How popular isGarmin?
In September 2026, people searched for Garmin by name about 45,900 times in New Zealand, a 9.6% increase from the previous year. These searches made up 89.1% of all New Zealand GPS navigator brand searches, placing Garmin first out of four brands. When we asked both ChatGPT and Google AI Overviews about GPS navigator brands, Garmin appeared in all answers and was the most recommended of the four.
Garmin is the most searched of 4 competitors and the most recommended in AI answers.
GarminShare of searches 89.1%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
UnidenShare of searches 4.1%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
NavmanShare of searches 3.6%Mentioned in 1 of 5 AI answersPlace in AI recommendations –
TomTomShare of searches 3.2%Mentioned in 4 of 5 AI answersPlace in AI recommendations 2nd
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Top GPS navigator brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Garmin appeared in all five answers. Garmin is the most recommended of the four.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
See every answer about GPS navigator brands
5 answers
Asked ChatGPT
“Which GPS navigator brand should I buy in New Zealand?”
Asked ChatGPT
“What are the best GPS navigator brands in New Zealand?”
Asked ChatGPT
“What's the best GPS navigator brand in New Zealand for car navigation?”
Searched Google, AI Overview
“car gps nz”
Searched Google, AI Overview
“sat nav nz”
Not named in any answer:
Brands are shown in the order each answer named them. The survey took place in New Zealand on October 21, 2026.
Which GPS navigator brands compete with Garmin?
Share of searches by month for Garmin, Uniden, Navman, TomTom. The figures are in the table below the chart.
View monthly share of searches table
| Month | Garmin | Uniden | Navman | TomTom |
|---|---|---|---|---|
| Oct 2025 | 86.7% | 4% | 4.4% | 4.9% |
| Nov 2025 | 89.5% | 3.4% | 3.7% | 3.4% |
| Dec 2025 | 87.8% | 4% | 4.4% | 3.8% |
| Jan 2026 | 87.2% | 4.7% | 4.2% | 3.9% |
| Feb 2026 | 89.2% | 4% | 3.5% | 3.3% |
| Mar 2026 | 88.6% | 4% | 3.5% | 3.9% |
| Apr 2026 | 89.4% | 3.3% | 3.5% | 3.8% |
| May 2026 | 88.5% | 4.1% | 3.5% | 3.9% |
| Jun 2026 | 87.9% | 4% | 4.2% | 3.8% |
| Jul 2026 | 49.1% | 2.7% | 2.3% | 45.8% |
| Aug 2026 | 88.3% | 4.1% | 3.7% | 3.9% |
| Sep 2026 | 89.1% | 4.1% | 3.6% | 3.2% |
| Rank | Brand | Share of searches | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 89.1% | 15.8K | 0% | +0.7 points | |
| 2, held 2nd | 4.1% | 730 | 0% | 0 points | |
| 3, moved from 4th to 3rd | 3.6% | 640 | -3% | -0.1 pointsmoved from 4th to 3rd | |
| 4, moved from 3rd to 4th | 3.2% | 570 | -18.6% | -0.7 pointsmoved from 3rd to 4th |
1.
Garmin89.1%
Held 1st. 15.8K estimated branded searches, 0% vs prior month. Share +0.7 points.
2.
Uniden4.1%
Held 2nd. 730 estimated branded searches, 0% vs prior month. Share 0 points.
3.
Navman3.6%
Moved from 4th to 3rd. 640 estimated branded searches, -3% vs prior month. Share -0.1 points.
4.
TomTom3.2%
Moved from 3rd to 4th. 570 estimated branded searches, -18.6% vs prior month. Share -0.7 points.
Compare popularity between Garmin and its closest rivals
Every comparison with Garmin
29 comparisons
- Apple Watch vs Garmin
- Fitbit vs Garmin
- Garmin vs Oura
- Apple AirTag vs Garmin
- Garmin vs WHOOP
- COROS vs Garmin
- Garmin vs Huawei
- Garmin vs Samsung Galaxy Watch
- Garmin vs Tractive
- Garmin vs Wahoo
- Garmin vs Uniden
- Garmin vs Navman
- Garmin vs TomTom
- Garmin vs Lowrance
- Garmin vs Simrad
- Garmin vs Hammerhead
- Eufy vs Garmin
- Garmin vs Samsung
- Garmin vs Withings
- Garmin vs Polar
- Amazfit vs Garmin
- Garmin vs Xiaomi
- Garmin vs Renpho
- Furuno vs Garmin
- Garmin vs Humminbird
- Garmin vs Lezyne
- Garmin vs Suunto
- Garmin vs Scubapro
- Cressi vs Garmin
How has branded search demand for Garmin changed in New Zealand over the last 12 months?
3 findings
- Across the 12 months ending September 2026, estimated monthly branded searches for Garmin in New Zealand rose from 41.9K to 45.9K.
- Across the 12 months ending September 2026, Garmin’s share of searches among GPS navigator brands in New Zealand increased from 86.7% to 89.1%.
- Across the 12 months ending September 2026, Garmin’s share of searches among GPS navigator brands in New Zealand peaked at 89.5% in November 2025 and was lowest at 49.1% in July 2026.
How did search popularity change for New Zealand GPS navigator brands in September 2026?
3 changes
In September 2026, Garmin gained share of searches among GPS navigator brands in New Zealand, from 88.3% to 89.1%.
In September 2026, TomTom lost share of searches among GPS navigator brands in New Zealand, from 3.9% to 3.2%.
In September 2026, Navman rose from 4th to 3rd among GPS navigator brands in New Zealand.
How are Garmin’s branded searches counted?
19 search terms
Brandwave collects information about searches that people make online using Garmin’s name. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brand is growing, holding steady, or fading.
- garmin
- garmin alpha
- garmin connect
- garmin descent
- garmin dog collar
- garmin dog tracker
- garmin fenix
- garmin fitness tracker
- garmin forerunner
- garmin hr monitor
- garmin index scale
- garmin inreach
- garmin instinct
- garmin scale
- garmin smartwatch
- garmin venu
- garmin vivoactive
- garmin vivosmart
- garmin watch
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Where does Garmin compete?
| Competitor set | Rank | Share of searches | Ranking |
|---|---|---|---|
| Smartwatch and fitness tracker brands | 2nd of 9 | 32.2% | Show ranking |
| Sleep tracker brands | 1st of 4 | 41.6% | Show ranking |
| Heart monitor brands | 1st of 3 | 53.5% | Show ranking |
| Fitness tracker brands | 6th of 7 | 0.91% | Show ranking |
| Pet GPS tracker brands | 1st of 5 | 61.1% | Show ranking |
| Smart scale brands | 4th of 7 | 1.7% | Show ranking |
| GPS navigator brands | 1st of 4 | 89.1% | Shown above |
| GPS cycling computer brands | 1st of 5 | 91.5% | Show ranking |
| Depth finder brands | 1st of 5 | 92% | Show ranking |
| Dive computer brands | 2nd of 6 | 9% | Show ranking |
Is Garmin your brand?
Put your own campaigns, spend and outcomes next to this demand line, so you can see which of your marketing lined up with the movements above.