Harley-Davidson Overtaken as America’s Top-Selling Motorcycle Brand in 2025
Harley-Davidson is facing significant challenges in the motorcycle market, struggling to maintain its sales figures. In 2021, the iconic brand reported a total of 126,276 motorcycle sales in the United States. However, by 2022, this number plummeted to 109,190 units, indicating a troubling trend for the company.
Declining Sales Trends in 2025
As of the first nine months of 2025, Harley-Davidson’s U.S. sales have decreased by nearly 20% compared to the same period in 2024. This decline has potentially contributed to the closure of various Harley-Davidson dealerships across the nation. Interestingly, this downward trend is not limited to Harley-Davidson; the overall motorcycle sales in the country are witnessing a decline.
Changing Demographics of Motorcyclists
According to recent insights from Rider Share, the motorcycle demographic is evolving. The typical motorcycle owner is aging, and younger generations, particularly Gen Z and millennials, are not filling the gap. While these younger riders recognize the appeal of motorcycles, they prioritize other financial commitments over ownership.
Kawasaki Takes the Lead
In a significant shift, Kawasaki has overtaken Harley-Davidson as America’s top-selling motorcycle brand in 2025. The brand experienced a remarkable 14.2% increase in sales year-on-year, surpassing Harley-Davidson’s struggling figures.
Kawasaki’s 2025 Model Lineup
Kawasaki has launched a diverse lineup for the 2025 model year, including:
- KX models for motocross and cross-country racing
- KLR and KLX for off-road enthusiasts
- Ninja and Vulcan models targeting new motorcyclists
One notable addition to Kawasaki’s lineup is the advanced Kawasaki Ninja 7 Hybrid. Although it is built on the Ninja 500 platform, it incorporates a hybrid drivetrain. However, its added weight and lack of traditional features like a clutch lever may deter some riders.
The Future of Motorcycle Sales in America
The motorcycle market is experiencing dynamic shifts. As brands adapt to changing consumer preferences, the race for the top-selling title is becoming fiercely competitive. With Kawasaki leading the charge, Harley-Davidson’s future in the U.S. market hangs in the balance, unless the brand can revitalize its appeal to the motorcycle community.
