Welcome to the inaugural edition of our Agricultural Market Brand Consideration Report, marking our expansion into Australia’s vital primary production sector. This quarterly series will provide manufacturers, dealers, farmers, and industry stakeholders with comprehensive insights into how Australian agricultural operators are engaging with leading machinery brands online.
Drawing on national search data from the past four quarters, this inaugural report tracks brand consideration across Australia’s diverse machinery landscape, from broadacre cropping to mixed farming operations. Q3 2025 revealed a market characterised by John Deere’s continued dominance across multiple segments, though several brands demonstrated significant momentum that highlights the dynamic nature of agricultural machinery interest.
The agricultural machinery market represents a crucial sector of Australia’s rural economy, serving a range of operations, from small-scale family farms to large corporate enterprises. As our first report in this category, we’ve established comprehensive baseline measurements across mainline brands, shortline manufacturers, and specialty equipment segments, with plans to expand our analysis in the coming quarters.
A Note on Methodology
As with our other market reports, the agricultural market report leveraged several keyword research tools to track search volume across Australia over the past 12 months. This quarter, our research encompassed 46 agricultural machinery brands, 36,000 search terms, and over 350,000 searches per month.
As always, our approach to searches included brand terms, dealer terms (if the dealer name contains the OEM brand), brand + location, brand + dealer, brand + category/subcategory, brand + reviews, and variations of the above. We excluded searches mentioning parts/accessories, used equipment listings, rental services, and general maintenance terms to focus on brand consideration rather than service-related queries.
We will be adding more brands each quarter that we publish this report. If you don’t see your brand here and would like to know where you sit in relation to your competitors, please contact us today.
Retain Media provides this data “as is” for informational purposes only and accepts no liability for decisions made based on this reporting. Users are encouraged to use this data as one of multiple data points in their market analysis.
Top 20 Most-Searched: All Brands
John Deere retained its position as Australia’s most-searched agricultural machinery brand with 19.2% in Q3 2025, slipping 3.0% from 19.8% in Q2. The iconic American brand still commands nearly a fifth of all ag machinery searches, maintaining the kind of dominance you’d expect from a name synonymous with farming across the country. Looking back to Q4 2024, when John Deere’s market share was 20.7%, the brand has experienced a modest 1.5 percentage point decline, although its market leadership remains unchallenged.
Massey Ferguson strengthened its second-place position with 15.4% in Q3, posting a slight 0.7% relative increase from 15.3% in Q2. The British brand continues to resonate with Australian farmers looking for reliable, proven machinery that can handle whatever the job throws at it, and has actually strengthened its position considerably since Q4 2024, when it held 14.5%, a 6.2% relative increase that reflects growing market confidence.
Kubota faced challenges this quarter, dropping from 11.7% in Q2 to 10.7% in Q3, an 8.5% relative decrease that represents the brand’s steepest quarterly decline over the period assessed. Despite the decline, Kubota remains firmly entrenched in third place, where the Japanese manufacturer has established a strong presence in the Australian market. The year-on-year picture shows a more concerning pattern, though, with the brand falling from 12.3% in Q4 2024, marking a 13.0% relative decline across the 12 months.
New Holland held perfectly steady at 7.3% in Q3, showing no movement from Q2 as farmers continue seeking out the American brand for large-scale operations. This consistency reflects a stable position, with the brand sitting 0.3 percentage points above its Q4 2024 mark of 7.0%, suggesting solid year-on-year performance.
Claas and JCB both landed at 4.6% in Q3, with Claas posting a 9.5% relative increase from 4.2% in Q2, whilst JCB edged up 2.2% from 4.5%. Claas’s strong quarterly momentum demonstrates that Australian growers are taking notice of the German manufacturer’s harvesting and forage technology, while JCB continues to expand its agricultural presence beyond its construction equipment heritage.
Case IH held steady at 4.4%, showing no movement quarter-to-quarter and maintaining its position as a go-to for serious broadacre farmers. The brand has demonstrated remarkable stability, maintaining a consistent range of 4.4% to 4.7% throughout the visible quarters.
Kioti and Silvan both reached 2.8% in Q3, with Kioti posting a 3.7% relative increase from 2.7% in Q2, whilst Silvan jumped 7.7% from 2.6%. These gains demonstrate steady momentum for the South Korean compact tractor manufacturer and the Australian spray equipment specialist, respectively.
Kanga rounded out the top 10 at 2.7%, showing complete stability quarter-to-quarter and maintaining the same share it held since Q1 2025.
The Rest of the Top 20
Deutz-Fahr held steady at 2.2%, showing no movement quarter-to-quarter, whilst United Heavy Industries (UHI) posted solid growth, climbing from 1.9% to 2.2%, a 15.8% relative increase that demonstrates growing interest in the Chinese manufacturer’s offerings.
Vermeer advanced from 1.9% to 2.1%, a 10.5% relative increase, whilst Fendt declined from 1.9% to 1.8%, a 5.3% relative decrease.
Hardi and MacDon both reached 1.5%, with Hardi posting a 7.1% relative increase from 1.4% and MacDon jumping 25.0% from 1.2%, marking one of the category’s stronger performances.
Mahindra and Burder both held at 1.2%, showing complete stability, whilst Farmtech climbed from 1.0% to 1.1%, a 10.0% relative increase.
Versatile rounded out the top 20 at 1.0%, showing no movement quarter-to-quarter.
Top 20 Most-Searched: Short Line Brands
As part of our analysis, we categorised agricultural OEMs into short-line and mainline segments to better understand how different market segments are performing. Short line manufacturers are specialist equipment builders and implement manufacturers that focus on specific agricultural tasks or niche segments. These companies typically produce seeding equipment, sprayers, hay and forage machinery, tillage tools, and other specialised implements that farmers pair with their mainline tractors, often offering innovation and customisation that larger manufacturers don’t.
Silvan maintained its commanding lead in the short line category with 14.1% in Q3 2025, posting a 7.6% relative increase from 13.1% in Q2. The Australian spray equipment specialist has experienced considerable volatility throughout the year, dropping from 20.1% in Q4 2024 to a low of 13.1% in Q2 before this quarter’s recovery. Despite the recent upswing, Silvan still sits 6.0 percentage points below year-ago levels, suggesting the brand is stabilising after earlier weakness.
Kanga held perfectly steady in second place at 13.8%, showing no movement from Q2 and demonstrating consistent appeal for the brand’s compact equipment offerings. Since Q4 2024, when it held 12.6%, Kanga has climbed 1.2 percentage points, reflecting steady year-on-year growth.
Vermeer posted solid gains, rising from 9.7% to 10.5%, an 8.2% relative increase that marks the brand’s strongest performance in recent quarters. The American manufacturer has gained 0.8 percentage points since Q4 2024, demonstrating sustained momentum in the hay and forage equipment segment.
Hardi advanced from 7.1% to 7.7%, an 8.5% relative increase that continues the Danish spray equipment manufacturer’s upward trajectory, whilst MacDon delivered impressive growth, surging from 6.1% to 7.3%, a 19.7% relative increase that represents one of the category’s strongest performances despite sitting 2.0 percentage points below its Q4 2024 mark of 9.3%.
Burder climbed modestly from 5.7% to 5.8%, a 1.8% relative increase, whilst Farmtech similarly edged up from 5.2% to 5.3%, a 1.9% relative increase.
Iseki remained perfectly stable at 4.9%, showing no movement throughout the entire year, whilst Goldacres posted healthy growth, rising from 3.9% to 4.2%, a 7.7% relative increase that rounds out the top 10.
The Rest of the Top 20
Bourgault experienced the category’s steepest decline, plummeting from 5.8% in Q2 to 3.6% in Q3, a substantial 37.9% relative decrease that erases much of the gains recorded earlier in the year. This dramatic correction follows exceptional Q1 and Q2 performances, suggesting the seeding equipment manufacturer’s search interest has normalised after a spike.
Croplands posted modest growth, rising from 2.2% to 2.4%, a 9.1% relative increase, whilst John Berends suffered a notable decline, falling from 2.6% to 2.1%, a 19.2% relative decrease.
Serafin Machinery declined from 2.3% to 2.1%, an 8.7% relative decrease, whilst Solis Tractors held steady at 1.9%, showing no movement quarter-to-quarter.
Vennings experienced a 10.5% relative decrease, falling from 1.9% to 1.7%, whilst Flexi-Coil suffered a sharp 34.6% relative decline, dropping from 2.6% to 1.7%, marking the category’s second-largest correction.
Amazone posted solid growth, climbing from 1.3% to 1.5%, a 15.4% relative increase, whilst Antonio Carraro and Kerfab both held steady at 1.5%, showing no movement quarter-to-quarter.
Horwood Bagshaw experienced a significant correction, falling from 2.0% to 1.5%, a 25.0% relative decrease that completes the top 20.
Top 17 Most-Searched: Mainline Brands
Mainline manufacturers are the major agricultural equipment companies that produce tractors and full equipment lineups serving broadacre and commercial farming operations. These brands typically offer comprehensive ranges spanning compact to high-horsepower tractors, combines, hay equipment, and integrated technology solutions, representing the premium tier of agricultural machinery investment.
John Deere maintained its commanding lead in the mainline category with 23.9% in Q3 2025, declining 2.8% from 24.6% in Q2. Despite the modest pullback, the American giant still commands nearly a quarter of all mainline searches, with its current position sitting 1.8 percentage points below the 25.7% it held in Q4 2024.
Massey Ferguson strengthened its second-place position with 19.2%, posting a 1.1% relative increase from 19.0% in Q2. The British manufacturer has demonstrated impressive momentum throughout the year, climbing 1.2 percentage points since Q4 2024 when it held 18.0%, reflecting growing confidence in the brand’s commercial equipment lineup.
Kubota faced significant headwinds, dropping from 14.5% in Q2 to 13.4% in Q3, a 7.6% relative decrease that extends the brand’s challenging year. Since Q4 2024, when Kubota held 15.2%, the Japanese manufacturer has declined 1.8 percentage points, mirroring the pattern seen in the All Brands category.
New Holland held perfectly steady at 9.1%, showing no movement from Q2 and maintaining a solid position 0.4 percentage points above its Q4 2024 mark of 8.7%.
Claas and JCB both reached 5.7% in Q3, with Claas posting a strong 9.6% relative increase from 5.2% in Q2, whilst JCB edged up 1.8% from 5.6%. Claas’s momentum is particularly notable given the brand sat at 6.4% in Q4 2024, though it remains 0.7 percentage points below that mark.
Case IH held steady at 5.5%, showing no movement quarter-to-quarter and sitting 0.3 percentage points below its Q4 2024 position of 5.8%.
Kioti advanced to 3.5%, posting a 2.9% relative increase from 3.4% in Q2 and gaining 0.5 percentage points since Q4 2024, whilst Deutz-Fahr held perfectly steady at 2.8%, showing no movement from Q2.
United Heavy Industries (UHI) rounded out the top 10 with impressive growth, surging from 2.4% to 2.7%, a 12.5% relative increase that demonstrates growing interest in the Chinese manufacturer’s mainline equipment offerings.
The Rest of the Top 17
Fendt held steady at 2.3%, showing no movement quarter-to-quarter, whilst Mahindra similarly remained unchanged at 1.5%.
Versatile posted solid growth, climbing from 1.2% to 1.3%, an 8.3% relative increase, whilst Kuhn delivered the category’s strongest performance, surging from 0.9% to 1.1%, a remarkable 22.2% relative increase.
Krone advanced from 0.9% to 1.0%, an 11.1% relative increase, whilst McCormick held steady at 0.8%, showing no movement quarter-to-quarter.
Valtra completed the mainline top 17 at 0.4%, remaining unchanged throughout the entire year.
The Most-Searched Farm Bikes
Farm bikes are an essential piece of equipment for Australian agricultural operations, offering cost-effective mobility across properties where larger machinery can’t reach. As a category that bridges agricultural and recreational use, tracking farm bike interest provides valuable insights into how farmers are approaching property management and everyday operational needs.
The Honda CT125 maintained its commanding lead with 37.7% in Q3 2025, posting a modest 1.9% relative increase from 37.0% in Q2. The iconic postie bike continues to dominate farm bike searches, reflecting its reputation as a reliable, economical workhorse for Australian properties.
The Honda XR150L held second place with 19.7%, slipping 4.4% from 20.6% in Q2. Despite the quarterly decline, the XR150L remains a strong choice for farmers seeking lightweight, nimble machinery for property work.
The Yamaha AG200F experienced a notable pullback, dropping from 16.6% in Q2 to 15.1% in Q3, a 9.0% relative decrease. The AG200F remains the most-searched Yamaha farm bike, though it’s losing ground to competitors in the mid-capacity segment.
The Kawasaki Stockman delivered solid gains, climbing from 11.3% in Q2 to 11.9% in Q3, a 5.3% relative increase that demonstrates growing appeal for the purpose-built agricultural motorcycle.
The Honda XR190CT advanced to 5.8% from 5.5%, a 5.5% relative increase that reflects renewed interest in Honda’s larger-capacity farm bike offering.
The Suzuki Trojan 200 posted impressive growth, jumping from 4.3% in Q2 to 5.0% in Q3, a 16.3% relative increase that marks the category’s strongest performance and suggests the value-focused model is winning over budget-conscious farmers.
The Honda CTX200 delivered exceptional gains, surging from 2.0% to 2.5%, a 25.0% relative increase that represents the quarter’s standout performance despite its modest absolute share.
The Yamaha AG125 declined from 1.4% to 1.2%, a 14.3% relative decrease, whilst the Yamaha AG 100 similarly retreated from 1.3% to 1.1%, a 15.4% relative decrease, completing the top nine farm bikes.
Top 20 Most-Searched: ATVs & UTVs
ATVs and UTVs have become indispensable tools in modern Australian agriculture, serving roles from stock mustering to general property maintenance and heavy hauling. Understanding which specific models capture farmer interest provides a window into evolving operational priorities and investment decisions across the sector.
The CFMOTO CFORCE 1000 maintained its lead in the ATV/UTV category with 4.9% in Q3 2025, down marginally 2.0% from 5.0% in Q2. Despite the minor decline, the CFORCE 1000 continues to dominate as the most-searched side-by-side, cementing CFMOTO’s position as the value leader in the utility vehicle segment.
The Can-Am Outlander strengthened its second-place position, climbing from 4.1% to 4.2%, a 2.4% relative increase that reinforces the recreational ATV’s continued popularity among trail riders and utility-focused buyers.
The Yamaha YFM700R SE held steady in third place at 3.6%, showing no movement quarter-to-quarter, whilst the Can-Am Maverick X3 experienced a modest decline, falling from 3.5% to 3.3%, a 5.7% relative decrease.
The Can-Am Maverick experienced a more notable decline, falling from 3.1% to 2.9%, a 6.5% relative decrease that suggests some softening demand for the performance side-by-side.
The Can-Am Defender Max delivered impressive gains, surging from 2.4% to 2.7%, a 12.5% relative increase that highlights growing interest in Can-Am’s utility-focused UTV with expanded seating capacity.
The Honda Pioneer 1000 declined slightly from 2.6% to 2.5%, a 3.8% relative decrease, whilst the CFMOTO UFORCE 1000 experienced a more notable drop, falling from 2.6% to 2.4%, a 7.7% relative decrease.
The CFMOTO ZFORCE 950 posted modest growth, rising from 2.0% to 2.1%, a 5.0% relative increase, whilst the Polaris RZR XP 1000 Sport EPS and Yamaha Viking both remained unchanged at 2.0%, maintaining their established positions in the performance and utility UTV segments, respectively.
The Rest of the Top 20
The Yamaha YXZ1000R SS XT-R experienced a minor decline, falling from 1.9% to 1.8%, a 5.3% relative decrease, whilst the Polaris RZR Trail S 1000 Prem suffered the quarter’s steepest drop, plummeting from 2.1% to 1.8%, a substantial 14.3% relative decrease.
The Can-Am Commander posted modest growth, climbing from 1.7% to 1.8%, a 5.9% relative increase, whilst the Polaris Sportsman XP 1000 remained unchanged at 1.8%.
The Polaris Ranger 1000 experienced a minor decline, falling from 1.7% to 1.6%, a 5.9% relative decrease, whilst the Polaris Sportsman 570 held steady at 1.6%, showing no movement quarter-to-quarter.
The CFMOTO CFORCE 500 declined from 1.6% to 1.5%, a 6.3% relative decrease, whilst the Can-Am Defender posted solid growth, climbing from 1.4% to 1.5%, a 7.1% relative increase.
The Honda Pioneer 700 remained unchanged at 1.4%, rounding out the top 20 with stable performance in Honda’s mid-size UTV lineup.
Trust Retain Media for Industry-Leading Insights
Our inaugural Q3 2025 agricultural machinery results reveal a market where legacy brands still hold considerable sway, but where farmers are increasingly willing to explore alternatives based on value, innovation, and local expertise. The remarkable growth of brands like MacDon (up 25.0% in All Brands, up 19.7% in Short Line) and United Heavy Industries (up 15.8% in All Brands, up 12.5% in Mainline) signals a sector where traditional brand loyalty is being tested against practical considerations of capability and cost.
The stark corrections experienced by Bourgault (down 37.9% in Short Line) and Flexi-Coil (down 34.6% in Short Line) demonstrate the volatility inherent in specialty equipment segments, where seasonal purchasing patterns and specific operational needs can dramatically shift search interest from quarter to quarter.
In the farm bike and ATV/UTV segments, the data tells a story of Australian farmers prioritising proven workhorse reliability over flashy features, with practical, economical models dominating search interest despite the availability of more sophisticated alternatives. The Honda CT125’s commanding 37.7% share and the CFMOTO CFORCE 1000’s leadership in UTVs reflect this pragmatic approach to equipment selection.
Keep an eye on our next quarterly update as we track how these initial trends develop through the remainder of 2025. In the meantime, check out our other market reports for comprehensive insights into Australia’s automotive industry, including the truck market, caravan market, motorbike market, and marine market.
