Brandwave

Makita vs Stihl:Which is more popular?

In September 2026, Makita had more branded searches than Stihl among earth auger brands in New Zealand. Makita had about 8,100 branded searches, while Stihl had 7,080. Makita made up 29.2% of all earth auger brand searches we track, and Stihl accounted for 25.6%. When we asked ChatGPT and Google AI Overviews about earth auger brands, Stihl appeared in all four answers and Makita in one. Stihl was mentioned before Makita in every answer.

Among earth auger brands in New Zealand in September 2026

Who do people search for more?

Makita, about 14% more searches than Stihl

Makita 8.1K searchesStihl 7.1K searches

Who does AI mention more?

Stihl, mentioned in every answer we collected

Stihl in 4 of 4Makita in 1 of 4

Who does AI recommend more?

Stihl, named ahead of Makita in every answer

Stihl first in 4Makita never first

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Top earth auger brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and one Google AI Overview, Stihl appeared in all four answers. Makita was mentioned in one out of four: in one of the three ChatGPT answers, but not in the Google AI Overview. Stihl was listed before Makita in every answer.

Most recommended by AI

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

  1. Stihl1st
  2. Honda1st
  3. Hyundai3rd
  4. ECHO4th
  5. Makita5th
  6. Husqvarna–
  7. DeWalt–
  8. Greenworks–

Mentioned by AI

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

  • Stihl4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Honda4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Hyundai2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Makita1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • ECHO1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Husqvarna0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • DeWalt0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Greenworks0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers

See every answer about earth auger brands

4 answers

  • Asked ChatGPT

    “Which earth auger brand should I buy in New Zealand?”

    1. 1Honda
    2. 2Stihl
    3. 3Hyundai
    4. 4Makita

  • Asked ChatGPT

    “What are the best earth auger brands in New Zealand?”

    1. 1Stihl
    2. 2Honda
    3. 3ECHO
    4. 4Hyundai

  • Asked ChatGPT

    “What's the best earth auger brand in New Zealand for digging fence holes?”

    1. 1Honda
    2. 2Stihl

  • Searched Google, AI Overview

    “earth auger nz”

    1. 1Stihl
    2. 2Honda

  • Searched Google, AI Overview

    “post hole auger”

    Google showed no AI Overview for this search.

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in New Zealand on October 21, 2026.

Is Makita or Stihl more popular in search?

This chart shows how often people search Google for Makita and Stihl by name. Each line represents a brand's share of searches for all eight earth auger brands we track, month by month, from searches in New Zealand.

Makita and Stihl among earth auger brands in New Zealand, by month

Share of searches by month for Makita, Stihl. The figures are in the table below the chart.

View monthly share of searches table
MonthMakitaHusqvarnaStihlDeWaltECHOHondaHyundaiGreenworks
Oct 202523.3%36.6%24.6%14.8%0.42%0.21%0.04%0.04%
Nov 202520.9%32.8%26.6%19%0.44%0.16%0.03%0%
Dec 202523.5%30.7%29.7%15.4%0.5%0.14%0.04%0.04%
Jan 202623.5%30.8%30%14.9%0.46%0.18%0.04%0.04%
Feb 202623.3%30.9%29.9%15.2%0.39%0.18%0.04%0.04%
Mar 202624.6%32%26%16.7%0.45%0.22%0.04%0%
Apr 202624.8%32.1%26.7%15.8%0.38%0.19%0.04%0%
May 202623.5%29.9%30.5%15.4%0.5%0.21%0.04%0%
Jun 202625.2%26.8%27%20.1%0.46%0.34%0.04%0%
Jul 202626.4%27.3%28.3%17.3%0.4%0.24%0.04%0%
Aug 202625.6%26.5%27.8%19.3%0.46%0.31%0.04%0%
Sep 202629.2%26.5%25.6%18%0.51%0.22%0.04%0%

How has the Makita and Stihl comparison changed over the last 12 months?

3 findings
  • The lead changed hands once in the 12 months ending September 2026: Makita took it in September 2026.
  • Across the 12 months ending September 2026, Makita’s share of searches among earth auger brands in New Zealand moved from 23.3% to 29.2%, and its estimated monthly branded searches moved from 6.6K to 8.1K.
  • Across the 12 months ending September 2026, Stihl’s share of searches among earth auger brands in New Zealand moved from 24.6% to 25.6%, and its estimated monthly branded searches moved from 7K to 7.1K.

How did search popularity change for New Zealand earth auger brands in September 2026?

2 changes

  1. In September 2026, Makita overtook Stihl and Husqvarna to become the leader among earth auger brands in New Zealand, with 29.2% of the searches.

  2. In September 2026, Stihl lost share of searches among earth auger brands in New Zealand, from 27.8% to 25.6%.

How are branded searches counted?

3 search terms

Brandwave collects information about searches that people make online using Makita’s and Stihl’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.

Makita

1 branded search term

  • makita

Stihl

2 branded search terms

  • 500i stihl
  • stihl

How the Brand Demand Index is measured

Other head-to-heads among earth auger brands

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