How popular isTomTom?
In September 2026, people searched for TomTom by name about 570 times in New Zealand, a 36% decrease from the previous year. These searches made up 3.2% of all New Zealand GPS navigator brand searches, placing TomTom fourth out of four brands. When we asked both ChatGPT and Google AI Overviews about GPS navigator brands, TomTom appeared in four of the five answers and was the second most recommended of the four.
TomTom is the fourth most searched of 4 competitors and the second most recommended in AI answers.
GarminShare of searches 89.1%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
UnidenShare of searches 4.1%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
NavmanShare of searches 3.6%Mentioned in 1 of 5 AI answersPlace in AI recommendations –
TomTomShare of searches 3.2%Mentioned in 4 of 5 AI answersPlace in AI recommendations 2nd
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Top GPS navigator brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, TomTom was mentioned in four out of five: in all three ChatGPT answers and in one of the two Google AI Overviews. TomTom is the second most recommended of the four.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
See every answer about GPS navigator brands
5 answers
Asked ChatGPT
“Which GPS navigator brand should I buy in New Zealand?”
Asked ChatGPT
“What are the best GPS navigator brands in New Zealand?”
Asked ChatGPT
“What's the best GPS navigator brand in New Zealand for car navigation?”
Searched Google, AI Overview
“car gps nz”
Searched Google, AI Overview
“sat nav nz”
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 GPS navigator brands compete with TomTom?
Share of searches by month for Garmin, Uniden, Navman, TomTom. The figures are in the table below the chart.
View monthly share of searches table
| Month | Garmin | Uniden | Navman | TomTom |
|---|---|---|---|---|
| Oct 2025 | 86.7% | 4% | 4.4% | 4.9% |
| Nov 2025 | 89.5% | 3.4% | 3.7% | 3.4% |
| Dec 2025 | 87.8% | 4% | 4.4% | 3.8% |
| Jan 2026 | 87.2% | 4.7% | 4.2% | 3.9% |
| Feb 2026 | 89.2% | 4% | 3.5% | 3.3% |
| Mar 2026 | 88.6% | 4% | 3.5% | 3.9% |
| Apr 2026 | 89.4% | 3.3% | 3.5% | 3.8% |
| May 2026 | 88.5% | 4.1% | 3.5% | 3.9% |
| Jun 2026 | 87.9% | 4% | 4.2% | 3.8% |
| Jul 2026 | 49.1% | 2.7% | 2.3% | 45.8% |
| Aug 2026 | 88.3% | 4.1% | 3.7% | 3.9% |
| Sep 2026 | 89.1% | 4.1% | 3.6% | 3.2% |
| Rank | Brand | Share of searches | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 89.1% | 15.8K | 0% | +0.7 points | |
| 2, held 2nd | 4.1% | 730 | 0% | 0 points | |
| 3, moved from 4th to 3rd | 3.6% | 640 | -3% | -0.1 pointsmoved from 4th to 3rd | |
| 4, moved from 3rd to 4th | 3.2% | 570 | -18.6% | -0.7 pointsmoved from 3rd to 4th |
1.
Garmin89.1%
Held 1st. 15.8K estimated branded searches, 0% vs prior month. Share +0.7 points.
2.
Uniden4.1%
Held 2nd. 730 estimated branded searches, 0% vs prior month. Share 0 points.
3.
Navman3.6%
Moved from 4th to 3rd. 640 estimated branded searches, -3% vs prior month. Share -0.1 points.
4.
TomTom3.2%
Moved from 3rd to 4th. 570 estimated branded searches, -18.6% vs prior month. Share -0.7 points.
Compare popularity between TomTom and its closest rivals
Every comparison with TomTom
3 comparisons
How has branded search demand for TomTom changed in New Zealand over the last 12 months?
4 findings
- Across the 12 months ending September 2026, estimated monthly branded searches for TomTom in New Zealand fell from 890 to 570.
- Across the 12 months ending September 2026, TomTom’s share of searches among GPS navigator brands in New Zealand decreased from 4.9% to 3.2%.
- Across the 12 months ending September 2026, TomTom’s share of searches among GPS navigator brands in New Zealand peaked at 45.8% in July 2026 and was lowest at 3.2% in September 2026.
- Across the 12 months ending September 2026, TomTom fell from 2nd to 4th among GPS navigator brands in New Zealand.
How did search popularity change for New Zealand GPS navigator brands in September 2026?
3 changes
In September 2026, Garmin gained share of searches among GPS navigator brands in New Zealand, from 88.3% to 89.1%.
In September 2026, TomTom lost share of searches among GPS navigator brands in New Zealand, from 3.9% to 3.2%.
In September 2026, Navman rose from 4th to 3rd among GPS navigator brands in New Zealand.
How are TomTom’s branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using TomTom’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.
- tomtom
- tomtom gps
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