Brandwave

Kubota vs Massey Ferguson:Which is more popular?

In September 2026, Massey Ferguson had more branded searches than Kubota among tractor brands in New Zealand. Massey Ferguson had about 3,220 branded searches, while Kubota had 2,130. Massey Ferguson made up 24.5% of all tractor brand searches we track, and Kubota accounted for 16.2%. When we asked ChatGPT and Google AI Overviews about tractor brands, Massey Ferguson appeared in all five answers and Kubota in four. Massey Ferguson was mentioned before Kubota in four out of five answers.

Among tractor brands in New Zealand in September 2026

Who do people search for more?

Massey Ferguson, about 51% more searches than Kubota

Massey Ferguson 3.2K searchesKubota 2.1K searches

Who does AI mention more?

Massey Ferguson, mentioned in every answer we collected

Massey Ferguson in 5 of 5Kubota in 4 of 5

Who does AI recommend more?

Massey Ferguson, named ahead of Kubota in 4 of 5 answers

Massey Ferguson first in 4Kubota first in 1

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Top tractor brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Massey Ferguson appeared in all five answers. Kubota was mentioned in four out of five: in all three ChatGPT answers and in one of the two Google AI Overviews. Massey Ferguson was listed before Kubota in four out of five answers.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. Massey Ferguson1st
  2. John Deere2nd
  3. New Holland3rd
  4. Kubota4th
  5. Fendt5th
  6. Case IH6th
  7. CLAAS–

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • Massey Ferguson5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • John Deere4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Kubota4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • New Holland4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Fendt4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Case IH2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • CLAAS0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about tractor brands

5 answers

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in New Zealand on October 21, 2026.

Is Kubota or Massey Ferguson more popular in search?

This chart shows how often people search Google for Kubota and Massey Ferguson by name. Each line represents a brand's share of searches for all seven tractor brands we track, month by month, from searches in New Zealand.

Kubota and Massey Ferguson among tractor brands in New Zealand, by month

Share of searches by month for Massey Ferguson, Kubota. The figures are in the table below the chart.

View monthly share of searches table
MonthJohn DeereMassey FergusonKubotaNew HollandCLAASFendtCase IH
Oct 202537.6%22.9%13.5%7.4%8.1%5.5%5.1%
Nov 202535.3%23.4%15.6%7.1%7.7%6.6%4.3%
Dec 202540.3%22.6%15.2%5.7%6.8%5%4.3%
Jan 202635.2%25.2%16%6.9%7.4%4.7%4.6%
Feb 202633.1%22.5%17.7%7.4%8.3%5.9%5%
Mar 202632.6%21.8%21.4%6.7%7.6%5.9%4.1%
Apr 202634.6%24.3%18.9%6.3%6.5%5%4.4%
May 202635.3%22.9%17.7%7.4%7.1%4.4%5.1%
Jun 202632.2%20.3%18.9%9%6.6%7.3%5.7%
Jul 202634.7%22.2%15%9.6%6.7%6.4%5.4%
Aug 202636.3%21.5%15.8%10.2%7%4.5%4.7%
Sep 202633.6%24.5%16.2%8.4%6.9%6.1%4.3%

How has the Kubota and Massey Ferguson comparison changed over the last 12 months?

3 findings
  • Massey Ferguson was ahead of Kubota in every measured month of the 12 months ending September 2026.
  • Across the 12 months ending September 2026, Kubota’s share of searches among tractor brands in New Zealand moved from 13.5% to 16.2%, and its estimated monthly branded searches moved from 1.9K to 2.1K.
  • Across the 12 months ending September 2026, Massey Ferguson’s share of searches among tractor brands in New Zealand moved from 22.9% to 24.5%, and its estimated monthly branded searches held steady at 3.2K.

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

2 changes

  1. In September 2026, Massey Ferguson gained share of searches among tractor brands in New Zealand, from 21.5% to 24.5%.

  2. Estimated monthly branded searches for Kubota in New Zealand rose 11.5% over 12 measured months, from 1.9K to 2.1K in September 2026.

How are branded searches counted?

21 search terms

Brandwave collects information about searches that people make online using Kubota’s and Massey Ferguson’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.

Kubota

7 branded search terms

  • kubota
  • kubota digger
  • kubota farm machinery
  • kubota rtv
  • kubota skid steer
  • kubota tractor
  • kubota zero turn

Massey Ferguson

14 branded search terms

  • 5465 massey ferguson
  • 7614 massey ferguson
  • massey ferguson
  • massey ferguson 135
  • massey ferguson 165
  • massey ferguson 188
  • massey ferguson 28
  • massey ferguson 35
  • massey ferguson 390
  • massey ferguson 65
  • massey ferguson 7615
  • massey ferguson tractor
  • masseyferguson
  • masseyferguson tractor

How the Brand Demand Index is measured

Other head-to-heads among tractor brands

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