--- title: "Old Man Emu vs Thule: Which is searched more in New Zealand?" description: "Is Old Man Emu or Thule more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the 4x4 accessory brands set in New Zealand. 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/compare/old-man-emu-vs-thule" publisher: "Brandwave" --- # Old Man Emu vs Thule: Which is searched more in New Zealand? Is Old Man Emu or Thule more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the 4x4 accessory brands set in New Zealand. 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 - **Compared**: Old Man Emu and Thule - **Competitive set**: 4x4 accessory brands - **Market**: New Zealand - **Month measured**: Sep 2026 - **Old Man Emu Share of Search**: 79.6% - **Thule Share of Search**: 9.8% ## Is Old Man Emu or Thule more popular in search? - 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%. - 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. ## 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. 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 | | --- | --- | --- | --- | --- | | ARB | 1st | 3 of 3 | 1 of 1 | 4 of 4 | | Ironman 4x4 | 2nd | 3 of 3 | 0 of 1 | 3 of 4 | | Rhino-Rack | 3rd | 3 of 3 | 0 of 1 | 3 of 4 | | Old Man Emu | 4th | 3 of 3 | 0 of 1 | 3 of 4 | | Thule | Not ranked | 0 of 3 | 0 of 1 | 0 of 4 | | Yakima | Not ranked | 0 of 3 | 0 of 1 | 0 of 4 | | TJM | Not ranked | 0 of 3 | 0 of 1 | 0 of 4 | ## Every AI answer about 4x4 accessory brands - Asked ChatGPT "Which 4x4 accessory brand should I buy in New Zealand?": 1. ARB, 2. Ironman 4x4, 3. Rhino-Rack, 4. Old Man Emu - Asked ChatGPT "What are the best 4x4 accessory brands in New Zealand?": 1. ARB, 2. Ironman 4x4, 3. Old Man Emu, 4. Rhino-Rack - Asked ChatGPT "What's the best 4x4 accessory brand in New Zealand for a ute or 4x4?": 1. ARB, 2. Ironman 4x4, 3. Rhino-Rack, 4. Old Man Emu - Searched Google, AI Overview "ute accessories nz": 1. ARB Not named in any answer: Thule, Yakima and TJM. Brands are listed in the order each answer named them. The answers were collected in New Zealand on October 20, 2026. ## How did search popularity change for New Zealand 4x4 accessory brands in September 2026? - 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%. ## Month by month | Month | Old Man Emu estimated searches | Old Man Emu Share of Search | Old Man Emu rank | Thule estimated searches | Thule Share of Search | Thule rank | | --- | --- | --- | --- | --- | --- | --- | | Oct 2025 | 27.1K | 72.6% | 1 | 5K | 13.4% | 2 | | Nov 2025 | 27.1K | 70.6% | 1 | 5.8K | 15.1% | 2 | | Dec 2025 | 27.1K | 68.9% | 1 | 6.1K | 15.5% | 2 | | Jan 2026 | 33.1K | 73.1% | 1 | 6.3K | 14% | 2 | | Feb 2026 | 27.1K | 73.4% | 1 | 4.8K | 13.1% | 2 | | Mar 2026 | 27.1K | 71.6% | 1 | 6K | 15.9% | 2 | | Apr 2026 | 33.1K | 79.1% | 1 | 4.6K | 11% | 2 | | May 2026 | 33.1K | 78.9% | 1 | 4.6K | 11% | 2 | | Jun 2026 | 27.1K | 74.1% | 1 | 4.9K | 13.3% | 2 | | Jul 2026 | 33.1K | 78.4% | 1 | 4.8K | 11.3% | 2 | | Aug 2026 | 33.1K | 77.8% | 1 | 4.8K | 11.2% | 2 | | Sep 2026 | 33.1K | 79.6% | 1 | 4.1K | 9.8% | 2 | ## How each brand is measured 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. - **Old Man Emu**: Measured on the search term “old man emu”. - **Thule**: Measured on the search terms “thule”, “thule 4x4”, “thule bike rack”, “thule canopy”, “thule car rack”, “thule roof box”, “thule urban” and “thule urban glide”, summed into one figure. - [Old Man Emu profile](/demand/nz/brands/old-man-emu) - [Thule profile](/demand/nz/brands/thule) - [All 4x4 accessory brands in New Zealand](/demand/nz/categories/nz-4x4-accessory-brands): The set both shares are measured inside, 7 brands. ## 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 ### Is Old Man Emu or Thule more popular in search? 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%. ## Cite this page Brandwave. "Old Man Emu vs Thule: Which is searched more in New Zealand?". https://gobrandwave.com/demand/nz/compare/old-man-emu-vs-thule This page is also available as HTML at https://gobrandwave.com/demand/nz/compare/old-man-emu-vs-thule. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.