---
title: "New car dealer groups in New Zealand: Which brands are most popular in search?"
description: "Compare the franchised new car dealer groups New Zealand drivers buy and service with. Share of Search among Armstrong Motor Group, Team Hutchinson Ford, Andrew Simms, Giltrap Group, Ebbett, Winger Motors and Archibalds, the new car dealer groups 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-car-dealer-groups"
publisher: "Brandwave"
---

# New car dealer groups in New Zealand: Which brands are most popular in search?

Compare the franchised new car dealer groups New Zealand drivers buy and service with. Share of Search among Armstrong Motor Group, Team Hutchinson Ford, Andrew Simms, Giltrap Group, Ebbett, Winger Motors and Archibalds, the new car dealer groups 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**: New car dealer groups
- **Market**: New Zealand
- **Brands compared**: 7
- **Month measured**: Aug 2026
- **Highest Share of Search**: Armstrong Motor Group, 19.9%

## Which brand is most popular in search among new car dealer groups in New Zealand?

- In August 2026, Armstrong Motor Group was the most searched among new car dealer groups in New Zealand, with an estimated 5.2K branded searches and 19.9% estimated Share of Search within this set.
- Team Hutchinson Ford is in 2nd place, 2.1 percentage points behind at 17.8% Share of Search.
- Across the 11 months ending August 2026, Armstrong Motor Group’s estimated Share of Search among new car dealer groups in New Zealand increased from 15.9% to 19.9%.
- Across the 11 months ending August 2026, Andrew Simms’ estimated Share of Search among new car dealer groups in New Zealand decreased from 18.3% to 15.6%.
- Across the 11 months ending August 2026, Giltrap Group’s estimated Share of Search among new car dealer groups in New Zealand decreased from 16.1% to 15.2%.
- Across the 11 months ending August 2026, Winger Motors’ estimated Share of Search among new car dealer groups in New Zealand increased from 10.4% to 11.1%.
- Across the 11 months ending August 2026, Archibalds’ estimated Share of Search among new car dealer groups in New Zealand decreased from 10.2% to 9.1%.
- Across the 11 months ending August 2026, Armstrong Motor Group’s estimated Share of Search among new car dealer groups in New Zealand peaked at 20.5% in July 2026 and was lowest at 15.9% in October 2025.
- Across the 11 months ending August 2026, Team Hutchinson Ford’s estimated Share of Search among new car dealer groups in New Zealand peaked at 21.2% in January 2026 and was lowest at 15.1% in April 2026.
- Across the 11 months ending August 2026, Andrew Simms’ estimated Share of Search among new car dealer groups in New Zealand peaked at 19.4% in April 2026 and was lowest at 15.6% in August 2026.
- Across the 11 months ending August 2026, Giltrap Group’s estimated Share of Search among new car dealer groups in New Zealand peaked at 16.1% in October 2025 and was lowest at 11.2% in January 2026.
- Across the 11 months ending August 2026, Ebbett’s estimated Share of Search among new car dealer groups in New Zealand peaked at 12.8% in March 2026 and was lowest at 10.6% in May 2026.
- Across the 11 months ending August 2026, Winger Motors’ estimated Share of Search among new car dealer groups in New Zealand peaked at 12.2% in May 2026 and was lowest at 10.3% in June 2026.
- Across the 11 months ending August 2026, Archibalds’ estimated Share of Search among new car dealer groups in New Zealand peaked at 11% in March 2026 and was lowest at 9.1% in August 2026.
- Across the 11 months ending August 2026, Armstrong Motor Group rose from 4th to 1st among new car dealer groups in New Zealand.
- Across the 11 months ending August 2026, Andrew Simms fell from 1st to 3rd among new car dealer groups in New Zealand.
- Across the 11 months ending August 2026, Giltrap Group fell from 3rd to 4th among new car dealer groups in New Zealand.
- Across the 11 months ending August 2026, Team Hutchinson Ford and Ebbett held steady: their estimated Share of Search among new car dealer groups in New Zealand each moved less than 0.5 percentage points.

## Compare search popularity between leading brands

- [Armstrong Motor Group vs Team Hutchinson Ford: compare search popularity](/demand/nz/compare/armstrong-motor-group-vs-team-hutchinson-ford): 19.9% against 17.8% Share of Search.
- [Armstrong Motor Group vs Andrew Simms: compare search popularity](/demand/nz/compare/andrew-simms-vs-armstrong-motor-group): 19.9% against 15.6% Share of Search.
- [Armstrong Motor Group vs Giltrap Group: compare search popularity](/demand/nz/compare/armstrong-motor-group-vs-giltrap-group): 19.9% against 15.2% Share of Search.
- [Armstrong Motor Group vs Ebbett: compare search popularity](/demand/nz/compare/armstrong-motor-group-vs-ebbett): 19.9% against 11.3% Share of Search.
- [Team Hutchinson Ford vs Andrew Simms: compare search popularity](/demand/nz/compare/andrew-simms-vs-team-hutchinson-ford): 17.8% against 15.6% Share of Search.
- [Team Hutchinson Ford vs Giltrap Group: compare search popularity](/demand/nz/compare/giltrap-group-vs-team-hutchinson-ford): 17.8% against 15.2% Share of Search.
- [Team Hutchinson Ford vs Ebbett: compare search popularity](/demand/nz/compare/ebbett-vs-team-hutchinson-ford): 17.8% against 11.3% Share of Search.
- [Andrew Simms vs Giltrap Group: compare search popularity](/demand/nz/compare/andrew-simms-vs-giltrap-group): 15.6% against 15.2% Share of Search.
- [Andrew Simms vs Ebbett: compare search popularity](/demand/nz/compare/andrew-simms-vs-ebbett): 15.6% against 11.3% Share of Search.
- [Giltrap Group vs Ebbett: compare search popularity](/demand/nz/compare/ebbett-vs-giltrap-group): 15.2% against 11.3% Share of Search.

## How did search popularity change for New Zealand new car dealer groups in August 2026?

- In August 2026, Team Hutchinson Ford overtook Andrew Simms to rank 2nd among new car dealer groups in New Zealand, at 17.8%.
- In August 2026, Giltrap Group gained estimated Share of Search among new car dealer groups in New Zealand, from 13.6% to 15.2%.
- In August 2026, Archibalds lost estimated Share of Search among new car dealer groups in New Zealand, from 10.8% to 9.1%.
- In August 2026, Andrew Simms lost estimated Share of Search among new car dealer groups in New Zealand, from 16.7% to 15.6%.
- In August 2026, Ebbett lost estimated Share of Search among new car dealer groups in New Zealand, from 12% to 11.3%.
- In August 2026, Armstrong Motor Group lost estimated Share of Search among new car dealer groups in New Zealand, from 20.5% to 19.9%.

## Share of Search ranking

| Rank | Brand | Share of Search | Estimated monthly branded searches | Change vs prior month | Owned by |
| --- | --- | --- | --- | --- | --- |
| 1 | Armstrong Motor Group | 19.9% | 5.2K | +2.8% | Armstrong Motor Group |
| 2 | Team Hutchinson Ford | 17.8% | 4.6K | +23.6% | Team Hutchinson Ford |
| 3 | Andrew Simms | 15.6% | 4K | -0.5% | Andrew Simms |
| 4 | Giltrap Group | 15.2% | 4K | +18.6% | Giltrap Group |
| 5 | Ebbett | 11.3% | 2.9K | -0.3% | Ebbett |
| 6 | Winger Motors | 11.1% | 2.9K | +5.9% | Winger Motors |
| 7 | Archibalds | 9.1% | 2.4K | -11.0% | Archibalds |

## Historical estimated branded-search demand

| Month | Brand | Estimated monthly branded searches | Share of Search | Rank |
| --- | --- | --- | --- | --- |
| Oct 2025 | Andrew Simms | 4.7K | 18.3% | 1 |
| Oct 2025 | Team Hutchinson Ford | 4.7K | 18% | 2 |
| Oct 2025 | Giltrap Group | 4.2K | 16.1% | 3 |
| Oct 2025 | Armstrong Motor Group | 4.1K | 15.9% | 4 |
| Oct 2025 | Ebbett | 2.8K | 11% | 5 |
| Oct 2025 | Winger Motors | 2.7K | 10.4% | 6 |
| Oct 2025 | Archibalds | 2.6K | 10.2% | 7 |
| Nov 2025 | Armstrong Motor Group | 5K | 18.8% | 1 |
| Nov 2025 | Andrew Simms | 5K | 18.6% | 2 |
| Nov 2025 | Team Hutchinson Ford | 4.6K | 17.3% | 3 |
| Nov 2025 | Giltrap Group | 3.6K | 13.7% | 4 |
| Nov 2025 | Ebbett | 2.9K | 10.8% | 5 |
| Nov 2025 | Winger Motors | 2.9K | 10.8% | 6 |
| Nov 2025 | Archibalds | 2.6K | 9.8% | 7 |
| Dec 2025 | Team Hutchinson Ford | 4.6K | 19.5% | 1 |
| Dec 2025 | Armstrong Motor Group | 4.1K | 17.3% | 2 |
| Dec 2025 | Andrew Simms | 4K | 16.8% | 3 |
| Dec 2025 | Giltrap Group | 3.3K | 13.9% | 4 |
| Dec 2025 | Ebbett | 2.7K | 11.4% | 5 |
| Dec 2025 | Winger Motors | 2.7K | 11.3% | 6 |
| Dec 2025 | Archibalds | 2.3K | 9.8% | 7 |
| Jan 2026 | Team Hutchinson Ford | 5.7K | 21.2% | 1 |
| Jan 2026 | Armstrong Motor Group | 5K | 18.7% | 2 |
| Jan 2026 | Andrew Simms | 4.8K | 17.9% | 3 |
| Jan 2026 | Giltrap Group | 3K | 11.2% | 4 |
| Jan 2026 | Ebbett | 2.9K | 10.7% | 5 |
| Jan 2026 | Winger Motors | 2.9K | 10.6% | 6 |
| Jan 2026 | Archibalds | 2.6K | 9.7% | 7 |
| Feb 2026 | Team Hutchinson Ford | 4.6K | 18.8% | 1 |
| Feb 2026 | Armstrong Motor Group | 4.2K | 17.3% | 2 |
| Feb 2026 | Andrew Simms | 4K | 16.6% | 3 |
| Feb 2026 | Giltrap Group | 3.3K | 13.6% | 4 |
| Feb 2026 | Winger Motors | 2.9K | 11.7% | 5 |
| Feb 2026 | Ebbett | 2.8K | 11.3% | 6 |
| Feb 2026 | Archibalds | 2.6K | 10.7% | 7 |
| Mar 2026 | Armstrong Motor Group | 5.3K | 18.1% | 1 |
| Mar 2026 | Andrew Simms | 5.1K | 17.4% | 2 |
| Mar 2026 | Team Hutchinson Ford | 4.6K | 15.7% | 3 |
| Mar 2026 | Giltrap Group | 4K | 13.5% | 4 |
| Mar 2026 | Ebbett | 3.8K | 12.8% | 5 |
| Mar 2026 | Winger Motors | 3.4K | 11.5% | 6 |
| Mar 2026 | Archibalds | 3.2K | 11% | 7 |
| Apr 2026 | Armstrong Motor Group | 5.2K | 20.1% | 1 |
| Apr 2026 | Andrew Simms | 5K | 19.4% | 2 |
| Apr 2026 | Team Hutchinson Ford | 3.9K | 15.1% | 3 |
| Apr 2026 | Giltrap Group | 3.4K | 13.1% | 4 |
| Apr 2026 | Ebbett | 3K | 11.6% | 5 |
| Apr 2026 | Winger Motors | 2.7K | 10.5% | 6 |
| Apr 2026 | Archibalds | 2.6K | 10.2% | 7 |
| May 2026 | Armstrong Motor Group | 5.2K | 18.8% | 1 |
| May 2026 | Andrew Simms | 4.9K | 17.7% | 2 |
| May 2026 | Team Hutchinson Ford | 4.6K | 16.7% | 3 |
| May 2026 | Giltrap Group | 3.6K | 13.2% | 4 |
| May 2026 | Winger Motors | 3.4K | 12.2% | 5 |
| May 2026 | Archibalds | 2.9K | 10.7% | 6 |
| May 2026 | Ebbett | 2.9K | 10.6% | 7 |
| Jun 2026 | Armstrong Motor Group | 5K | 19.3% | 1 |
| Jun 2026 | Andrew Simms | 4.8K | 18.6% | 2 |
| Jun 2026 | Team Hutchinson Ford | 4.6K | 17.7% | 3 |
| Jun 2026 | Giltrap Group | 3.3K | 12.7% | 4 |
| Jun 2026 | Ebbett | 2.9K | 11.2% | 5 |
| Jun 2026 | Winger Motors | 2.7K | 10.3% | 6 |
| Jun 2026 | Archibalds | 2.6K | 10.1% | 7 |
| Jul 2026 | Armstrong Motor Group | 5K | 20.5% | 1 |
| Jul 2026 | Andrew Simms | 4.1K | 16.7% | 2 |
| Jul 2026 | Team Hutchinson Ford | 3.7K | 15.3% | 3 |
| Jul 2026 | Giltrap Group | 3.3K | 13.6% | 4 |
| Jul 2026 | Ebbett | 2.9K | 12% | 5 |
| Jul 2026 | Winger Motors | 2.7K | 11.1% | 6 |
| Jul 2026 | Archibalds | 2.6K | 10.8% | 7 |
| Aug 2026 | Armstrong Motor Group | 5.2K | 19.9% | 1 |
| Aug 2026 | Team Hutchinson Ford | 4.6K | 17.8% | 2 |
| Aug 2026 | Andrew Simms | 4K | 15.6% | 3 |
| Aug 2026 | Giltrap Group | 4K | 15.2% | 4 |
| Aug 2026 | Ebbett | 2.9K | 11.3% | 5 |
| Aug 2026 | Winger Motors | 2.9K | 11.1% | 6 |
| Aug 2026 | Archibalds | 2.4K | 9.1% | 7 |
| Sep 2026 | Andrew Simms | — | — | — |
| Sep 2026 | Archibalds | — | — | — |
| Sep 2026 | Armstrong Motor Group | — | — | — |
| Sep 2026 | Ebbett | — | — | — |
| Sep 2026 | Giltrap Group | — | — | — |
| Sep 2026 | Team Hutchinson Ford | — | — | — |
| Sep 2026 | Winger Motors | — | — | — |

## What is being compared

- **Andrew Simms**: Measured on the search terms “andrew simms”, “andrew simms byd”, “andrew simms near me”, “andrew simms nz”, “andrew simms service”, “andrewsimms”, “andrewsimms co nz” and “byd andrew simms”, summed into one figure.
- **Archibalds**: Measured on the search terms “archibalds”, “archibalds co nz”, “archibalds near me” and “archibalds nz”, summed into one figure.
- **Armstrong Motor Group**: Measured on the search terms “armstrong motor group”, “armstrong motor group near me”, “armstrong motor group new zealand”, “armstrong motor group nz”, “armstrongmotorgroup”, “armstrongs” and “armstrongs co nz”, summed into one figure.
- **Ebbett**: Measured on the search terms “ebbett”, “ebbett byd”, “ebbett byd hamilton”, “ebbett cars”, “ebbett co nz”, “ebbett hamilton”, “ebbett hamilton vw”, “ebbett near me”, “ebbett nz” and “ebbett service”, summed into one figure.
- **Giltrap Group**: Measured on the search terms “giltrap”, “giltrap cars”, “giltrap com”, “giltrap great north road”, “giltrap group”, “giltrap group nz”, “giltrap group service”, “giltrap motor group” and “giltrapgroup”, summed into one figure.
- **Team Hutchinson Ford**: Measured on the search terms “team hutchinson ford”, “team hutchinson ford nz”, “team hutchinson ford service”, “team hutchinson ford used cars”, “teamhutchinsonford” and “teamhutchinsonford co nz”, summed into one figure.
- **Winger Motors**: Measured on the search terms “winger”, “winger co nz”, “winger motors”, “winger motors near me” and “winger motors nz”, summed into one figure.

- [Andrew Simms](/demand/nz/brands/andrew-simms)
- [Archibalds](/demand/nz/brands/archibalds)
- [Armstrong Motor Group](/demand/nz/brands/armstrong-motor-group)
- [Ebbett](/demand/nz/brands/ebbett)
- [Giltrap Group](/demand/nz/brands/giltrap-group)
- [Team Hutchinson Ford](/demand/nz/brands/team-hutchinson-ford)
- [Winger Motors](/demand/nz/brands/winger-motors)

## 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 new car dealer groups in New Zealand?

In August 2026, Armstrong Motor Group was the most searched among new car dealer groups in New Zealand, with an estimated 5.2K branded searches and 19.9% estimated Share of Search within this set.

## Cite this page

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

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