How popular isTuro?
In September 2026, people searched for Turo by name about 1 million times worldwide, about the same as the previous year. These searches made up 8.1% of all global rental car company searches, placing Turo eighth out of nine companies. When we asked both ChatGPT and Google AI Overviews about rental car companies, Turo did not appear in any of the answers.
Turo is the eighth most searched of 9 competitors and not listed in any AI answer.
HertzShare of searches 18.2%Mentioned in 3 of 5 AI answersPlace in AI recommendations 4th
AvisShare of searches 14.9%Mentioned in 3 of 5 AI answersPlace in AI recommendations 5th
SixtShare of searches 14.9%Mentioned in 1 of 5 AI answersPlace in AI recommendations 6th
BudgetShare of searches 12.2%Mentioned in 5 of 5 AI answersPlace in AI recommendations 2nd
TuroShare of searches 8.1%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
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Top rental car companies in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Turo did not appear in any of the five answers.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Enterprise Rent-A-Car1st- Budget2nd
National Car Rental3rd- Hertz4th
- Avis5th
- Sixt6th
Europcar–- Turo–
Thrifty–
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- Budget5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Enterprise Rent-A-Car4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- National Car Rental4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Hertz3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Avis3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Sixt1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Europcar0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Turo0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Thrifty0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about rental car companies
5 answers
Asked ChatGPT
“Which rental car company should I book?”
Asked ChatGPT
“What are the best rental car companies?”
Asked ChatGPT
“What's the best rental car company for airport trip?”
Searched Google, AI Overview
“rental car companies”
Searched Google, AI Overview
“best car rental”
Brands are shown in the order each answer named them. The survey took place in the United States on October 19, 2026.
Which rental car companies compete with Turo?
Share of searches by month for Hertz, Avis, Sixt, Budget, Europcar, Enterprise Rent-A-Car, National Car Rental, Turo. The figures are in the table below the chart.
View monthly share of searches table
| Month | Hertz | Avis | Sixt | Budget | Europcar | Enterprise Rent-A-Car | National Car Rental | Turo | Thrifty |
|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 20.6% | 16.9% | 11.3% | 13.8% | 11.3% | 9.2% | 7.5% | 7.5% | 1.9% |
| Nov 2025 | 23.1% | 15.4% | 12.7% | 12.7% | 10.3% | 10.3% | 6.9% | 6.9% | 1.7% |
| Dec 2025 | 22.6% | 15.1% | 12.4% | 12.4% | 10.1% | 12.4% | 6.8% | 6.8% | 1.7% |
| Jan 2026 | 21.8% | 17.9% | 12% | 12% | 12% | 8% | 6.6% | 8% | 2% |
| Feb 2026 | 22.8% | 15.2% | 12.5% | 12.5% | 10.1% | 8.3% | 8.3% | 8.3% | 2% |
| Mar 2026 | 22.3% | 18.3% | 12.2% | 12.2% | 10% | 8.1% | 6.7% | 8.1% | 2% |
| Apr 2026 | 19.7% | 16.1% | 13.2% | 13.2% | 10.8% | 8.8% | 7.2% | 8.8% | 2.2% |
| May 2026 | 19.5% | 15.9% | 13% | 13% | 10.7% | 8.7% | 8.7% | 8.7% | 1.8% |
| Jun 2026 | 19.1% | 15.6% | 12.7% | 12.7% | 12.7% | 8.5% | 8.5% | 8.5% | 1.7% |
| Jul 2026 | 18.5% | 15.1% | 15.1% | 12.3% | 12.3% | 10.1% | 6.7% | 8.2% | 1.7% |
| Aug 2026 | 19% | 15.5% | 12.7% | 12.7% | 12.7% | 10.4% | 6.9% | 8.5% | 1.7% |
| Sep 2026 | 18.2% | 14.9% | 14.9% | 12.2% | 12.2% | 9.9% | 8.1% | 8.1% | 1.6% |
| Rank | Brand | Share of searches | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 18.2% | 2.2M | -18.2% | -0.8 points | |
| 2, held 2nd | 14.9% | 1.8M | -18.3% | -0.7 points | |
| 3, moved from 5th to 3rd | 14.9% | 1.8M | 0% | +2.2 pointsmoved from 5th to 3rd | |
| 4, moved from 3rd to 4th | 12.2% | 1.5M | -18% | -0.5 pointsmoved from 3rd to 4th | |
| 5, moved from 4th to 5th | 12.2% | 1.5M | -18% | -0.5 pointsmoved from 4th to 5th | |
| 6, held 6th | 9.9% | 1.2M | -18.7% | -0.5 points | |
| 7, moved from 8th to 7th | 8.1% | 1M | 0% | +1.2 pointsmoved from 8th to 7th | |
| 8, moved from 7th to 8th | 8.1% | 1M | -18% | -0.3 pointsmoved from 7th to 8th | |
| 9, held 9th | 1.6% | 201K | -18.3% | -0.1 points |
1.
Hertz18.2%
Held 1st. 2.2M estimated branded searches, -18.2% vs prior month. Share -0.8 points.
2.
Avis14.9%
Held 2nd. 1.8M estimated branded searches, -18.3% vs prior month. Share -0.7 points.
3.
Sixt14.9%
Moved from 5th to 3rd. 1.8M estimated branded searches, 0% vs prior month. Share +2.2 points.
4.
Budget12.2%
Moved from 3rd to 4th. 1.5M estimated branded searches, -18% vs prior month. Share -0.5 points.
5.
Europcar12.2%
Moved from 4th to 5th. 1.5M estimated branded searches, -18% vs prior month. Share -0.5 points.
9.9%
Held 6th. 1.2M estimated branded searches, -18.7% vs prior month. Share -0.5 points.
8.1%
Moved from 8th to 7th. 1M estimated branded searches, 0% vs prior month. Share +1.2 points.
8.
Turo8.1%
Moved from 7th to 8th. 1M estimated branded searches, -18% vs prior month. Share -0.3 points.
9.
Thrifty1.6%
Held 9th. 201K estimated branded searches, -18.3% vs prior month. Share -0.1 points.
Compare popularity between Turo and its closest rivals
Every comparison with Turo
11 comparisons
How has branded search demand for Turo changed worldwide over the last 12 months?
3 findings
- Across the 12 months ending September 2026, estimated monthly branded searches for Turo worldwide held steady at 1M.
- Across the 12 months ending September 2026, Turo’s share of searches among rental car companies worldwide increased from 7.5% to 8.1%.
- Across the 12 months ending September 2026, Turo’s share of searches among rental car companies worldwide peaked at 8.8% in April 2026 and was lowest at 6.8% in December 2025.
How did search popularity change for rental car companies worldwide in September 2026?
6 changes
In September 2026, Sixt overtook Budget and Europcar to rank 3rd among rental car companies worldwide, with 14.9% of the searches.
In September 2026, National Car Rental overtook Turo to rank 7th among rental car companies worldwide, with 8.1% of the searches.
In September 2026, Hertz lost share of searches among rental car companies worldwide, from 19% to 18.2%.
In September 2026, Avis lost share of searches among rental car companies worldwide, from 15.5% to 14.9%.
In September 2026, Budget lost share of searches among rental car companies worldwide, from 12.7% to 12.2%.
In September 2026, Europcar lost share of searches among rental car companies worldwide, from 12.7% to 12.2%.
How are Turo’s branded searches counted?
1 search term
Brandwave collects information about searches that people make online using Turo’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.
- turo
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Where does Turo compete?
| Competitor set | Rank | Share of searches | Ranking |
|---|---|---|---|
| Rental car companies | 8th of 9 | 8.1% | Shown above |
| Car sharing brands | 3rd of 6 | 22.3% | Show ranking |
Is Turo 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.