US Motorcycles and Micro-Mobility Market Report 2025
"Motorcycle and micro-mobility sectors show resilience, but brands must focus on value amid economic uncertainties."
Gabe Sanchez, Senior Automotive Analyst
US Motorcycle Industry – Trends and Insights
- Despite economic uncertainty, the motorcycle industry is demonstrating notable resilience. Consumers, though cautious, continue to show interest in motorcycling, forcing brands to adapt to a challenging market.
- With rising production costs, manufacturers face squeezed profit margins. In response, they are strategically shifting focus to emphasize long-term value propositions like total cost of ownership and fuel efficiency. This environment is also accelerating the transition toward electric motorcycles, which appeal to buyers looking for lower operational costs.
- The broader trend toward lightweight transport is undeniable, though its impact varies. While not a direct driver for the traditional motorcycle market, the significant cultural shift toward micro-mobility – evidenced by 57% of U.S. adults owning a personal transportation vehicle.
- For the motorcycle industry, the forward path requires a dual focus. The most significant opportunity lies in scaling Certified Pre-Owned (CPO) programs to create accessible entry points for new and younger riders. This approach can build brand loyalty and establish clear upgrade pathways.
- The primary threat remains prolonged economic instability, which could lead consumers to defer high-value purchases like new motorcycles. Agility and a clear focus on value will be essential for navigating the road ahead.
This Report Looks at the Following Areas:
- Macro-economic pressures: cooling inflation vs lingering uncertainty shaping spending on discretionary vehicles
- Shifting purchase intentions across age, income and multicultural segments for both motorcycles and micro-mobility
- Electrification race: OEM and auto-brand entries accelerating EV motorcycles, e-bikes and charging ecosystems
- Loyalty dynamics and the rise of certified pre-owned (CPO) programs as affordability levers
- Safety, technology and wellness features reshaping product design and marketing narratives
- Culture & community: pop-culture, fashion and motorsports partnerships boosting brand relevance
Report Scope
This report analyzes the ownership and consideration of motorcycle types, including: sport bikes, standards, cruisers, dual-purpose, mopeds, scooters, touring, trikes, off-roads, electric and hybrids. Additionally, the Report analyzes ownership of consideration of motorcycle brands, including: Honda, Suzuki, Harley-Davidson, BMW, Yamaha, Kawasaki, Ducati, KTM, Vespa, Indian Motorcycles and Triumph.
Mintel defines a motorcycle as a two-wheeled or three-wheeled motorized vehicle capable of traveling faster than 30 mph. Mintel defines short-distance personal transport, or micro-mobility, as: non-electric bike, electric bike, electric scooter, pedal-assisted cargo bike, non-electric cargo bike, non-electric scooter and powered unicycle.
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EXECUTIVE SUMMARY
- What you need to know
- Outlook for motorcycles and micro-mobility
- Opportunities
- Certified pre-owned (CPO) upgrade pathway
- AI-powered rider safety & rewards
- Further opportunites exist
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THE MARKET
- Market context
- Revving through rising costs
- Graph 1: PPI of motorcycle, bicycle, and parts manufacturing, 2020-25
- Impact on the motorcycle industry
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THE CONSUMER
- Motorcycle purchasing plans: type and brand
- Purchase plans: decoding generational intentions
- Graph 2: motorcycle purchase plans, by age, 2025
- Sport bikes to trikes: a generational map
- Graph 3: motorcycle type consideration, by age, 2025
- Age shapes brand gravity
- Graph 4: motorcycle brand consideration, by age, 2025
- New roads, new riders
- Graph 5: motorcycle purchase consideration, by race and ethnicity, 2025
- Drive appeal beyond the logo – especially when looking to reach Black consumers
- Graph 6: motorcycle brand consideration, by race, 2025
- Harley and Suzuki focus on connecting with Black consumers
- Community over chrome: Indian’s edge with LGBTQ+ considerers
- Motorcycle research approach
- Bridging clicks and showrooms
- Graph 7: pre-purchase research sources, by age, 2025
- Understanding generational priorities in motorcycle research
- Graph 8: pre-purchase research information types, by age, 2025
- Resonating with consumers across age groups
- Riding into parenthood: unlocking new paths to younger buyers
- Riding priorities: power vs comfort
- Graph 9: pre-purchase research information types, by living area, 2025
- Micro-mobility ownership
- Pedaling into the future
- Graph 10: short-distance personal vehicle ownership, by age, 2025
- Micro-mobility: health for the young, safety for the wise
- Graph 11: attitudes toward micro-mobility, by age, 2025
- Graph 12: attitudes toward micro-mobility, by age, 2025
- Diversity in micro-mobility ownership
- Graph 13: short-distance personal vehicle ownership, by race or ethnicity, 2025
- Urban micro-mobility: balancing benefits and challenges
- Graph 14: attitudes toward micro-mobility, by area, 2025
- Graph 15: attitudes toward micro-mobility, by area, 2025
- Go beyond the product
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INNOVATION AND MARKETING
- New chapter for an American icon
- Brands ride into the electrification
- Charging ahead: Honda’s strategic rebranding
- Auto brands shift gears: challenging motorcycle territory with e-bike innovations
- Revving up interest: motorcycles in the sportlight of popular culture
- Harley-Davidson races into the future with MotoGP partnership
- Riding in style: where motorcycles meet fashion
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APPENDIX
- Definition
- The consumer
- Consumer research questions
- Consumer research methodology – US
- Abbreviations
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