---
title: "Boat brands in New Zealand: Which brands are most popular in search?"
description: "Compare the trailer boat brands New Zealand fishers and boaties buy. Share of Search among Stabicraft, Rayglass, Haines Hunter, Senator Boats, Extreme Boats, Surtees, Smuggler, Quintrex and Buccaneer, the boat brands Brandwave compares in New Zealand, using the same methodology, market, and reporting period. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time."
canonical: "https://gobrandwave.com/demand/nz/categories/nz-boat-brands"
publisher: "Brandwave"
---

# Boat brands in New Zealand: Which brands are most popular in search?

Compare the trailer boat brands New Zealand fishers and boaties buy. Share of Search among Stabicraft, Rayglass, Haines Hunter, Senator Boats, Extreme Boats, Surtees, Smuggler, Quintrex and Buccaneer, the boat brands Brandwave compares in New Zealand, using the same methodology, market, and reporting period. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time.

## Key facts

- **Competitive set**: Boat brands
- **Market**: New Zealand
- **Brands compared**: 9
- **Month measured**: Aug 2026
- **Highest Share of Search**: Stabicraft, 38.8%

## Which brand is most popular in search among boat brands in New Zealand?

- In August 2026, Stabicraft was the most searched among boat brands in New Zealand, with an estimated 4.7K branded searches and 38.8% estimated Share of Search within this set.
- Rayglass is in 2nd place, 23.7 percentage points behind at 15.1% Share of Search.
- Across the 11 months ending August 2026, Stabicraft’s estimated Share of Search among boat brands in New Zealand increased from 35.3% to 38.8%.
- Across the 11 months ending August 2026, Haines Hunter’s estimated Share of Search among boat brands in New Zealand decreased from 15.2% to 12.4%.
- Across the 11 months ending August 2026, Senator Boats’ estimated Share of Search among boat brands in New Zealand increased from 9.8% to 11.5%.
- Across the 11 months ending August 2026, Extreme Boats’ estimated Share of Search among boat brands in New Zealand decreased from 11% to 9.3%.
- Across the 11 months ending August 2026, Surtees’ estimated Share of Search among boat brands in New Zealand decreased from 9.5% to 8.7%.
- Across the 11 months ending August 2026, Smuggler’s estimated Share of Search among boat brands in New Zealand increased from 2% to 2.7%.
- Across the 11 months ending August 2026, Buccaneer’s estimated Share of Search among boat brands in New Zealand decreased from 1.1% to 0.5%.
- Across the 11 months ending August 2026, Stabicraft’s estimated Share of Search among boat brands in New Zealand peaked at 39.8% in November 2025 and was lowest at 33.6% in March 2026.
- Across the 11 months ending August 2026, Rayglass’ estimated Share of Search among boat brands in New Zealand peaked at 17.1% in March 2026 and was lowest at 13.8% in January 2026.
- Across the 11 months ending August 2026, Haines Hunter’s estimated Share of Search among boat brands in New Zealand peaked at 19.1% in January 2026 and was lowest at 12.1% in May 2026.
- Across the 11 months ending August 2026, Senator Boats’ estimated Share of Search among boat brands in New Zealand peaked at 12.4% in April 2026 and was lowest at 9.8% in October 2025.
- Across the 11 months ending August 2026, Extreme Boats’ estimated Share of Search among boat brands in New Zealand peaked at 11% in October 2025 and was lowest at 8% in January 2026.
- Across the 11 months ending August 2026, Surtees’ estimated Share of Search among boat brands in New Zealand peaked at 11.6% in May 2026 and was lowest at 8.4% in November 2025.
- Across the 11 months ending August 2026, Smuggler’s estimated Share of Search among boat brands in New Zealand peaked at 3.1% in June 2026 and was lowest at 1.8% in February 2026.
- Across the 11 months ending August 2026, Quintrex’s estimated Share of Search among boat brands in New Zealand peaked at 4.8% in March 2026 and was lowest at 1.1% in January 2026.
- Across the 11 months ending August 2026, Rayglass rose from 3rd to 2nd among boat brands in New Zealand.
- Across the 11 months ending August 2026, Haines Hunter fell from 2nd to 3rd among boat brands in New Zealand.
- Across the 11 months ending August 2026, Senator Boats rose from 5th to 4th among boat brands in New Zealand.
- Across the 11 months ending August 2026, Extreme Boats fell from 4th to 5th among boat brands in New Zealand.
- Across the 11 months ending August 2026, Quintrex held steady: its estimated Share of Search among boat brands in New Zealand moved less than 0.5 percentage points.

## Compare search popularity between leading brands

- [Stabicraft vs Rayglass: compare search popularity](/demand/nz/compare/rayglass-vs-stabicraft): 38.8% against 15.1% Share of Search.
- [Stabicraft vs Haines Hunter: compare search popularity](/demand/nz/compare/haines-hunter-vs-stabicraft): 38.8% against 12.4% Share of Search.
- [Stabicraft vs Senator Boats: compare search popularity](/demand/nz/compare/senator-boats-vs-stabicraft): 38.8% against 11.5% Share of Search.
- [Stabicraft vs Extreme Boats: compare search popularity](/demand/nz/compare/extreme-boats-vs-stabicraft): 38.8% against 9.3% Share of Search.
- [Rayglass vs Haines Hunter: compare search popularity](/demand/nz/compare/haines-hunter-vs-rayglass): 15.1% against 12.4% Share of Search.
- [Rayglass vs Senator Boats: compare search popularity](/demand/nz/compare/rayglass-vs-senator-boats): 15.1% against 11.5% Share of Search.
- [Rayglass vs Extreme Boats: compare search popularity](/demand/nz/compare/extreme-boats-vs-rayglass): 15.1% against 9.3% Share of Search.
- [Haines Hunter vs Senator Boats: compare search popularity](/demand/nz/compare/haines-hunter-vs-senator-boats): 12.4% against 11.5% Share of Search.
- [Haines Hunter vs Extreme Boats: compare search popularity](/demand/nz/compare/extreme-boats-vs-haines-hunter): 12.4% against 9.3% Share of Search.
- [Senator Boats vs Extreme Boats: compare search popularity](/demand/nz/compare/extreme-boats-vs-senator-boats): 11.5% against 9.3% Share of Search.

## How did search popularity change for New Zealand boat brands in August 2026?

- In August 2026, Senator Boats overtook Surtees to rank 4th among boat brands in New Zealand, at 11.5%.
- In August 2026, Extreme Boats overtook Surtees to rank 5th among boat brands in New Zealand, at 9.3%.
- In August 2026, Stabicraft gained estimated Share of Search among boat brands in New Zealand, from 34.6% to 38.8%.
- In August 2026, Surtees lost estimated Share of Search among boat brands in New Zealand, from 10.5% to 8.7%.
- In August 2026, Rayglass lost estimated Share of Search among boat brands in New Zealand, from 16.8% to 15.1%.
- In August 2026, Haines Hunter lost estimated Share of Search among boat brands in New Zealand, from 14.1% to 12.4%.
- Estimated monthly branded searches for Smuggler in New Zealand rose 14.3% over 11 measured months, from 280 to 320 in August 2026.
- Estimated monthly branded searches for Buccaneer in New Zealand fell 60% over 11 measured months, from 150 to 60 in August 2026.

## Share of Search ranking

| Rank | Brand | Share of Search | Estimated monthly branded searches | Change vs prior month | Owned by |
| --- | --- | --- | --- | --- | --- |
| 1 | Stabicraft | 38.8% | 4.7K | +33.5% | Stabicraft |
| 2 | Rayglass | 15.1% | 1.8K | +7.1% | Rayglass |
| 3 | Haines Hunter | 12.4% | 1.5K | +4.9% | Haines Hunter |
| 4 | Senator Boats | 11.5% | 1.4K | +31.4% | Senator Boats |
| 5 | Extreme Boats | 9.3% | 1.1K | +27.3% | Extreme Boats |
| 6 | Surtees | 8.7% | 1.1K | -0.9% | Surtees |
| 7 | Smuggler | 2.7% | 320 | +23.1% | Smuggler |
| 8 | Quintrex | 1.1% | 130 | -13.3% | Quintrex |
| 9 | Buccaneer | 0.5% | 60 | -25.0% | Buccaneer |

## Historical estimated branded-search demand

| Month | Brand | Estimated monthly branded searches | Share of Search | Rank |
| --- | --- | --- | --- | --- |
| Oct 2025 | Stabicraft | 5K | 35.3% | 1 |
| Oct 2025 | Haines Hunter | 2.1K | 15.2% | 2 |
| Oct 2025 | Rayglass | 2.1K | 14.9% | 3 |
| Oct 2025 | Extreme Boats | 1.6K | 11% | 4 |
| Oct 2025 | Senator Boats | 1.4K | 9.8% | 5 |
| Oct 2025 | Surtees | 1.3K | 9.5% | 6 |
| Oct 2025 | Smuggler | 280 | 2% | 7 |
| Oct 2025 | Quintrex | 170 | 1.2% | 8 |
| Oct 2025 | Buccaneer | 150 | 1.1% | 9 |
| Nov 2025 | Stabicraft | 6.6K | 39.8% | 1 |
| Nov 2025 | Rayglass | 2.4K | 14.4% | 2 |
| Nov 2025 | Haines Hunter | 2.2K | 13.5% | 3 |
| Nov 2025 | Senator Boats | 1.7K | 10.1% | 4 |
| Nov 2025 | Extreme Boats | 1.5K | 9.2% | 5 |
| Nov 2025 | Surtees | 1.4K | 8.4% | 6 |
| Nov 2025 | Smuggler | 360 | 2.2% | 7 |
| Nov 2025 | Quintrex | 230 | 1.4% | 8 |
| Nov 2025 | Buccaneer | 180 | 1.1% | 9 |
| Dec 2025 | Stabicraft | 5.7K | 34.8% | 1 |
| Dec 2025 | Haines Hunter | 2.9K | 17.3% | 2 |
| Dec 2025 | Rayglass | 2.3K | 14% | 3 |
| Dec 2025 | Senator Boats | 1.7K | 10.3% | 4 |
| Dec 2025 | Surtees | 1.7K | 10.3% | 5 |
| Dec 2025 | Extreme Boats | 1.5K | 9.2% | 6 |
| Dec 2025 | Smuggler | 350 | 2.1% | 7 |
| Dec 2025 | Quintrex | 200 | 1.2% | 8 |
| Dec 2025 | Buccaneer | 120 | 0.73% | 9 |
| Jan 2026 | Stabicraft | 8K | 34.6% | 1 |
| Jan 2026 | Haines Hunter | 4.4K | 19.1% | 2 |
| Jan 2026 | Rayglass | 3.2K | 13.8% | 3 |
| Jan 2026 | Senator Boats | 2.5K | 11% | 4 |
| Jan 2026 | Surtees | 2.2K | 9.6% | 5 |
| Jan 2026 | Extreme Boats | 1.9K | 8% | 6 |
| Jan 2026 | Smuggler | 430 | 1.9% | 7 |
| Jan 2026 | Quintrex | 250 | 1.1% | 8 |
| Jan 2026 | Buccaneer | 220 | 0.95% | 9 |
| Feb 2026 | Stabicraft | 5.3K | 33.8% | 1 |
| Feb 2026 | Haines Hunter | 2.5K | 16.1% | 2 |
| Feb 2026 | Rayglass | 2.4K | 15% | 3 |
| Feb 2026 | Senator Boats | 1.8K | 11.1% | 4 |
| Feb 2026 | Surtees | 1.7K | 10.9% | 5 |
| Feb 2026 | Extreme Boats | 1.5K | 9.6% | 6 |
| Feb 2026 | Smuggler | 280 | 1.8% | 7 |
| Feb 2026 | Quintrex | 170 | 1.1% | 8 |
| Feb 2026 | Buccaneer | 100 | 0.64% | 9 |
| Mar 2026 | Stabicraft | 4.7K | 33.6% | 1 |
| Mar 2026 | Rayglass | 2.4K | 17.1% | 2 |
| Mar 2026 | Haines Hunter | 1.9K | 13.4% | 3 |
| Mar 2026 | Surtees | 1.4K | 10.1% | 4 |
| Mar 2026 | Senator Boats | 1.4K | 10% | 5 |
| Mar 2026 | Extreme Boats | 1.2K | 8.4% | 6 |
| Mar 2026 | Quintrex | 680 | 4.8% | 7 |
| Mar 2026 | Smuggler | 270 | 1.9% | 8 |
| Mar 2026 | Buccaneer | 100 | 0.71% | 9 |
| Apr 2026 | Stabicraft | 3.8K | 34% | 1 |
| Apr 2026 | Rayglass | 1.6K | 14.9% | 2 |
| Apr 2026 | Haines Hunter | 1.6K | 14.1% | 3 |
| Apr 2026 | Senator Boats | 1.4K | 12.4% | 4 |
| Apr 2026 | Surtees | 1.2K | 10.5% | 5 |
| Apr 2026 | Extreme Boats | 1K | 9.3% | 6 |
| Apr 2026 | Smuggler | 310 | 2.8% | 7 |
| Apr 2026 | Quintrex | 150 | 1.4% | 8 |
| Apr 2026 | Buccaneer | 80 | 0.72% | 9 |
| May 2026 | Stabicraft | 4.3K | 35.1% | 1 |
| May 2026 | Rayglass | 2K | 16.2% | 2 |
| May 2026 | Haines Hunter | 1.5K | 12.1% | 3 |
| May 2026 | Surtees | 1.4K | 11.6% | 4 |
| May 2026 | Senator Boats | 1.4K | 11.3% | 5 |
| May 2026 | Extreme Boats | 1.2K | 9.7% | 6 |
| May 2026 | Smuggler | 260 | 2.1% | 7 |
| May 2026 | Quintrex | 150 | 1.2% | 8 |
| May 2026 | Buccaneer | 90 | 0.73% | 9 |
| Jun 2026 | Stabicraft | 3.5K | 34.1% | 1 |
| Jun 2026 | Rayglass | 1.6K | 15.9% | 2 |
| Jun 2026 | Haines Hunter | 1.5K | 14.3% | 3 |
| Jun 2026 | Senator Boats | 1.1K | 10.3% | 4 |
| Jun 2026 | Surtees | 1.1K | 10.3% | 5 |
| Jun 2026 | Extreme Boats | 1K | 9.8% | 6 |
| Jun 2026 | Smuggler | 320 | 3.1% | 7 |
| Jun 2026 | Quintrex | 130 | 1.3% | 8 |
| Jun 2026 | Buccaneer | 80 | 0.78% | 9 |
| Jul 2026 | Stabicraft | 3.5K | 34.6% | 1 |
| Jul 2026 | Rayglass | 1.7K | 16.8% | 2 |
| Jul 2026 | Haines Hunter | 1.4K | 14.1% | 3 |
| Jul 2026 | Surtees | 1.1K | 10.5% | 4 |
| Jul 2026 | Senator Boats | 1.1K | 10.4% | 5 |
| Jul 2026 | Extreme Boats | 880 | 8.7% | 6 |
| Jul 2026 | Smuggler | 260 | 2.6% | 7 |
| Jul 2026 | Quintrex | 150 | 1.5% | 8 |
| Jul 2026 | Buccaneer | 80 | 0.79% | 9 |
| Aug 2026 | Stabicraft | 4.7K | 38.8% | 1 |
| Aug 2026 | Rayglass | 1.8K | 15.1% | 2 |
| Aug 2026 | Haines Hunter | 1.5K | 12.4% | 3 |
| Aug 2026 | Senator Boats | 1.4K | 11.5% | 4 |
| Aug 2026 | Extreme Boats | 1.1K | 9.3% | 5 |
| Aug 2026 | Surtees | 1.1K | 8.7% | 6 |
| Aug 2026 | Smuggler | 320 | 2.7% | 7 |
| Aug 2026 | Quintrex | 130 | 1.1% | 8 |
| Aug 2026 | Buccaneer | 60 | 0.5% | 9 |
| Sep 2026 | Buccaneer | — | — | — |
| Sep 2026 | Extreme Boats | — | — | — |
| Sep 2026 | Haines Hunter | — | — | — |
| Sep 2026 | Quintrex | — | — | — |
| Sep 2026 | Rayglass | — | — | — |
| Sep 2026 | Senator Boats | — | — | — |
| Sep 2026 | Smuggler | — | — | — |
| Sep 2026 | Stabicraft | — | — | — |
| Sep 2026 | Surtees | — | — | — |

## What is being compared

- **Buccaneer**: Measured on the search terms “buccaneer boat” and “buccaneer for sale”, summed into one figure.
- **Extreme Boats**: Measured on the search terms “extreme boats”, “extreme boats for sale”, “extreme boats near me”, “extreme boats nz”, “extremeboats” and “extremeboats for sale”, summed into one figure.
- **Haines Hunter**: Measured on the search terms “haines hunter”, “haines hunter 535”, “haines hunter 725”, “haines hunter boat”, “haines hunter for sale”, “haines hunter hq”, “haines hunter near me”, “haines hunter nz”, “haines hunter sf535”, “haines hunter sf545”, “haines hunter sf545 for sale”, “haines hunter sf600”, “haines hunter sf700”, “haines hunter sp725”, “haines hunter ss660”, “haines hunter v17”, “haines hunter v17l”, “haines hunter v19”, “haines hunter v198”, “haineshunter” and “haineshunter co nz”, summed into one figure.
- **Quintrex**: Measured on the search terms “quintrex”, “quintrex boat”, “quintrex for sale”, “quintrex near me” and “quintrex nz”, summed into one figure.
- **Rayglass**: Measured on the search terms “rayglass”, “rayglass 2150”, “rayglass 2350”, “rayglass 2500 for sale”, “rayglass 2800”, “rayglass 3000”, “rayglass 3500”, “rayglass 3500 price”, “rayglass 4000”, “rayglass 4000 for sale”, “rayglass 730”, “rayglass boats for sale”, “rayglass co nz”, “rayglass for sale” and “rayglass nz”, summed into one figure.
- **Senator Boats**: Measured on the search terms “senator boats”, “senator boats for sale”, “senator boats new zealand” and “senatorboats”, summed into one figure.
- **Smuggler**: Measured on the search terms “smuggler boat”, “smuggler for sale” and “smuggler marine”, summed into one figure.
- **Stabicraft**: Measured on the search terms “1450 stabicraft”, “1550 stabicraft”, “1850 stabicraft”, “matt watson stabicraft”, “stabicraft”, “stabicraft 1450”, “stabicraft 1450 price”, “stabicraft 1550”, “stabicraft 1550 for sale”, “stabicraft 1550 price”, “stabicraft 1650”, “stabicraft 1850”, “stabicraft 1850 price”, “stabicraft 2050”, “stabicraft 2100”, “stabicraft 2750 price”, “stabicraft 389”, “stabicraft 459”, “stabicraft 509”, “stabicraft boat”, “stabicraft boats for sale”, “stabicraft com”, “stabicraft for sale”, “stabicraft marine”, “stabicraft near me” and “stabicraft nz”, summed into one figure.
- **Surtees**: Measured on the search terms “surtees”, “surtees for sale”, “surtees near me” and “surtees nz”, summed into one figure.

- [Buccaneer](/demand/nz/brands/buccaneer)
- [Extreme Boats](/demand/nz/brands/extreme-boats)
- [Haines Hunter](/demand/nz/brands/haines-hunter)
- [Quintrex](/demand/nz/brands/quintrex)
- [Rayglass](/demand/nz/brands/rayglass)
- [Senator Boats](/demand/nz/brands/senator-boats)
- [Smuggler](/demand/nz/brands/smuggler)
- [Stabicraft](/demand/nz/brands/stabicraft)
- [Surtees](/demand/nz/brands/surtees)

## Methodology

- [How is branded search demand measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused.

## Frequently asked questions

### Which brand is most popular in search among boat brands in New Zealand?

In August 2026, Stabicraft was the most searched among boat brands in New Zealand, with an estimated 4.7K branded searches and 38.8% estimated Share of Search within this set.

## Cite this page

Brandwave. "Boat brands in New Zealand: Which brands are most popular in search?". https://gobrandwave.com/demand/nz/categories/nz-boat-brands

This page is also available as HTML at https://gobrandwave.com/demand/nz/categories/nz-boat-brands. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.