Brandwave

Budget vs Turo:Which is more popular?

In September 2026, Budget had more branded searches than Turo among rental car companies worldwide. Budget had about 1.5 million branded searches, while Turo had 1 million. Budget made up 12.2% of all rental car company searches we track, and Turo accounted for 8.1%. When we asked ChatGPT and Google AI Overviews about rental car companies, Budget appeared in all five answers and Turo in none.

Among rental car companies worldwide in September 2026

Who do people search for more?

Budget, about 50% more searches than Turo

Budget 1.5M searchesTuro 1M searches

Who does AI mention more?

Budget, mentioned in every answer we collected

Budget in 5 of 5Turo in 0 of 5

Who does AI recommend more?

Budget, the only one of the two named

Budget first in 5Turo never named

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Top rental car companies in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Budget appeared in all five answers. 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.

  1. Enterprise Rent-A-Car1st
  2. Budget2nd
  3. National Car Rental3rd
  4. Hertz4th
  5. Avis5th
  6. Sixt6th
  7. Europcar–
  8. Turo–
  9. 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

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in the United States on October 19, 2026.

Is Budget or Turo more popular in search?

This chart shows how often people search Google for Budget and Turo by name. Each line represents a brand's share of searches for all nine rental car companies we track, month by month, from English-language searches worldwide.

Budget and Turo among rental car companies worldwide, by month

Share of searches by month for Budget, Turo. The figures are in the table below the chart.

View monthly share of searches table
MonthHertzAvisSixtBudgetEuropcarEnterprise Rent-A-CarNational Car RentalTuroThrifty
Oct 202520.6%16.9%11.3%13.8%11.3%9.2%7.5%7.5%1.9%
Nov 202523.1%15.4%12.7%12.7%10.3%10.3%6.9%6.9%1.7%
Dec 202522.6%15.1%12.4%12.4%10.1%12.4%6.8%6.8%1.7%
Jan 202621.8%17.9%12%12%12%8%6.6%8%2%
Feb 202622.8%15.2%12.5%12.5%10.1%8.3%8.3%8.3%2%
Mar 202622.3%18.3%12.2%12.2%10%8.1%6.7%8.1%2%
Apr 202619.7%16.1%13.2%13.2%10.8%8.8%7.2%8.8%2.2%
May 202619.5%15.9%13%13%10.7%8.7%8.7%8.7%1.8%
Jun 202619.1%15.6%12.7%12.7%12.7%8.5%8.5%8.5%1.7%
Jul 202618.5%15.1%15.1%12.3%12.3%10.1%6.7%8.2%1.7%
Aug 202619%15.5%12.7%12.7%12.7%10.4%6.9%8.5%1.7%
Sep 202618.2%14.9%14.9%12.2%12.2%9.9%8.1%8.1%1.6%

How has the Budget and Turo comparison changed over the last 12 months?

3 findings
  • Budget was ahead of Turo in every measured month of the 12 months ending September 2026.
  • Across the 12 months ending September 2026, Budget’s share of searches among rental car companies worldwide moved from 13.8% to 12.2%, and its estimated monthly branded searches moved from 1.8M to 1.5M.
  • Across the 12 months ending September 2026, Turo’s share of searches among rental car companies worldwide moved from 7.5% to 8.1%, and its estimated monthly branded searches held steady at 1M.

How did search popularity change for rental car companies worldwide in September 2026?

3 changes

  1. In September 2026, Sixt overtook Budget and Europcar to rank 3rd among rental car companies worldwide, with 14.9% of the searches.

  2. In September 2026, National Car Rental overtook Turo to rank 7th among rental car companies worldwide, with 8.1% of the searches.

  3. In September 2026, Budget lost share of searches among rental car companies worldwide, from 12.7% to 12.2%.

How are branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using Budget’s and Turo’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.

Budget

1 branded search term

  • budget car rental

Turo

1 branded search term

  • turo

How the Brand Demand Index is measured

Other head-to-heads among rental car companies

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