Brandwave

How popular isTurtle Wax?

In September 2026, people searched for Turtle Wax by name about 470 times in New Zealand, a 14.6% increase from the previous year. These searches made up 11.8% of all New Zealand car care brand searches, placing Turtle Wax third out of seven brands. When we asked both ChatGPT and Google AI Overviews about car care brands, Turtle Wax appeared in all answers and was the second most recommended of the seven.

Search and AI answers in September 2026

Turtle Wax is the third most searched of 7 competitors and the second most recommended in AI answers.

  1. Meguiar'sShare of searches 52.8%Mentioned in 4 of 5 AI answersPlace in AI recommendations 1st
  2. Chemical GuysShare of searches 17.1%Mentioned in 2 of 5 AI answersPlace in AI recommendations 6th
  3. Turtle WaxShare of searches 11.8%Mentioned in 5 of 5 AI answersPlace in AI recommendations 2nd
  4. AutoglymShare of searches 8.5%Mentioned in 3 of 5 AI answersPlace in AI recommendations 4th
  5. GyeonShare of searches 5.5%Mentioned in 0 of 5 AI answersPlace in AI recommendations –

+2 more

Turtle Wax website (opens in a new tab)

Follow Turtle Wax and get free monthly updates on what changed

By continuing you'll get index updates and occasional product news from Brandwave. Unsubscribe any time. Privacy

Top car care brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Turtle Wax appeared in all five answers. Turtle Wax is the second most recommended of the seven.

Most recommended by AI

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

  1. Meguiar's1st
  2. Turtle Wax2nd
  3. Bowden's Own3rd
  4. Autoglym4th
  5. Armor All5th
  6. Chemical Guys6th
  7. Gyeon–

Mentioned by AI

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

  • Turtle Wax5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Meguiar's4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Bowden's Own4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Autoglym3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Chemical Guys2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Armor All2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Gyeon0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about car care 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 20, 2026.

Which car care brands compete with Turtle Wax?

Turtle Wax against car care brands in New Zealand, by month

Share of searches by month for Meguiar's, Chemical Guys, Turtle Wax, Autoglym, Gyeon, Bowden's Own. The figures are in the table below the chart.

View monthly share of searches table
MonthMeguiar'sChemical GuysTurtle WaxAutoglymGyeonBowden's OwnArmor All
Oct 202543.5%18.4%9.4%8.8%4.6%2.1%13.1%
Nov 202549.8%17.8%8.3%8%3.4%2%10.7%
Dec 202546.3%16.7%10.1%9.6%3.1%2.4%11.8%
Jan 202642.6%17.1%10.1%9.9%4%2.3%13.9%
Feb 202647.5%15.8%9.4%9.1%3.4%2.2%12.7%
Mar 202644.2%17.9%9.4%10.1%4.7%2%11.7%
Apr 202646.8%18.5%8.9%8.7%4%2.1%11%
May 202651.5%15.3%9.1%7.1%3%2.5%11.6%
Jun 202653.2%15.4%9.2%5.5%3.7%2.1%10.8%
Jul 202653.7%12.3%9.2%6.6%5.5%2.4%10.3%
Aug 202649%13.4%11.1%8.5%3.5%2.5%12%
Sep 202652.8%17.1%11.8%8.5%5.5%4.3%—

  1. 1.Meguiar's

    52.8%

    Held 1st. 2.1K estimated branded searches, -0.94% vs prior month. Share +3.8 points.

  2. 2.Chemical Guys

    17.1%

    Held 2nd. 680 estimated branded searches, +17.2% vs prior month. Share +3.7 points.

  3. 3.Turtle Wax

    11.8%

    Moved from 4th to 3rd. 470 estimated branded searches, -2.1% vs prior month. Share +0.7 points.

  4. 4.Autoglym

    8.5%

    Moved from 5th to 4th. 340 estimated branded searches, -8.1% vs prior month. Share 0 points.

  5. 5.Gyeon

    5.5%

    Moved from 6th to 5th. 220 estimated branded searches, +46.7% vs prior month. Share +2.1 points.

  6. 6.Bowden's Own

    4.3%

    Moved from 7th to 6th. 170 estimated branded searches, +54.5% vs prior month. Share +1.7 points.

  7. —.Armor All

    —

    Not measured this month. — estimated branded searches, — vs prior month. Share —.

Compare popularity between Turtle Wax and its closest rivals

Every comparison with Turtle Wax

6 comparisons

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

4 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Turtle Wax in New Zealand rose from 410 to 470.
  • Across the 12 months ending September 2026, Turtle Wax’s share of searches among car care brands in New Zealand increased from 9.4% to 11.8%.
  • Across the 12 months ending September 2026, Turtle Wax’s share of searches among car care brands in New Zealand peaked at 11.8% in September 2026 and was lowest at 8.3% in November 2025.
  • Across the 12 months ending September 2026, Turtle Wax rose from 4th to 3rd among car care brands in New Zealand.

How did search popularity change for New Zealand car care brands in September 2026?

6 changes

  1. In September 2026, Meguiar's gained share of searches among car care brands in New Zealand, from 49% to 52.8%.

  2. In September 2026, Chemical Guys gained share of searches among car care brands in New Zealand, from 13.4% to 17.1%.

  3. In September 2026, Gyeon gained share of searches among car care brands in New Zealand, from 3.5% to 5.5%.

  4. In September 2026, Bowden's Own gained share of searches among car care brands in New Zealand, from 2.5% to 4.3%.

  5. In September 2026, Turtle Wax gained share of searches among car care brands in New Zealand, from 11.1% to 11.8%.

  6. In September 2026, Autoglym rose from 5th to 4th among car care brands in New Zealand.

How are Turtle Wax’s branded searches counted?

9 search terms

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

  • turtle wax
  • turtle wax ceramic
  • turtle wax detailing
  • turtle wax polish
  • turtle wax wax
  • turtlewax
  • turtlewax detailing
  • turtlewax polish
  • turtlewax wax

Do you work for Turtle Wax? 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

Creator with pink hair and a pink jacket

Is Turtle Wax your brand?

Put your own campaigns, spend and outcomes next to this demand line, so you can see which of your marketing lined up with the movements above.

Start free