---
title: "Smuggler vs Surtees: Which is more popular by branded search in New Zealand?"
description: "Which is more popular in search, Smuggler or Surtees? Compare estimated monthly branded-search demand and Share of Search inside the Boat 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/smuggler-vs-surtees"
publisher: "Brandwave"
---

# Smuggler vs Surtees: Which is more popular by branded search in New Zealand?

Which is more popular in search, Smuggler or Surtees? Compare estimated monthly branded-search demand and Share of Search inside the Boat 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**: Smuggler and Surtees
- **Competitive set**: Boat brands
- **Market**: New Zealand
- **Month measured**: Aug 2026
- **Smuggler Share of Search**: 2.7%
- **Surtees Share of Search**: 8.7%

## Which is more popular in search, Smuggler or Surtees?

- In August 2026, Surtees had more branded searches than Smuggler among boat brands in New Zealand. Surtees was estimated to have 1.1K branded searches compared to Smuggler’s 320, and held an 8.7% Share of Search versus Smuggler’s 2.7%.
- Surtees was ahead of Smuggler in every measured month of the 11 months ending August 2026.
- Across the 11 months ending August 2026, Smuggler’s estimated Share of Search among boat brands in New Zealand moved from 2% to 2.7%, and its estimated monthly branded searches moved from 280 to 320.
- Across the 11 months ending August 2026, Surtees’ estimated Share of Search among boat brands in New Zealand moved from 9.5% to 8.7%, and its estimated monthly branded searches moved from 1.3K to 1.1K.

## How did search popularity change for New Zealand boat brands in August 2026?

- In August 2026, Senator Boats overtook Surtees to rank 4th among boat brands in New Zealand, at 11.5%.
- In August 2026, Extreme Boats overtook Surtees to rank 5th among boat brands in New Zealand, at 9.3%.
- In August 2026, Surtees lost estimated Share of Search among boat brands in New Zealand, from 10.5% to 8.7%.
- Estimated monthly branded searches for Smuggler in New Zealand rose 14.3% over 11 measured months, from 280 to 320 in August 2026.

## Month by month

| Month | Smuggler estimated searches | Smuggler Share of Search | Smuggler rank | Surtees estimated searches | Surtees Share of Search | Surtees rank |
| --- | --- | --- | --- | --- | --- | --- |
| Oct 2025 | 280 | 2% | 7 | 1.3K | 9.5% | 6 |
| Nov 2025 | 360 | 2.2% | 7 | 1.4K | 8.4% | 6 |
| Dec 2025 | 350 | 2.1% | 7 | 1.7K | 10.3% | 5 |
| Jan 2026 | 430 | 1.9% | 7 | 2.2K | 9.6% | 5 |
| Feb 2026 | 280 | 1.8% | 7 | 1.7K | 10.9% | 5 |
| Mar 2026 | 270 | 1.9% | 8 | 1.4K | 10.1% | 4 |
| Apr 2026 | 310 | 2.8% | 7 | 1.2K | 10.5% | 5 |
| May 2026 | 260 | 2.1% | 7 | 1.4K | 11.6% | 4 |
| Jun 2026 | 320 | 3.1% | 7 | 1.1K | 10.3% | 5 |
| Jul 2026 | 260 | 2.6% | 7 | 1.1K | 10.5% | 4 |
| Aug 2026 | 320 | 2.7% | 7 | 1.1K | 8.7% | 6 |
| Sep 2026 | — | — | — | — | — | — |

## How each brand is measured

Brandwave collects information about searches that people make online using Smuggler’s and Surtees’ 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.

- **Smuggler**: Measured on the search terms “smuggler boat”, “smuggler for sale” and “smuggler marine”, summed into one figure.
- **Surtees**: Measured on the search terms “surtees”, “surtees for sale”, “surtees near me” and “surtees nz”, summed into one figure.

- [Smuggler profile](/demand/nz/brands/smuggler)
- [Surtees profile](/demand/nz/brands/surtees)
- [All boat brands in New Zealand](/demand/nz/categories/nz-boat-brands): The set both shares are measured inside, 9 brands.

## Methodology

- [How is branded search demand measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused.

## Frequently asked questions

### Which is more popular in search, Smuggler or Surtees?

In August 2026, Surtees had more branded searches than Smuggler among boat brands in New Zealand. Surtees was estimated to have 1.1K branded searches compared to Smuggler’s 320, and held an 8.7% Share of Search versus Smuggler’s 2.7%.

## Cite this page

Brandwave. "Smuggler vs Surtees: Which is more popular by branded search in New Zealand?". https://gobrandwave.com/demand/nz/compare/smuggler-vs-surtees

This page is also available as HTML at https://gobrandwave.com/demand/nz/compare/smuggler-vs-surtees. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.