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 64.8% of all New Zealand roof box brand searches, placing Thule first out of three brands. When we asked both ChatGPT and Google AI Overviews about roof box brands, Thule appeared in all answers and was the most recommended of the three.

Search and AI answers in September 2026

Thule is the most searched of 3 competitors and the most recommended in AI answers.

  1. ThuleShare of searches 64.8%Mentioned in 4 of 4 AI answersPlace in AI recommendations 1st
  2. Rhino-RackShare of searches 17.8%Mentioned in 3 of 4 AI answersPlace in AI recommendations 3rd
  3. YakimaShare of searches 17.4%Mentioned in 4 of 4 AI answersPlace in AI recommendations 2nd
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Top roof box brands in ChatGPT and Google AI Overviews

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

Most recommended by AI

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

  1. Thule1st
  2. Yakima2nd
  3. Rhino-Rack3rd

Mentioned by AI

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

  • Thule4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Yakima4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Rhino-Rack3 of 4Named in 2 of 3 ChatGPT answersNamed in 1 of 1 Google answers

See every answer about roof box brands

4 answers

  • Asked ChatGPT

    “Which roof box brand should I buy in New Zealand?”

    1. 1Thule
    2. 2Yakima

  • Asked ChatGPT

    “What are the best roof box brands in New Zealand?”

    1. 1Thule
    2. 2Yakima
    3. 3Rhino-Rack

  • Asked ChatGPT

    “What's the best roof box brand in New Zealand for extra luggage?”

    1. 1Thule
    2. 2Yakima
    3. 3Rhino-Rack

  • Searched Google, AI Overview

    “car roof box nz”

    Google showed no AI Overview for this search.

  • Searched Google, AI Overview

    “roof cargo box”

    1. 1Thule
    2. 2Rhino-Rack
    3. 3Yakima

Brands are shown in the order each answer named them. The survey took place in New Zealand on October 21, 2026.

Which roof box brands compete with Thule?

Thule against roof box brands in New Zealand, by month

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

View monthly share of searches table
MonthThuleRhino-RackYakima
Oct 202567.3%18.5%14.2%
Nov 202566%19.6%14.4%
Dec 202562.5%20.9%16.6%
Jan 202667.5%17.7%14.8%
Feb 202666.6%19%14.4%
Mar 202671.3%16.6%12.1%
Apr 202670.1%16.7%13.2%
May 202670.6%16.3%13.2%
Jun 202671.2%15.7%13.1%
Jul 202670.7%16%13.2%
Aug 202669.1%15.6%15.3%
Sep 202664.8%17.8%17.4%

  1. 1.Thule

    64.8%

    Held 1st. 4K estimated branded searches, -14.7% vs prior month. Share -4.3 points.

  2. 2.Rhino-Rack

    17.8%

    Held 2nd. 1.1K estimated branded searches, +3.7% vs prior month. Share +2.2 points.

  3. 3.Yakima

    17.4%

    Held 3rd. 1.1K estimated branded searches, +3.8% vs prior month. Share +2.2 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 roof box brands in New Zealand decreased from 67.3% to 64.8%.
  • Across the 12 months ending September 2026, Thule’s share of searches among roof box brands in New Zealand peaked at 71.3% in March 2026 and was lowest at 62.5% in December 2025.

How did search popularity change for New Zealand roof box brands in September 2026?

3 changes

  1. In September 2026, Rhino-Rack gained share of searches among roof box brands in New Zealand, from 15.6% to 17.8%.

  2. In September 2026, Yakima gained share of searches among roof box brands in New Zealand, from 15.3% to 17.4%.

  3. In September 2026, Thule lost share of searches among roof box brands in New Zealand, from 69.1% to 64.8%.

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%Show ranking
Cargo basket brands1st of 364.8%Show ranking
Roof box brands1st of 364.8%Shown above
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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