Hilti vs Milwaukee:Which is more popular?
In September 2026, Milwaukee had more branded searches than Hilti among SDS Max brands in New Zealand. Milwaukee had about 2,950 branded searches, while Hilti had 1,900. Milwaukee made up 15.6% of all SDS Max brand searches we track, and Hilti accounted for 10%. When we asked ChatGPT and Google AI Overviews about SDS Max brands, Hilti appeared in all four answers and Milwaukee in three. Hilti was mentioned before Milwaukee in three out of four answers.
Who do people search for more?
Milwaukee, about 55% more searches than Hilti
Who does AI mention more?
Hilti, mentioned in every answer we collected
Who does AI recommend more?
Hilti, named ahead of Milwaukee 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, Hilti appeared in all four answers. Milwaukee was mentioned in three out of four: in two of the three ChatGPT answers and in the Google AI Overview. Hilti was listed before Milwaukee in three out of four answers.
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 Hilti or Milwaukee more popular in search?
This chart shows how often people search Google for Hilti and Milwaukee 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 Milwaukee, Hilti. 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 Hilti and Milwaukee comparison changed over the last 12 months?
3 findings
- The lead changed hands 5 times in the 12 months ending September 2026: Milwaukee took it in November 2025, Hilti took it in January 2026, Milwaukee took it in February 2026, Hilti took it in March 2026, Milwaukee took it in May 2026.
- 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.
- Across the 12 months ending September 2026, Milwaukee’s share of searches among SDS Max brands in New Zealand moved from 13.4% to 15.6%, and its estimated monthly branded searches moved from 2.2K to 3K.
How did search popularity change for New Zealand SDS Max brands in September 2026?
2 changes
In September 2026, Milwaukee lost share of searches among SDS Max brands in New Zealand, from 20.5% to 15.6%.
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?
6 search terms
Brandwave collects information about searches that people make online using Hilti’s and Milwaukee’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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