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 52.5% of all New Zealand roof rack and bike rack brand searches, placing Thule first out of four brands. When we asked both ChatGPT and Google AI Overviews about roof rack and bike rack brands, Thule appeared in all answers and was the most recommended of the four.

Search and AI answers in September 2026

Thule is the most searched of 4 competitors and the most recommended in AI answers.

  1. ThuleShare of searches 52.5%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
  2. ProrackShare of searches 18.9%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  3. Rhino-RackShare of searches 14.4%Mentioned in 5 of 5 AI answersPlace in AI recommendations 2nd
  4. YakimaShare of searches 14.1%Mentioned in 5 of 5 AI answersPlace in AI recommendations 3rd
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Top roof rack and bike rack brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Thule appeared in all five answers. Thule is the most recommended of the four.

Most recommended by AI

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

  1. Thule1st
  2. Rhino-Rack2nd
  3. Yakima3rd
  4. Prorack–

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
  • Rhino-Rack5 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
  • Prorack0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about roof rack and bike rack brands

5 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 21, 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 searches by month for Thule, Prorack, Rhino-Rack, Yakima. The figures are in the table below the chart.

View monthly share of searches table
MonthThuleProrackRhino-RackYakima
Oct 202552.7%21.7%14.5%11.1%
Nov 202551.2%22.5%15.2%11.2%
Dec 202549.1%21.4%16.4%13%
Jan 202654.3%19.6%14.3%11.9%
Feb 202653.2%20.1%15.2%11.5%
Mar 202659.3%16.9%13.8%10%
Apr 202656.8%19.1%13.5%10.7%
May 202658.2%17.5%13.4%10.9%
Jun 202659.7%16.2%13.2%10.9%
Jul 202657.7%18.4%13.1%10.8%
Aug 202656.2%18.7%12.7%12.4%
Sep 202652.5%18.9%14.4%14.1%

  1. 1.Thule

    52.5%

    Held 1st. 4K estimated branded searches, -14.7% vs prior month. Share -3.7 points.

  2. 2.Prorack

    18.9%

    Held 2nd. 1.5K estimated branded searches, -7.6% vs prior month. Share +0.2 points.

  3. 3.Rhino-Rack

    14.4%

    Held 3rd. 1.1K estimated branded searches, +3.7% vs prior month. Share +1.7 points.

  4. 4.Yakima

    14.1%

    Held 4th. 1.1K estimated branded searches, +3.8% vs prior month. Share +1.7 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?

2 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 roof rack and bike rack brands in New Zealand peaked at 59.7% in June 2026 and was lowest at 49.1% in December 2025.

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

4 changes

  1. In September 2026, Rhino-Rack gained share of searches among roof rack and bike rack brands in New Zealand, from 12.7% to 14.4%.

  2. In September 2026, Yakima gained share of searches among roof rack and bike rack brands in New Zealand, from 12.4% to 14.1%.

  3. In September 2026, Thule lost share of searches among roof rack and bike rack brands in New Zealand, from 56.2% to 52.5%.

  4. Prorack’s share of searches among roof rack and bike rack brands in New Zealand has gained ground for 3 months in a row, from 16.2% to 18.9% in September 2026.

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%Show ranking
Roof rack and bike rack brands1st of 452.5%Shown above
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
Creator with pink hair and a pink jacket

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