US Motorcycles Market Report 2022
“Motorcycles are engrained in the fabric of American culture. As pandemic lockdowns influenced consumers’ hunger for experiences, many looked to motorcycles as a viable alternative to traditional transportation – pushing…

US Motorcycles Market Report 2022

£ 3,695 (Excl.Tax)

Report Summary

“Motorcycles are engrained in the fabric of American culture. As pandemic lockdowns influenced consumers’ hunger for experiences, many looked to motorcycles as a viable alternative to traditional transportation – pushing the industry forward and presenting motorcycle brands and retailers with an opportunity to reach new consumer segments. However, motorcycle brands and retailers must ensure that they are proactively meeting these prospective consumers with the information they require to convert them to customers.”
– Gabe Sanchez, Automotive Analyst

This Report looks at the following areas:

  • The impact of economic factors on consumer behavior and the motorcycle market
  • Current ownership and consideration of motorcycle types and brands
  • Sources of information and types of information researched
  • Consumers’ attitudes toward motorcycle types and brands

Table of Contents

  1. Overview

    • What you need to know
      • This Report looks at the following areas
        • Definition
          • Market context
          • Executive Summary

              • Top takeaways
                • Market overview
                  • Figure 1: Motorcycle outlook, 2022-27
                • Opportunities and challenges
                  • Depressed consumer confidence drives consumers away from larger purchases
                    • Electric motorcycles present opportunity moving forward
                      • Provide an omnichannel experience for consumers
                        • Key consumer insights
                          • Millennials are the most active current owners and prospective consumers
                            • Gen Z indicates the most limited ownership; presents opportunity
                              • Connect with consumers across channels
                                • Provide easy access to range of product and brand information
                                  • Majority of consumers consider sport bikes, but there is still interest in variety
                                    • Owners display a degree of curiosity in their next purchase
                                    • Market Factors

                                      • Suppressed consumer confidence drives consumers to be more critical of their spending
                                        • Figure 2: Consumer Sentiment Index, 2007-22
                                        • Figure 3: Consumer Price Index change from previous period, 2007-22
                                      • Gas prices push consumers to look to other modes of transportation
                                        • Figure 4: US gasoline and diesel retail prices, 2007-22
                                      • Growing multicultural populations present opportunity
                                        • Licensing presents a potential barrier
                                          • Gen X, Baby Boomers move away from motorcycle ownership
                                          • Competitive Strategies and Market Opportunities

                                            • Harley-Davidson launches certified pre-owned program
                                              • The opportunity: evolve the traditional sales model to extend reach
                                                • Figure 5: Harley-Davidson launches CPO program
                                              • Honda announces plans to release electric motorcycles
                                                • The opportunity: alternate fuels and technology present an opportunity to reach younger consumers
                                                  • Figure 6: Honda announces plans to introduce electric motorcycles
                                                • Harley-Davidson partners with menswear label Todd Snyder
                                                  • The opportunity: explore cross-category partnerships to extend reach and drive appeal
                                                    • Figure 7: Harley-Davidson partners with champion, todd snyder
                                                  • Partner with college athletes to drive interest
                                                    • Develop short-term or extended rental programs
                                                      • Position owning a motorcycle as an experience
                                                      • The Motorcycle Consumer – Fast Facts

                                                        • Motorcycle Ownership and Purchase Intent

                                                          • Millennial consumers are the most active owners
                                                            • Figure 8: Motorcycle ownership status, by generation, 2022
                                                          • Consumers across incomes display interest in both new and used motorcycles
                                                            • Figure 9: Motorcycle acquisition type, by household income, 2022
                                                          • More than one third of consumers are planning to purchase a motorcycle; Gen Z, Millennials represent key opportunity
                                                            • Figure 10: Motorcycle purchase intent, by generation, 2022
                                                          • Multicultural consumers represent opportunity
                                                            • Figure 11: Motorcycle purchase intent, by gender and ethnicity, 2022
                                                        • Motorcycle Types – Ownership and Consideration

                                                          • Genders indicate differing ownership
                                                            • Figure 12: Harley highlights experiences in “United We Ride”
                                                            • Figure 13: Motorcycle type ownership, by gender, 2022
                                                          • Younger consumers represent opportunity with the right approach
                                                            • Figure 14: Motorcycle type consideration, by generation, 2022
                                                          • Higher-income consumers are the most interested in electric and hybrid motorcycles
                                                            • Figure 15: Motorcycle type consideration, by household income, 2022
                                                          • Area drives consumers’ consideration
                                                            • Figure 16: Motorcycle type consideration, by area, 2022
                                                          • Multicultural consumers indicate varying preferences
                                                            • Figure 17: Motorcycle type consideration, by race and Hispanic origin, 2022
                                                        • Motorcycle Brands – Ownership and Consideration

                                                          • Foreign brands are among the most considered; Harley hangs on
                                                            • Figure 18: Motorcycle brand ownership and consideration, 2022
                                                          • Consumers’ lifestages drive differing interests
                                                            • Figure 19: Honda highlights its history and offerings
                                                            • Figure 20: Motorcycle brand consideration, by generation, 2022
                                                          • Multicultural consumers target particular brands
                                                            • Figure 21: Motorcycle brand consideration, by race and Hispanic origin, 2022
                                                        • Research Approach

                                                          • Consumers take a balanced approach to research
                                                            • Figure 22: Research approach, by generation, 2022
                                                          • Consumers are diligent in their research
                                                            • Figure 23: Research resources used, by generation , 2022
                                                          • Female consumers are more likely to leverage various resources
                                                            • Figure 24: Research resources used, by gender , 2022
                                                          • Higher-income consumers look to get the most out of their investment
                                                            • Figure 25: Lucid’s “Dream Ahead” campaign brings the gallery to the consumer
                                                            • Figure 26: Research approach, by household income , 2022
                                                            • Figure 27: Research resources used, by household income , 2022
                                                        • Types of Information Researched

                                                          • Consumers seek value in their purchase
                                                            • Figure 28: Volvo reaches consumers through Fotografiska museum exhibit
                                                            • Figure 29: Types of information researched, by gender , 2022
                                                          • Research areas evolve as consumers age; experience and exposure drive research habits
                                                            • Figure 30: Types of information researched, by generation, 2022
                                                          • Black consumers seek quality; Hispanic consumers seek value
                                                            • Figure 31: Types of information researched, by race and Hispanic origin, 2022
                                                        • Attitudes toward Motorcycle Types and Brands

                                                          • Younger consumers are more hesitant toward certain motorcycle types
                                                            • Figure 32: Attitudes toward motorcycles, by gender and generation, 2022
                                                          • Women motorcycle owners indicate an openness to other motorcycle types
                                                            • Figure 33: Attitudes toward motorcycle types – Owners, by gender, 2022
                                                            • Figure 34: Attitudes toward motorcycle brands – Owners, by gender, 2022
                                                          • Younger consumers can be reached through multiple outlets
                                                            • Figure 35: Attitudes toward motorcycle brands, by generation, 2022
                                                        • Appendix – Data Sources and Abbreviations

                                                          • Data sources
                                                            • Consumer survey data
                                                              • Abbreviations and terms
                                                                • Abbreviations
                                                                • Appendix – The Consumer

                                                                    • Figure 36: TURF Analysis – Research sources, 2022
                                                                    • Figure 37: TURF Analysis – Information researched, 2022

                                                                About the report

                                                                This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.


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                                                                Mintel’s proprietary consumer research provides our analysts with the attitudinal and behavioral data used to provide valuable insight to topical issues.


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