Rhino-Rack vs Thule:Which is more popular?
In September 2026, Thule had more branded searches than Rhino-Rack among roof box brands in New Zealand. Thule had about 4,050 branded searches, while Rhino-Rack had 1,110. Thule made up 64.8% of all roof box brand searches we track, and Rhino-Rack accounted for 17.8%. When we asked ChatGPT and Google AI Overviews about roof box brands, Thule appeared in all four answers and Rhino-Rack in three. Thule was mentioned before Rhino-Rack in every answer.
Who do people search for more?
Thule, about 4 searches for every 1 for Rhino-Rack
Who does AI mention more?
Thule, mentioned in every answer we collected
Who does AI recommend more?
Thule, named ahead of Rhino-Rack in every answer
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Top roof box brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and one Google AI Overview, Thule appeared in all four answers. Rhino-Rack was mentioned in three out of four: in two of the three ChatGPT answers and in the Google AI Overview. Thule was listed before Rhino-Rack in every answer.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
- Thule1st
Yakima2nd
Rhino-Rack3rd
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- Thule4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
- Yakima4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
- Rhino-Rack3 of 4Named in 2 of 3 ChatGPT answersNamed in 1 of 1 Google answers
See every answer about roof box brands
4 answers
Asked ChatGPT
“Which roof box brand should I buy in New Zealand?”
Asked ChatGPT
“What are the best roof box brands in New Zealand?”
Asked ChatGPT
“What's the best roof box brand in New Zealand for extra luggage?”
Searched Google, AI Overview
“car roof box nz”
Google showed no AI Overview for this search.
Searched Google, AI Overview
“roof cargo box”
Brands are shown in the order each answer named them. The survey took place in New Zealand on October 21, 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 roof box brands we track, month by month, from searches in New Zealand.
Share of searches by month for Thule, Rhino-Rack. The figures are in the table below the chart.
View monthly share of searches table
| Month | Thule | Rhino-Rack | Yakima |
|---|---|---|---|
| Oct 2025 | 67.3% | 18.5% | 14.2% |
| Nov 2025 | 66% | 19.6% | 14.4% |
| Dec 2025 | 62.5% | 20.9% | 16.6% |
| Jan 2026 | 67.5% | 17.7% | 14.8% |
| Feb 2026 | 66.6% | 19% | 14.4% |
| Mar 2026 | 71.3% | 16.6% | 12.1% |
| Apr 2026 | 70.1% | 16.7% | 13.2% |
| May 2026 | 70.6% | 16.3% | 13.2% |
| Jun 2026 | 71.2% | 15.7% | 13.1% |
| Jul 2026 | 70.7% | 16% | 13.2% |
| Aug 2026 | 69.1% | 15.6% | 15.3% |
| Sep 2026 | 64.8% | 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 roof box 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 roof box 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 roof box brands in September 2026?
2 changes
In September 2026, Rhino-Rack gained share of searches among roof box brands in New Zealand, from 15.6% to 17.8%.
In September 2026, Thule lost share of searches among roof box 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
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