Rough Country vs Thule:Which is searched more?
In September 2026, Rough Country had more branded searches than Thule among 4x4 accessory brands worldwide. Rough Country had about 368,000 branded searches, while Thule had 301,000. Rough Country made up 41.4% of all 4x4 accessory brand searches we track, and Thule accounted for 33.9%. These are worldwide searches for English-language branded terms.
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Is Rough Country or Thule more popular in search?
Compare the 4x4 accessory brands people choose between. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time.
Share of searches by month for Rough Country, Thule. 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 Rough Country and Thule comparison changed over the last 12 months?
3 findings
- The lead changed hands 4 times in the 12 months ending September 2026: Thule took it in January 2026, Rough Country took it in February 2026, Thule took it in May 2026, Rough Country took it in September 2026.
- Across the 12 months ending September 2026, Rough Country’s share of searches among 4x4 accessory brands worldwide moved from 40.7% to 41.4%, and its estimated monthly branded searches held steady at 368K.
- 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?
2 changes
In September 2026, Rough Country gained share of searches among 4x4 accessory brands worldwide, from 38.4% to 41.4%.
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 Rough Country’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.
Rough Country
1 branded search term
- rough country
Thule
1 branded search term
- thule
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