The 2024 motorcycle market saw consistent buyer interest, with engaged shoppers actively researching their next ride. As they spend more time comparing models, evaluating price points, and exploring their options, one thing is clear—buyers are in the market and making informed decisions before committing to a purchase.
While search activity remained strong across many manufacturers, sales trends varied, reflecting a more deliberate buying process. In some metro areas, used motorcycle sales remained steady, while others saw shifts in demand, reinforcing the need for businesses to connect with buyers early in their journey.
This shift highlights a key opportunity for manufacturers and advertisers—ensuring visibility when and where shoppers are actively researching. Brand familiarity plays a crucial role in purchase decisions, and buyers who consistently see a brand throughout their search process are more likely to engage when they’re ready to buy. That’s why it’s essential to have marketing partners who can position brands in front of the right audience at the right time, with messaging that aligns with current consumer trends.
With riders turning to digital marketplaces to explore their options, staying in front of potential buyers from the start ensures brands remain top-of-mind—before a competitor captures their attention.
1. Motorcycle Buyers Are Researching More, But Taking Longer to Purchase
The data from 2024 shows that motorcycle buyers are actively searching but taking longer to make purchasing decisions. While some brands saw increased search demand, actual transactions didn’t always align, suggesting that buyers are spending more time comparing options and assessing value before committing.
This trend was particularly evident in sport and dual sport motorcycles, which led all categories in search growth, yet didn’t see the same level of immediate conversion into sales.
📊 Motorcycle Category Search Growth vs. Sales Trends:
- Sport Bikes → Highest search growth (+12.75%) but moderate sales movement, indicating that buyers are interested but taking time to decide.
- Dual Sport Motorcycles → High engagement (+8.91% searches) with steady sales, reinforcing their growing appeal for adventure riders.
- Cruisers saw an increase in searches (+10.51%), but actual sales performance varied, pointing to shoppers waiting for competitive pricing or specific models.
With more choices available on the used market, buyers are exploring multiple price points and brands before purchasing. This reinforces the importance of targeted marketing to keep brands and dealers visible throughout the research phase.
🔹 Key Takeaway: The rise in search activity across multiple categories indicates strong buyer engagement, but staying competitive requires consistent visibility and strategic messaging. Sellers should align their marketing efforts with in-demand makes, models, and conditions to attract serious buyers. Brands that proactively capture and nurture leads—by emphasizing the right inventory to the right audience—will be best positioned to turn interest into sales.
2. Regional Demand: Where Used Motorcycles Are Selling the Most
While motorcycle sales softened in some regions, other metro areas saw stronger used sales activity, reflecting regional differences in consumer demand.
📍 Top Cities for Used Motorcycle Sales Growth (2024 vs. 2023):
- Miami, FL → Highest growth in used motorcycle transactions (+10.10%), showing that demand remains high in warm-weather riding markets.
- Detroit, MI (+4.40%) and New York, NY (+2.12%) saw steady engagement, suggesting that buyers in these metro areas are still actively shopping despite economic fluctuations.
- Chicago, IL (+2.05%) also remained a strong market for used motorcycles, reinforcing the city’s continued interest in pre-owned inventory.
Meanwhile, some areas saw declines in both new and used motorcycle sales, indicating shifts in affordability, competition, or consumer priorities:
- Los Angeles, CA (-13.41%) and Minneapolis, MN (-16.76%) experienced one of the more noticeable slowdowns in new motorcycle transactions.
- Dallas-Fort Worth (-1.56%) and Seattle-Tacoma (-9.46%) also saw weaker used motorcycle sales, suggesting that some regions may be feeling the effects of economic uncertainty more than others.
🔹Key Takeaway: Localized marketing strategies will be crucial for sellers in 2025. By leveraging data and insights, dealers and OEMs can identify high-engagement areas within their regions and adjust their strategies accordingly. Understanding where buyers are most active—and where demand may need a more competitive approach—allows businesses to maximize exposure and conversion rates by focusing efforts where they will have the greatest impact.
3. Price Sensitivity: Mid-Range Motorcycles See Slower Movement
The mid-range motorcycle market ($9,001 – $12,000) saw modest growth (+2.15%), indicating that buyers are still engaged but may be hesitant to commit at this price point without strong incentives.
📊 Key Pricing Trends:
- Higher-priced motorcycles ($12,001 – $21,000) saw slower movement, with more buyers potentially holding off on premium purchases due to financing conditions or shifting affordability concerns.
- Lower-priced segments ($4,000 – $9,000) showed mixed demand, reinforcing that budget-conscious buyers are still present but may be more selective in their purchases.
With many mid-range models seeing steady search demand but slower conversion into sales, dealerships and sellers must focus on value-based messaging and competitive pricing strategies to engage hesitant buyers.
🔹 Key Takeaway: Marketing efforts should focus on financing options, trade-in incentives, and feature-driven value to help mid-range motorcycles move faster in a more price-sensitive environment.
4. The Brands and Models That Generated the Most Buyer Interest
Certain manufacturers remained highly searched across new and used markets, reinforcing that brand recognition continues to drive consumer engagement. However, in some cases, search demand outpaced sales activity, suggesting that buyers are browsing but taking longer to commit.
📊 Top-Searched Motorcycle Models:
- Harley-Davidson Road Glide & Street Glide → Highest overall search activity, showing that touring models remain highly desirable.
- Yamaha YZF and Honda Gold Wing → Consistently ranked in the top-searched models, reflecting strong engagement from sport and touring enthusiasts.
- Suzuki GSX-R & Honda CRF → Continued interest in high-performance and dual-sport models, aligning with overall category trends.
While Harley-Davidson, Honda, and Yamaha remained at the top of brand searches, other brands like Kawasaki and BMW saw growing engagement, particularly in the used market. The strong search-to-sales gap in some brands suggests that buyers are still considering their options and may be waiting for pricing incentives or promotions before making a purchase.
🔹 Key Takeaway: Brands with high search engagement but slower transaction movement should focus on targeted advertising and competitive positioning to convert buyer interest into purchases.
5. What This Means for Motorcycle Marketing in 2025
The 2024 motorcycle market data makes it clear that buyers remain highly engaged but are taking longer to finalize purchases. As a result, manufacturers, dealers, and sellers need to maintain a strong presence throughout the extended research phase to capture buyers when they’re ready to make a decision.
📊 Key 2025 Marketing Priorities:
- Maintain visibility throughout the shopping journey → Buyers are actively searching but taking longer to purchase, making consistent marketing engagement essential.
- Target high-engagement metro areas → Focus more on regions where used sales remain strong, and refine strategies in slower-moving markets.
- Prioritize affordability and financing → Help mid-range motorcycles move faster by offering promotions, financing options, or added value features.
- Leverage Brand Search Trends → High-engagement brands like Harley-Davidson, Honda, and Yamaha should capitalize on search activity with targeted campaigns that highlight their unique advantages over competitors, such as performance, reliability, or technology, to influence buyer decisions.
As competition grows in 2025, businesses that adapt their marketing to data-driven insights will have the best chance of converting searches into sales.To explore how a targeted digital strategy can keep your inventory in front of serious buyers, connect with TI Media at TImedia@traderinteractive.com to learn how a customized media plan can work for your brand.
