Baja Designs vs Thule:Which is more popular?
In September 2026, Thule had more branded searches than Baja Designs among 4x4 accessory brands worldwide. Thule had about 301,000 branded searches, while Baja Designs had 49,500. Thule made up 33.9% of all 4x4 accessory brand searches we track, and Baja Designs accounted for 5.6%. When we asked ChatGPT and Google AI Overviews about 4x4 accessory brands, Baja Designs appeared in two of the four answers and Thule in none.
Who do people search for more?
Thule, about 6 searches for every 1 for Baja Designs
Who does AI mention more?
Baja Designs, mentioned in 2 of 4 answers, Thule in 0
Who does AI recommend more?
Baja Designs, the only one of the two named
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Top 4x4 accessory brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and one Google AI Overview, Baja Designs was mentioned in two out of four: in two of the three ChatGPT answers, but not in the Google AI Overview. Thule did not appear in any of the four answers.
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.
Is Baja Designs or Thule more popular in search?
This chart shows how often people search Google for Baja Designs and Thule by name. Each line represents a brand's share of searches for all nine 4x4 accessory brands we track, month by month, from English-language searches worldwide.
Share of searches by month for Thule, Baja Designs. 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% |
How has the Baja Designs and Thule comparison changed over the last 12 months?
3 findings
- Thule was ahead of Baja Designs in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Baja Designs’ share of searches among 4x4 accessory brands worldwide moved from 5.5% to 5.6%, and its estimated monthly branded searches held steady at 49.5K.
- Across the 12 months ending September 2026, Thule’s share of searches among 4x4 accessory brands worldwide moved from 33.3% to 33.9%, and its estimated monthly branded searches held steady at 301K.
How did search popularity change for 4x4 accessory brands worldwide in September 2026?
1 change
In September 2026, Thule lost share of searches among 4x4 accessory brands worldwide, from 38.4% to 33.9%.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Baja Designs’ and Thule’s names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading.
Baja Designs
1 branded search term
- baja designs
Thule
1 branded search term
- thule
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