Brandwave

How popular isStihl?

In September 2026, people searched for Stihl by name about 14,300 times in New Zealand, an 11.7% decrease from the previous year. These searches made up 25.6% of all New Zealand earth auger brand searches, placing Stihl third out of eight brands. When we asked both ChatGPT and Google AI Overviews about earth auger brands, Stihl appeared in all answers and was the joint most recommended of the eight.

Search and AI answers in September 2026

Stihl is the third most searched of 8 competitors and the joint most recommended in AI answers.

  1. MakitaShare of searches 29.2%Mentioned in 1 of 4 AI answersPlace in AI recommendations 5th
  2. HusqvarnaShare of searches 26.5%Mentioned in 0 of 4 AI answersPlace in AI recommendations –
  3. StihlShare of searches 25.6%Mentioned in 4 of 4 AI answersPlace in AI recommendations 1st
  4. DeWaltShare of searches 18%Mentioned in 0 of 4 AI answersPlace in AI recommendations –
  5. ECHOShare of searches 0.51%Mentioned in 1 of 4 AI answersPlace in AI recommendations 4th

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Top earth auger brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and one Google AI Overview, Stihl appeared in all four answers. Stihl is the joint most recommended of the eight.

Most recommended by AI

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

  1. Stihl1st
  2. Honda1st
  3. Hyundai3rd
  4. ECHO4th
  5. Makita5th
  6. Husqvarna–
  7. DeWalt–
  8. Greenworks–

Mentioned by AI

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

  • Stihl4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Honda4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Hyundai2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Makita1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • ECHO1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Husqvarna0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • DeWalt0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Greenworks0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers

See every answer about earth auger brands

4 answers

  • Asked ChatGPT

    “Which earth auger brand should I buy in New Zealand?”

    1. 1Honda
    2. 2Stihl
    3. 3Hyundai
    4. 4Makita

  • Asked ChatGPT

    “What are the best earth auger brands in New Zealand?”

    1. 1Stihl
    2. 2Honda
    3. 3ECHO
    4. 4Hyundai

  • Asked ChatGPT

    “What's the best earth auger brand in New Zealand for digging fence holes?”

    1. 1Honda
    2. 2Stihl

  • Searched Google, AI Overview

    “earth auger nz”

    1. 1Stihl
    2. 2Honda

  • Searched Google, AI Overview

    “post hole auger”

    Google showed no AI Overview for this search.

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 earth auger brands compete with Stihl?

Stihl against earth auger brands in New Zealand, by month

Share of searches by month for Makita, Husqvarna, Stihl, DeWalt. The figures are in the table below the chart.

View monthly share of searches table
MonthMakitaHusqvarnaStihlDeWaltECHOHondaHyundaiGreenworks
Oct 202523.3%36.6%24.6%14.8%0.42%0.21%0.04%0.04%
Nov 202520.9%32.8%26.6%19%0.44%0.16%0.03%0%
Dec 202523.5%30.7%29.7%15.4%0.5%0.14%0.04%0.04%
Jan 202623.5%30.8%30%14.9%0.46%0.18%0.04%0.04%
Feb 202623.3%30.9%29.9%15.2%0.39%0.18%0.04%0.04%
Mar 202624.6%32%26%16.7%0.45%0.22%0.04%0%
Apr 202624.8%32.1%26.7%15.8%0.38%0.19%0.04%0%
May 202623.5%29.9%30.5%15.4%0.5%0.21%0.04%0%
Jun 202625.2%26.8%27%20.1%0.46%0.34%0.04%0%
Jul 202626.4%27.3%28.3%17.3%0.4%0.24%0.04%0%
Aug 202625.6%26.5%27.8%19.3%0.46%0.31%0.04%0%
Sep 202629.2%26.5%25.6%18%0.51%0.22%0.04%0%

  1. 1.Makita

    29.2%

    Moved from 3rd to 1st. 8.1K estimated branded searches, +22.7% vs prior month. Share +3.7 points.

  2. 2.Husqvarna

    26.5%

    Held 2nd. 7.3K estimated branded searches, +7.2% vs prior month. Share 0 points.

  3. 3.Stihl

    25.6%

    Moved from 1st to 3rd. 7.1K estimated branded searches, -1.5% vs prior month. Share -2.3 points.

  4. 4.DeWalt

    18%

    Held 4th. 5K estimated branded searches, 0% vs prior month. Share -1.3 points.

  5. 5.ECHO

    0.51%

    Held 5th. 140 estimated branded searches, +16.7% vs prior month. Share 0 points.

  6. 6.Honda

    0.22%

    Held 6th. 60 estimated branded searches, -25% vs prior month. Share -0.1 points.

  7. 7.Hyundai

    0.04%

    Held 7th. 10 estimated branded searches, 0% vs prior month. Share 0 points.

  8. 8.Greenworks

    0%

    Held 8th. 0 estimated branded searches, — vs prior month. Share 0 points.

Compare popularity between Stihl and its closest rivals

Every comparison with Stihl

34 comparisons

How has branded search demand for Stihl changed in New Zealand over the last 12 months?

4 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Stihl in New Zealand fell from 16.2K to 14.3K.
  • Across the 12 months ending September 2026, Stihl’s share of searches among earth auger brands in New Zealand increased from 24.6% to 25.6%.
  • Across the 12 months ending September 2026, Stihl’s share of searches among earth auger brands in New Zealand peaked at 30.5% in May 2026 and was lowest at 24.6% in October 2025.
  • Across the 12 months ending September 2026, Stihl fell from 2nd to 3rd among earth auger brands in New Zealand.

How did search popularity change for New Zealand earth auger brands in September 2026?

6 changes

  1. In September 2026, Makita overtook Stihl and Husqvarna to become the leader among earth auger brands in New Zealand, with 29.2% of the searches.

  2. In September 2026, Stihl lost share of searches among earth auger brands in New Zealand, from 27.8% to 25.6%.

  3. In September 2026, DeWalt lost share of searches among earth auger brands in New Zealand, from 19.3% to 18%.

  4. Estimated monthly branded searches for ECHO in New Zealand rose 16.7% over 12 measured months, from 120 to 140 in September 2026.

  5. Estimated monthly branded searches for Greenworks in New Zealand fell 100% over 12 measured months, from 10 to 0 in September 2026.

  6. Estimated monthly branded searches for Husqvarna in New Zealand fell 29.5% over 12 measured months, from 10.4K to 7.3K in September 2026.

How are Stihl’s branded searches counted?

15 search terms

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

  • 500i stihl
  • stihl
  • stihl air blower
  • stihl blower
  • stihl brush cutter
  • stihl chainsaw
  • stihl concrete saw
  • stihl edger
  • stihl hedge trimmer
  • stihl lawn edger
  • stihl lawn mower
  • stihl line trimmer
  • stihl mower
  • stihl pole saw
  • stihl weed eater

Do you work for Stihl? To request corrections or removal please contact us via our support page and we will be happy to assist.

How the Brand Demand Index is measured

Where does Stihl compete?

Stihl is ranked in 29 competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of searchesRanking
Chainsaw and outdoor power brands4th of 810.4%Show ranking
Cordless chainsaw brands2nd of 621.1%Show ranking
Leaf blower brands3rd of 718.6%Show ranking
Lawn mower brands2nd of 1024.4%Show ranking
Stone saw brands2nd of 626%Show ranking
Cut off saw brands4th of 718%Show ranking
Garden tool brands4th of 1319.8%Show ranking
Air blower brands3rd of 620.3%Show ranking
Edger brands4th of 720.3%Show ranking
Cordless blower brands1st of 431.6%Show ranking
Grass trimmer brands1st of 827.9%Show ranking
Pruning saw brands2nd of 832.8%Show ranking
Hedge cutter brands1st of 433%Show ranking
Pressure washer brands1st of 729.8%Show ranking
Earth auger brands3rd of 825.6%Shown above
Power washer brands2nd of 826.1%Show ranking
Backpack sprayer brands2nd of 735.7%Show ranking
Lawn edger brands4th of 80.85%Show ranking
Post hole digger brands1st of 353%Show ranking
Leaf vacuum brands1st of 455.4%Show ranking
Backpack blower brands1st of 355.7%Show ranking
Robotic lawn mower brands2nd of 643.9%Show ranking
Brush cutter brands2nd of 546.2%Show ranking
Asphalt cutter brands2nd of 449.1%Show ranking
Brush blade brands2nd of 349.5%Show ranking
Power broom brands2nd of 348.9%Show ranking
Weed sprayer brands1st of 361.2%Show ranking
Hedge shears brands1st of 485.6%Show ranking
Tree loppers brands1st of 383.9%Show ranking
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