Brandwave

INNO vs Thule:Which is more popular?

In September 2026, Thule had more branded searches than INNO among roof box brands worldwide. Thule had about 301,000 branded searches, while INNO had 1,360. Thule made up 86.4% of all roof box brand searches we track, and INNO accounted for 0.39%. When we asked ChatGPT and Google AI Overviews about roof box brands, both INNO and Thule appeared in all five answers. Thule was mentioned before INNO in three out of five answers.

Among roof box brands worldwide in September 2026

Who do people search for more?

Thule, about 221 searches for every 1 for INNO

Thule 301K searchesINNO 1.4K searches

Who does AI mention more?

Both are mentioned in every answer we collected.

INNO in 5 of 5Thule in 5 of 5

Who does AI recommend more?

Thule, named ahead of INNO in 3 of 5 answers

Thule first in 3INNO first in 2

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Top roof box brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, both INNO and Thule showed up in all five answers. Thule was listed before INNO in three of them.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. Thule1st
  2. Yakima2nd
  3. INNO3rd
  4. SportRack4th
  5. Rhino-Rack5th
  6. Hapro–
  7. Kamei–
  8. Atera–

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • Thule5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • INNO5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Yakima5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • SportRack2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Rhino-Rack1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Hapro0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Kamei0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Atera0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about roof box brands

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 21, 2026.

Is INNO or Thule more popular in search?

This chart shows how often people search Google for INNO and Thule by name. Each line represents a brand's share of searches for all eight roof box brands we track, month by month, from English-language searches worldwide.

INNO and Thule among roof box brands worldwide, by month

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

View monthly share of searches table
MonthThuleRhino-RackSportRackINNOHaproKameiAteraYakima
Oct 202586.4%11.6%1.3%0.46%0.14%0.11%0.03%<0.01%
Nov 202586.9%11.7%0.88%0.35%0.09%0.09%0.02%<0.01%
Dec 202586.8%11.7%0.87%0.38%0.11%0.09%0.02%<0.01%
Jan 202688.8%9.8%0.89%0.31%0.12%0.09%0.02%<0.01%
Feb 202686.6%11.6%1.1%0.42%0.14%0.14%0.03%<0.01%
Mar 202688.3%9.7%1.3%0.35%0.14%0.17%0.03%<0.01%
Apr 202688.2%9.7%1.3%0.35%0.14%0.17%0.03%<0.01%
May 202690.1%8.1%1.1%0.29%0.14%0.14%0.03%<0.01%
Jun 202686.8%9.6%2.9%0.37%0.17%0.17%0.03%<0.01%
Jul 202688.8%8%2.4%0.34%0.2%0.2%0.03%<0.01%
Aug 202688.3%9.7%1.1%0.38%0.24%0.21%0.04%<0.01%
Sep 202686.4%11.6%1.3%0.39%0.14%0.11%0.03%<0.01%

How has the INNO and Thule comparison changed over the last 12 months?

3 findings
  • Thule was ahead of INNO in every measured month of the 12 months ending September 2026.
  • Across the 12 months ending September 2026, INNO’s share of searches among roof box brands worldwide moved from 0.46% to 0.39%, and its estimated monthly branded searches moved from 1.6K to 1.4K.
  • Across the 12 months ending September 2026, Thule’s share of searches among roof box brands worldwide held steady at 86.4%, and its estimated monthly branded searches held steady at 301K.

How did search popularity change for roof box brands worldwide in September 2026?

2 changes

  1. In September 2026, Thule lost share of searches among roof box brands worldwide, from 88.3% to 86.4%.

  2. Estimated monthly branded searches for INNO worldwide fell 15% over 12 measured months, from 1.6K to 1.4K in September 2026.

How are branded searches counted?

3 search terms

Brandwave collects information about searches that people make online using INNO’s 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.

INNO

2 branded search terms

  • inno rack
  • inno roof box

Thule

1 branded search term

  • thule

How the Brand Demand Index is measured

Other head-to-heads among roof box brands

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