Brandwave

Rhino-Rack vs Thule:Which is more popular?

In September 2026, Thule had more branded searches than Rhino-Rack among cargo basket brands in New Zealand. Thule had about 4,050 branded searches, while Rhino-Rack had 1,110. Thule made up 64.8% of all cargo basket brand searches we track, and Rhino-Rack accounted for 17.8%. When we asked ChatGPT and Google AI Overviews about cargo basket brands, Rhino-Rack appeared in all five answers and Thule in three. Rhino-Rack was mentioned before Thule in every answer.

Among cargo basket brands in New Zealand in September 2026

Who do people search for more?

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

Thule 4K searchesRhino-Rack 1.1K searches

Who does AI mention more?

Rhino-Rack, mentioned in every answer we collected

Rhino-Rack in 5 of 5Thule in 3 of 5

Who does AI recommend more?

Rhino-Rack, named ahead of Thule in every answer

Rhino-Rack first in 5Thule never first

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Top cargo basket brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Rhino-Rack appeared in all five answers. Thule was mentioned in three out of five: in two of the three ChatGPT answers and in one of the two Google AI Overviews. Rhino-Rack was listed before Thule in every answer.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. Yakima1st
  2. Rhino-Rack2nd
  3. Thule3rd

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • Rhino-Rack5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Yakima5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Thule3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers

See every answer about cargo basket brands

5 answers

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 three cargo basket brands we track, month by month, from searches in New Zealand.

Rhino-Rack and Thule among cargo basket 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
MonthThuleRhino-RackYakima
Oct 202567.3%18.5%14.2%
Nov 202566%19.6%14.4%
Dec 202562.5%20.9%16.6%
Jan 202667.5%17.7%14.8%
Feb 202666.6%19%14.4%
Mar 202671.3%16.6%12.1%
Apr 202670.1%16.7%13.2%
May 202670.6%16.3%13.2%
Jun 202671.2%15.7%13.1%
Jul 202670.7%16%13.2%
Aug 202669.1%15.6%15.3%
Sep 202664.8%17.8%17.4%

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 cargo basket brands in New Zealand moved from 18.5% to 17.8%, 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 cargo basket brands in New Zealand moved from 67.3% to 64.8%, and its estimated monthly branded searches moved from 5K to 4K.

How did search popularity change for New Zealand cargo basket brands in September 2026?

2 changes

  1. In September 2026, Rhino-Rack gained share of searches among cargo basket brands in New Zealand, from 15.6% to 17.8%.

  2. In September 2026, Thule lost share of searches among cargo basket brands in New Zealand, from 69.1% to 64.8%.

How are branded searches counted?

10 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

4 branded search terms

  • rhino rack
  • rhino rack platform
  • rhino rack vortex
  • rhinorack

Thule

6 branded search terms

  • thule
  • thule bike rack
  • thule car rack
  • thule roof box
  • thule urban
  • thule urban glide

How the Brand Demand Index is measured

Other head-to-heads among cargo basket brands

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