Motorcycles in the U.S. 2018 report

Consumer Insights report

Motorcycles in the U.S. 2018 report

Motorcycles are not only a means of transportation, but a lifestyle with its own magazines and shows, specialized shops and events. Within the biker scene, brands are the most distinguishable feature:The bike gives in-depth insight into its driver’s personality.
Motorcycle brands like BMW, Honda and Kawasaki have managed to make a name for themselves on the U.S. market. But the top dog is with no doubt the local manufacturer Harley-Davidson. Although all the top brands reach continuously high values in brand awareness, Harley-Davidson clearly stands out in terms of market share, customer loyalty and brand image.
The motorcycle market has a lot of potential as half of the bikers state that they plan to buy a bike within the next 12 months. But how can the other manufacturers win over customers, increase loyalty and catch up on Harley-Davidson in terms of brand image? One way might be to specialize and emphasize certain aspects of the brand image. Kawasaki stands out in terms of sportiveness, Honda’s motorcycles are perceived to be reliable and BMW is catching up in regard to prestige.

In this report we show what bikers look for when buying a motorcycle and how the top brands are positioned in terms of satisfaction, customer loyalty and brand image.

Topics include

  • Purchase intent in the next 12 months
  • Planned channels for the next motorcycle purchase among motorcyclists with purchase intention
  • Brand awareness and ownership of the 10 best-known motorcycle brands
  • Satisfaction of drivers of selected brands
  • Willingness to change of drivers of selected brands
  • Image of selected brands
  • Top 7 purchase criteria of drivers of selected brands
  • Attitudes of drivers of selected brands
  • Gender and age of drivers of selected brands
  • Education and household income of drivers of selected brands

Table of contents

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

Statista report shop

Explore all Statista reports

We provide information on industries, companies, consumers, trends, countries, and politics, covering the latest and most important issues in a condensed format.


Get in touch with us. We are happy to help.
Statista Locations
Contact Meredith Alda
Meredith Alda
Sales Manager– Contact (United States)

Mon - Fri, 9am - 6pm (EST)

Contact Yolanda Mega
Yolanda Mega
Operations Manager– Contact (Asia)

Mon - Fri, 9am - 5pm (SGT)

Contact Kisara Mizuno
Kisara Mizuno
Senior Business Development Manager– Contact (Asia)

Mon - Fri, 10:00am - 6:00pm (JST)

Contact Lodovica Biagi
Lodovica Biagi
Director of Operations– Contact (Europe)

Mon - Fri, 9:30am - 5pm (GMT)

Contact Carolina Dulin
Carolina Dulin
Group Director - LATAM– Contact (Latin America)

Mon - Fri, 9am - 6pm (EST)