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Tractor brands in New Zealand:Which brands are most popular in search?

In August 2026, John Deere was the most searched among tractor brands in New Zealand, with an estimated 6.2K branded searches and 38.4% estimated Share of Search within this set.

Share of Search, August 2026
  1. John Deere38.4%
  2. Kubota21.6%
  3. Massey Ferguson20.6%
  4. CLAAS6.3%
  5. Fendt5.2%
  6. Case IH4.2%
  7. New Holland3.7%

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Share of SearchLeaderboard

Compare the tractor and farm machinery brands New Zealand farmers buy. 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.

Share of Search among tractor brands in New Zealand, by month

Share of Search by month for John Deere, Kubota, Massey Ferguson, CLAAS, Fendt, Case IH, New Holland. The figures are in the table below the chart.

View monthly share of search table
MonthJohn DeereKubotaMassey FergusonCLAASFendtCase IHNew Holland
Oct 202541.7%20.6%19.7%6.5%5.6%4.2%1.7%
Nov 202539.6%21.5%20.6%6.3%6.6%3.6%1.7%
Dec 202542.5%21.1%20.3%5.6%5.2%3.7%1.6%
Jan 202637.3%23.4%22.8%6.2%4.8%3.8%1.6%
Feb 202638.6%22.7%19.7%7%5.7%4.1%2.2%
Mar 202638.1%25.5%19%6.4%5.6%3.4%2%
Apr 202638.4%23.5%21.7%5.5%5.2%3.7%2%
May 202638.5%23.5%20.6%5.9%5%4.2%2.3%
Jun 202635.1%24.7%18.9%5.8%7.4%5%3.2%
Jul 202638%20.7%21%5.9%6.6%4.5%3.3%
Aug 202638.4%21.6%20.6%6.3%5.2%4.2%3.7%
Sep 2026———————

This month’s ranking, August 2026

  1. 1.John Deere

    38.4%

    held 1st · 6.2K estimated branded searches · +13.4% vs prior month · +0.4 points

  2. 2.Kubota

    21.6%

    moved from 3rd to 2nd · 3.5K estimated branded searches · +17.6% vs prior month · +1 points

  3. 3.Massey Ferguson

    20.6%

    moved from 2nd to 3rd · 3.3K estimated branded searches · +10% vs prior month · -0.4 points

  4. 4.CLAAS

    6.3%

    moved from 5th to 4th · 1K estimated branded searches · +18.8% vs prior month · +0.3 points

  5. 5.Fendt

    5.2%

    moved from 4th to 5th · 830 estimated branded searches · -11.7% vs prior month · -1.4 points

  6. 6.Case IH

    4.2%

    held 6th · 680 estimated branded searches · +4.6% vs prior month · -0.3 points

  7. 7.New Holland

    3.7%

    held 7th · 600 estimated branded searches · +25% vs prior month · +0.4 points

Compare search popularity between leading brands

Which brand is most popular in search among tractor brands in New Zealand?

In August 2026, John Deere was the most searched among tractor brands in New Zealand, with an estimated 6.2K branded searches and 38.4% estimated Share of Search within this set. Kubota is in 2nd place, 16.7 percentage points behind at 21.6% Share of Search.

New Zealand tractor brands, last 12 months ending September 2026
BrandShare of SearchPeakLowRank
John Deere41.7% → 38.4%42.5%Dec 202535.1%Jun 20261st
Kubota20.6% → 21.6%25.5%Mar 202620.6%Oct 20252nd
Massey Ferguson19.7% → 20.6%22.8%Jan 202618.9%Jun 20263rd
CLAAS6.5% → 6.3%7%Feb 20265.5%Apr 20264th
Fendt5.6% → 5.2%7.4%Jun 20264.8%Jan 20265th
Case IH4.2%5%Jun 20263.4%Mar 20266th
New Holland1.7% → 3.7%3.7%Aug 20261.6%Dec 20257th

Each finding as a sentence

  • Across the 11 months ending August 2026, John Deere’s estimated Share of Search among tractor brands in New Zealand decreased from 41.7% to 38.4%.
  • Across the 11 months ending August 2026, Kubota’s estimated Share of Search among tractor brands in New Zealand increased from 20.6% to 21.6%.
  • Across the 11 months ending August 2026, Massey Ferguson’s estimated Share of Search among tractor brands in New Zealand increased from 19.7% to 20.6%.
  • Across the 11 months ending August 2026, New Holland’s estimated Share of Search among tractor brands in New Zealand increased from 1.7% to 3.7%.
  • Across the 11 months ending August 2026, John Deere’s estimated Share of Search among tractor brands in New Zealand peaked at 42.5% in December 2025 and was lowest at 35.1% in June 2026.
  • Across the 11 months ending August 2026, Kubota’s estimated Share of Search among tractor brands in New Zealand peaked at 25.5% in March 2026 and was lowest at 20.6% in October 2025.
  • Across the 11 months ending August 2026, Massey Ferguson’s estimated Share of Search among tractor brands in New Zealand peaked at 22.8% in January 2026 and was lowest at 18.9% in June 2026.
  • Across the 11 months ending August 2026, CLAAS’s estimated Share of Search among tractor brands in New Zealand peaked at 7% in February 2026 and was lowest at 5.5% in April 2026.
  • Across the 11 months ending August 2026, Fendt’s estimated Share of Search among tractor brands in New Zealand peaked at 7.4% in June 2026 and was lowest at 4.8% in January 2026.
  • Across the 11 months ending August 2026, Case IH’s estimated Share of Search among tractor brands in New Zealand peaked at 5% in June 2026 and was lowest at 3.4% in March 2026.
  • Across the 11 months ending August 2026, New Holland’s estimated Share of Search among tractor brands in New Zealand peaked at 3.7% in August 2026 and was lowest at 1.6% in December 2025.
  • Across the 11 months ending August 2026, CLAAS, Fendt and Case IH held steady: their estimated Share of Search among tractor brands in New Zealand each moved less than 0.5 percentage points.

How did search popularity change for New Zealand tractor brands in August 2026?

  1. In August 2026, Kubota overtook Massey Ferguson to rank 2nd among tractor brands in New Zealand, at 21.6%.

  2. In August 2026, Fendt lost estimated Share of Search among tractor brands in New Zealand, from 6.6% to 5.2%.

  3. New Holland’s estimated Share of Search among tractor brands in New Zealand has gained ground for 3 months in a row, from 2.3% to 3.7% in August 2026.

  4. In August 2026, CLAAS rose from 5th to 4th among tractor brands in New Zealand.

  5. Estimated monthly branded searches for John Deere in New Zealand fell 23% over 11 measured months, from 8K to 6.2K in August 2026.

  6. Estimated monthly branded searches for Case IH in New Zealand fell 15% over 11 measured months, from 800 to 680 in August 2026.

  7. Estimated monthly branded searches for Massey Ferguson in New Zealand fell 12.7% over 11 measured months, from 3.8K to 3.3K in August 2026.

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