Old Man Emu vs Thule:Which is more popular?

Name: Old Man Emu vs Thule: Which is searched more in New Zealand?
Creator: Brandwave
License: https://creativecommons.org/licenses/by/4.0/

In September 2026, Old Man Emu had more branded searches than Thule among 4x4 accessory brands in New Zealand. Old Man Emu had about 33,100 branded searches, while Thule had 4,060. Old Man Emu made up 79.6% of all 4x4 accessory brand searches we track, and Thule accounted for 9.8%. When we asked ChatGPT and Google AI Overviews about 4x4 accessory brands, Old Man Emu appeared in three of the four answers and Thule in none.

Among 4x4 accessory brands in New Zealand in September 2026

Who do people search for more?

Old Man Emu, about 8 searches for every 1 for Thule

Old Man Emu 33.1K searchesThule 4.1K searches

Who does AI mention more?

Old Man Emu, mentioned in 3 of 4 answers, Thule in 0

Old Man Emu in 3 of 4Thule in 0 of 4

Who does AI recommend more?

Old Man Emu, the only one of the two named

Old Man Emu first in 3Thule never named

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Top 4x4 accessory brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and one Google AI Overview, Old Man Emu was mentioned in three out of four: in all three ChatGPT answers, but not in the Google AI Overview. Thule did not appear in any of the 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.

How many AI answers named each brand
Brand	ChatGPT	Google	Answers that named it
ARB	Named in 3 of 3 ChatGPT answers	Named in 1 of 1 Google AI Overviews	4 of 4
Old Man Emu	Named in 3 of 3 ChatGPT answers	Named in 0 of 1 Google AI Overviews	3 of 4
Rhino-Rack	Named in 3 of 3 ChatGPT answers	Named in 0 of 1 Google AI Overviews	3 of 4
Ironman 4x4	Named in 3 of 3 ChatGPT answers	Named in 0 of 1 Google AI Overviews	3 of 4
Thule	Named in 0 of 3 ChatGPT answers	Named in 0 of 1 Google AI Overviews	0 of 4
Yakima	Named in 0 of 3 ChatGPT answers	Named in 0 of 1 Google AI Overviews	0 of 4
TJM	Named in 0 of 3 ChatGPT answers	Named in 0 of 1 Google AI Overviews	0 of 4

ARB4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
Old Man Emu3 of 4Named in 3 of 3 ChatGPT answersNamed in 0 of 1 Google answers
Rhino-Rack3 of 4Named in 3 of 3 ChatGPT answersNamed in 0 of 1 Google answers
Ironman 4x43 of 4Named in 3 of 3 ChatGPT answersNamed in 0 of 1 Google answers
Thule0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
Yakima0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
TJM0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers

See every answer about 4x4 accessory brands

4 answers

Asked ChatGPT
“Which 4x4 accessory brand should I buy in New Zealand?”
1. 1ARB
2. 2Ironman 4x4
3. 3Rhino-Rack
4. 4Old Man Emu
Asked ChatGPT
“What are the best 4x4 accessory brands in New Zealand?”
1. 1ARB
2. 2Ironman 4x4
3. 3Old Man Emu
4. 4Rhino-Rack
Asked ChatGPT
“What's the best 4x4 accessory brand in New Zealand for a ute or 4x4?”
1. 1ARB
2. 2Ironman 4x4
3. 3Rhino-Rack
4. 4Old Man Emu
Searched Google, AI Overview
“ute accessories nz”
1. 1ARB
Searched Google, AI Overview
“4x4 accessories nz”
Google showed no AI Overview for this search.

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in New Zealand on October 20, 2026.

Is Old Man Emu or Thule more popular in search?

This chart shows how often people search Google for Old Man Emu and Thule by name. Each line represents a brand's share of searches for all seven 4x4 accessory brands we track, month by month, from searches in New Zealand.

Old Man Emu and Thule among 4x4 accessory brands in New Zealand, by month

Month	Old Man Emu	Thule	Rhino-Rack	Yakima	ARB	Ironman 4x4	TJM
Oct 2025	72.6%	13.4%	3.7%	2.8%	3.4%	3.6%	0.46%
Nov 2025	70.6%	15.1%	4.5%	3.3%	2.7%	3.5%	0.34%
Dec 2025	68.9%	15.5%	5.2%	4.1%	2.5%	3.4%	0.28%
Jan 2026	73.1%	14%	3.7%	3.1%	2.7%	3%	0.38%
Feb 2026	73.4%	13.1%	3.8%	2.8%	2.9%	3.7%	0.32%
Mar 2026	71.6%	15.9%	3.7%	2.7%	3%	2.7%	0.34%
Apr 2026	79.1%	11%	2.7%	2.1%	2.4%	2.5%	0.31%
May 2026	78.9%	11%	2.6%	2.1%	2.6%	2.5%	0.33%
Jun 2026	74.1%	13.3%	2.9%	2.4%	3.1%	3.7%	0.46%
Jul 2026	78.4%	11.3%	2.6%	2.1%	2.8%	2.5%	0.28%
Aug 2026	77.8%	11.2%	2.5%	2.5%	2.6%	3.1%	0.28%
Sep 2026	79.6%	9.8%	2.7%	2.6%	2.6%	2.5%	0.22%

How has the Old Man Emu and Thule comparison changed over the last 12 months?

3 findings

Old Man Emu was ahead of Thule in every measured month of the 12 months ending September 2026.
Across the 12 months ending September 2026, Old Man Emu’s share of searches among 4x4 accessory brands in New Zealand moved from 72.6% to 79.6%, and its estimated monthly branded searches moved from 27.1K to 33.1K.
Across the 12 months ending September 2026, Thule’s share of searches among 4x4 accessory brands in New Zealand moved from 13.4% to 9.8%, and its estimated monthly branded searches moved from 5K to 4.1K.

How did search popularity change for New Zealand 4x4 accessory brands in September 2026?

2 changes

In September 2026, Old Man Emu gained share of searches among 4x4 accessory brands in New Zealand, from 77.8% to 79.6%.
In September 2026, Thule lost share of searches among 4x4 accessory brands in New Zealand, from 11.2% to 9.8%.

How are branded searches counted?

9 search terms

Brandwave collects information about searches that people make online using Old Man Emu’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.