Brandwave

How popular isTuro?

In September 2026, people searched for Turo by name about 823,000 times in the United States, a 22.3% increase from the previous year. These searches made up 13.3% of all United States car rental company searches, placing Turo fifth out of eight companies. When we asked both ChatGPT and Google AI Overviews about car rental companies, Turo did not appear in any of the answers.

Search and AI answers in September 2026

Turo is the fifth most searched of 8 competitors and not listed in any AI answer.

  1. BudgetShare of searches 19.8%Mentioned in 4 of 4 AI answersPlace in AI recommendations 4th
  2. Enterprise Rent-A-CarShare of searches 16.2%Mentioned in 3 of 4 AI answersPlace in AI recommendations 1st
  3. HertzShare of searches 16.2%Mentioned in 3 of 4 AI answersPlace in AI recommendations 3rd
  4. National Car RentalShare of searches 13.3%Mentioned in 2 of 4 AI answersPlace in AI recommendations 5th
  5. TuroShare of searches 13.3%Mentioned in 0 of 4 AI answersPlace in AI recommendations –

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Top car rental companies in ChatGPT and Google AI Overviews

In three ChatGPT questions and one Google AI Overview, Turo 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.

  1. Enterprise Rent-A-Car1st
  2. Alamo2nd
  3. Hertz3rd
  4. Budget4th
  5. National Car Rental5th
  6. Avis6th
  7. Sixt7th
  8. Turo–

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • Budget4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Alamo4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Enterprise Rent-A-Car3 of 4Named in 2 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Hertz3 of 4Named in 2 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • National Car Rental2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Avis2 of 4Named in 1 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Sixt1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Turo0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers

See every answer about car rental companies

4 answers

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in United States on October 22, 2026.

Which car rental companies compete with Turo?

Turo against car rental companies in the United States, by month

Share of searches by month for Budget, Enterprise Rent-A-Car, Hertz, National Car Rental, Turo, Avis, Alamo, Sixt. The figures are in the table below the chart.

View monthly share of searches table
MonthBudgetEnterprise Rent-A-CarHertzNational Car RentalTuroAvisAlamoSixt
Oct 202519.1%15.6%19.1%12.9%10.5%12.9%6.8%3.1%
Nov 202519.6%16.1%19.6%10.8%10.8%13.2%6.6%3.2%
Dec 202518.7%18.7%18.7%10.3%10.3%12.6%6.7%3.8%
Jan 202620%13.5%20%11.1%11.1%13.5%6.7%4%
Feb 202620.5%11.3%20.5%11.3%11.3%13.9%6.9%4.1%
Mar 202619.8%13.2%19.8%10.9%13.2%13.2%6.6%3.2%
Apr 202617.9%14.7%17.9%12.1%14.7%12.1%6.9%3.6%
May 202621%14%17.1%11.5%14%11.5%7.5%3.4%
Jun 202620.3%13.6%16.5%13.6%13.6%11.2%7.2%4.1%
Jul 202620.9%17%17%11.5%11.5%11.5%6.5%4.2%
Aug 202621.1%17.1%17.1%11.6%11.6%11.6%6.5%3.5%
Sep 202619.8%16.2%16.2%13.3%13.3%10.9%6.2%4%

  1. 1.Budget

    19.8%

    Held 1st. 1.2M estimated branded searches, -18.7% vs prior month. Share -1.3 points.

  2. 2.Enterprise Rent-A-Car

    16.2%

    Held 2nd. 1M estimated branded searches, -18% vs prior month. Share -0.9 points.

  3. 3.Hertz

    16.2%

    Held 3rd. 1M estimated branded searches, -18% vs prior month. Share -0.9 points.

  4. 4.National Car Rental

    13.3%

    Moved from 5th to 4th. 823K estimated branded searches, 0% vs prior month. Share +1.8 points.

  5. 5.Turo

    13.3%

    Moved from 6th to 5th. 823K estimated branded searches, 0% vs prior month. Share +1.8 points.

  6. 6.Avis

    10.9%

    Moved from 4th to 6th. 673K estimated branded searches, -18.2% vs prior month. Share -0.6 points.

  7. 7.Alamo

    6.2%

    Held 7th. 381K estimated branded searches, -18.2% vs prior month. Share -0.4 points.

  8. 8.Sixt

    4%

    Held 8th. 246K estimated branded searches, 0% vs prior month. Share +0.5 points.

Compare popularity between Turo and its closest rivals

Every comparison with Turo

7 comparisons

How has branded search demand for Turo changed in the United States over the last 12 months?

4 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Turo in the United States rose from 673K to 823K.
  • Across the 12 months ending September 2026, Turo’s share of searches among car rental companies in the United States increased from 10.5% to 13.3%.
  • Across the 12 months ending September 2026, Turo’s share of searches among car rental companies in the United States peaked at 14.7% in April 2026 and was lowest at 10.3% in December 2025.
  • Across the 12 months ending September 2026, Turo rose from 6th to 5th among car rental companies in the United States.

How did search popularity change for United States car rental companies in September 2026?

6 changes

  1. In September 2026, National Car Rental overtook Avis to rank 4th among car rental companies in the United States, with 13.3% of the searches.

  2. In September 2026, Turo overtook Avis to rank 5th among car rental companies in the United States, with 13.3% of the searches.

  3. In September 2026, Sixt gained share of searches among car rental companies in the United States, from 3.5% to 4%.

  4. In September 2026, Budget lost share of searches among car rental companies in the United States, from 21.1% to 19.8%.

  5. In September 2026, Enterprise Rent-A-Car lost share of searches among car rental companies in the United States, from 17.1% to 16.2%.

  6. In September 2026, Hertz lost share of searches among car rental companies in the United States, from 17.1% to 16.2%.

How are Turo’s branded searches counted?

1 search term

Brandwave collects information about searches that people make online using Turo’s name. When viewed over time, estimated search volumes for this branded term can be used to understand whether interest in the brand is growing, holding steady, or fading.

  • turo

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How the Brand Demand Index is measured

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