---
title: "SDS Max brands in New Zealand: Which are searched most?"
description: "Compare the sds max brands people buy. Share of Search among Makita, DeWalt, Milwaukee, Hilti and Bosch, the SDS Max brands 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-sds-max-brands"
publisher: "Brandwave"
---

# SDS Max brands in New Zealand: Which are searched most?

Compare the sds max brands people buy. Share of Search among Makita, DeWalt, Milwaukee, Hilti and Bosch, the SDS Max brands 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**: SDS Max brands
- **Market**: New Zealand
- **Brands compared**: 5
- **Month measured**: Sep 2026
- **Highest Share of Search**: Makita, 48%

## Which brand is most popular in search among SDS Max brands in New Zealand?

- In September 2026, Makita was the most searched among SDS Max brands in New Zealand, with an estimated 9.1K branded searches, 48% of all searches for the five we track.
- DeWalt is in 2nd place, 21.7 percentage points behind at 26.3%.
- Across the 12 months ending September 2026, Makita’s share of searches among SDS Max brands in New Zealand increased from 46.3% to 48%.
- Across the 12 months ending September 2026, DeWalt’s share of searches among SDS Max brands in New Zealand increased from 25.5% to 26.3%.
- Across the 12 months ending September 2026, Milwaukee’s share of searches among SDS Max brands in New Zealand increased from 13.4% to 15.6%.
- Across the 12 months ending September 2026, Hilti’s share of searches among SDS Max brands in New Zealand decreased from 14.6% to 10%.
- Across the 12 months ending September 2026, Makita’s share of searches among SDS Max brands in New Zealand peaked at 48.7% in January 2026 and was lowest at 41.2% in November 2025.
- Across the 12 months ending September 2026, DeWalt’s share of searches among SDS Max brands in New Zealand peaked at 32.5% in November 2025 and was lowest at 25.4% in May 2026.
- Across the 12 months ending September 2026, Milwaukee’s share of searches among SDS Max brands in New Zealand peaked at 20.5% in August 2026 and was lowest at 11.5% in January 2026.
- Across the 12 months ending September 2026, Hilti’s share of searches among SDS Max brands in New Zealand peaked at 16.9% in March 2026 and was lowest at 10% in September 2026.
- Across the 12 months ending September 2026, Milwaukee rose from 4th to 3rd among SDS Max brands in New Zealand.
- Across the 12 months ending September 2026, Hilti fell from 3rd to 4th among SDS Max brands in New Zealand.
- Across the 12 months ending September 2026, Bosch held steady: its share of searches among SDS Max brands in New Zealand moved less than 0.5 percentage points.

## Top SDS Max brands in ChatGPT and Google AI Overviews

In Brandwave's three ChatGPT questions and one Google AI Overview, Makita, Hilti and Bosch appeared every time. Makita was recommended most often, coming first in two out of four answers. Bosch was second, and Hilti was third.

Brands get a higher AI rank if they are mentioned earlier in the answers that list options.

| Brand | AI rank | ChatGPT answers that named it | Google AI Overviews that named it | All answers that named it |
| --- | --- | --- | --- | --- |
| Makita | 1st | 3 of 3 | 1 of 1 | 4 of 4 |
| Bosch | 2nd | 3 of 3 | 1 of 1 | 4 of 4 |
| Hilti | 3rd | 3 of 3 | 1 of 1 | 4 of 4 |
| Milwaukee | 4th | 2 of 3 | 1 of 1 | 3 of 4 |
| DeWalt | 5th | 2 of 3 | 0 of 1 | 2 of 4 |

## Every AI answer about SDS Max brands

- Asked ChatGPT "Which SDS Max brand should I buy in New Zealand?": 1. Makita, 2. Bosch, 3. Hilti, 4. DeWalt
- Asked ChatGPT "What are the best SDS Max brands in New Zealand?": 1. Hilti, 2. Bosch, 3. Makita, 4. Milwaukee, 5. DeWalt
- Asked ChatGPT "What's the best SDS Max brand in New Zealand for heavy drilling?": 1. Makita, 2. Bosch, 3. Milwaukee, 4. Hilti
- Searched Google, AI Overview "sds max drill bits": 1. Bosch, 2. Makita, 3. Hilti, 4. Milwaukee

Brands are listed in the order each answer named them. The answers were collected in New Zealand on October 21, 2026.

## Compare search popularity between leading brands

- [Makita vs DeWalt: compare search popularity](/demand/nz/compare/dewalt-vs-makita): 48% against 26.3% Share of Search.
- [Makita vs Milwaukee: compare search popularity](/demand/nz/compare/makita-vs-milwaukee): 48% against 15.6% Share of Search.
- [Makita vs Hilti: compare search popularity](/demand/nz/compare/hilti-vs-makita): 48% against 10% Share of Search.
- [DeWalt vs Milwaukee: compare search popularity](/demand/nz/compare/dewalt-vs-milwaukee): 26.3% against 15.6% Share of Search.
- [DeWalt vs Hilti: compare search popularity](/demand/nz/compare/dewalt-vs-hilti): 26.3% against 10% Share of Search.
- [Milwaukee vs Hilti: compare search popularity](/demand/nz/compare/hilti-vs-milwaukee): 15.6% against 10% Share of Search.

## How did search popularity change for New Zealand SDS Max brands in September 2026?

- In September 2026, Makita gained share of searches among SDS Max brands in New Zealand, from 41.6% to 48%.
- In September 2026, Milwaukee lost share of searches among SDS Max brands in New Zealand, from 20.5% to 15.6%.
- In September 2026, DeWalt lost share of searches among SDS Max brands in New Zealand, from 27.3% to 26.3%.
- Estimated monthly branded searches for Hilti in New Zealand fell 20.8% over 12 measured months, from 2.4K to 1.9K in September 2026.

## Share of Search ranking

| Rank | Brand | Share of Search | Estimated monthly branded searches | Change vs prior month | Owned by |
| --- | --- | --- | --- | --- | --- |
| 1 | Makita | 48% | 9.1K | +19.7% | Makita |
| 2 | DeWalt | 26.3% | 5K | 0.0% | DeWalt |
| 3 | Milwaukee | 15.6% | 3K | -21.3% | Milwaukee |
| 4 | Hilti | 10% | 1.9K | 0.0% | Hilti |
| 5 | Bosch | 0.05% | 10 | 0.0% | Bosch |

## Historical estimated branded-search demand

| Month | Brand | Estimated monthly branded searches | Share of Search | Rank |
| --- | --- | --- | --- | --- |
| Oct 2025 | Makita | 7.6K | 46.3% | 1 |
| Oct 2025 | DeWalt | 4.2K | 25.5% | 2 |
| Oct 2025 | Hilti | 2.4K | 14.6% | 3 |
| Oct 2025 | Milwaukee | 2.2K | 13.4% | 4 |
| Oct 2025 | Bosch | 10 | 0.06% | 5 |
| Nov 2025 | Makita | 7.6K | 41.2% | 1 |
| Nov 2025 | DeWalt | 6K | 32.5% | 2 |
| Nov 2025 | Milwaukee | 2.5K | 13.3% | 3 |
| Nov 2025 | Hilti | 2.4K | 13% | 4 |
| Nov 2025 | Bosch | 10 | 0.05% | 5 |
| Dec 2025 | Makita | 7.6K | 48.5% | 1 |
| Dec 2025 | DeWalt | 4.3K | 27.6% | 2 |
| Dec 2025 | Milwaukee | 2.1K | 13.6% | 3 |
| Dec 2025 | Hilti | 1.6K | 10.2% | 4 |
| Dec 2025 | Bosch | 10 | 0.06% | 5 |
| Jan 2026 | Makita | 7.5K | 48.7% | 1 |
| Jan 2026 | DeWalt | 4.2K | 27.3% | 2 |
| Jan 2026 | Hilti | 1.9K | 12.4% | 3 |
| Jan 2026 | Milwaukee | 1.8K | 11.5% | 4 |
| Jan 2026 | Bosch | 10 | 0.07% | 5 |
| Feb 2026 | Makita | 7.5K | 47.2% | 1 |
| Feb 2026 | DeWalt | 4.3K | 27.2% | 2 |
| Feb 2026 | Milwaukee | 2.1K | 13.6% | 3 |
| Feb 2026 | Hilti | 1.9K | 12% | 4 |
| Feb 2026 | Bosch | 10 | 0.06% | 5 |
| Mar 2026 | Makita | 7.5K | 43.7% | 1 |
| Mar 2026 | DeWalt | 4.5K | 26.2% | 2 |
| Mar 2026 | Hilti | 2.9K | 16.9% | 3 |
| Mar 2026 | Milwaukee | 2.3K | 13.2% | 4 |
| Mar 2026 | Bosch | 10 | 0.06% | 5 |
| Apr 2026 | Makita | 7.5K | 46.2% | 1 |
| Apr 2026 | DeWalt | 4.2K | 25.9% | 2 |
| Apr 2026 | Hilti | 2.4K | 14.8% | 3 |
| Apr 2026 | Milwaukee | 2.1K | 13% | 4 |
| Apr 2026 | Bosch | 10 | 0.06% | 5 |
| May 2026 | Makita | 7.6K | 44.6% | 1 |
| May 2026 | DeWalt | 4.3K | 25.4% | 2 |
| May 2026 | Milwaukee | 2.7K | 15.9% | 3 |
| May 2026 | Hilti | 2.4K | 14.1% | 4 |
| May 2026 | Bosch | 10 | 0.06% | 5 |
| Jun 2026 | Makita | 7.6K | 43.3% | 1 |
| Jun 2026 | DeWalt | 5.3K | 30.1% | 2 |
| Jun 2026 | Milwaukee | 2.8K | 15.8% | 3 |
| Jun 2026 | Hilti | 1.9K | 10.8% | 4 |
| Jun 2026 | Bosch | 10 | 0.06% | 5 |
| Jul 2026 | Makita | 7.5K | 45.9% | 1 |
| Jul 2026 | DeWalt | 4.3K | 26.5% | 2 |
| Jul 2026 | Milwaukee | 2.6K | 15.9% | 3 |
| Jul 2026 | Hilti | 1.9K | 11.7% | 4 |
| Jul 2026 | Bosch | 10 | 0.06% | 5 |
| Aug 2026 | Makita | 7.6K | 41.6% | 1 |
| Aug 2026 | DeWalt | 5K | 27.3% | 2 |
| Aug 2026 | Milwaukee | 3.8K | 20.5% | 3 |
| Aug 2026 | Hilti | 1.9K | 10.4% | 4 |
| Aug 2026 | Bosch | 10 | 0.05% | 5 |
| Sep 2026 | Makita | 9.1K | 48% | 1 |
| Sep 2026 | DeWalt | 5K | 26.3% | 2 |
| Sep 2026 | Milwaukee | 3K | 15.6% | 3 |
| Sep 2026 | Hilti | 1.9K | 10% | 4 |
| Sep 2026 | Bosch | 10 | 0.05% | 5 |

## What is being compared

- **Bosch**: Measured on the search term “bosch sds max”.
- **DeWalt**: Measured on the search terms “dewalt” and “dewalt redemption”, summed into one figure.
- **Hilti**: Measured on the search term “hilti”.
- **Makita**: Measured on the search terms “makita” and “makita tool”, summed into one figure.
- **Milwaukee**: Measured on the search terms “milwaukee tool”, “milwaukee tool bag”, “milwaukee tool box”, “milwaukee tool kit” and “milwaukee tool set”, summed into one figure.

- [Bosch](/demand/nz/brands/bosch)
- [DeWalt](/demand/nz/brands/dewalt)
- [Hilti](/demand/nz/brands/hilti)
- [Makita](/demand/nz/brands/makita)
- [Milwaukee](/demand/nz/brands/milwaukee)

## Methodology

- [How is the Brand Demand Index 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 SDS Max brands in New Zealand?

In September 2026, Makita was the most searched among SDS Max brands in New Zealand, with an estimated 9.1K branded searches, 48% of all searches for the five we track.

## Cite this page

Brandwave. "SDS Max brands in New Zealand: Which are searched most?". https://gobrandwave.com/demand/nz/categories/nz-sds-max-brands

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