New search data shows Australia’s agricultural machinery market loosening at the top. The tier beneath the established leaders gained ground across several brands at once.
Retain Media has released its Q2 2026 Agricultural Market Brand Consideration Report, drawing on 111 brands, approximately 50,000 keywords, and more than 1.3 million searches across Australia’s agricultural sector.
“The ranking at the top didn’t change in Q2, but how firmly it’s held did,” said Brian Sullivan, Director at Retain Media. “John Deere, Massey Ferguson, and Kubota all eased in the same quarter, which is a different signal to one brand losing ground to a direct rival. That share spread across several brands at different price points rather than concentrating behind a single challenger. Anyone competing in compact tractors should look closely at Kioti’s result.”
The Leading Three Ease Together
John Deere, Massey Ferguson, and Kubota have anchored the top of this market through every quarter Retain Media has measured, and Q2 2026 did not change that order. Their combined All Brands share fell from 40.8% to 38.7%, the sharpest pullback recorded at the top of the category. In Mainline, the drop was steeper again, from 57.2% to 54.6%. The pressure was uneven. The gap between third-placed Kubota and fourth-placed New Holland roughly halved, from 2.6 percentage points to 1.3.
Kioti Posts a New Peak, Not a Recovery
Kioti’s Mainline share climbed from 3.1% to 4.3%, the largest gain of any Mainline brand. That gain is roughly double the 0.6-point decline preceding it, and it lifts Kioti past its previous high of 3.8%, set in Q3 2025. Kioti and Kubota compete most directly in compact tractors, and the two moved in opposite directions. New Holland posted the next-clearest gain, up 1.0 points to 10.7% in Mainline and 0.7 points to 7.6% across All Brands, breaking three quarters of gentle decline.
Short Line Moves with the Planting Window
Several seeding, tillage, and spraying brands gained together. Bourgault posted Short Line’s strongest single gain, up 0.5 points to 2.9%, its best quarter since Q2 2025. Goldacres and Kuhn both edged to 2.4%, and Flexi-Coil advanced to 1.6%. Clustered movement among broadacre-adjacent brands is consistent with research activity building around winter crop planting. The pattern wasn’t uniform, though. Silvan held the category lead at 10.7% despite a second consecutive easing, and harvest and hay names including MacDon and Krone softened over the same period.
Honda’s Own Models Trade Share in Farm Bikes
The clearest movement in Farm Bikes happened inside one manufacturer’s range rather than between competitors. Honda’s CT125 remains Australia’s most-searched farm bike by a wide margin, but its share fell from 44.1% to 33.3%. Honda’s own XR150L absorbed almost all of it, climbing from 17.8% to 25.6%. The brand’s combined share across its four tracked models held steady at 71.8%. ATV/UTV showed the same dynamic. Can-Am’s Defender climbed from 3.3% to 4.0% to lead the category outright for the first time, and CFMOTO’s models moved in different directions even as the brand’s overall share grew.
The full Q2 2026 Agricultural Market Brand Consideration Report is available HERE: DOWNLOAD REPORT