How popular isRough Country?
In September 2026, people searched for Rough Country by name about 368,000 times worldwide, about the same as the previous year. These searches made up 41.4% of all global 4x4 accessory brand searches, placing Rough Country first out of nine brands. When we asked both ChatGPT and Google AI Overviews about 4x4 accessory brands, Rough Country appeared in two of the four answers and was the fifth most recommended of the nine.
Rough Country is the most searched of 9 competitors and the fifth most recommended in AI answers.
Rough CountryShare of searches 41.4%Mentioned in 2 of 4 AI answersPlace in AI recommendations 5th
ThuleShare of searches 33.9%Mentioned in 0 of 4 AI answersPlace in AI recommendations –
TJMShare of searches 6.8%Mentioned in 0 of 4 AI answersPlace in AI recommendations –
Baja DesignsShare of searches 5.6%Mentioned in 2 of 4 AI answersPlace in AI recommendations 3rd
Rhino-RackShare of searches 4.6%Mentioned in 1 of 4 AI answersPlace in AI recommendations 6th
Follow Rough Country and get free monthly updates on what changed
By continuing you'll get index updates and occasional product news from Brandwave. Unsubscribe any time. Privacy
Top 4x4 accessory brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and one Google AI Overview, Rough Country was mentioned in two out of four: in two of the three ChatGPT answers, but not in the Google AI Overview. Rough Country is the fifth most recommended of the nine.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
ARB1st
WARN2nd- Baja Designs3rd
Ironman 4x44th- Rough Country5th
- Rhino-Rack6th
- Thule–
- TJM–
Yakima–
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- WARN3 of 4Named in 3 of 3 ChatGPT answersNamed in 0 of 1 Google answers
- ARB3 of 4Named in 3 of 3 ChatGPT answersNamed in 0 of 1 Google answers
- Rough Country2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
- Baja Designs2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
- Ironman 4x42 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
- Rhino-Rack1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers
- Thule0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
- TJM0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
- Yakima0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
See every answer about 4x4 accessory brands
4 answers
Asked ChatGPT
“Which 4x4 accessory brand should I buy?”
Asked ChatGPT
“What are the best 4x4 accessory brands?”
Asked ChatGPT
“What's the best 4x4 accessory brand for a 4x4 vehicle?”
Searched Google, AI Overview
“off road accessories”
Google showed no AI Overview for this search.
Searched Google, AI Overview
“4wd accessories”
Brands are shown in the order each answer named them. The survey took place in the United States on October 20, 2026.
Which 4x4 accessory brands compete with Rough Country?
Share of searches by month for Rough Country, Thule, TJM, Baja Designs, Rhino-Rack, Ironman 4x4, WARN. The figures are in the table below the chart.
View monthly share of searches table
| Month | Rough Country | Thule | TJM | Baja Designs | Rhino-Rack | Ironman 4x4 | WARN | ARB | Yakima |
|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 40.7% | 33.3% | 8.2% | 5.5% | 4.5% | 3.7% | 3.8% | 0.32% | <0.01% |
| Nov 2025 | 36.3% | 36.3% | 7.3% | 7.3% | 4.9% | 4% | 3.6% | 0.35% | <0.01% |
| Dec 2025 | 37.6% | 37.6% | 6.2% | 6.2% | 5.1% | 3.4% | 3.8% | 0.25% | <0.01% |
| Jan 2026 | 34.6% | 42.3% | 5.7% | 5.7% | 4.7% | 3.1% | 3.7% | 0.27% | <0.01% |
| Feb 2026 | 41.5% | 33.9% | 6.8% | 5.6% | 4.6% | 3.7% | 3.6% | 0.33% | <0.01% |
| Mar 2026 | 37.6% | 37.6% | 7.6% | 5.1% | 4.1% | 3.4% | 4.3% | 0.3% | <0.01% |
| Apr 2026 | 38.4% | 38.4% | 6.3% | 5.2% | 4.2% | 3.5% | 3.9% | 0.25% | <0.01% |
| May 2026 | 35.5% | 43.4% | 5.8% | 4.8% | 3.9% | 3.2% | 3.2% | 0.28% | <0.01% |
| Jun 2026 | 34% | 41.6% | 6.8% | 5.6% | 4.6% | 3.7% | 3.4% | 0.27% | <0.01% |
| Jul 2026 | 31.4% | 46.9% | 5.2% | 5.2% | 4.2% | 3.5% | 3.4% | 0.25% | <0.01% |
| Aug 2026 | 38.4% | 38.4% | 6.3% | 5.2% | 4.2% | 3.5% | 3.9% | 0.25% | <0.01% |
| Sep 2026 | 41.4% | 33.9% | 6.8% | 5.6% | 4.6% | 3.7% | 3.7% | 0.27% | <0.01% |
| Rank | Brand | Share of searches | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 41.4% | 368K | 0% | +3.1 points | |
| 2, held 2nd | 33.9% | 301K | -18.2% | -4.5 points | |
| 3, held 3rd | 6.8% | 60.5K | 0% | +0.5 points | |
| 4, held 4th | 5.6% | 49.5K | 0% | +0.4 points | |
| 5, held 5th | 4.6% | 40.5K | 0% | +0.3 points | |
| 6, moved from 7th to 6th | 3.7% | 33.1K | 0% | +0.3 pointsmoved from 7th to 6th | |
| 7, moved from 6th to 7th | 3.7% | 32.9K | -11.1% | -0.2 pointsmoved from 6th to 7th | |
| 8, held 8th | 0.27% | 2.4K | 0% | 0 points | |
| 9, held 9th | <0.01% | 30 | 0% | 0 points |
41.4%
Held 1st. 368K estimated branded searches, 0% vs prior month. Share +3.1 points.
2.
Thule33.9%
Held 2nd. 301K estimated branded searches, -18.2% vs prior month. Share -4.5 points.
3.
TJM6.8%
Held 3rd. 60.5K estimated branded searches, 0% vs prior month. Share +0.5 points.
5.6%
Held 4th. 49.5K estimated branded searches, 0% vs prior month. Share +0.4 points.
4.6%
Held 5th. 40.5K estimated branded searches, 0% vs prior month. Share +0.3 points.
3.7%
Moved from 7th to 6th. 33.1K estimated branded searches, 0% vs prior month. Share +0.3 points.
7.
WARN3.7%
Moved from 6th to 7th. 32.9K estimated branded searches, -11.1% vs prior month. Share -0.2 points.
8.
ARB0.27%
Held 8th. 2.4K estimated branded searches, 0% vs prior month. Share 0 points.
9.
Yakima<0.01%
Held 9th. 30 estimated branded searches, 0% vs prior month. Share 0 points.
Compare popularity between Rough Country and its closest rivals
Every comparison with Rough Country
7 comparisons
How has branded search demand for Rough Country changed worldwide over the last 12 months?
3 findings
- Across the 12 months ending September 2026, estimated monthly branded searches for Rough Country worldwide held steady at 368K.
- Across the 12 months ending September 2026, Rough Country’s share of searches among 4x4 accessory brands worldwide increased from 40.7% to 41.4%.
- Across the 12 months ending September 2026, Rough Country’s share of searches among 4x4 accessory brands worldwide peaked at 41.5% in February 2026 and was lowest at 31.4% in July 2026.
How did search popularity change for 4x4 accessory brands worldwide in September 2026?
6 changes
In September 2026, Rough Country gained share of searches among 4x4 accessory brands worldwide, from 38.4% to 41.4%.
In September 2026, TJM gained share of searches among 4x4 accessory brands worldwide, from 6.3% to 6.8%.
In September 2026, Thule lost share of searches among 4x4 accessory brands worldwide, from 38.4% to 33.9%.
In September 2026, Ironman 4x4 rose from 7th to 6th among 4x4 accessory brands worldwide.
In September 2026, WARN fell from 6th to 7th among 4x4 accessory brands worldwide.
Estimated monthly branded searches for Yakima worldwide rose 50% over 12 measured months, from 20 to 30 in September 2026.
How are Rough Country’s branded searches counted?
1 search term
Brandwave collects information about searches that people make online using Rough Country’s name. When viewed over time, estimated search volumes for this branded term can be used to understand whether interest in the brand is growing, holding steady, or fading.
- rough country
Do you work for Rough Country? To request corrections or removal please contact us via our support page and we will be happy to assist.
Is Rough Country your brand?
Put your own campaigns, spend and outcomes next to this demand line, so you can see which of your marketing lined up with the movements above.