Motorcycles in the U.S. 2018

Key Findings: The brands differ in terms of image and driver profile

• Half of motorcyclists want to buy a new bike in the next 12 months
• Awareness and ownership are lead by Harley-Davidson
• Harley-Davidson has the most loyal customers
• BMW’s brand image is catching up on Harley-Davidson
• Design, price and brand are the most important purchase criteria
• Honda drivers perceive motorcycles to be more economically friendly than cars
• Kawasaki has the highest percentage of young drivers
• BMW drivers have the highest income


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