Brandwave

How popular isThule in search?

In August 2026, there were an estimated 5.7K branded searches for Thule in New Zealand which is down 6% over the last 11 months. Thule holds 42.6% estimated Share of Search among New Zealand 4x4 accessory brands and is ranked 1st of 6 competitors for search popularity.

Share of Search, August 2026
  1. Thule42.6%
  2. Yakima14.6%
  3. Rhino-Rack14.3%
  4. Ironman 4x413.8%
  5. ARB13.8%
  6. TJM0.9%
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Which 4x4 accessory brands compete with Thule?

Thule against 4x4 accessory brands in New Zealand, by month

Share of Search by month for Thule, Yakima, Rhino-Rack, Ironman 4x4, ARB. The figures are in the table below the chart.

View monthly share of search table
MonthThuleYakimaRhino-RackIronman 4x4ARBTJM
Oct 202541.2%14.1%17.4%12.6%13.6%1.2%
Nov 202543.3%16.1%18.9%10.9%10%0.8%
Dec 202542.1%17.4%20.4%10.3%9.2%0.64%
Jan 202643.7%16%17.7%10.4%11.1%0.98%
Feb 202641.1%15.1%17.2%13.6%12%0.87%
Mar 202647%13.6%16.4%10.6%11.6%0.88%
Apr 202643.5%15.7%15.4%11.7%12.6%1%
May 202644%15.1%14.9%11.5%13.3%1.1%
Jun 202642.3%14%14.7%14%13.7%1.3%
Jul 202642.7%15.8%14.9%12.2%13.5%0.92%
Aug 202642.6%14.6%14.3%13.8%13.8%0.9%
Sep 2026——————

  1. 1.Thule

    42.6%

    held 1st · 5.7K estimated branded searches · +2% vs prior month · -0.1 points

  2. 2.Yakima

    14.6%

    held 2nd · 1.9K estimated branded searches · -5.3% vs prior month · -1.2 points

  3. 3.Rhino-Rack

    14.3%

    held 3rd · 1.9K estimated branded searches · -2.1% vs prior month · -0.6 points

  4. 4.Ironman 4x4

    13.8%

    moved from 5th to 4th · 1.9K estimated branded searches · +15.6% vs prior month · +1.6 points

  5. 5.ARB

    13.8%

    moved from 4th to 5th · 1.8K estimated branded searches · +4.5% vs prior month · +0.3 points

  6. 6.TJM

    0.9%

    held 6th · 120 estimated branded searches · 0% vs prior month · 0 points

Compare search popularity between Thule and its closest rivals

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

  • Across the 11 months ending August 2026, estimated monthly branded searches for Thule in New Zealand fell from 6K to 5.7K.
  • Across the 11 months ending August 2026, Thule’s estimated Share of Search among 4x4 accessory brands in New Zealand increased from 41.2% to 42.6%.
  • Across the 11 months ending August 2026, Thule’s estimated Share of Search among 4x4 accessory brands in New Zealand peaked at 47% in March 2026 and was lowest at 41.1% in February 2026.

How did search popularity change for New Zealand 4x4 accessory brands in August 2026?

  1. In August 2026, Ironman 4x4 overtook ARB to rank 4th among 4x4 accessory brands in New Zealand, at 13.8%.

  2. In August 2026, Yakima lost estimated Share of Search among 4x4 accessory brands in New Zealand, from 15.8% to 14.6%.

  3. In August 2026, Rhino-Rack lost estimated Share of Search among 4x4 accessory brands in New Zealand, from 14.9% to 14.3%.

  4. Estimated monthly branded searches for TJM in New Zealand fell 29.4% over 11 measured months, from 170 to 120 in August 2026.

Which roof rack and bike rack brands compete with Thule?

Thule against roof rack and bike rack brands in New Zealand, by month

Share of Search by month for Thule, Yakima, Rhino-Rack, Prorack. The figures are in the table below the chart.

View monthly share of search table
MonthThuleYakimaRhino-RackProrack
Oct 202546.4%15.9%19.6%18.2%
Nov 202545.1%16.8%19.7%18.4%
Dec 202543.2%17.9%20.9%18.1%
Jan 202647.3%17.3%19.2%16.3%
Feb 202646.6%17.1%19.5%16.8%
Mar 202652.2%15.1%18.2%14.5%
Apr 202649.3%17.8%17.5%15.4%
May 202651%17.5%17.3%14.2%
Jun 202651.3%17%17.8%13.9%
Jul 202649.4%18.2%17.3%15.1%
Aug 202649.9%17.1%16.7%16.3%
Sep 2026————

  1. 1.Thule

    49.9%

    held 1st · 5.7K estimated branded searches · +2% vs prior month · +0.5 points

  2. 2.Yakima

    17.1%

    held 2nd · 1.9K estimated branded searches · -5.3% vs prior month · -1.1 points

  3. 3.Rhino-Rack

    16.7%

    held 3rd · 1.9K estimated branded searches · -2.1% vs prior month · -0.5 points

  4. 4.Prorack

    16.3%

    held 4th · 1.9K estimated branded searches · +8.8% vs prior month · +1.2 points

Compare search popularity between Thule and its closest rivals

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

  • Across the 11 months ending August 2026, Thule’s estimated Share of Search among roof rack and bike rack brands in New Zealand increased from 46.4% to 49.9%.
  • Across the 11 months ending August 2026, Thule’s estimated Share of Search among roof rack and bike rack brands in New Zealand peaked at 52.2% in March 2026 and was lowest at 43.2% in December 2025.

How did search popularity change for New Zealand roof rack and bike rack brands in August 2026?

  1. In August 2026, Prorack gained estimated Share of Search among roof rack and bike rack brands in New Zealand, from 15.1% to 16.3%.

  2. In August 2026, Yakima lost estimated Share of Search among roof rack and bike rack brands in New Zealand, from 18.2% to 17.1%.

  3. In August 2026, Rhino-Rack lost estimated Share of Search among roof rack and bike rack brands in New Zealand, from 17.3% to 16.7%.

How is Thule measured?

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

15 branded search terms

  • thule
  • thule 4x4
  • thule bike rack
  • thule canopy
  • thule car rack
  • thule com
  • thule near me
  • thule nz
  • thule online
  • thule roof box
  • thule roof racks nz
  • thule tow bar bike rack
  • thule urban
  • thule urban glide
  • thule urban glide 3

Do you work for Thule? 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

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