Brandwave

Meguiar's vs Turtle Wax:Which is more popular?

In September 2026, Meguiar's had more branded searches than Turtle Wax among car care brands in New Zealand. Meguiar's had about 2,100 branded searches, while Turtle Wax had 470. Meguiar's made up 52.8% of all car care brand searches we track, and Turtle Wax accounted for 11.8%. When we asked ChatGPT and Google AI Overviews about car care brands, Turtle Wax appeared in all five answers and Meguiar's in four. Meguiar's was mentioned before Turtle Wax in three out of four answers.

Among car care brands in New Zealand in September 2026

Who do people search for more?

Meguiar's, about 4 searches for every 1 for Turtle Wax

Meguiar's 2.1K searchesTurtle Wax 470 searches

Who does AI mention more?

Turtle Wax, mentioned in every answer we collected

Turtle Wax in 5 of 5Meguiar's in 4 of 5

Who does AI recommend more?

Meguiar's, named ahead of Turtle Wax in 3 of 4 answers

Meguiar's first in 3Turtle Wax first in 1

Follow Meguiar's vs 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

Track your brand against a rival →

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. Meguiar's was mentioned in four out of five: in all three ChatGPT answers and in one of the two Google AI Overviews. Meguiar's was listed before Turtle Wax in three out of four answers.

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. Chemical Guys5th
  6. 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
  • 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.

Is Meguiar's or Turtle Wax more popular in search?

This chart shows how often people search Google for Meguiar's and Turtle Wax by name. Each line represents a brand's share of searches for all seven car care brands we track, month by month, from searches in New Zealand.

Meguiar's and Turtle Wax among car care brands in New Zealand, by month

Share of searches by month for Meguiar's, Turtle Wax. The figures are in the table below the chart.

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

How has the Meguiar's and Turtle Wax comparison changed over the last 12 months?

3 findings
  • Meguiar's was ahead of Turtle Wax in every measured month of the 12 months ending September 2026.
  • Across the 12 months ending September 2026, Meguiar's’ share of searches among car care brands in New Zealand moved from 43.5% to 52.8%, and its estimated monthly branded searches moved from 1.9K to 2.1K.
  • Across the 12 months ending September 2026, Turtle Wax’s share of searches among car care brands in New Zealand moved from 9.4% to 11.8%, and its estimated monthly branded searches moved from 410 to 470.

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

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

How are branded searches counted?

22 search terms

Brandwave collects information about searches that people make online using Meguiar's’ and Turtle Wax’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.

Meguiar's

13 branded search terms

  • car shampoo meguiars
  • meguiar's
  • meguiar's polish
  • meguiar's wax
  • meguiars
  • meguiars ceramic wax
  • meguiars detailing
  • meguiars plastx
  • meguiars polish
  • meguiars scratch x
  • meguiars ultimate compound
  • meguiars ultimate polish
  • meguiars wax

Turtle Wax

9 branded search terms

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

How the Brand Demand Index is measured

Other head-to-heads among car care brands

Creator with pink hair and a pink jacket

Put your own brand in this comparison

Brandwave tracks your branded demand next to the rival you actually watch, with your campaigns, spend and outcomes on the same timeline.

Start free