Brandwave

Rhino-Rack vs Thule:Which is more popular?

In September 2026, Thule had more branded searches than Rhino-Rack among 4x4 accessory brands in New Zealand. Thule had about 4,060 branded searches, while Rhino-Rack had 1,120. Thule made up 9.8% of all 4x4 accessory brand searches we track, and Rhino-Rack accounted for 2.7%. When we asked ChatGPT and Google AI Overviews about 4x4 accessory brands, Rhino-Rack appeared in three of the four answers and Thule in none.

Among 4x4 accessory brands in New Zealand in September 2026

Who do people search for more?

Thule, about 4 searches for every 1 for Rhino-Rack

Thule 4.1K searchesRhino-Rack 1.1K searches

Who does AI mention more?

Rhino-Rack, mentioned in 3 of 4 answers, Thule in 0

Rhino-Rack in 3 of 4Thule in 0 of 4

Who does AI recommend more?

Rhino-Rack, the only one of the two named

Rhino-Rack first in 3Thule never named

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Top 4x4 accessory brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and one Google AI Overview, Rhino-Rack was mentioned in three out of four: in all three ChatGPT answers, but not in the Google AI Overview. 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.

  1. ARB1st
  2. Ironman 4x42nd
  3. Rhino-Rack3rd
  4. Old Man Emu4th
  5. Thule–
  6. Yakima–
  7. 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

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.

Is Rhino-Rack or Thule more popular in search?

This chart shows how often people search Google for Rhino-Rack 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.

Rhino-Rack and Thule among 4x4 accessory brands in New Zealand, by month

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

View monthly share of searches table
MonthOld Man EmuThuleRhino-RackYakimaARBIronman 4x4TJM
Oct 202572.6%13.4%3.7%2.8%3.4%3.6%0.46%
Nov 202570.6%15.1%4.5%3.3%2.7%3.5%0.34%
Dec 202568.9%15.5%5.2%4.1%2.5%3.4%0.28%
Jan 202673.1%14%3.7%3.1%2.7%3%0.38%
Feb 202673.4%13.1%3.8%2.8%2.9%3.7%0.32%
Mar 202671.6%15.9%3.7%2.7%3%2.7%0.34%
Apr 202679.1%11%2.7%2.1%2.4%2.5%0.31%
May 202678.9%11%2.6%2.1%2.6%2.5%0.33%
Jun 202674.1%13.3%2.9%2.4%3.1%3.7%0.46%
Jul 202678.4%11.3%2.6%2.1%2.8%2.5%0.28%
Aug 202677.8%11.2%2.5%2.5%2.6%3.1%0.28%
Sep 202679.6%9.8%2.7%2.6%2.6%2.5%0.22%

How has the Rhino-Rack and Thule comparison changed over the last 12 months?

3 findings
  • Thule was ahead of Rhino-Rack in every measured month of the 12 months ending September 2026.
  • Across the 12 months ending September 2026, Rhino-Rack’s share of searches among 4x4 accessory brands in New Zealand moved from 3.7% to 2.7%, and its estimated monthly branded searches moved from 1.4K 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

  1. In September 2026, Thule lost share of searches among 4x4 accessory brands in New Zealand, from 11.2% to 9.8%.

  2. In September 2026, Rhino-Rack rose from 5th to 3rd among 4x4 accessory brands in New Zealand.

How are branded searches counted?

15 search terms

Brandwave collects information about searches that people make online using Rhino-Rack’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.

Rhino-Rack

7 branded search terms

  • rhino rack
  • rhino rack 4x4
  • rhino rack canopy
  • rhino rack platform
  • rhino rack vortex
  • rhinorack
  • rhinorack 4x4

Thule

8 branded search terms

  • thule
  • thule 4x4
  • thule bike rack
  • thule canopy
  • thule car rack
  • thule roof box
  • thule urban
  • thule urban glide

How the Brand Demand Index is measured

Other head-to-heads among 4x4 accessory brands

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