Brandwave

SportRack vs Thule:Which is more popular?

In September 2026, Thule had more branded searches than SportRack among roof box brands worldwide. Thule had about 301,000 branded searches, while SportRack had 4,540. Thule made up 86.4% of all roof box brand searches we track, and SportRack accounted for 1.3%. When we asked ChatGPT and Google AI Overviews about roof box brands, Thule appeared in all five answers and SportRack in two. Thule was mentioned before SportRack in every answer.

Among roof box brands worldwide in September 2026

Who do people search for more?

Thule, about 66 searches for every 1 for SportRack

Thule 301K searchesSportRack 4.5K searches

Who does AI mention more?

Thule, mentioned in every answer we collected

Thule in 5 of 5SportRack in 2 of 5

Who does AI recommend more?

Thule, named ahead of SportRack in every answer

Thule first in 5SportRack never first

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Top roof box brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Thule appeared in all five answers. SportRack was mentioned in two out of five: in two of the three ChatGPT answers, but not in either of the two Google AI Overviews. Thule was listed before SportRack in every answer.

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 SportRack or Thule more popular in search?

This chart shows how often people search Google for SportRack 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.

SportRack and Thule among roof box brands worldwide, by month

Share of searches by month for Thule, SportRack. 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 SportRack and Thule comparison changed over the last 12 months?

3 findings
  • Thule was ahead of SportRack in every measured month of the 12 months ending September 2026.
  • Across the 12 months ending September 2026, SportRack’s share of searches among roof box brands worldwide held steady at 1.3%, and its estimated monthly branded searches held steady at 4.5K.
  • 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?

1 change

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

How are branded searches counted?

3 search terms

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

SportRack

2 branded search terms

  • sportrack
  • sportrack roof box

Thule

1 branded search term

  • thule

How the Brand Demand Index is measured

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