Furuno vs Simrad:Which is more popular?
In September 2026, Simrad had more branded searches than Furuno among depth finder brands in New Zealand. Simrad had about 500 branded searches, while Furuno had 140. Simrad made up 3.1% of all depth finder brand searches we track, and Furuno accounted for 0.87%. When we asked ChatGPT and Google AI Overviews about depth finder brands, Furuno and Simrad each appeared in three of the five answers. Simrad was mentioned before Furuno in three out of four answers that named either.
Who do people search for more?
Simrad, about 4 searches for every 1 for Furuno
Who does AI mention more?
Both were mentioned in 3 of 5 answers.
Who does AI recommend more?
Simrad, named ahead of Furuno in 3 of 4 answers
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Top depth finder brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Furuno and Simrad were each mentioned in three out of five: in two of the three ChatGPT answers and in one of the two Google AI Overviews. Simrad was listed before Furuno in three out of four answers that named either.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Garmin1st
Lowrance2nd
Humminbird3rd- Simrad4th
Furuno5th
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- Garmin5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Lowrance5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Humminbird4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Simrad3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Furuno3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
See every answer about depth finder brands
5 answers
Asked ChatGPT
“Which depth finder brand should I buy in New Zealand?”
Asked ChatGPT
“What are the best depth finder brands in New Zealand?”
Asked ChatGPT
“What's the best depth finder brand in New Zealand for a boat?”
Searched Google, AI Overview
“best depth finder”
Searched Google, AI Overview
“depth sounder brands”
Brands are shown in the order each answer named them. The survey took place in New Zealand on October 21, 2026.
Is Furuno or Simrad more popular in search?
This chart shows how often people search Google for Furuno and Simrad by name. Each line represents a brand's share of searches for all five depth finder brands we track, month by month, from searches in New Zealand.
Share of searches by month for Simrad, Furuno. The figures are in the table below the chart.
View monthly share of searches table
| Month | Garmin | Lowrance | Simrad | Furuno | Humminbird |
|---|---|---|---|---|---|
| Oct 2025 | 90.9% | 4.5% | 3.2% | 0.55% | 0.86% |
| Nov 2025 | 90.6% | 4.9% | 2.8% | 0.7% | 0.95% |
| Dec 2025 | 88% | 7% | 3.3% | 0.65% | 0.95% |
| Jan 2026 | 86.1% | 7.4% | 4.1% | 1.2% | 1.1% |
| Feb 2026 | 90.6% | 4.6% | 3.2% | 0.67% | 0.92% |
| Mar 2026 | 91.2% | 4.2% | 3.4% | 0.55% | 0.68% |
| Apr 2026 | 93.3% | 2.9% | 2.7% | 0.69% | 0.44% |
| May 2026 | 92.2% | 3.8% | 2.9% | 0.44% | 0.69% |
| Jun 2026 | 90.6% | 4.6% | 3.5% | 0.82% | 0.52% |
| Jul 2026 | 90% | 4.2% | 4.1% | 1% | 0.67% |
| Aug 2026 | 91% | 3.9% | 3.7% | 0.55% | 0.86% |
| Sep 2026 | 92% | 3.4% | 3.1% | 0.87% | 0.62% |
How has the Furuno and Simrad comparison changed over the last 12 months?
3 findings
- Simrad was ahead of Furuno in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Furuno’s share of searches among depth finder brands in New Zealand moved from 0.55% to 0.87%, and its estimated monthly branded searches moved from 90 to 140.
- Across the 12 months ending September 2026, Simrad’s share of searches among depth finder brands in New Zealand moved from 3.2% to 3.1%, and its estimated monthly branded searches moved from 520 to 500.
How did search popularity change for New Zealand depth finder brands in September 2026?
2 changes
In September 2026, Simrad lost share of searches among depth finder brands in New Zealand, from 3.7% to 3.1%.
In September 2026, Furuno rose from 5th to 4th among depth finder brands in New Zealand.
How are branded searches counted?
7 search terms
Brandwave collects information about searches that people make online using Furuno’s and Simrad’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 depth finder brands
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