---
title: "Tractor brands in New Zealand: Which brands are most popular in search?"
description: "Compare the tractor and farm machinery brands New Zealand farmers buy. Share of Search among John Deere, Kubota, Massey Ferguson, CLAAS, Fendt, Case IH and New Holland, the tractor 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-tractor-brands"
publisher: "Brandwave"
---

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

Compare the tractor and farm machinery brands New Zealand farmers buy. Share of Search among John Deere, Kubota, Massey Ferguson, CLAAS, Fendt, Case IH and New Holland, the tractor 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**: Tractor brands
- **Market**: New Zealand
- **Brands compared**: 7
- **Month measured**: Aug 2026
- **Highest Share of Search**: John Deere, 38.4%

## 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.
- 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.

## Compare search popularity between leading brands

- [John Deere vs Kubota: compare search popularity](/demand/nz/compare/john-deere-vs-kubota): 38.4% against 21.6% Share of Search.
- [John Deere vs Massey Ferguson: compare search popularity](/demand/nz/compare/john-deere-vs-massey-ferguson): 38.4% against 20.6% Share of Search.
- [John Deere vs CLAAS: compare search popularity](/demand/nz/compare/claas-vs-john-deere): 38.4% against 6.3% Share of Search.
- [John Deere vs Fendt: compare search popularity](/demand/nz/compare/fendt-vs-john-deere): 38.4% against 5.2% Share of Search.
- [Kubota vs Massey Ferguson: compare search popularity](/demand/nz/compare/kubota-vs-massey-ferguson): 21.6% against 20.6% Share of Search.
- [Kubota vs CLAAS: compare search popularity](/demand/nz/compare/claas-vs-kubota): 21.6% against 6.3% Share of Search.
- [Kubota vs Fendt: compare search popularity](/demand/nz/compare/fendt-vs-kubota): 21.6% against 5.2% Share of Search.
- [Massey Ferguson vs CLAAS: compare search popularity](/demand/nz/compare/claas-vs-massey-ferguson): 20.6% against 6.3% Share of Search.
- [Massey Ferguson vs Fendt: compare search popularity](/demand/nz/compare/fendt-vs-massey-ferguson): 20.6% against 5.2% Share of Search.
- [CLAAS vs Fendt: compare search popularity](/demand/nz/compare/claas-vs-fendt): 6.3% against 5.2% Share of Search.

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

- In August 2026, Kubota overtook Massey Ferguson to rank 2nd among tractor brands in New Zealand, at 21.6%.
- In August 2026, Fendt lost estimated Share of Search among tractor brands in New Zealand, from 6.6% to 5.2%.
- 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.
- In August 2026, CLAAS rose from 5th to 4th among tractor brands in New Zealand.
- Estimated monthly branded searches for John Deere in New Zealand fell 23% over 11 measured months, from 8K to 6.2K in August 2026.
- Estimated monthly branded searches for Case IH in New Zealand fell 15% over 11 measured months, from 800 to 680 in August 2026.
- 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.

## Share of Search ranking

| Rank | Brand | Share of Search | Estimated monthly branded searches | Change vs prior month | Owned by |
| --- | --- | --- | --- | --- | --- |
| 1 | John Deere | 38.4% | 6.2K | +13.4% | John Deere |
| 2 | Kubota | 21.6% | 3.5K | +17.6% | Kubota |
| 3 | Massey Ferguson | 20.6% | 3.3K | +10.0% | Massey Ferguson |
| 4 | CLAAS | 6.3% | 1K | +18.8% | CLAAS |
| 5 | Fendt | 5.2% | 830 | -11.7% | Fendt |
| 6 | Case IH | 4.2% | 680 | +4.6% | Case IH |
| 7 | New Holland | 3.7% | 600 | +25.0% | New Holland |

## Historical estimated branded-search demand

| Month | Brand | Estimated monthly branded searches | Share of Search | Rank |
| --- | --- | --- | --- | --- |
| Oct 2025 | John Deere | 8K | 41.7% | 1 |
| Oct 2025 | Kubota | 4K | 20.6% | 2 |
| Oct 2025 | Massey Ferguson | 3.8K | 19.7% | 3 |
| Oct 2025 | CLAAS | 1.3K | 6.5% | 4 |
| Oct 2025 | Fendt | 1.1K | 5.6% | 5 |
| Oct 2025 | Case IH | 800 | 4.2% | 6 |
| Oct 2025 | New Holland | 330 | 1.7% | 7 |
| Nov 2025 | John Deere | 7.6K | 39.6% | 1 |
| Nov 2025 | Kubota | 4.2K | 21.5% | 2 |
| Nov 2025 | Massey Ferguson | 4K | 20.6% | 3 |
| Nov 2025 | Fendt | 1.3K | 6.6% | 4 |
| Nov 2025 | CLAAS | 1.2K | 6.3% | 5 |
| Nov 2025 | Case IH | 700 | 3.6% | 6 |
| Nov 2025 | New Holland | 330 | 1.7% | 7 |
| Dec 2025 | John Deere | 7.3K | 42.5% | 1 |
| Dec 2025 | Kubota | 3.6K | 21.1% | 2 |
| Dec 2025 | Massey Ferguson | 3.5K | 20.3% | 3 |
| Dec 2025 | CLAAS | 970 | 5.6% | 4 |
| Dec 2025 | Fendt | 900 | 5.2% | 5 |
| Dec 2025 | Case IH | 630 | 3.7% | 6 |
| Dec 2025 | New Holland | 270 | 1.6% | 7 |
| Jan 2026 | John Deere | 6.2K | 37.3% | 1 |
| Jan 2026 | Kubota | 3.9K | 23.4% | 2 |
| Jan 2026 | Massey Ferguson | 3.8K | 22.8% | 3 |
| Jan 2026 | CLAAS | 1K | 6.2% | 4 |
| Jan 2026 | Fendt | 800 | 4.8% | 5 |
| Jan 2026 | Case IH | 640 | 3.8% | 6 |
| Jan 2026 | New Holland | 270 | 1.6% | 7 |
| Feb 2026 | John Deere | 7.1K | 38.6% | 1 |
| Feb 2026 | Kubota | 4.2K | 22.7% | 2 |
| Feb 2026 | Massey Ferguson | 3.6K | 19.7% | 3 |
| Feb 2026 | CLAAS | 1.3K | 7% | 4 |
| Feb 2026 | Fendt | 1K | 5.7% | 5 |
| Feb 2026 | Case IH | 750 | 4.1% | 6 |
| Feb 2026 | New Holland | 400 | 2.2% | 7 |
| Mar 2026 | John Deere | 7.5K | 38.1% | 1 |
| Mar 2026 | Kubota | 5K | 25.5% | 2 |
| Mar 2026 | Massey Ferguson | 3.8K | 19% | 3 |
| Mar 2026 | CLAAS | 1.3K | 6.4% | 4 |
| Mar 2026 | Fendt | 1.1K | 5.6% | 5 |
| Mar 2026 | Case IH | 670 | 3.4% | 6 |
| Mar 2026 | New Holland | 400 | 2% | 7 |
| Apr 2026 | John Deere | 6.5K | 38.4% | 1 |
| Apr 2026 | Kubota | 4K | 23.5% | 2 |
| Apr 2026 | Massey Ferguson | 3.7K | 21.7% | 3 |
| Apr 2026 | CLAAS | 930 | 5.5% | 4 |
| Apr 2026 | Fendt | 880 | 5.2% | 5 |
| Apr 2026 | Case IH | 630 | 3.7% | 6 |
| Apr 2026 | New Holland | 330 | 2% | 7 |
| May 2026 | John Deere | 6.7K | 38.5% | 1 |
| May 2026 | Kubota | 4.1K | 23.5% | 2 |
| May 2026 | Massey Ferguson | 3.6K | 20.6% | 3 |
| May 2026 | CLAAS | 1K | 5.9% | 4 |
| May 2026 | Fendt | 880 | 5% | 5 |
| May 2026 | Case IH | 730 | 4.2% | 6 |
| May 2026 | New Holland | 400 | 2.3% | 7 |
| Jun 2026 | John Deere | 6.5K | 35.1% | 1 |
| Jun 2026 | Kubota | 4.6K | 24.7% | 2 |
| Jun 2026 | Massey Ferguson | 3.5K | 18.9% | 3 |
| Jun 2026 | Fendt | 1.4K | 7.4% | 4 |
| Jun 2026 | CLAAS | 1.1K | 5.8% | 5 |
| Jun 2026 | Case IH | 920 | 5% | 6 |
| Jun 2026 | New Holland | 600 | 3.2% | 7 |
| Jul 2026 | John Deere | 5.4K | 38% | 1 |
| Jul 2026 | Massey Ferguson | 3K | 21% | 2 |
| Jul 2026 | Kubota | 3K | 20.7% | 3 |
| Jul 2026 | Fendt | 940 | 6.6% | 4 |
| Jul 2026 | CLAAS | 850 | 5.9% | 5 |
| Jul 2026 | Case IH | 650 | 4.5% | 6 |
| Jul 2026 | New Holland | 480 | 3.3% | 7 |
| Aug 2026 | John Deere | 6.2K | 38.4% | 1 |
| Aug 2026 | Kubota | 3.5K | 21.6% | 2 |
| Aug 2026 | Massey Ferguson | 3.3K | 20.6% | 3 |
| Aug 2026 | CLAAS | 1K | 6.3% | 4 |
| Aug 2026 | Fendt | 830 | 5.2% | 5 |
| Aug 2026 | Case IH | 680 | 4.2% | 6 |
| Aug 2026 | New Holland | 600 | 3.7% | 7 |
| Sep 2026 | Case IH | — | — | — |
| Sep 2026 | CLAAS | — | — | — |
| Sep 2026 | Fendt | — | — | — |
| Sep 2026 | John Deere | — | — | — |
| Sep 2026 | Kubota | — | — | — |
| Sep 2026 | Massey Ferguson | — | — | — |
| Sep 2026 | New Holland | — | — | — |

## What is being compared

- **Case IH**: Measured on the search terms “case ih combine”, “case ih farm machinery”, “case ih near me”, “case ih nz”, “case ih online”, “case ih tractor”, “case tractor”, “caseih”, “caseih com”, “caseih nz” and “caseih tractor”, summed into one figure.
- **CLAAS**: Measured on the search terms “claas”, “claas combine harvester”, “claas farm machinery”, “claas harvester”, “claas near me”, “claas new zealand”, “claas nz”, “claas online”, “claas tractor” and “claas xerion”, summed into one figure.
- **Fendt**: Measured on the search terms “fendt”, “fendt 1050”, “fendt 620”, “fendt 724”, “fendt 824”, “fendt 828”, “fendt 930”, “fendt com”, “fendt near me”, “fendt nz” and “fendt tractor”, summed into one figure.
- **John Deere**: Measured on the search terms “brandt john deere”, “deere com”, “john deere”, “john deere 6110m”, “john deere 6r”, “john deere 8r”, “john deere 9rx”, “john deere caps”, “john deere childrens tractor”, “john deere d110”, “john deere excavators”, “john deere farm equipment”, “john deere gator”, “john deere lawn mowers”, “john deere mowers”, “john deere near me”, “john deere nz”, “john deere online”, “john deere ride on”, “john deere riding lawn mowers”, “john deere riding mowers”, “john deere tractor”, “john deere x300r”, “john deere zero turn mowers”, “johndeere”, “johndeere nz” and “johndeere tractor”, summed into one figure.
- **Kubota**: Measured on the search terms “kubota”, “kubota b3150”, “kubota b7100”, “kubota bx2680”, “kubota co nz”, “kubota digger”, “kubota excavator”, “kubota f3690”, “kubota farm machinery”, “kubota lawn mowers”, “kubota mowers”, “kubota near me”, “kubota nz”, “kubota online”, “kubota ride on mowers”, “kubota rtv”, “kubota rtv900”, “kubota side by side”, “kubota skid steer”, “kubota tractor”, “kubota u17 3”, “kubota u27 4”, “kubota zero turn” and “kubota zero turn mowers”, summed into one figure.
- **Massey Ferguson**: Measured on the search terms “135 massey ferguson tractor for sale”, “5465 massey ferguson”, “7614 massey ferguson”, “massey ferguson”, “massey ferguson 135”, “massey ferguson 135 for sale”, “massey ferguson 165”, “massey ferguson 188”, “massey ferguson 28”, “massey ferguson 35”, “massey ferguson 35 tractor”, “massey ferguson 35x for sale”, “massey ferguson 390”, “massey ferguson 65”, “massey ferguson 7615”, “massey ferguson farm machinery”, “massey ferguson near me”, “massey ferguson nz”, “massey ferguson online”, “massey ferguson small tractor”, “massey ferguson te20”, “massey ferguson tractor”, “massey ferguson tractors for sale”, “masseyferguson”, “masseyferguson com” and “masseyferguson tractor”, summed into one figure.
- **New Holland**: Measured on the search terms “new holland farm machinery” and “new holland tractor”, summed into one figure.

- [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)
- [Massey Ferguson](/demand/nz/brands/massey-ferguson)
- [New Holland](/demand/nz/brands/new-holland)

## Methodology

- [How is branded search demand 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 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.

## Cite this page

Brandwave. "Tractor brands in New Zealand: Which brands are most popular in search?". https://gobrandwave.com/demand/nz/categories/nz-tractor-brands

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