ARB vs Thule:Which is more popular?
In September 2026, Thule had more branded searches than ARB among 4x4 accessory brands in New Zealand. Thule had about 4,060 branded searches, while ARB had 1,080. Thule made up 9.8% of all 4x4 accessory brand searches we track, and ARB accounted for 2.6%. When we asked ChatGPT and Google AI Overviews about 4x4 accessory brands, ARB appeared in all four answers and Thule in none.
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Top 4x4 accessory brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and one Google AI Overview, ARB appeared in all four answers. 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.
ARB1st
Ironman 4x42nd
Rhino-Rack3rd- Old Man Emu4th
Thule–
Yakima–
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
Asked ChatGPT
“Which 4x4 accessory brand should I buy in New Zealand?”
Asked ChatGPT
“What are the best 4x4 accessory brands in New Zealand?”
Asked ChatGPT
“What's the best 4x4 accessory brand in New Zealand for a ute or 4x4?”
Searched Google, AI Overview
“ute accessories nz”
- 1ARB
- 1
Searched Google, AI Overview
“4x4 accessories nz”
Google showed no AI Overview for this search.
Brands are shown in the order each answer named them. The survey took place in New Zealand on October 20, 2026.
Is ARB or Thule more popular in search?
This chart shows how often people search Google for ARB and Thule by name. Each line represents a brand's share of searches for all seven 4x4 accessory brands we track, month by month, from searches in New Zealand.
Share of searches by month for Thule, ARB. The figures are in the table below the chart.
View monthly share of searches table
| Month | Old Man Emu | Thule | Rhino-Rack | Yakima | ARB | Ironman 4x4 | TJM |
|---|---|---|---|---|---|---|---|
| Oct 2025 | 72.6% | 13.4% | 3.7% | 2.8% | 3.4% | 3.6% | 0.46% |
| Nov 2025 | 70.6% | 15.1% | 4.5% | 3.3% | 2.7% | 3.5% | 0.34% |
| Dec 2025 | 68.9% | 15.5% | 5.2% | 4.1% | 2.5% | 3.4% | 0.28% |
| Jan 2026 | 73.1% | 14% | 3.7% | 3.1% | 2.7% | 3% | 0.38% |
| Feb 2026 | 73.4% | 13.1% | 3.8% | 2.8% | 2.9% | 3.7% | 0.32% |
| Mar 2026 | 71.6% | 15.9% | 3.7% | 2.7% | 3% | 2.7% | 0.34% |
| Apr 2026 | 79.1% | 11% | 2.7% | 2.1% | 2.4% | 2.5% | 0.31% |
| May 2026 | 78.9% | 11% | 2.6% | 2.1% | 2.6% | 2.5% | 0.33% |
| Jun 2026 | 74.1% | 13.3% | 2.9% | 2.4% | 3.1% | 3.7% | 0.46% |
| Jul 2026 | 78.4% | 11.3% | 2.6% | 2.1% | 2.8% | 2.5% | 0.28% |
| Aug 2026 | 77.8% | 11.2% | 2.5% | 2.5% | 2.6% | 3.1% | 0.28% |
| Sep 2026 | 79.6% | 9.8% | 2.7% | 2.6% | 2.6% | 2.5% | 0.22% |
How has the ARB and Thule comparison changed over the last 12 months?
3 findings
- Thule was ahead of ARB in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, ARB’s share of searches among 4x4 accessory brands in New Zealand moved from 3.4% to 2.6%, and its estimated monthly branded searches moved from 1.3K to 1.1K.
- Across the 12 months ending September 2026, Thule’s share of searches among 4x4 accessory brands in New Zealand moved from 13.4% to 9.8%, and its estimated monthly branded searches moved from 5K to 4.1K.
How did search popularity change for New Zealand 4x4 accessory brands in September 2026?
2 changes
In September 2026, Thule lost share of searches among 4x4 accessory brands in New Zealand, from 11.2% to 9.8%.
In September 2026, ARB fell from 4th to 5th among 4x4 accessory brands in New Zealand.
How are branded searches counted?
14 search terms
Brandwave collects information about searches that people make online using ARB’s and Thule’s names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading.
Other head-to-heads among 4x4 accessory brands
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