New Zealand
- **Brands compared**: 4
- **Month measured**: Sep 2026
- **Highest Share of Search**: John Deere, 57%

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

- In September 2026, John Deere was the most searched among farm tractors brands in New Zealand, with an estimated 3.4K branded searches, 57% of all searches for the four we track.
- Kubota is in 2nd place, 31.3 percentage points behind at 25.7%.
- Across the 12 months ending September 2026, John Deere’s share of searches among farm tractors brands in New Zealand decreased from 62.1% to 57%.
- Across the 12 months ending September 2026, Kubota’s share of searches among farm tractors brands in New Zealand increased from 21.9% to 25.7%.
- Across the 12 months ending September 2026, New Holland’s share of searches among farm tractors brands in New Zealand increased from 10.4% to 12%.
- Across the 12 months ending September 2026, John Deere’s share of searches among farm tractors brands in New Zealand peaked at 65.5% in December 2025 and was lowest at 48.9% in March 2026.
- Across the 12 months ending September 2026, Kubota’s share of searches among farm tractors brands in New Zealand peaked at 37.4% in March 2026 and was lowest at 21.9% in October 2025.
- Across the 12 months ending September 2026, New Holland’s share of searches among farm tractors brands in New Zealand peaked at 12.2% in August 2026 and was lowest at 7.5% in December 2025.
- Across the 12 months ending September 2026, Fendt’s share of searches among farm tractors brands in New Zealand peaked at 7.1% in June 2026 and was lowest at 4% in December 2025.
- Across the 12 months ending September 2026, Fendt held steady: its share of searches among farm tractors brands in New Zealand moved less than 0.5 percentage points.

## Top farm tractors brands in ChatGPT and Google AI Overviews

In Brandwave's three ChatGPT questions and two Google AI Overviews, John Deere and New Holland appeared every time. John Deere was recommended most often, coming first in every answer. 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 |
| Fendt | 4th | 2 of 3 | 2 of 2 | 4 of 5 |

## Every AI answer about farm tractors brands

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

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): 57% against 25.7% Share of Search.
- [John Deere vs New Holland: compare search popularity](/demand/nz/compare/john-deere-vs-new-holland): 57% against 12% Share of Search.
- [John Deere vs Fendt: compare search popularity](/demand/nz/compare/fendt-vs-john-deere): 57% against 5.3% Share of Search.
- [Kubota vs New Holland: compare search popularity](/demand/nz/compare/kubota-vs-new-holland): 25.7% against 12% Share of Search.
- [Kubota vs Fendt: compare search popularity](/demand/nz/compare/fendt-vs-kubota): 25.7% against 5.3% Share of Search.
- [New Holland vs Fendt: compare search popularity](/demand/nz/compare/fendt-vs-new-holland): 12% against 5.3% Share of Search.

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

- In September 2026, Fendt gained share of searches among farm tractors brands in New Zealand, from 4.4% to 5.3%.
- In September 2026, Kubota lost share of searches among farm tractors brands in New Zealand, from 26.3% to 25.7%.
- 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 | 57% | 3.4K | +1.5% | John Deere |
| 2 | Kubota | 25.7% | 1.5K | -0.6% | Kubota |
| 3 | New Holland | 12% | 720 | 0.0% | New Holland |
| 4 | Fendt | 5.3% | 320 | +23.1% | Fendt |

## Historical estimated branded-search demand

| Month | Brand | Estimated monthly branded searches | Share of Search | Rank |
| --- | --- | --- | --- | --- |
| Oct 2025 | John Deere | 4.3K | 62.1% | 1 |
| Oct 2025 | Kubota | 1.5K | 21.9% | 2 |
| Oct 2025 | New Holland | 720 | 10.4% | 3 |
| Oct 2025 | Fendt | 390 | 5.6% | 4 |
| Nov 2025 | John Deere | 4.2K | 58% | 1 |
| Nov 2025 | Kubota | 1.8K | 25.2% | 2 |
| Nov 2025 | New Holland | 720 | 10.1% | 3 |
| Nov 2025 | Fendt | 480 | 6.7% | 4 |
| Dec 2025 | John Deere | 4.2K | 65.5% | 1 |
| Dec 2025 | Kubota | 1.5K | 23% | 2 |
| Dec 2025 | New Holland | 480 | 7.5% | 3 |
| Dec 2025 | Fendt | 260 | 4% | 4 |
| Jan 2026 | John Deere | 3.5K | 59.7% | 1 |
| Jan 2026 | Kubota | 1.5K | 25.6% | 2 |
| Jan 2026 | New Holland | 590 | 10.2% | 3 |
| Jan 2026 | Fendt | 260 | 4.5% | 4 |
| Feb 2026 | John Deere | 3.4K | 54.4% | 1 |
| Feb 2026 | Kubota | 1.9K | 29.8% | 2 |
| Feb 2026 | New Holland | 590 | 9.5% | 3 |
| Feb 2026 | Fendt | 390 | 6.3% | 4 |
| Mar 2026 | John Deere | 3.5K | 48.9% | 1 |
| Mar 2026 | Kubota | 2.7K | 37.4% | 2 |
| Mar 2026 | New Holland | 590 | 8.3% | 3 |
| Mar 2026 | Fendt | 390 | 5.5% | 4 |
| Apr 2026 | John Deere | 3.4K | 56.6% | 1 |
| Apr 2026 | Kubota | 1.8K | 30.1% | 2 |
| Apr 2026 | New Holland | 480 | 8% | 3 |
| Apr 2026 | Fendt | 320 | 5.3% | 4 |
| May 2026 | John Deere | 3.4K | 55.5% | 1 |
| May 2026 | Kubota | 1.9K | 30.5% | 2 |
| May 2026 | New Holland | 590 | 9.7% | 3 |
| May 2026 | Fendt | 260 | 4.3% | 4 |
| Jun 2026 | John Deere | 3.4K | 50.4% | 1 |
| Jun 2026 | Kubota | 2.2K | 31.9% | 2 |
| Jun 2026 | New Holland | 720 | 10.6% | 3 |
| Jun 2026 | Fendt | 480 | 7.1% | 4 |
| Jul 2026 | John Deere | 2.9K | 57.6% | 1 |
| Jul 2026 | Kubota | 1.2K | 24% | 2 |
| Jul 2026 | New Holland | 590 | 11.9% | 3 |
| Jul 2026 | Fendt | 320 | 6.5% | 4 |
| Aug 2026 | John Deere | 3.4K | 57.1% | 1 |
| Aug 2026 | Kubota | 1.6K | 26.3% | 2 |
| Aug 2026 | New Holland | 720 | 12.2% | 3 |
| Aug 2026 | Fendt | 260 | 4.4% | 4 |
| Sep 2026 | John Deere | 3.4K | 57% | 1 |
| Sep 2026 | Kubota | 1.5K | 25.7% | 2 |
| Sep 2026 | New Holland | 720 | 12% | 3 |
| Sep 2026 | Fendt | 320 | 5.3% | 4 |

## What is being compared

- **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”.

- [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 tractors brands in New Zealand?

In September 2026, John Deere was the most searched among farm tractors brands in New Zealand, with an estimated 3.4K branded searches, 57% of all searches for the four we track.

## Cite this page

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

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