Kubota vs New Holland: Which Tractor Holds Its Value Better in 2026?

If you're shopping for a compact utility tractor, this question comes up on every lot visit: Kubota or New Holland?

Both are serious machines. Both have dealer networks across Florida and the Southeast. But they are not the same when it comes to what you get back at trade-in time. Here is what the numbers say.

Resale Value: The Short Answer

Kubota holds its value better. Consistently. Our comparable-sales data puts Kubota at roughly a 10 percent premium over New Holland for the same age, hours, and condition in the compact utility (25-75HP) class.

In practice: a 5-year-old Kubota L4701 HST in good condition typically brings $3,000-$4,000 more at trade-in than a comparable New Holland Workmaster 50 of the same age and hours. The gap widens on private sales where buyer demand drives the price.

The Numbers Side by Side

Typical fair market values for comparable models in the 40-75HP range, good condition, average hours (250 hrs/year), Southeast market:

Model	HP	3 Years Old	5 Years Old	8+ Years Old
Kubota L4701 HST	47	$28,000-$34,000	$22,000-$27,000	$14,000-$18,000
New Holland Workmaster 50	50	$21,000-$26,000	$16,000-$20,000	$10,000-$13,000
Kubota MX5400	54	$28,000-$34,000	$22,000-$27,000	$14,000-$18,000
New Holland Workmaster 60	60	$22,000-$27,000	$17,000-$21,000	$11,000-$14,000
New Holland Workmaster 75	75	$27,000-$33,000	$21,000-$26,000	$13,000-$17,000
Kubota L6060	62	$36,000-$44,000	$28,000-$35,000	$18,000-$24,000

Average hours, good condition, ROPS, no loader. Southeast market. Add $3,000-$8,000 for a matching factory loader. Add $5,000-$10,000 for enclosed cab.

Why Kubota Holds Value Better

This is not a knock on New Holland machines. The Workmaster line is solid. But resale value is driven by buyer demand, and in the compact utility market, Kubota buyers are everywhere.

• Brand recognition: Kubota has built name recognition with small farmers, landowners, and landscapers over decades. A Kubota listing gets more calls. More competition means a higher price.
• Dealer density: Kubota runs one of the densest dealer networks in the Southeast. Parts and service availability matter to buyers, and they pay a premium to stay on the Kubota network.
• Reliability reputation: Right or wrong, Kubota carries a stronger reliability reputation in the compact utility segment. That perception is priced into every used transaction.
• Color loyalty: Equipment buyers have brand loyalty that rivals the automotive market. The Kubota orange has a following that drives consistent demand at resale.

Where New Holland Wins

The resale gap does not mean Kubota is always the better buy.

• New price: New Holland Workmaster tractors are typically priced $2,000-$5,000 less than comparable Kubota models at the dealer. If you are buying new and keeping the machine long-term, the lower entry cost matters more than the resale premium.
• Financing deals: CNH Industrial financing has run aggressive promotional rates. A 0% deal on a New Holland can outweigh the Kubota resale premium depending on your hold period and cash flow.
• Performance: The Workmaster is a capable tractor. If performance and productivity are your priority and a 5-year resale is not in your plan, the gap is a secondary concern.
• Dealer relationships: In some markets, especially where CNH networks are strong, New Holland service and parts availability beats Kubota. That means less downtime, which has its own dollar value.

The Trade-In Math Dealers Do Not Always Share

When you trade in a New Holland Workmaster toward a new tractor, the dealer's appraisal already reflects the resale gap. They know what it will sell for used.

A dealer offering $14,000 for a 5-year-old Workmaster and $18,000 for a 5-year-old Kubota L-series is not being unfair. They are reflecting what the machines actually sell for on the lot or at auction.

What sellers miss: that gap is not fixed. It varies by hours, condition, attachments, and local demand. A New Holland in excellent condition with low hours and a clean factory loader can close most of the spread. The gap is widest on high-hour, bare, ROPS-only machines where Kubota name recognition does the most work.

What This Means If You Take Trades

If you take trades on both brands, you are pricing New Holland trades at a discount to protect your margin on the resale. That is the right call. But trade-in conversations go sideways when the customer does not understand why their New Holland is appraised lower than their neighbor's Kubota.

A clean, comps-backed number shown to the customer before the negotiation starts turns that friction into a transparent conversation. Here is what EquipBook says your Workmaster is worth: trade-in range, private party range, dealer retail. The customer sees the same data you are working from.

That is what the free valuation tool does. Run a valuation on any Kubota or New Holland in under 60 seconds. If you need a condition report to back up the number for a lending package or a listing, the EquipBook Inspect ($99) gives you a graded inspection from phone photos, same day.

Bottom Line

Kubota holds value better in the compact utility segment: roughly 10 percent across our comps database. That gap shows up at every trade-in and every private sale.

But the better buy depends on your situation. New machine at a lower entry price? New Holland often wins the math. Five-year hold with a clean resale exit? Kubota wins. Already own a New Holland and want to know what it is worth before you walk into a dealership? Start here. Free in 60 seconds.