Top-Selling Motorcycles in the USA (2025)
The U.S. motorcycle market remained a major force globally in 2025, recording total new motorcycle sales of approximately 507,000 units for the year. This reflects a 5.3% decline compared with 2024, extending a gradual downward trend that has persisted since the post-pandemic peak of around 547,000 units in 2023. The slowdown was most pronounced in the first half of the year, when sales through June reached just 271,205 units — down 9.2% year-over-year and among the weakest mid-year performances seen in the past decade.
Economic and demographic pressures played a central role in shaping market conditions throughout 2025. Elevated inflation constrained discretionary spending, while higher financing costs discouraged new purchases, with average motorcycle loan interest rates hovering around 9–10% for prime borrowers and 15–18% for subprime customers. At the same time, the rider base continued to age, with the median motorcyclist now approximately 47 years old. Industry studies suggest younger Americans are entering motorcycling at a slower pace, influenced by factors such as student debt, licensing barriers, and shifting lifestyle priorities — creating a long-term generational challenge for manufacturers and dealers alike.
Despite these headwinds, the market showed signs of adaptation rather than simple contraction. Adventure-touring, dual-sport, and entry-level motorcycles experienced growth, helping to offset declines in more traditional cruiser segments. Electric motorcycles also continued their gradual emergence, accounting for an estimated 3–5% of new sales in 2025, with year-over-year growth ranging between 6% and 18% depending on reporting sources. Overall, the U.S. market has remained relatively stable at around half a million units annually for more than a decade, ranking as the 14th-largest motorcycle market worldwide. Strong rider culture endures, reinforced by major events such as the Sturgis Rally and other large-scale motorcycle gatherings that continue to attract hundreds of thousands of enthusiasts nationwide.
Top Brands and Market Leaders
Competitive dynamics among motorcycle manufacturers shifted sharply in 2025, producing one of the most unsettled brand hierarchies the U.S. market has seen in years. Throughout the year, Kawasaki and Honda traded positions at the top of the sales charts. Kawasaki delivered a standout performance, recording a 12.7% increase in unit sales, fueled by demand for its Ninja sportbike lineup and Vulcan cruisers.
By year-end, Kawasaki finished 2025 as the #1 selling motorcycle brand in the United States, marking a major shake-up in a market where Honda has historically led in volume. Honda slipped into a close second place after posting an estimated ~12% decline in U.S. sales, underscoring how narrow the gap became between the two Japanese giants.
Harley-Davidson, long regarded as the backbone of the American motorcycle industry, endured a difficult year. Unit sales fell by roughly 12–13% in 2025, pushing the brand into third place in overall unit sales. Even so, Harley-Davidson remains highly influential in the U.S. market, with an estimated ~27% share by market value and a dominant position in heavyweight segments—capturing roughly ~75% of touring motorcycle sales above 600cc. Flagship models such as the Street Glide and Road Glide continue to rank among the nation’s best-selling motorcycles.
Performance among other major manufacturers was mixed. Yamaha remained relatively stable, with sales dipping by only about 0.7%, supported by its balanced mix of street, off-road, and scooter models. Indian Motorcycle stood out as one of the few established brands to post growth in 2025, rising by an estimated 1–5% depending on the reporting period. Strong demand for models such as the Scout Bobber and Chief helped lift Indian’s U.S. market share to approximately 7–8%, reinforcing its momentum in the cruiser and touring categories.
In contrast, several European and Japanese brands recorded pronounced declines amid the softer market. KTM fell by 25.4%, Suzuki dropped 15.6%, BMW declined by about 12.4%, and Triumph slipped roughly 6%. These results reflect both reduced overall demand and intensified competition within key niches.
A notable outlier in 2025 was CFMoto, which posted an extraordinary 153% increase in U.S. sales. While growth came from a smaller base, it signals rising competitive pressure in the affordable and entry-lev
Sales Data by Category
Motorcycle sales in the U.S. span a wide range of categories. In 2025, cruisers and touring bikes still accounted for the majority of bikes on the road, but other segments such as adventure bikes, standards, and small-displacement models have been growing. Below is a breakdown of the major categories, including their sales presence and leading models:
Cruiser Motorcycles
Cruisers remain the single largest category in the American motorcycle parc. These bikes—typically low-slung with V-twin engines and relaxed ergonomics—account for roughly 38% of all motorcycles on U.S. roads. In new motorcycle sales, cruisers also represent a substantial share of the market. This segment has traditionally been dominated by Harley-Davidson, whose Softail and Sportster families continued to lead cruiser sales in 2025, even as overall Harley volumes declined.
One standout within Harley’s lineup is the Sportster S, a modernized power-cruiser that blends strong performance with retro-inspired styling. The model reportedly sold an estimated 25,000 units in 2024, placing it among the top five best-selling motorcycle models in the United States. Its success demonstrates that while some legacy cruiser models are losing momentum, updated designs can still generate significant demand.
Harley-Davidson’s long-standing dominance in the cruiser segment is increasingly challenged by both domestic and international competitors. Honda’s Rebel series has expanded the cruiser audience by appealing to younger and more price-conscious riders. The Rebel 1100, offering a torque-rich 1084cc parallel twin at a sub-$10,000 price point, has proven especially popular and was reportedly the #2 best-selling motorcycle overall in 2024. Strong dealer sell-through suggests sustained demand from new cruiser entrants.
Indian Motorcycle continues to strengthen its presence in the cruiser category as well. The Indian Scout—particularly the Scout Bobber variant—has emerged as a strong seller, with approximately 20,000 units sold in 2024. This performance highlights Indian’s growing appeal as an alternative American V-twin brand. Japanese manufacturers also maintain competitive offerings in the segment; for example, Kawasaki’s Vulcan S (650cc) has become a popular entry-level cruiser due to its approachable size and relatively affordable MSRP.
Overall, the cruiser category remains an American staple but is clearly evolving. Manufacturers are updating cruiser platforms with modern engines, electronics, and improved performance—such as Harley-Davidson’s liquid-cooled Revolution Max powertrain—to attract younger riders. Comfort, customization, and lifestyle appeal remain central to buyer interest, supported by a vast aftermarket ecosystem. Looking ahead, cruisers are expected to retain a large share of U.S. motorcycle sales, but future growth will depend on how effectively brands adapt the traditional cruiser formula to resonate with the next generation of riders.
Touring Motorcycles
Touring motorcycles—the large “baggers” and luxury tourers designed for long-distance comfort—represent another core pillar of the U.S. motorcycle market. These models account for approximately 23–24% of motorcycles currently in use across the country. In terms of new sales, touring bikes remained critically important in 2025, representing more than one-fifth of total volume and demonstrating notable resilience despite broader economic pressures.
Harley-Davidson continues to dominate this segment. Its Touring lineup—including the Street Glide, Road Glide, Electra Glide, Road King, along with trike and CVO variants—consistently features the best-selling motorcycle models in the United States. The Harley-Davidson Street Glide is frequently cited as the nation’s top-selling motorcycle, and together with the Road Glide, these V-twin tourers account for a substantial share of touring-bike demand. Harley is estimated to control roughly 75% of the 601cc+ touring segment by volume.
Notably, Harley’s touring lineup showed strength even during the broader market slowdown. Dealer data indicates that touring, CVO, and trike sales increased by approximately 8% year-over-year in 2024, and this momentum carried into 2025. This performance suggests that core touring riders—often affluent and long-time enthusiasts— continued investing in premium machines for extended travel and cross-country riding.
Beyond Harley-Davidson, Indian Motorcycle and Honda are the most significant competitors in the touring space. Indian has built a strong presence with models such as the Chieftain, Roadmaster, and performance-focused Challenger baggers, offering a modern interpretation of American V-twin touring. Indian recorded a modest increase in touring sales during 2025, contributing to its overall brand growth. Honda’s Gold Wing remains an enduring benchmark among luxury tourers, valued for its advanced technology, smooth power delivery, and features such as dual-clutch transmissions and optional airbags.
Other manufacturers participate in smaller niches of the touring market. Models such as BMW’s K1600 series, Yamaha’s Star Venture, and Kawasaki’s Concours 14 appeal primarily to sport-touring riders seeking higher performance or specific technical features, though volumes remain limited compared with American-style baggers.
Overall, touring motorcycle trends in 2025 centered on technology, comfort, and premium features. Riders increasingly expect advanced electronics—including adaptive cruise control, integrated navigation, premium audio systems, and radar-based safety aids. Manufacturers have responded with fully equipped flagship models and improved suspension and braking systems. While some crossover interest exists with adventure-touring platforms, traditional touring bikes continue to embody the long-distance ethos of the American market. The continued dominance of the Harley Street Glide and related models underscores the enduring strength of this segment, even as broader market dynamics evolve.
Sport Motorcycles
Sport motorcycles—including high-performance sportbikes, supersports, and street-legal race replicas—represent a smaller share of the U.S. motorcycle market compared with cruisers or touring models. In recent years, however, the segment has undergone a clear shift away from traditional 1000cc superbikes toward more practical middleweight and entry-level sport machines. This trend continued in 2025, as riders increasingly favored sporty motorcycles that are affordable, approachable, and suitable for everyday use rather than pure track-focused liter-class bikes.
Sales leaders from 2024–2025 clearly reflect this evolution. Models such as Yamaha’s YZF-R7, a 689cc parallel-twin sportbike, gained rapid popularity by offering a balance of performance, usability, and value, placing it among the top-selling motorcycles nationwide. Similarly, Kawasaki’s Ninja 400 emerged as a standout in the entry-level sport category. Its lightweight design, manageable power delivery, and engaging performance made it especially attractive to new riders, including younger and female motorcyclists, helping to broaden the sportbike audience.
In contrast, traditional supersport and superbike classes have become increasingly niche. While models such as 600cc and 1000cc sportbikes continue to exist, their sales volumes are well below the levels seen a decade ago. Many riders who previously gravitated toward high-revving supersports are now choosing naked or detuned sport platforms that offer lower insurance costs, improved comfort, and greater real-world versatility.
This shift toward everyday performance is further highlighted by the popularity of upright, sport-oriented standards built on similar platforms to full-fairing sportbikes. Middleweight naked bikes and sport standards have ranked among the best-selling motorcycles in the country, demonstrating strong demand for machines that blend performance with practicality. These models appeal to riders who want engaging handling and acceleration without the compromises associated with extreme riding positions or high operating costs.
Overall, sport motorcycle sales in 2025 were firmly centered on middleweight machines. Riders continue to value performance, but purchasing decisions are increasingly influenced by price, insurance, rider aids such as ABS and traction control, and day-to-day usability. While high-end European superbikes remain aspirational halo products, their volumes are limited. The sport segment, therefore, remains healthy—but recalibrated toward practical performance, favoring motorcycles that can deliver excitement on the weekend while remaining comfortable and manageable for everyday riding.
Adventure & Dual-Sport Motorcycles
Adventure (ADV) motorcycles and dual-sport bikes have emerged as one of the strongest growth segments in the U.S. motorcycle market over the past several years. Designed for both on-road and off-road use, these motorcycles align closely with the rising American interest in outdoor exploration and long-distance versatility. Industry data shows that U.S. sales of adventure and dual-purpose motorcycles have increased for seven consecutive years through 2025. The sustained growth has been significant enough that the Motorcycle Industry Council (MIC) began reporting Adventure Touring and Dual-Sport as separate categories from 2023 onward.
Within the Adventure Touring segment—typically larger, multi-cylinder motorcycles equipped for long-range travel— BMW’s GS series remains the benchmark. The BMW R1250 GS has consistently ranked among the top-selling motorcycles in the U.S., combining long-distance comfort with serious off-road capability. BMW reinforced its leadership in this space with the introduction of the R1300 GS for 2025. Other popular adventure models include the KTM 890 Adventure R, Honda’s CRF1100L Africa Twin, Yamaha’s Ténéré 700, and Suzuki’s V-Strom range. Notably, the Suzuki V-Strom 650 ranked among the top-selling motorcycles nationwide in 2024, highlighting how mainstream mid-size adventure bikes have become.
The Dual-Sport category—generally lighter, single-cylinder motorcycles that are street-legal yet trail-capable—has seen particularly strong demand. Honda’s CRF300L and CRF300L Rally have dominated this segment, offering affordability, reliability, and genuine off-road performance. The CRF300L was reportedly one of the best-selling motorcycles in the U.S. in 2024, underscoring a major shift toward approachable on/off-road machines. Other key players include Kawasaki’s KLX300 and KLR650, Yamaha’s TW200 and XT250, and Suzuki’s DR-Z400S, all of which maintain loyal followings among adventure-minded riders.
Overall, adventure and dual-sport motorcycles were a clear bright spot in 2025. Many dealerships reported these models selling as quickly as they arrived, driven by strong consumer interest in versatility and exploration. Manufacturers continue to invest heavily in this category, adding features such as advanced off-road riding modes, extended fuel range, improved crash protection, and even radar-assisted cruise control on premium ADV tourers. The trend is unmistakable: more American riders are looking beyond the pavement, and adventure-style motorcycles— both large and small—are among the fastest-growing segments in the U.S. market.
Scooter Motorcycles
Scooters remain a relatively small but persistent segment of the U.S. motorcycle market. Based on registration data, scooters account for approximately 8% of motorcycles in use nationwide—far below their share in many European and Asian markets. In the United States, scooters are often perceived as utilitarian urban transportation or entry-level two-wheelers rather than lifestyle or enthusiast machines. Even so, scooter sales have remained steady over the past decade and tend to receive periodic boosts during periods of rising fuel prices, when cost-conscious commuters seek high-MPG alternatives.
In 2025, the strongest-selling scooters continued to come from established Japanese manufacturers and Piaggio’s Vespa brand. Popular models included the Honda PCX 160, favored for efficient urban commuting; the Honda Ruckus, a 50cc scooter with a distinctive design and near-cult following; and the Yamaha Zuma 125, which blends compact size with a sporty, rugged aesthetic. The Vespa GTS 300 also remained a standout, appealing to riders seeking classic styling paired with highway-capable performance.
Precise scooter sales figures are more difficult to track than those of motorcycles, largely because many U.S. states do not require registration for vehicles under 50cc. As a result, a portion of small-displacement scooter sales is not fully captured in official data. Nevertheless, industry estimates and registration trends suggest that scooter ownership in the U.S. has increased gradually—though modestly—over the past decade, supported by concerns over fuel costs, parking availability, and urban congestion.
The scooter customer base in the U.S. remains fairly specific, consisting primarily of city residents, college students, and RV owners who use scooters as convenient runabouts. Fleet or commercial scooter usage is minimal, meaning the vast majority of sales are to individual consumers for personal transportation.
Overall, scooter sales in 2025 were stable to slightly higher in select regions, but the segment continues to occupy a relatively small share of the broader motorcycle market. Manufacturers such as Honda, Yamaha, and Piaggio/Vespa continue to invest in updated models and are gradually introducing electric scooters in anticipation of future growth. For now, scooters primarily complement the U.S. motorcycle landscape as affordable, efficient urban mobility solutions rather than as a central pillar of enthusiast motorcycling culture.
Key Trends by Motorcycle Category
Several clear trends emerged across motorcycle categories in 2025, highlighting how rider preferences and buying behavior continue to evolve in response to demographic shifts, economic pressure, and changing lifestyle priorities.
- Cruisers: As the largest segment, cruisers are facing headwinds tied to an aging core customer base. Sales of heavyweight, air-cooled V-twins declined sharply, illustrated by significant early-year drops in Harley-Davidson’s core cruiser lineup. Manufacturers are responding by modernizing the category—introducing updated powertrains, improved electronics, and refreshed styling to attract younger riders. While some buyers are shifting toward more versatile standards or adventure bikes, cruisers remain culturally significant, evolving rather than disappearing.
- Touring: The touring segment demonstrated notable resilience in 2025. Even as overall market volumes softened, touring motorcycles held steady or grew for certain brands. Long-distance riders—often older and more affluent—continued purchasing premium touring models, supported by continual upgrades in comfort, electronics, and rider-assist technologies. Touring has also expanded conceptually, with adventure-tourers and hybrid cruiser-touring setups broadening how riders approach long-haul travel.
- Sport Bikes: Consumer preferences within the sport category have shifted toward practical performance. Instead of focusing on peak horsepower, riders are gravitating to mid-sized sport machines that balance excitement with everyday usability. Strong sales of middleweight models contrast with declining demand for liter-class superbikes, which have become niche, enthusiast-focused products. The definition of a “sportbike” has broadened to include naked and street-focused variants with sporty character.
- Adventure & Dual-Sport: Adventure and dual-sport motorcycles continued to be the fastest-growing segment in the U.S. market. Demand has been fueled by riders seeking versatility and multi-terrain capability, with many first-time buyers choosing ADV or dual-sport bikes as their entry point into motorcycling. Nearly every major manufacturer is investing heavily in this category, and its growth is helping offset declines in more traditional segments.
- Standard / Naked Bikes: Standard and naked motorcycles are enjoying a renaissance, driven by riders—especially younger ones—seeking a single bike that can handle commuting, weekend rides, and occasional touring. Sales success among modern standards underscores the appeal of versatility, value, and approachable performance. Retro-inspired styling combined with modern engineering has helped push this category firmly into the mainstream.
- Scooters: Scooters remain a niche but stable segment, with demand tied closely to practical considerations such as fuel prices and urban congestion. Periodic sales upticks occur when commuting costs rise, and the gradual introduction of electric scooters may attract new, environmentally focused buyers. While scooters have not become part of the core enthusiast market, they remain an important urban mobility solution and a segment to watch as younger riders explore alternative forms of transportation.
Sales Figures by U.S. State
Geography plays a major role in shaping motorcycle sales across the United States. Factors such as population size, climate, road infrastructure, and local riding culture all influence where motorcycles sell best. In 2025, a small group of states continued to exert an outsized impact on national sales volumes.
The largest state markets for new motorcycles in 2025 were California, Florida, Texas, Ohio, and Pennsylvania, with states such as Georgia and New York following closely behind. These states combine large populations with established riding communities and, in many cases, favorable weather conditions that support year-round or extended riding seasons.
California remains by far the single largest motorcycle market in the country. With its massive population, diverse terrain, and strong motorcycling culture, the state consistently leads in both registrations and new sales. As of recent counts, California had approximately 953,000 registered motorcycles, more than any other state. Industry estimates suggest that California alone accounts for roughly 15–20% of all new motorcycle sales nationwide, translating to more than 80,000 new units sold annually, with Southern California serving as a particularly powerful hub for dealerships and enthusiast activity.
Florida ranks as the second-largest motorcycle market. With around 645,000 registered motorcycles, the state benefits from warm weather, flat terrain, and a large retiree population that rides primarily for recreation. Annual new motorcycle sales in Florida are estimated at roughly 50,000 units, giving the state close to 10% of total U.S. motorcycle sales.
Texas, Ohio, and Pennsylvania complete the top five. Each of these states has an estimated 380,000–390,000 registered motorcycles. Texas, despite its size, has fewer motorcycles per capita than some smaller states, likely due to extreme summer heat and the popularity of pickup trucks. Even so, its large population still supports strong annual sales volumes. Ohio and Pennsylvania benefit from long-established riding cultures, active dealer networks, and a steady base of recreational riders, allowing them to consistently rank among the nation’s top motorcycle markets.
Overall, state-level sales patterns in 2025 reinforced the importance of climate, culture, and population density. While motorcycles are sold nationwide, a relatively small number of states continue to drive a disproportionate share of U.S. motorcycle demand.
Largest U.S. Motorcycle Markets by State
Updated using FHWA Highway Statistics Table MV-1 (2023) motorcycle registrations as a proxy for market size.
Note: These are registration counts (not new-sales totals). FHWA MV-1 (2023) lists California, Florida, Ohio, Pennsylvania, and Texas as the five largest states by registered motorcycles.
Key Takeaways
The 2025 U.S. motorcycle market showed a blend of stability and change. While overall volumes softened compared with the prior year, the underlying category mix and competitive dynamics continued to evolve. The following points summarize the most important takeaways from 2025’s data and trends:
- Overall Market Health: New motorcycle sales in 2025 declined modestly versus 2024, with total industry volume still hovering around the half-million-unit range. The market is not collapsing, but it remains under pressure after the post-COVID uplift. Sales have been uneven over the past few years—rising in 2023 and then falling in both 2024 and 2025—amid persistent inflation and higher interest rates that reduced discretionary spending.
- Shifting Segment Mix: Beneath the headline numbers, rider demand is clearly shifting. Adventure and dual-sport motorcycles continued their multi-year expansion, while middleweight standards and sport-oriented models gained share as buyers prioritized versatility and value. Traditional heavyweight cruisers and some sportbike sub-segments softened, even though cruisers and touring motorcycles still represent the largest categories on U.S. roads and remain central to the industry’s identity.
- Competitive Landscape: Brand rankings were unusually fluid in 2025. Kawasaki and Honda were closely matched at the top of the market, reflecting a broader strength among Japanese manufacturers in unit volume. Harley-Davidson slipped in unit sales but continued to hold outsized influence in revenue and in key heavyweight segments. Elsewhere, several manufacturers recorded declines, while Indian Motorcycle managed modest growth. Across the board, OEMs are broadening lineups to pursue growth segments, especially ADV and entry-level categories.
- Technology and Innovation: Rider expectations for technology continue to rise. Features such as ABS, traction control, ride modes, and integrated navigation are becoming common across mid-range models, while premium touring bikes increasingly include car-like electronics (advanced infotainment and rider-assist systems). Electrification remains early-stage: electric motorcycle sales grew year-over-year in 2025 but from a small base, leaving EVs at only a small percentage of total sales due to pricing and infrastructure constraints.
- Rider Demographics: Demographics remain a structural challenge. The core rider base is aging, and younger riders are not yet entering in sufficient numbers to fully replace older cohorts. This is pushing manufacturers to emphasize approachable products—smaller displacement, lower-cost models—and to highlight safety and technology features that appeal to newer riders. Encouragingly, growth in entry-level sport, standard, and dual-sport categories suggests that younger and first-time buyers are engaging with the market through more accessible segments, and participation is gradually broadening across underrepresented groups.
- Geographic Patterns: State-level patterns remain highly influential. California continues to be the largest single market by scale, with Florida, Texas, Ohio, and Pennsylvania also ranking among the most important states for overall volume. Warm-weather states support more consistent year-round riding, while several smaller states lead in per-capita ownership due to strong local riding culture—highlighting the regional diversity of U.S. motorcycling demand.
- Market Outlook: The U.S. market in 2025 remained segmented but resilient. Growth in adventure, dual-sport, and middleweight platforms is helping the industry adapt as legacy segments face headwinds. Manufacturers are increasingly focused on attracting new riders through training programs, targeted marketing, and product design that lowers barriers to entry. If broader economic conditions remain stable, the market is likely to continue hovering around the half-million annual sales level, with ongoing shifts in category mix rather than a dramatic change in total volume.
Sources
Sources include Motorcycle Industry Council (MIC) statistics and reports, manufacturer sales data, Insurance Institute for Highway Safety (IIHS) research and statistics, and broader industry analyses. These references include mid-2025 sales reporting from MotorcyclesData and MIC, selected registration/ownership statistics cited in industry reporting (including IIHS/TitleMax references), and additional coverage from relevant motorcycle and powersports news outlets.
All figures and commentary focus on new retail motorcycle sales in the United States and exclude used motorcycle transactions and other powersports segments such as ATVs and side-by-sides. Taken together, the sources provide a consolidated view of the U.S. motorcycle market’s performance, category shifts, and competitive trends during 2025.
- Motorcycle Industry Council (MIC) — Statistics: https://www.mic.org/#/statistics
- Insurance Institute for Highway Safety (IIHS) — Research Areas: https://www.iihs.org/research-areas
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