Now that 2025 is firmly in the rear view mirror, it’s time to look at Australia’s most‑searched motorcycle brands and models. This Q4 2025 report tracks search volume share across key categories, highlighting which manufacturers and machines captured the strongest interest as riders headed into the closing months of 2025.
From established Japanese giants to emerging value brands and specialist manufacturers, Q4 2025 underscored how accessible, characterful and practical machines are shaping consideration alongside aspirational halo models. Read on for our category‑by‑category breakdown of who’s gaining ground and who’s consolidating in Australia’s dynamic motorcycle landscape between Q3 2025 and Q4 2025.
A Note on Methodology
This quarter, our research included 36 brands, 5.5 million searches, and 28,617 motorcycle‑related search terms across the quarter. These searches were divided across seventeen categories, of which this report focuses on seven: All Brands, All Models, LAMS, ATV/UTV, Discontinued, Dirt Bikes and Road Bikes.
Road bike models totalled 1,484 across eight subcategories: Naked (375), Supersports (297), Scooter (230), Cruiser (215), Adventure Touring (201), Touring (100), and Sports Touring (77). Dirt bike models numbered 380 across six subcategories: Enduro, Motocross, Fun, Trail, Farm and Supermoto. We also tracked 262 ATV/UTV models and 385 discontinued motorcycle models.
As always, our approach to searches included the following terms:
Brand terms: if the brand is a motorcycle brand only, only the brand name was required (e.g. Harley). If it is not, the search needed to include a qualifier, for example, Suzuki Motorcycles or Suzuki V Strom.
Model terms, dealer terms (if the dealer name contains the OEM brand), brand + model, brand/model + location, brand/model + dealer, brand/model + category/subcategory (e.g. “Suzuki dirt bikes”), brand/model + reviews, brand/model + problems, and variations of the above.
In addition, we excluded searches that mentioned the following terms: brand + part/accessory; used; rental; manual, warranty, service, etc.; brand + racing/results/riders, etc.
As in previous quarters, the findings in this report are intended as a directional indicator of digital consumer sentiment and share of search rather than a proxy for sales, registrations or total market share.
Retain Media provides this data “as is” for informational purposes only and accepts no liability for decisions made based on this reporting. Users are encouraged to use this data as one of multiple data points in their market analysis.
The Most-Searched Motorcycle Brands in Australia (Q4 2025)
The Top 10
Honda, Yamaha and Kawasaki once again anchored overall brand consideration in Q4 2025, with Yamaha consolidating its position at the top of the market. Yamaha finished Q4 2025 with 16.1% share of brand‑level searches, up from 15.8% in Q3 2025, extending its lead on the back of broad strength across road, off‑road and scooter segments.
Kawasaki held second place at 14.3%, easing modestly from 14.7% in Q3 2025 as small corrections across several categories offset its continued depth in dirt and learner‑approved machines. Honda remained close behind on 14.3%, virtually unchanged from 14.4% in Q3 2025 and completing a tightly bunched Japanese top three that continues to command well over 40% of all brand‑level searches.
Harley‑Davidson remained firmly in fourth position, inching up from 7.0% to 7.1% as heavyweight cruiser and touring platforms maintained their pull despite softer conditions in some premium segments. Ducati closed the quarter on 6.8%, up from 6.7% in Q3 2025, and overtook BMW to reclaim fifth place as search interest in its sports and adventure offerings firmed.
BMW slipped from 6.9% to 6.6%, a 4.3% relative decrease that saw it consolidate sixth position after a strong earlier run for its adventure and performance models. KTM recorded a more notable pullback, falling from 6.0% to 5.6%, a 6.7% relative decrease that reflects selective softening following prior gains in off‑road and LAMS‑adjacent categories.
Suzuki remained unchanged at 5.1%, demonstrating solid stability in the middle of the pack, whilst Triumph delivered one of the top 10’s stronger moves, climbing from 4.8% to 5.1%, a 6.3% relative increase that highlights continuing enthusiasm for its modern classics and adventure‑touring range. CFMOTO rounded out the top 10 at 3.8%, holding steady quarter‑to‑quarter as it continued to build a value‑driven presence across multiple segments.
The Rest of the Top 20
The middle tier of the All Brands rankings remained broadly stable in Q4 2025, with modest movements spread across a diverse cast of European, American and niche manufacturers.
Royal Enfield held a consistent 1.9% share, unchanged from Q3 2025, demonstrating enduring appeal for its approachable retro singles and twins. Indian also finished the quarter on 1.8%, level with Q3 2025 and maintaining its foothold among cruiser and touring buyers.
Husqvarna eased slightly from 1.3% to 1.2%, whilst Can‑Am remained steady at 1.3%, with both brands experiencing only minimal shifts that did little to alter their overall position. Aprilia edged up from 1.3% to 1.4%, a 7.7% relative increase that reflects consistent interest in its middleweight and sports platforms, whilst Polaris climbed from 1.2% to 1.3% as demand for its utility and recreational off‑road vehicles remained firm.
Among the smaller‑share marques, Vespa, Kymco, Moto Guzzi, Benelli and Beta all hovered between 0.3% and 0.6%, with quarter‑to‑quarter changes measured in tenths of a percentage point. Collectively, Q4 2025 reinforced the picture of a market where the top three Japanese brands dominate, a handful of European and value challengers hold meaningful niches, and a long tail of specialist manufacturers compete for narrow but often highly engaged slices of attention.
The Most-Searched Motorcycle Models in Australia (Q4 2025)
The Top 10
This quarter, we tracked 2,709 motorcycle models across all categories. As in previous periods, the All Models top 10 continued to favour high‑performance superbikes and aspirational machines, even as growth increasingly came from smaller and more accessible platforms.
The BMW S 1000 RR remained Australia’s most‑searched motorcycle model at 1.6% in Q4 2025, down slightly from 1.7% in Q3 2025 but still clearly ahead of its rivals. The Yamaha YZF‑R1 followed closely at 1.5%, easing from 1.6%, whilst the Yamaha YZF‑R7 matched that 1.5% share after a similar 0.1‑point correction quarter‑to‑quarter. Together, these three machines continued to define much of the aspirational end of the sportsbike market.
The Yamaha YZF‑R6 posted 1.4% in Q4 2025, down from 1.5% in Q3 2025, yet remained a key fixture in search behaviour despite its discontinued status in many markets. The Suzuki Hayabusa held perfectly steady at 1.3%, underlining the hyperbike’s enduring draw among performance‑focused riders.
Below the headline superbikes, smaller and more versatile models maintained a strong presence. The Honda Grom climbed from 1.2% to 1.3%, a 8.3% relative increase that reflects ongoing enthusiasm for compact, customisable city bikes. The BMW S 1000 R also finished Q4 2025 on 1.3%, down modestly from 1.4% but still firmly embedded in the top 10 as a performance naked that blends track credentials with everyday usability.
The Kawasaki Ninja 400 eased from 1.3% to 1.1%, whilst the BMW R 1100 S slipped from 1.2% to 1.1%, both giving up small amounts of share but remaining popular among learners and experienced riders alike. The Honda CBR650R rounded out the top 10 at 1.1%, down from 1.2%, reinforcing the appeal of mid‑capacity all‑rounders that sit between pure supersport and commuter roles.
The Rest of the Top 20
The remainder of the top 20 in Q4 2025 was characterised by incremental shifts rather than dramatic swings. The Yamaha PW50 grew from 0.9% to 1.0%, underscoring the mounting influence of youth dirt bikes in overall motorcycle search behaviour. The Kawasaki Ninja H2R held steady at 1.0%, reminding us that ultimate‑performance halo machines still command a meaningful share of attention.
Core learner and middleweight models, including the Yamaha YZF‑R3, Yamaha MT‑07, Ducati Panigale V4 and Honda CRF250R, all maintained shares clustered between 0.8% and 0.9%, with minimal movement from Q3 2025. The Yamaha YZ250, Triumph Bonneville T120 and Kawasaki Ninja ZX‑6R each recorded small changes within the 0.7–0.8% band, but none saw the kind of sharp volatility that has occasionally defined earlier quarters.
Overall, the Q4 2025 All Models rankings reinforced a familiar pattern: flagship superbikes and aspirational icons continue to dominate the very top of the table, but much of the quarter‑to‑quarter energy is coming from small‑capacity, learner‑approved and youth‑oriented platforms that align more closely with how many riders actually use their bikes.
The Most-Searched LAMS Brands in Australia (Q4 2025)
The Top 10
This quarter, we tracked LAMS‑related searches across all 36 motorcycle brands. The learner‑approved segment remained highly concentrated, with a small number of brands continuing to command the majority of attention.
Honda maintained its commanding lead in the LAMS category at 30.7% in Q4 2025, nudging up from 30.6% in Q3 2025 and underlining its entrenched dominance in the learner market. Kawasaki held second place at 21.2%, down from 22.0%, a 3.6% relative decrease that nonetheless leaves it comfortably ahead of the chasing pack. Yamaha rounded out the big three at 15.9%, easing from 16.3% but remaining firmly established as the third pillar of learner‑approved consideration.
Royal Enfield remained steady at 4.6%, matching its Q3 2025 share and continuing to benefit from the appeal of its approachable retro singles. Suzuki held 3.9%, unchanged quarter‑to‑quarter, whilst KTM tracked at 3.8%, also essentially flat as it maintained its presence among riders looking for more performance‑oriented learner options.
CFMOTO posted 3.4% in Q4 2025, up from 3.3% in Q3 2025, signalling incremental progress for the value‑focused challenger brand. BMW climbed from 2.3% to 2.5%, a 8.7% relative increase that points to growing interest in its LAMS‑eligible road and adventure offerings. Aprilia also gained ground, rising from 2.2% to 2.4%, whilst Triumph edged from 1.9% to 2.0%, rounding out a tightly bunched second tier of European players.
The Rest of the Top 20
The lower half of the LAMS brand rankings showed a mix of modest gains and pullbacks among smaller manufacturers and scooter specialists. Husqvarna held 2.0%, unchanged from Q3 2025, continuing to occupy a niche alongside its KTM stablemate.
Ducati remained on 1.8%, whilst Harley‑Davidson and Kymco both tracked around 0.9%, reflecting consistent but limited roles in the learner‑approved space. Benelli and Vespa each finished Q4 2025 on 0.6%, with Piaggio close behind at 0.5%. Moto Guzzi, Beta and Braaap all remained between 0.3% and 0.4% with minimal movement.
Collectively, Q4 2025 confirmed a familiar picture in LAMS: Honda, Kawasaki and Yamaha dominate, a cluster of European and value‑driven brands contribute meaningful but secondary volumes, and a long tail of smaller players compete for highly specific niches within the learner market.
The Most-Searched ATV and UTV Models in Australia (Q4 2025)
The Top 10
This quarter, we tracked 265 ATV and UTV models across the Australian market. The ATV/UTV category remained anchored by hard‑working utility platforms and versatile recreational side‑by‑sides, with a clear leader at the top.
Following our addition of agricultural brands that had previously been excluded from our dataset, the John Deere Gator took first place with a commanding 6.8% search share in Q4 2025, unchanged from Q3 2025 and cementing its status as Australia’s go‑to farm and property side‑by‑side. The Polaris Ranger followed at 3.3%, down from 3.8%, a 13.2% relative decrease that nonetheless kept it comfortably in second place.
The Kawasaki Mule finished Q4 2025 on 3.2%, easing from 3.4%, whilst the Can‑Am Maverick posted 3.0%, up slightly from 2.8%, reflecting steady demand for performance‑oriented recreational models. The Kubota RTV tracked at 2.8%, down marginally from 3.0% in Q3 2025, while the Can‑Am Defender recorded 2.6%, slipping from 3.0% but remaining a key contender in work‑focused fleets.
The Can‑Am Outlander and Yamaha YFM700 Raptor both held steady at 2.4%, demonstrating stable interest in utility ATVs and sport quads, respectively. One of the more eye‑catching moves in the top 10 came from the CFMOTO CFORCE 1000, which climbed from 1.0% to 2.3%, more than doubling its share quarter‑to‑quarter as value‑conscious buyers increasingly considered the Chinese manufacturer’s flagship.
Rounding out the top of the table, the Kubota RTV‑X900, Can‑Am Maverick X3 and Polaris RZR each held shares clustered around the 1.9–2.0% range, highlighting the depth of competition just below the leading workhorses.
The Rest of the Top 20
The remainder of the ATV/UTV top 20 reflected a broad spread of utility and recreational models delivering steady engagement. The Honda Pioneer 1000 eased from 2.0% to 1.8%, whilst the Polaris Ranger 500 climbed from 0.8% to 1.8%, a substantial 125% relative increase that points to growing interest in more compact side‑by‑side packages.
Sport‑tilted quads such as the Yamaha YFZ450R and Polaris RZR XP 1000 Sport EPS held shares around 1.6–1.7%, with minor shifts that did little to change the overall hierarchy. The Yamaha Viking remained stable at 1.5%, while the CFMOTO UFORCE 1000 softened from 1.4% to 1.3% as competition intensified in the workhorse UTV space.
Overall, Q4 2025 painted an ATV/UTV market where familiar agricultural and recreational leaders continued to dominate, but with emerging challengers like the CFORCE 1000 and more compact Rangers steadily increasing their footprint.
The Most-Searched Discontinued Motorcycle Models in Australia (Q4 2025)
The Top 10
This quarter, we tracked 384 discontinued motorcycle models across all categories. As in previous periods, the discontinued rankings were dominated by youth dirt bikes, compact roadsters and classic cruisers that retain strong followings in the used market.
The Honda Grom delivered another standout performance, increasing its share from 12.7% in Q3 2025 to 13.5% in Q4 2025. This 6.3% relative increase saw the mini‑bike consolidate its position at the top of the discontinued category, highlighting its ongoing appeal for customisation and urban fun.
The Harley‑Davidson V‑Rod strengthened its second‑place standing, rising from 6.6% to 7.1%, a 7.6% relative increase that underscores the enduring draw of the discontinued power cruiser. The Kawasaki KLX110 held steady at 4.1%, maintaining a strong presence across both discontinued and active dirt‑bike segments.
The Kawasaki Ninja 500R eased from 4.0% to 3.7%, whilst the Harley Street 500 (XG500) climbed from 3.1% to 3.2%, and the Harley Iron 883 (XL883N) remained on 2.8%. Together, these models show that accessible cruiser and learner platforms continue to generate sustained interest long after they leave showrooms.
The Yamaha V‑Star XVS650 held a consistent 2.5% share between Q3 2025 and Q4 2025, whilst the Suzuki DR650 tracked at 2.4%, and the Harley Forty‑Eight (XL1200X) matched that 2.4% share. The Suzuki Boulevard rounded out the top 10 at 2.0%, completing a table that leans heavily toward bikes that blend character, simplicity and enduring used‑market availability.
The Rest of the Top 20
The middle tier of the discontinued rankings saw mixed results among sportsbikes, cruisers and classic trail machines. The Kawasaki Ninja 250R softened from 2.0% to 1.9%, whilst the Yamaha PW80 grew from 1.5% to 1.8%, highlighting ongoing demand for youth off‑road platforms.
Models such as the Suzuki GSXR 600, Kawasaki KX250F, Ducati Multistrada 1200, Suzuki Boulevard M109, Kawasaki KX125, Harley Shovelhead and Ducati Monster 659 all sat between 1.2% and 1.6%, with small quarter‑to‑quarter movements but no major rank upheavals. Collectively, this segment underlines how discontinued models remain an important part of the motorcycle conversation, particularly in categories where used examples provide an affordable entry point into aspirational nameplates.
The Most-Searched Dirt Bike Models in Australia (Q4 2025)
The Top 10
This quarter, we tracked 379 dirt bike models across six subcategories: Enduro, MX, Fun, Trail, Farm and Supermoto. The dirt rankings continued to be shaped by a blend of competition machines and family‑friendly trail bikes, with youth platforms playing an increasingly prominent role.
The Yamaha PW50 led the dirt category with 4.8% share in Q4 2025, up from 4.2% in Q3 2025. This 14.3% relative increase cemented its status as the go‑to entry‑level machine for Australian families introducing children to off‑road riding.
The Honda CRF250R finished Q4 2025 on 4.0%, down slightly from 4.2% but still one of the most sought‑after competition platforms in the 250cc class. The Yamaha YZ250 matched that 4.0% share, up from 3.9%, reinforcing the enduring appeal of two‑stroke motocross machines.
The Honda CRF150R posted 3.3% in Q4 2025, easing from 3.4%, whilst the Yamaha WR450F slipped from 3.2% to 3.1%. Both models remain cornerstones of their respective youth and enduro segments despite these modest corrections.
Below the leaders, several youth‑focused four‑strokes made meaningful gains. The Honda CRF110F climbed from 2.4% to 2.9%, the Honda CRF50F rose from 1.6% to 2.1%, and the Yamaha TT‑R125, Yamaha TT‑R110 and Yamaha YZ85 all increased or held share around the 1.7–1.8% band. These movements underscore the increasing importance of family‑oriented dirt bikes in sustaining off‑road demand.
The Rest of the Top 20
The remainder of the dirt‑bike top 20 showed remarkable stability, with most models maintaining their established positions. Machines such as the Honda CRF450R, Kawasaki KLX110, Yamaha WR250F, Honda CRF300L, Kawasaki KLX300 and Honda CRF125 all sat between 1.4% and 1.9%, recording only small shifts between Q3 2025 and Q4 2025.
In aggregate, Q4 2025 painted a dirt‑bike landscape where flagship competition platforms retain a strong presence, but the engines of growth increasingly lie in approachable youth and trail segments that bring new riders and families into the sport.
The Most-Searched Road Bike Models in Australia (Q4 2025)
The Top 10
This quarter, we tracked 1,481 road bike models across eight subcategories: Naked, Supersports, Scooter, Cruiser, Adventure Touring, Touring and Sports Touring. The road‑bike rankings continued to favour high‑performance sports machines, but with clear signs that compact nakeds and versatile middleweights are shaping much of the quarter‑to‑quarter movement.
The BMW S 1000 RR remained Australia’s most‑searched road bike at 2.1% in Q4 2025, down from 2.3% in Q3 2025 but still clearly in front of its rivals. The Yamaha YZF‑R1 followed at 2.0%, easing from 2.2%, whilst the Yamaha YZF‑R7 matched that 2.0% share after a similar 0.2‑point correction.
The Yamaha YZF‑R6 recorded 1.9% in Q4 2025, down from 2.0%, yet remained a key reference point in the supersports segment despite its shifting product status. The Suzuki Hayabusa delivered one of the clearer gains in the top 10, climbing from 1.7% to 1.8%, a 5.9% relative increase that underlines the hyperbike’s enduring cachet.
Below the pure supersports, the Honda Grom also advanced from 1.6% to 1.8%, reflecting the broader trend toward compact, character‑driven road bikes that blur the line between commuter, fun bike and style piece. The BMW S 1000 R softened from 1.9% to 1.7%, whilst the Kawasaki Ninja 400 eased from 1.8% to 1.5% and the BMW R 1100 S slipped from 1.6% to 1.5%.
The Honda CBR650R rounded out the top 10 at 1.5%, unchanged from Q3 2025, continuing to occupy a stable position as a versatile, mid‑capacity all‑rounder for riders stepping up from LAMS machines.
The Rest of the Top 20
The middle tier of the road‑bike rankings showed broad‑based stability with pockets of movement in key niches. Models such as the Kawasaki Ninja H2R, Yamaha YZF‑R3, Yamaha MT‑07, Ducati Panigale V4, Triumph Bonneville T120 and Kawasaki Ninja ZX‑6R all sat between 1.0% and 1.3%, with only minor share changes between Q3 2025 and Q4 2025.
Among the more notable movers, the Yamaha MT‑09 climbed from 0.8% to 0.9%, whilst the Honda GoldWing increased from 0.8% to 0.9%, highlighting renewed interest in both flexible naked platforms and premium touring machines. At the same time, heavyweight cruisers such as the Harley Sportster and adventure‑touring flagships like the Ducati Multistrada V4 remained stable around 0.9%, underscoring their continued role as aspirational anchors within their respective segments.
Taken together, the Q4 2025 road‑bike results suggest a market where ultimate‑performance machines remain central to the enthusiast imagination, but real‑world growth is increasingly coming from compact, accessible and long‑distance‑capable models that reflect how riders actually use their bikes.
Trust Retain Media for Industry-Leading Insights
The Q4 2025 results show a motorcycle market where the top of the brand hierarchy remains familiar, but the sources of growth are shifting steadily toward everyday riders, learners and families. Yamaha extended its overall brand lead while Kawasaki and Honda stayed tightly grouped behind it, even as European challengers like Ducati, BMW and Triumph quietly consolidated share in key niches.
Flagship superbikes such as the BMW S 1000 RR and Yamaha’s R‑series continued to dominate the All Models and road‑bike rankings, yet much of the quarter‑on‑quarter movement came from learner‑approved platforms, compact nakeds, scooters and youth dirt bikes. In off‑road segments, the rising contributions of machines like the Yamaha PW50, Honda CRF110F and Honda CRF50F highlight how families and younger riders are shaping long‑term demand. In ATV/UTV, hard‑working leaders such as the John Deere Gator and Polaris Ranger remained firmly in front while value‑driven challengers like the CFMOTO CFORCE 1000 built momentum.
With competition intensifying across learner, commuter and family‑focused segments, Q4 2025 underlines the importance for brands and dealers of aligning inventory, messaging and digital experience to a broad mix of high‑engagement categories—from aspirational superbikes and heavyweight cruisers to approachable youth dirt bikes and utility UTVs.
Keep an eye on our next quarterly update for the latest shifts in brand and model interest as we track how these trends develop beyond Q4 2025. In the meantime, explore our other market reports for comprehensive insights into the state of the Australian automotive industry, including the caravan market, marine market, agricultural market, and truck market.
