Q2 2026 kept the same three brands at the top of Australia’s agricultural machinery market. John Deere, Massey Ferguson, and Kubota gave up 2.0 percentage points of All Brands search share between them. Kioti’s sharp rebound in Mainline was the standout single-brand result of the quarter.
Read on for the full category breakdown and the brand movements behind it.
A Note on Methodology
This report draws on Retain Media’s proprietary analysis of search volume data in the Australian market in Q2 2026, filtered to isolate brand consideration and buyer intent. We include brand, model, dealership, and localised searches, along with modifiers such as reviews or problems. We exclude post-purchase and ownership queries such as parts, servicing, manuals, rentals, and used vehicles.
Our dataset included 111 brands, approximately 50,000 relevant keywords, and more than 1.3 million searches across the quarter. We analysed brand performance across five categories: All Brands, Mainline Brands, Short Line Brands, Farm Bikes, and ATVs and UTVs.
A Note From Our Researchers
Our keyword lists and data-sourcing methods evolve continuously as we work to enhance the accuracy and depth of our share-of-search reporting. We refresh all data with each quarterly report, so figures in any given edition reflect the most current available snapshot. Some metrics may shift quarter-on-quarter as we apply these refinements.
Retain Media provides this data “as is” for informational purposes only and accepts no liability for decisions made based on this reporting. We encourage users to treat this data as one of multiple data points in their market analysis.
The Top Three Soften as Kioti Leads a Mid-Tier Advance
John Deere, Massey Ferguson, and Kubota anchored the top of the Australian agricultural market again in Q2 2026. But their hold softened. Their combined All Brands share slipped from 40.8% to 38.7%, the sharpest pullback we’ve recorded at the top of the category.
That ground didn’t scatter across the field. The same 20 brands occupied the top 20 in both quarters. What moved was the order just beneath the leading three. Kioti’s Mainline performance was the clearest single story of the quarter, rebounding sharply from two soft quarters to post its strongest result in a year.
New Holland’s gain had a similar shape, breaking three quarters of gentle decline. Its CNH Industrial stablemate, Case IH, eased in the opposite direction. Fendt, Deutz-Fahr, and United Heavy Industries (UHI) each added a little ground too, spread across price points and countries of origin. If Kioti and New Holland hold those levels into Q3 2026, that would confirm a genuine reshaping of the tier.
Category-level volume tells a related story. All five categories grew in raw search volume against Q1 2026, though not by comparable amounts. All Brands, Mainline, and Short Line grew in the low single digits. Farm Bikes and ATV/UTV both grew by double digits and moved independently of the tractor and machinery core. The gain in the machinery categories also looks more like a partial recovery than a fresh trend. All Brands and Mainline have moved within a fairly narrow band, showing no clear direction. Q2 2026 sits closer to the bottom of that band than the top for both.
Total tractor sales fell 10.7% between January and June 2026. The Tractor and Machinery Association points to fuel and fertiliser shortages, and to dry conditions in parts of New South Wales, Queensland, and South Australia. Consideration share carries more weight in a contracting market, and the brands holding or growing theirs over softer quarters are better placed to capture attention when volumes return.
Top 20 Most-Searched: All Brands
John Deere retained the largest share of search in Australia’s agricultural machinery market at 17.4%, down from 18.2% in Q1 2026. Massey Ferguson held second at 12.5%, down from 12.9%, and Kubota rounded out the podium at 8.9%, down from 9.6%. All three eased by a similar margin. A synchronised move like that points to a broad drift of search interest away from the established names, rather than a swing toward a single competitor. Even so, the three remain a long way ahead of the field. John Deere’s 17.4% alone is still roughly double fourth-placed New Holland’s share, and closing that kind of gap typically takes more than one soft quarter.
New Holland stood out beneath them, rising to 7.6% from 6.9% and closing further on Kubota’s third place. CLAAS held broadly steady at 4.3%. JCB and Case IH each eased marginally, to 3.7% and 3.5% respectively, and Silvan slipped to 3.1% from 3.3%.
Kioti was the quarter’s clearest riser, reaching ninth with 3.1% of search, just ahead of Manitou at 3.0%. Kanga added a little ground to 2.4%. UHI moved up to 1.9%, ahead of Vermeer and TTI, which both eased slightly to 1.8% and 1.7%. Fendt, Hardi, and Deutz-Fahr grew modestly to 1.7%, 1.5%, and 1.5%, respectively.
The Rest of the Top 20
Mahindra eased marginally to 1.1% from 1.2%. Burder held steady at 1.0%, and Avant Equipment edged higher to 0.9% from 0.8%.
Movement at the Margins
No brand entered or left the top 20 in Q2 2026. The reshuffling sat in positions nine to fourteen, where Kioti and UHI each gained two places at the expense of Manitou, Vermeer, and TTI.
Notable Movers and Brands to Watch
UHI warrants continued attention, having risen in three of the past four quarters from 1.5% to 1.9%, a broadly sustained run rather than a single-quarter spike. The rest of the year will show whether that trajectory continues. How UHI is winning that ground matters too. Its positioning skews toward hobby farmers and smaller-acreage buyers, a segment the major OEMs don’t chase as directly, so UHI may be expanding the market rather than taking share head-on from the brands above it.
New Holland and Case IH are also worth watching, sitting fourth and seventh, the only sister brands holding position in the top 10.
Top 20 Most-Searched: Mainline
Kioti’s Mainline share climbed from 3.1% to 4.3%, a 1.2 percentage-point gain and comfortably the largest of any Mainline brand. That gain is almost exactly double the 0.6-point decline across the previous two quarters, and it lifts Kioti above its Q3 2025 high of 3.8%, a new peak. New Holland posted the next-largest gain, up 1.0 points to 10.7% and drawing closer to Kubota’s third-placed 12.5%.
Kioti and Kubota compete most directly in the compact tractor segment, and the two moved in opposite directions in Q2 2026. Kioti’s gain may have come partly at Kubota’s expense, on top of the broader softening Kubota shared with John Deere and Massey Ferguson at the top of the table.
John Deere led Mainline at 24.5%, down from 25.6%. Massey Ferguson took second at 17.6%, down from 18.2%, and Kubota third at 12.5%, down from 13.4%. The top three’s combined Mainline share fell from 57.2% to 54.6%, a sharper drop than the 2.0-point pullback in All Brands. CLAAS held steady at 6.1%. JCB slipped to 5.2% from 5.3%, and Case IH to 4.9% from 5.1%.
UHI added 0.4 points to reach 2.7%, and Fendt and Deutz-Fahr each gained around 0.2 to 0.3 points, closing to 2.4% and 2.1%. Mahindra and Versatile were both essentially unchanged at 1.6% and 1.1%.
The Rest of the Top 20
McCormick edged higher, rounding out Q2 2026 at 0.9%. Iseki eased to 0.8% after holding a flat 0.9% across the four quarters before it. TYM Tractors, Leyland Tractor, Valtra, AGCO, and Solis Tractors all sat within a narrow band under 0.6%, each moving by a tenth of a point or less in either direction.
Movement at the Margins
Two brands changed places at the bottom of the Mainline top 20 between Q1 and Q2 2026. Kverneland held 0.2% in Q1, eased further, and dropped out of the ranking. Solis Tractors took Kverneland’s place. Elsewhere in the field, McCormick and Iseki swapped places, as did Valtra and Leyland Tractor, though neither move shifted a brand by more than a single position. Kioti’s own rank held firm at eighth in both quarters, its share gain not yet large enough to move it.
Notable Movers and Brands to Watch
On the strength of that rebound, Kioti is the clearest brand to watch heading into Q3 2026. New Holland’s gain has a similar shape, breaking three quarters of gentle decline rather than extending one, and whether it holds is the open question.
Top 20 Most-Searched: Short Line
Silvan retained the lead in Short Line, though its share eased for a second straight quarter, down to 10.7% from 11.5%. Against the full run of data, that reads less like a brand losing ground than one settling after a sharp climb. Silvan rose from 9.0% to 12.6% across the second half of 2025, and even after giving back some of that peak over the past two quarters, it still sits 1.7 percentage points above where it stood a year ago. Manitou held flat at 10.2%, closing to within half a point of Silvan, and Kanga added ground to take third at 8.2%. Vermeer and TTI both eased to 6.4% and 5.9%, and Hardi moved the other way to 5.2%.
Several of the category’s seeding, tillage, and spraying names moved together in Q2 2026. Bourgault posted the strongest single gain, up 0.5 points to 2.9%, its best quarter since Q2 2025. Goldacres and Kuhn both edged higher to 2.4%. Clustered gains among broadacre-adjacent equipment brands are consistent with the research activity that typically picks up around winter crop planting. That interest built even as machinery sales fell across the quarter, indicating seasonal patterns despite a contracting market.
Silvan’s own decline, in that same broad category, shows the pattern didn’t lift every brand equally. Burder and Avant Equipment both advanced modestly, to 3.5% and 3.2%. MacDon and Krone eased slightly to 2.4% and 2.1%, both names more associated with harvest and hay equipment, categories with little reason to see a research uptick outside their own season.
The Rest of the Top 20
Farmtech gained ground to reach 2.1%. John Berends Implements eased to 1.9%, and Flexi-Coil, another seeding and tillage name, advanced to 1.6%, continuing that pattern. AGCO held steady at 1.3%, and Croplands and Serafin Machinery were broadly steady at 1.4% and 1.3%.
Movement at the Margins
The same 20 brands occupied the Short Line top 20 in both quarters. The reshuffling sat in the tier just below Bourgault. Kuhn passed both MacDon and Krone to reach eleventh, and Goldacres passed MacDon to move into tenth. MacDon eased two places to twelfth as a result, and Krone dropped to fourteenth, giving Farmtech room to move past it.
Notable Movers and Brands to Watch
Bourgault recovered most of the ground it lost across Q3 and Q4 2025, aligning with pre-planting research patterns rather than a broader shift in the category’s audience. Rapid Spray is worth flagging for the opposite reason. It had risen every quarter since Q2 2025 to reach 2.1% in Q1 2026, then fell back to 1.6% in Q2 2026, giving up a year’s ground in a single quarter. Q3 2026 will show whether that is a correction after an unusually strong run or the start of a new direction.
Top Searched: Farm Bikes
Honda’s CT125 remains the most-searched farm bike by a wide margin, but its share fell sharply to 33.3% from 44.1% in Q1 2026. That drop didn’t go to a competitor. Honda’s own XR150L absorbed almost all of it, climbing from 17.8% to 25.6%, and Honda’s combined share across its four models held close to steady, at 71.8% against 71.6% in Q1. Honda’s XR190CT added a further 2.7 points to reach 10.7%.
Beyond Honda, movement stayed modest. Yamaha’s AG 100 eased to 7.4% from 8.0%, and its AG200F and AG125 both softened. Kawasaki’s Stockman and Suzuki’s Trojan 200 each gained a little ground, to 6.5% and 4.5% respectively, and Honda’s CTX200 added 0.5 percentage points to reach 2.2%.
Movement at the Margins
One position changed among the nine models in Q2 2026. Suzuki’s Trojan 200 passed Yamaha’s AG125 into seventh place. Every other model held its Q1 position, including Honda’s XR190CT and Yamaha’s AG 100. Those two tied for third in Q1, and XR190CT’s sharp gain pulled it clear without changing the order between them.
Notable Movers and Brands to Watch
The shift between CT125 and XR150L is the clearest story in this category. CT125 fell 10.8 points, and XR150L rose 7.8 points, two models from the same manufacturer moving sharply in opposite directions in a single quarter. Whether Q2 2026 marks a real move in buyer interest toward the smaller XR150L or a single-quarter anomaly should become clear quickly. XR150L holding above 20% into Q3 2026 would support a genuine shift. A slide back toward its historical range below 18% would warrant further investigation.
Top 20 Most-Searched: ATV/UTV
Can-Am’s Defender and Polaris’s Ranger effectively swapped positions at the top of the ATV/UTV table between Q1 and Q2 2026. Defender climbed from 3.3% to 4.0%, taking the lead outright. Ranger eased from a tied-first 4.0% to 3.3% and into third. Kawasaki’s Mule also eased slightly, from 4.0% to 3.6%, settling into second.
Can-Am’s Maverick X3 was the clearest mid-table riser, up half a point to 2.5% and climbing three places. CFMOTO’s UFORCE 1000 posted a similar gain to 1.9%. Its CFORCE 1000 moved the opposite way, down to 1.7% from 2.0%.
Movement at the Margins
Two models in the current top 20 show the cleanest multi-quarter trends in this category. Polaris’s Ranger 500 has climbed every quarter for a year, from 0.8% to 2.7%, the steadiest run in this table. Kubota’s RTV-X900 has moved the opposite way for just as long, easing every quarter from 2.4% to 2.0%.
Notable Movers and Brands to Watch
The Defender-Ranger swap is worth watching into Q3 2026. Q2 2026 is the first quarter either model has led outright rather than sharing the top spot. CFMOTO’s broadening is real but uneven. UFORCE 1000 gained, and CFORCE 1000 fell, yet the brand’s overall growth shows the audience spreading deeper than either model alone.
Trust Retain Media for Industry-Leading Insights
Q2 2026 opened a gap beneath the established leaders in the Australian agricultural market. John Deere, Massey Ferguson, and Kubota all softened across the overall and Mainline tables. Kioti’s Mainline result hit a new high, and New Holland broke a three-quarter decline. Farm Bikes and ATV/UTV showed a different version of the same story: Honda’s CT125 and XR150L traded share within Honda’s own range, and CFMOTO’s models split evenly even as the brand’s total kept growing. Consideration in some categories now shifts between products from the same manufacturer as readily as between rival brands.
For OEMs, dealers, and marketers, this split calls for category-specific strategy. In core machinery, protect existing consideration share through strong search presence, authoritative content, and dealer-level local visibility.
In specialist and utility equipment, the opportunity is more active. Brands that monitor category search trends and respond with timely, relevant activity can move share within a single quarter, as Bourgault, Can-Am’s Maverick X3, and Suzuki’s Trojan 200 each did in Q2 2026.
To find out how Retain Media can help your brand build and convert consideration in the Australian agricultural market, explore our full suite of market reports or get in touch with our team. We also cover the truck, caravan, motorbike, and marine markets, and more.
