Bosch vs Hilti:Which is more popular?
In September 2026, Hilti had more branded searches than Bosch among SDS Max brands in New Zealand. Hilti had about 1,900 branded searches, while Bosch had 10. Hilti made up 10% of all SDS Max brand searches we track, and Bosch accounted for 0.05%. When we asked ChatGPT and Google AI Overviews about SDS Max brands, both Bosch and Hilti appeared in all four answers. Bosch was mentioned before Hilti in three out of four answers.
Who do people search for more?
Hilti, about 190 searches for every 1 for Bosch
Who does AI mention more?
Both are mentioned in every answer we collected.
Who does AI recommend more?
Bosch, named ahead of Hilti in 3 of 4 answers
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Top SDS Max brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and one Google AI Overview, both Bosch and Hilti showed up in all four answers. Bosch was listed before Hilti in three of them.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
Makita4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers- Hilti4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
- Bosch4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
Milwaukee3 of 4Named in 2 of 3 ChatGPT answersNamed in 1 of 1 Google answers
DeWalt2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
See every answer about SDS Max brands
4 answers
Asked ChatGPT
“Which SDS Max brand should I buy in New Zealand?”
Asked ChatGPT
“What are the best SDS Max brands in New Zealand?”
Asked ChatGPT
“What's the best SDS Max brand in New Zealand for heavy drilling?”
Searched Google, AI Overview
“sds max drill bits”
Searched Google, AI Overview
“best rotary hammer”
Google showed no AI Overview for this search.
Brands are shown in the order each answer named them. The survey took place in New Zealand on October 21, 2026.
Is Bosch or Hilti more popular in search?
This chart shows how often people search Google for Bosch and Hilti by name. Each line represents a brand's share of searches for all five SDS Max brands we track, month by month, from searches in New Zealand.
Share of searches by month for Hilti, Bosch. The figures are in the table below the chart.
View monthly share of searches table
| Month | Makita | DeWalt | Milwaukee | Hilti | Bosch |
|---|---|---|---|---|---|
| Oct 2025 | 46.3% | 25.5% | 13.4% | 14.6% | 0.06% |
| Nov 2025 | 41.2% | 32.5% | 13.3% | 13% | 0.05% |
| Dec 2025 | 48.5% | 27.6% | 13.6% | 10.2% | 0.06% |
| Jan 2026 | 48.7% | 27.3% | 11.5% | 12.4% | 0.07% |
| Feb 2026 | 47.2% | 27.2% | 13.6% | 12% | 0.06% |
| Mar 2026 | 43.7% | 26.2% | 13.2% | 16.9% | 0.06% |
| Apr 2026 | 46.2% | 25.9% | 13% | 14.8% | 0.06% |
| May 2026 | 44.6% | 25.4% | 15.9% | 14.1% | 0.06% |
| Jun 2026 | 43.3% | 30.1% | 15.8% | 10.8% | 0.06% |
| Jul 2026 | 45.9% | 26.5% | 15.9% | 11.7% | 0.06% |
| Aug 2026 | 41.6% | 27.3% | 20.5% | 10.4% | 0.05% |
| Sep 2026 | 48% | 26.3% | 15.6% | 10% | 0.05% |
How has the Bosch and Hilti comparison changed over the last 12 months?
3 findings
- Hilti was ahead of Bosch in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Bosch’s share of searches among SDS Max brands in New Zealand moved from 0.06% to 0.05%, and its estimated monthly branded searches held steady at 10.
- Across the 12 months ending September 2026, Hilti’s share of searches among SDS Max brands in New Zealand moved from 14.6% to 10%, and its estimated monthly branded searches moved from 2.4K to 1.9K.
How did search popularity change for New Zealand SDS Max brands in September 2026?
1 change
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.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Bosch’s and Hilti’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.
Other head-to-heads among SDS Max brands
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