Summary of our market study

The global motorcycle market has seen a positive upward trend since 2020, with new registrations in Germany jumping by around 32% to 221,994 that year, probably due to increased demand for personal transport during the COVID-19 pandemic. In 2021, there was a slight drop, with new registrations falling to 200,231. However, demand for electric motorcycles has continued to grow, as evidenced by brands such as Zero, a pioneer in this field, and larger brands such as Harley Davidson, which have entered the electric segment with offerings such as Livewire EV. In terms of market share, by 2022 BMW will occupy first place in Germany with 21.27%, followed by Honda and Kawasaki. Despite the impact of the pandemic, interest in motorcycles remains evident, and the push towards electric vehicles should shape the industry's future trajectory.

Trends and dynamics in the German motorcycle market

In recent years, Germany has seen a steady rise in the motorcycle industry, with a particular penchant for mid-range, Italian and retro bikes. Several brands have captured the interest of the German population, making waves with impressive market shares and constantly evolving model offerings. For example, Honda, one of the world leaders, has a market share of around 40%, followed by brands such as Yamaha. In Germany, BMW, KTM and Honda are at the forefront, posting record profits and capitalizing on growing interest from owners. The appetite for motorcycles in Germany is clearly on the rise, as indicated by the upward trajectory of new registrations. From around 15 to 20 million in 2011, the number of motorcycles has risen to over 18 million by 2022, representing a growth rate of over 60%. This growth is partly due to an increased preference for personal transportation solutions and growing interest in the electric motorcycle segment.

In 2020 alone, the number of new motorcycle registrations saw a staggering spike, increasing by around 32% to over 220,000, which may have been stimulated by the population's shift from public to private forms of mobility due to the COVID-19 pandemic. On the export front, Germany maintains a delicate balance, slightly favoring exports over imports. This suggests a dynamic international market for German motorcycles, supported by the country's reputation for manufacturing excellence. In 2022, foreign trade in motorcycles more than tripled, reflecting global demand for German two-wheeler know-how. Geographical nuances exist within the German market, with Bavaria and North Rhine-Westphalia accounting for the lion's share of motorcycle registrations. This regional popularity is reflected in the overall automotive landscape, where motorcycles account for different percentages than passenger cars in the individual federal states. The population of German motorcyclists is older. Those aged 50 to 59 make up the majority, with a significant representation of those aged 40 to 49 and a growing interest in those over 60.

In contrast, the younger age groups, up to 29, recorded a decline in new registrations, which could be a point of interest for future market strategies. Among traditional combustion engine models, the electric motorcycle segment is heating up. Brands such as Zero, Energica and Harley-Davidson's electric subsidiary, Livewire EV, are exploring this niche.

Leading motorcycle brands and manufacturers

The motorcycle industry is driven by a number of key manufacturers and brands, each with its own reputation for quality, innovation and design. Here are just a few of the major players making a significant impact on the market.

  • BMW Motorrad stands out as a giant in the motorcycle world, not only for its size, but also for its commitment to offering extensive customization options through the "customer-oriented sales and production process" (KOVP). This unique service enables customers to make modifications to their orders shortly before production begins. BMW's complete motorcycle production facility in Berlin, Germany, is testimony to the company's commitment to quality and craftsmanship.
  • Honda is renowned for the diversity of its motorcycle range, which caters for the preferences of different riders. As one of the world's leading motorcycle manufacturers, Honda is renowned for combining cutting-edge technology with reliability, making it an enduring choice among enthusiasts.
  • Ducati is the epitome of Italian craftsmanship in the motorcycle industry. Known for its high-performance, aesthetically pleasing motorcycles, Ducati has created a niche for itself among those seeking a blend of style and speed.
  • Yamaha has made a name for itself with a variety of motorcycles aimed at different segments, from sport bikes to cruisers. Yamaha bikes are appreciated for their performance, durability and cutting-edge technology.
  • KTM is another major player, with a reputation for powerful, lightweight motorcycles, particularly in the off-road and adventure segments.
  • Harley Davidson is synonymous with motorcycle culture, particularly in the cruising and touring sectors. Their bold styling and distinctive sound have created a loyal fan base. With the arrival of the Livewire EV, Harley-Davidson is also entering the field of electric motorcycles.
  • Aprilia, part of the Piaggio Group, offers both conventional and electric motorcycles. The brand is increasingly focusing on sustainable mobility solutions with projects such as the Aprilia Electrica.
  • Davinci Motor, while not as world-famous as some of its counterparts, stands out for its exciting electric motorcycle offerings that promise high performance and innovative features.
  • Energica Motor Company specializes in electric motorcycles and is known for creating the Energica Experia, a powerful electric touring motorcycle with an impressive range.
  • HORWIN is a more recent Chinese manufacturer that has entered the electric enduro market with the HT5, illustrating the growing trend of electric motorcycle development in Asia. Each of these manufacturers has carved out its own niche in the motorcycle market, contributing to the richness of the motorcycle market
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Summary and extracts

1 Market overview

1.1 Scope of the study

A motorcycle is a means of transportation that refers to a vehicle that is powered by one or more engines and is normally used to travel on roads or dirt tracks. Motorcycles are usually lighter than cars and have two wheels. Other features of motorcycles usually include a seat, handlebars and a motorcycle helmet.

The global market for motorcycles has developed positively in recent years. Motorcycles are a popular means of transportation, especially in urban areas. Worldwide, Honda is the leading manufacturer of motorcycles with a market share of 40%, followed by Yamaha.[]

At the same time, the market for motorcycles in Germany experienced enormous growth during this period, which is reflected in record profits for the German market leaders BMW, KTM and Honda. In this respect, there has been a steady increase in the number of motorcycles in Germany from 2011 to the present day. In the first quarter of 2023, motorcycles experienced a 13 percent increase in new registrations in Germany.[Industrie Verband Motorrad Deutschland e.V.]

The current trend is mainly for mid-range motorcycles and Italian brands, but retro motorcycles are also still popular.

Get a detailed insight into the motorcycle market with this study and discover the latest trends and developments in the market, as well as valuable insights into the competitive situation and market structure.

1.2 Global market

The revenue for motorcycles shows a continuous increase in the years **** to ****. Starting with revenue of **.** billion in ****, the value increases annually, with an increasing growth rate(***) of *.*% between **** and ****. In ****, turnover amounted to **.** billion, which corresponds to a slight increase compared to the previous year. In the further course of ...

1.3 Growing market in Germany

New motorcycle registrations in Germany have increased overall in recent years, despite fluctuations in **** and ****. The increase can be attributed to the increased demand for personal transportation and the growing popularity of electric motorcycles.

In ****, there was an impressive increase in new motorcycle registrations to ***,***, an increase of around **% compared to ...

1.4 Foreign trade in motorcycles

Motorcycles classified under customs tariff number **** have enjoyed steadily growing popularity on the international market in recent years. This is reflected in a continuous increase in foreign trade with these vehicles.

It is striking that foreign trade in motorcycles in this category is relatively balanced. Imports of motorcycles are always slightly ...

2 Analysis of demand

2.1 Regional differences in Germany

According to the latest data published on January *, ****, the number of registered motorcycles in Germany was *,***,***, making it the second-largest vehicle category in Germany. The number of motorcycles increased by *.*% compared to the previous year. This development reflects the unbroken popularity of motorcycles as a means of transportation and leisure activity ...

2.2 The most popular models

The following statistics show the number of new registrations by vehicle type of motorcycles over *** cc.

Preferred vehicle type according to new registrations Germany, ****, number Source: ****

** percent of all motorcycles over *** cc are naked bikes and enduros, which are currently in particularly high demand. Tourer and sports tourer motorcycles recorded ...

2.3. typology of a motorcyclist


An analysis of new registrations by gender shows a significantly greater interest in motorcycles among men. **.*% of new registrations were registered to men and only **.*% to women, with the figure for women decreasing by *.*% between **** and **** and finally increasing again by *.*% in ****.

Percentage of new registrations by gender Germany, ****, in ...

2.4 Increasing demand for electric vehicles

The Allgemeine Deutsche Automobil-club e.V. (***) reports: In the field of electric motorcycles, the US manufacturer Zero is a pioneer with the widest range of models. Zero offers both powerful machines and models for everyday use, which means that the brand appeals to a broad target group.

However, the range of ...

3 Structure of the market

3.1 Value chain of the motorcycle industry

According to its own statement, BMW Motorrad is the only manufacturer to offer its customers extensive options for the individual configuration of their motorcycles through the unique "customer-oriented sales and production process" (***). changes to the order specifications are possible until shortly before the start of production. The only complete production facility ...

3.2 Fragmented market for motorcycles

The statistics show the market shares of eleven motorcycle brands and the "Other" category. BMW leads with a market share of **.**%, followed by Honda (***). Harley-Davidson is in sixth place with *.**%. Ducati, Triumph, Suzuki and Royal Enfield also have significant market shares. Overall, the statistics indicate a diversified market with many brands ...

3.3 Used motorcycles

Ownership registrations of motorcycles: An analysis of recent years

The market for motorcycles has developed steadily in recent years, as can be seen from the increase in new registrations of motorcycle ownership.

in ****, around ***,*** new registrations of motorcycle ownership were recorded in Germany. This figure rose continuously in the following years. ...

4 Analysis of the offer

4.1 Price trends for new and used vehicles

New models

The consumer price index for motorcycles shows a continuous increase in prices in recent years. In ****, the index stood at **.*, which means that prices were *.*% lower compared to the base year (***). In ****, the index rose slightly to **.*, which corresponds to an increase of *.*% compared to the previous year . In ...

4.2 The new products on the market

The new motorcycle models for **** show strong growth among Chinese manufacturers, while traditional brands are making a comeback. The range of electric motorcycles is also increasing, albeit moderately. Established manufacturers are responding to the growing Chinese market with interesting new products. [***]

New motorcycles with combustion engines

ADAC presents further motorcycle innovations ...

4.3 Market players

The following table provides an overview of the largest motorcycle manufacturers and their offerings:

Source: ****

5 Guidelines

5.1 Regulation

EURO standards

Since ****, the Euro standards have aimed to legally regulate the emissions of the most important known pollutants emitted from vehicle exhaust gases. These pollutants are

Nitrogen oxides (***) Carbon monoxide (***) Hydrocarbons (***) Particulate matter (***)

Since January *, ****, newly registered motorcycles must comply with the Euro * emissions standard, which means a reduction in ...

6 Positioning of the players

6.1 Segmentation of the players

  • BMW Motorrad Deutschland
  • Honda Motor Europe Ltd.
  • Harley-Davidson Inc
  • Ducati
  • Yamaha
  • Livewire EV
  • Aprilia
  • Davinci Motor

List of charts presented in this market study

  • Global sales for motorcycles
  • Number of new motorcycle registrations in Germany from 2010 to 2022
  • Number of motorcycle licenses
  • Foreign trade with vehicles of customs tariff number 8711
  • Export countries Motorcycles with commodity code 8711
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Companies quoted in this study

This study contains a complete overview of the companies in the market, with the latest figures and news for each company. :

BMW Motorrad Deutschland
Honda Motor Europe Ltd.
Harley-Davidson Inc
Livewire EV
Davinci Motor

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