Motorcycle brands' market share in the U.S.

As of December 2024, Honda held the largest share of the U.S. motorcycle market, marginally outpacing Wisconsin-based Harley-Davidson, which reached a market share of around 19.9 percent of the motorcycle market in the United States. 

Asian motorcycle brands dominate the market

The leading Asian motorcycle brands made up nearly half of the U.S. motorcycle market in 2024. Honda, alone, accounted for a fifth of the market, while Yamaha, Kawasaki, and Suzuki constituted the remaining 30 percent. The U.S. is an important market globally for these brands, with annual revenue in the sector amounting to nearly seven billion U.S. dollars. However, the U.S. no longer among the five largest motorcycle markets globally, as it had before 2021. Instead, Asian countries, including India and China, and Brazil now lead the global market.

U.S. motorcycle manufacturer market share

Harley-Davidson is the close second in motorcycle sales in the United States. The name alone conjures up the stinging scent of burnt gasoline and the roaring sound of bulky chrome and steel bikes glinting in the sun. Harley-Davidson was founded over 100 years ago in Milwaukee, Wisconsin by William S. Harley, as well as Arthur, Walter and William A. Davidson. The company has established itself as one of the key brands on the global as well as the domestic U.S. motorcycle market.