Brandwave

How popular isThule?

In September 2026, people searched for Thule by name about 4,160 times in New Zealand, a 19.2% decrease from the previous year. These searches made up 9.8% of all New Zealand 4x4 accessory brand searches, placing Thule second out of seven brands. When we asked both ChatGPT and Google AI Overviews about 4x4 accessory brands, Thule did not appear in any of the answers.

Search and AI answers in September 2026

Thule is the second most searched of 7 competitors and not listed in any AI answer.

  1. Old Man EmuShare of searches 79.6%Mentioned in 3 of 4 AI answersPlace in AI recommendations 4th
  2. ThuleShare of searches 9.8%Mentioned in 0 of 4 AI answersPlace in AI recommendations –
  3. Rhino-RackShare of searches 2.7%Mentioned in 3 of 4 AI answersPlace in AI recommendations 3rd
  4. YakimaShare of searches 2.6%Mentioned in 0 of 4 AI answersPlace in AI recommendations –
  5. ARBShare of searches 2.6%Mentioned in 4 of 4 AI answersPlace in AI recommendations 1st

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Top 4x4 accessory brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and one Google AI Overview, Thule did not appear in any of the four answers.

Most recommended by AI

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

  1. ARB1st
  2. Ironman 4x42nd
  3. Rhino-Rack3rd
  4. Old Man Emu4th
  5. Thule–
  6. Yakima–
  7. TJM–

Mentioned by AI

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

  • ARB4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Old Man Emu3 of 4Named in 3 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Rhino-Rack3 of 4Named in 3 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Ironman 4x43 of 4Named in 3 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Thule0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Yakima0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • TJM0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers

See every answer about 4x4 accessory brands

4 answers

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in New Zealand on October 20, 2026.

Which 4x4 accessory brands compete with Thule?

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

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

View monthly share of searches table
MonthOld Man EmuThuleRhino-RackYakimaARBIronman 4x4TJM
Oct 202572.6%13.4%3.7%2.8%3.4%3.6%0.46%
Nov 202570.6%15.1%4.5%3.3%2.7%3.5%0.34%
Dec 202568.9%15.5%5.2%4.1%2.5%3.4%0.28%
Jan 202673.1%14%3.7%3.1%2.7%3%0.38%
Feb 202673.4%13.1%3.8%2.8%2.9%3.7%0.32%
Mar 202671.6%15.9%3.7%2.7%3%2.7%0.34%
Apr 202679.1%11%2.7%2.1%2.4%2.5%0.31%
May 202678.9%11%2.6%2.1%2.6%2.5%0.33%
Jun 202674.1%13.3%2.9%2.4%3.1%3.7%0.46%
Jul 202678.4%11.3%2.6%2.1%2.8%2.5%0.28%
Aug 202677.8%11.2%2.5%2.5%2.6%3.1%0.28%
Sep 202679.6%9.8%2.7%2.6%2.6%2.5%0.22%

  1. 1.Old Man Emu

    79.6%

    Held 1st. 33.1K estimated branded searches, 0% vs prior month. Share +1.8 points.

  2. 2.Thule

    9.8%

    Held 2nd. 4.1K estimated branded searches, -14.9% vs prior month. Share -1.4 points.

  3. 3.Rhino-Rack

    2.7%

    Moved from 5th to 3rd. 1.1K estimated branded searches, +3.7% vs prior month. Share +0.2 points.

  4. 4.Yakima

    2.6%

    Moved from 6th to 4th. 1.1K estimated branded searches, +4.8% vs prior month. Share +0.2 points.

  5. 5.ARB

    2.6%

    Moved from 4th to 5th. 1.1K estimated branded searches, -3.6% vs prior month. Share 0 points.

  6. 6.Ironman 4x4

    2.5%

    Moved from 3rd to 6th. 1K estimated branded searches, -21.8% vs prior month. Share -0.6 points.

  7. 7.TJM

    0.22%

    Held 7th. 90 estimated branded searches, -25% vs prior month. Share -0.1 points.

Compare popularity between Thule and its closest rivals

Every comparison with Thule

13 comparisons

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

3 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Thule in New Zealand fell from 5.2K to 4.2K.
  • Across the 12 months ending September 2026, Thule’s share of searches among 4x4 accessory brands in New Zealand decreased from 13.4% to 9.8%.
  • Across the 12 months ending September 2026, Thule’s share of searches among 4x4 accessory brands in New Zealand peaked at 15.9% in March 2026 and was lowest at 9.8% in September 2026.

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

6 changes

  1. In September 2026, Old Man Emu gained share of searches among 4x4 accessory brands in New Zealand, from 77.8% to 79.6%.

  2. In September 2026, Thule lost share of searches among 4x4 accessory brands in New Zealand, from 11.2% to 9.8%.

  3. In September 2026, Ironman 4x4 lost share of searches among 4x4 accessory brands in New Zealand, from 3.1% to 2.5%.

  4. In September 2026, Rhino-Rack rose from 5th to 3rd among 4x4 accessory brands in New Zealand.

  5. In September 2026, Yakima rose from 6th to 4th among 4x4 accessory brands in New Zealand.

  6. In September 2026, ARB fell from 4th to 5th among 4x4 accessory brands in New Zealand.

How are Thule’s branded searches counted?

10 search terms

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.

  • thule
  • thule 4x4
  • thule backpack
  • thule bike rack
  • thule canopy
  • thule car rack
  • thule laptop backpack
  • thule roof box
  • thule urban
  • thule urban glide

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

Where does Thule compete?

Thule is ranked in six competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of searchesRanking
4x4 accessory brands2nd of 79.8%Shown above
Roof rack and bike rack brands1st of 452.5%Show ranking
Cargo basket brands1st of 364.8%Show ranking
Roof box brands1st of 364.8%Show ranking
Laptop backpack brands4th of 52.6%Show ranking
Boot bag brands1st of 577.5%Show ranking
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Is Thule your brand?

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