Now that 2024 is officially over, it’s time for our Q4 Motorcycle Market Brand Consideration Report. This Q4 report provides a detailed look at the market share of search volume for each of the major motorcycle manufacturers in Australia and offers insight into the most-searched brands and models across a wide range of categories, including road bikes, dirt bikes, LAMS-approved motorcycles, and ATVs/UTVs.
Read on for our key findings below, and don’t forget to download the data to discover which bikes captured the attention of Australians as 2024 drew to a close.
A Note on Methodology
This quarter, our research included 38 brands, 2.1k models, 29,000 search terms, and 22m searches over the past 12 months, including 5.8m in Q4 – a 4% increase over Q3 2024.
This quarter, our approach to searches included the following terms:
Brand terms. If the brand is a motorcycle brand only (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
Variations of the above
In addition, we excluded searches that made mention of the following terms: brand + part/accessory; used; rental; manual, warranty, service etc; brand + racing/results/riders etc.
Finally, we added 12 new models to our data set this quarter. These models are: the Kawasaki KXL230SM ABS, Benelli BKX300, Benelli BKX300S, Benelli Tornado 500, Benelli Tornado 500 Naked Twin, Benelli TRK 800, Honda CB1000 Hornet, Honda CB125R, Husqvarna Svartpilen 801, Kawasaki Ninja 7 Hybrid, Kawasaki Z7 Hybrid, Moto Guzzi V85 Strada
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
Yamaha remains the top-searched motorcycle brand, holding an 18.3% search share in Q4 2024. This marks a slight but notable increase from 18.0% in Q3 2024, representing a 1.6% relative gain. Over the past 12 months, Yamaha’s search share has steadily grown, maintaining its dominant position in the Australian market.
Kawasaki retained its second-place position with a 14.4% search share, up from 14.2% in Q3. This represents a 1.4% relative increase quarter-to-quarter, reinforcing Kawasaki’s solid and consistent performance throughout 2024.
Honda secured third place with a 13.1% search share in Q4, increasing from 12.7% in the previous quarter—a 3.1% relative increase. Although this figure is a decent increase from the position it held in Q3 and Q2, Honda finished the year up only marginally on its starting share of 13.0%.
KTM experienced a slight drop, with its search share falling from 7.4% in Q3 to 7.1% in Q4—a 4.0% relative decline. Despite this quarterly drop, KTM’s overall performance in 2024 remains robust compared to the start of the year, when it held 6.7% of the search share, marking a relative increase of 5.9% over the past 12 months.
Although Harley-Davidson maintained its 6.8% figure from Q3, its share has slipped substantially from the 7.4% it held in Q1 2024, representing an 8.1% relative decrease over the course of the year.
BMW reported a minor decline, slipping from 6.4% in Q3 to 6.2% in Q4—a 3.1% relative decrease that leaves it finishing 2024 ever-so-slightly ahead of the 6.1% it held in Q1, but down from the high of 6.6% it recorded in Q2.
Ducati also posted a slight decline, moving from 5.9% to 5.7%—a 3.3% relative decrease. However, Ducati experienced one of the largest declines over 2024, slipping from a Q1 high of 6.6% for a 13.6% relative decrease This dip may indicate increasing competition from other performance-focused brands that are eroding Ducati’s share.
Triumph recorded a gain, increasing from 5.0% in Q3 to 5.3% in Q4—a 6.0% relative increase. With that said, this increase really represents a return to normality for Triumph, who recorded a 5.3% search share in both Q1 and Q2.
On the other hand, Suzuki experienced a minor drop, with its search share declining from 5.2% in Q3 to 5.0% in Q4, marking a 3.8% relative decrease. Inversely to Triumph, Suzuki’s Q4 result is a deviation from the norm, having recorded a search share of 5.2%, 5.1%, and 5.2% from Q1-Q3 respectively.
CFMOTO saw a small increase, rising from 3.5% in Q3 to 3.6% in Q4—a 2.8% relative gain, reflecting the brand’s ability to maintain visibility and consumer interest. CFMOTO ends the year 16.1% up from its Q1 result of 3.1%, and appears to be making sizeable headway with Australian consumers, likely driven by its competitive ATV and UTV offerings.
The Rest of the Top 20
Indian held steady quarter-to-quarter with 2.1%, a figure that has remained largely consistent throughout the year.
Royal Enfield posted a minor increase, moving from 1.8% to 1.9%, a 5.6% relative gain, though the brand’s search share remains below its early-year highs.
Can Am too has proved remarkably consistent, ending the year with a 1.4% search share. This figure is down slightly from the 1.5% it held in Q3, but the same as its results in Q1 and Q2, indicating a stable and committed customer base.
Aprilia posted an increase quarter-to-quarter and over the course of 2024, growing from 1.3% in Q3 to 1.4% in Q4, and leaving it 16.6% up on its Q1 result.
Polaris experienced a decrease, falling from 1.6% to 1.3%, reflecting a 16.1% relative decline. However, it is worth noting that this is a return to the mean after its search share spiked in Q3. Vespa held firm with 1.1%, though it is down from the 1.3% it held in Q1 and Q2. This is likely due to the significant slump in scooter sales in 2024, which you can read more about in our FCAI Q4 Sales Summary.
Finally, Kymco, Beta and Moto Guzzi all held firm quarter to quarter with 0.5%, 0.5%, and 0.4% respectively. Of these three, both Kymco and Moto Guzzi posted a slight decline over the past 12 months, having slipped from 0.6% search share in Q1 and Q2 for Kymco, and 0.5% search share in Q1 for Moto Guzzi. Beta’s search share remained unchanged throughout the year.
The Most-Searched Motorcycle Models in Australia
The Yamaha YZF-R6 retains the top spot in the all-models category, holding a 2.0% search share in Q4 2024, down slightly from 2.2% in Q3 2024—a 9.0% relative decline quarter-to-quarter. Despite this minor dip, it remains a dominant presence in the top rankings.
Yamaha also held second position with the YZF-R1, which maintained its 1.8% search share from Q3. The R1 has proved consistent throughout 2024, with its search share spiking to 2.0% in Q2 before returning to its Q3 and Q4 figures.
The Kawasaki Ninja 400 held onto its third-place position by maintaining a 1.6% search share, and is one of the few non super bikes in the top 10, indicating a sizeable, stable and genuine interest amongst Australian riders.
Below the Ninja 400, the BMW S 1000 RR, Honda Grom, and BMW R 1100 S all recorded 1.4% search share in Q4. This figure remains unchanged for the S 1000 RR but represents a 7.6% relative increase from the 1.3% that both the Grom and the R 1100 S held in Q3. Of these three bikes, the R 1100 S recorded the greatest relative increase over 2024, gaining 27.2% between Q1 and Q4. The S 1000 RR recorded a 16.6% relative increase, while the Grom remained unchanged over 12 months.
Continuing the super bike trend that has come to define this category over the past few years, the Suzuki Hayabusa and Kawasaki Ninja H2R secured positions seven and nine, with 1.3% and 1.2% search share respectively, bookending the Yamaha YZF-R3 in eighth place with 1.3%. For the Hayabusa and YZF-R3, this figure remains unchanged for the past three quarters, while the Ninja H2R’s 1.2% is a 7.6% relative decrease from the 1.3% it held in Q3.
Finally, the Yamaha MT-07 claims position 10 with 1.1%, although this figure is equal to that of the Yamaha YZF-R7, Honda CBR650R, and Ducati Panigale V4, in positions 11, 12, and 13. Although the MT07’s search share remains unchanged from Q3, the 1.1% figure represents a minor increase quarter-to-quarter for the other three bikes chasing the top 10.
The Rest of the Top 20
The remainder of the top 20 also sees several bikes with an equal search share. The only exceptions are the Yamaha PW50 in position 14 (0.9%) and the Kawasaki Ninja ZX-10R in position 20 (0.7%). In positions 15-19, the Kawasaki Ninja ZX-6R, Honda GoldWing, Honda CRF250R, Triumph Bonneville T120, and Yamaha MT-09 all registered 0.8% search share in Q4. With the exception of the GoldWing (down from 0.9% in Q3), this figure represented either no change or a slight increase from Q3. All five models also maintained or increased their search share over 2024.
While the top 10 most-searched models was once again comprised of flashy, attention-grabbing super bikes, the back half of the top 10 showcased far more diversity in models and bike categories, as well as a much more competitive search landscape.
The Most-Searched LAMS Brands in Australia
Honda maintains its dominant position in the LAMS category, with a 29.8% search share in Q4 2024, up from 29.0% in Q3—a 2.7% relative increase quarter-to-quarter. Despite its growth, Honda finishes the year down 0.9% on where it started, with 30.1% in Q1. Nevertheless, Honda’s significant search underscores the brand’s broad appeal among learner riders, driven by its reputation for reliability and a well-rounded range of LAMS-approved motorcycles. Popular models like the CB500X and CBR500R may be contributing to this steady climb, particularly among new riders seeking performance without intimidation.
Kawasaki held firm in second place with a 20.4% share, showing a slight dip from 20.5% in Q3—a 0.4% relative decline. This minimal drop suggests that Kawasaki’s LAMS lineup, including the Ninja 400, continues to attract strong interest despite increasing competition. And although Kawasaki’s share has declined consistently (albeit only slightly) from Q2-Q4, it is still up 5.6% over 2024, from a Q1 figure of 19.3%.
Yamaha was the main beneficiary of Honda and Kawasaki’s mild declines, retaining its third-place spot with a 17.0% share in Q4, down from the 17.1% it held in Q3, but up 10.3% from the 15.4% share it held in Q1. Yamaha’s consistent presence in the top three reflects its appeal to both beginners and experienced riders upgrading within the LAMS category. Models like the MT-07 and YZF-R3 remain popular, as we saw in the previous category, and it is likely that these LAMS offerings are driving Yamaha’s performance in both brand and model searches.
KTM and Royal Enfield both ended the year down on where they started, with 4.9% and 4.4% search share in Q4 respectively, for a relative decline of 2.0% and 16.9% over the course of 2024. CFMOTO, on the other hand, improved its standing quarter-to-quarter and over the year, registering a relative increase of 8.3% quarter-to-quarter and 25.8% from Q1-Q4.
For the remainder of the top 10, only Aprilia in eighth place ended the year in a better position than when it started, recording a 2.5% search share in Q4, up 13.6% quarter-to-quarter and 19.0% since Q1. Suzuki (3.8%), Husqvarna (2.3%) and Ducati (2.2%) registered 12 month declines of 9.5%, 8.0%, and 15.3% respectively, while also declining slightly from Q3 to Q4.
The Rest of the Top 20
The story was largely the same for the rest of the top 20. In fact, other than Triumph in position 11, and Can Am in position 20 – who both maintained their search share throughout 2024 – all other brands in the back half of the top 20 recorded declines over a 12 month time period.
Of these, BMW’s was the most significant in real terms, dipping 11.1% from 1.8% in Q1 to 1.6% in Q4, while Moto Guzzi’s and Benelli’s were the greatest in relative terms, dipping 25% from 0.4% in Q1 to 0.3% in Q4 for Moto Guzzi, and 25% from 0.8% in Q1 to 0.6% in Q4 for Benelli.
The Most-Searched ATV & UTV Models in Australia
For the first time in a long time, the Can Am Defender is not the most-searched ATV/UTV in Australia, having been dethroned by Yamaha’s YZF450R, which captured 5.4% of the search share in Q4, up from 4.6% in Q3. The Can Am Defender trailed just behind at 5.2%, a position that it maintained quarter-to-quarter, although it ends the year slightly down on its starting position of 5.3%.
The Kawasaki Mule sits behind in third place with 4.9%, a 4.2% relative increase from the 4.7% search share it recorded from Q1 to Q3. On the other hand, the fourth-place Polaris Ranger took a sizeable tumble in Q4, slipping to 4.1% from its Q3 high of 8.1%, 49.3% relative decrease. Although the Ranger’s Q4 result marks a return to more familiar territory after its Q3 surge, it also marks its lowest search share of 2024, finishing the year 16.3% down on where it started.
The Can Am Maverick also finished 2024 lower than where it started, with its search share declining 14.2% from Q1 to Q4, for a result of 3.0%, following consistent decline each quarter. Luckily for Can Am, though, the Outlander trailed the Maverick only slightly to secure sixth place, and has held a consistent 2.9% for three out of four quarters, having dipped down briefly to 2.6% in Q3.
The CFMOTO UFORCE 1000 sat just behind Can Am’s two models with 2.7% search share in Q4, a number that it has held consistently for the last three quarters, and which sees it finish 2024 12.5% up on where it started.
The remaining models in the top 10 were neck and neck, with the Yamaha YFM700R SE and the Polaris RZR both recording 2.6% search share, while the Can Am Maverick X3 recorded 2.5%. For the Yamaha and Polaris, this figure leaves them up 13.0% and 4.0% respectively on where they started 2024. The Maverick X3 closes out the year in the same position as it started, although it did manage to recover quarter-to-quarter after dipping down to 2.3% in Q3.
The Rest of the Top 20
Search share decreased rather consistently for the remainder of the top 20, stepping down in almost perfect increments from position 14 to 20. The Yamaha Viking narrowly missed out on the top 10 with a 2.4% search share, a figure that was a remarkable 60% increase over the 1.5% it started 2024 with, and the largest relative increase in the category.
The CFMOTO CFORCE 1000 and Honda Pioneer 1000 both held firm quarter-to-quarter with 2.1%, while Polaris secured positions 14, 15 and 16 with the RZR XP 1000 Sport EPS, RZR Trail S 1000 Premium, and Ranger 1000. These three models recorded a search share of 1.8%, 1.7%, and 1.6% respectively, with only the Ranger 1000 finishing the year below where it started.
The final four spots in the top 20 were held by the Suzuki QuadSport Z50 (1.5%), Honda Pioneer (1.3%), Polaris General 1000 (1.2%) and Can Am Renegade (1.1%). Of these, the Honda Pioneer experienced the greatest growth over the year with a relative increase of 30%, while the Can Am Renegade declined 21.4% from Q1 to Q4.
The Most-Searched Discontinued Bikes in Australia
As has been the case since we started publishing this report, the Honda Grom continues to dominate the discontinued category. After a shaky mid-year that saw its search share dip to 12.7% and 12.8% in Q2 and Q3, the Grom bounced back to finish the year with 14.0%, up 3.7% on where it started.
Sitting well back in second place, the Harley V-Rod claimed 7.1% search share in Q4, a decent recovery from the 6.8% it recorded in Q3, but ultimately a 10.1% relative decrease from the 7.9% decrease it held at the start of 2024.
Further back still, the Kawasaki KLX110 claimed third place with 3.9%, narrowly ahead of the Harley Street 500 at 3.8%. Both models did increase their share quarter-to-quarter, however the Harley Street 500 is down 7.3% on the start of the year, while the Kawasaki KLX110 registered a 30% relative increase over the course of 2024.
Rounding out the top five was the Harley Iron 883 with 3.4%, a 9.6% relative increase from Q1 2024. Suzuki lay claim to three models in the back half of the top 10, with the GSXR 600, DR650, and Boulevard in positions six, nine, and ten, with 3.1%, 2.3%, and 1.8% respectively. These figures represented a 14.1% relative increase for the GSXR 600, no change for the DR650, and a 10.0% relative decrease for the Boulevard.
The Yamaha V-Star XVS650 and Harley Forty-Eight recorded 2.6% and 2.4% search share respectively, which was a respective 8.3% and 4.3% relative increase.
The Rest of the Top 20
As was the case in the all-models category, the back half of the top 20 was highly competitive, with little celebrating the models vying for position. In positions 11, 12 and 13, the Kawasaki KX250F, Kawasaki Ninja 250R, and Ducati Monster 659 recorded 1.8%, 1.8%, and 1.7% search share respectively – a 12 month increase for the two Kawasaki models and an unchanged result for the Ducati.
Kawasaki also secured position 14, with the KX 125 (1.5%) recording a 15.3% relative increase in search share over the course of the year. The Yamaha PW80 and Suzuki Boulevard M190 each held 1.3% search share, leaving them 7.1% and 13.3% down on their Q1 result, respectively.
The Kawasaki KLX250S, Yamaha TT-R250, and Harley Shovelhead all held 1.2% search share, a mark that all three maintained from Q3. The Ducati Multistrada 1200 took the final place in the top 20 with 1.0%, a 9.0% decrease from the 1.1% it had held throughout the first three quarters of 2024.
The Most-Searched Dirt Bikes in Australia
The Yamaha PW50 retained its top spot in Q4 2024 with a 4.7% share, up from 4.3% in Q3—a 9.3% relative increase quarter-to-quarter. This enduring mini bike remains a favourite among young riders and families due to its beginner-friendly design and reputation for durability.
The Honda CRF250R held its position in second place with a 4.1% share, staying steady from Q3, and remaining a top choice for competitive riders seeking a lightweight and responsive option.
In third place, the Yamaha YZ250 also held firm with 3.7%, although this figure is down from the 3.8% it held in Q1 and Q2. While still a staple in the motocross scene, this small decline suggests that some riders may be considering newer alternatives in the two-stroke category.
The Yamaha WR450F and Honda CRF150R rounded out the top five with 3.5% and 3.3% respectively. For both models, these figures were an improvement on where they started the year, to the tune of 9.3% for the WR450F, and 13.7% for the CRF150R.
Similar to what we’ve seen in other categories, the remainder of the top 10 was fairly competitive, with very little separating the models. The Honda CRF110F claimed 2.4%; the Yamaha YZ250F claimed 2.3%, and the Yamaha YZ85 claimed 2.1%. The Honda CRF250F and Kawasaki KLX110 both claimed 2.0%, a result that saw them both finish the year 17.6% up from the 1.7% they each held in Q1.
In fact, with the exception of the Yamaha YZ250 and Yamaha PW50, every bike in the top 10 maintained or improved its search share throughout 2024.
The Rest of the Top 20
Just outside the top 10, the Yamaha YZ450F held 2.0% search share. Over the past 12 months, the YZ450F has cycled between 1.9% and 2.0% in each quarter, and has likely secured its position as one of the top-choice, larger models after the Yamaha WR450F.
Search share for the rest of the top 20 was grouped in either pairs or triplets. The Honda CRF50F, Yamaha TT-R125, and KTM 450 EXC-F all held 1.7%. The KTM 300 EXC and Yamaha WR250F held 1.5%, while the KTM 500 EXC and Honda CRF300L recorded 1.4% each. Finally, the Yamaha YZ125 and Yamaha TT-R230 both registered 1.3%.
Overall, the dirt bike category remains one of the most competitive we report on, and the tight groupings and narrow gaps between models indicates a high degree of consumer interest across all brands, engine sizes and styles of bike.
The Most-Searched Road Bikes in Australia
It should come as no surprise that the majority of the top spots in the road bike category were once again dominated by super bikes in Q4 – with some notable exceptions.
The Yamaha YZF-R6 holds onto its top spot with 2.8%, 6.6% down from the 3.0% it held in Q3. What is most interesting about the YZF-R6’s result is that the model was officially discontinued in 2020, and only re-entered production in 2021 in a limited race-only specification. Despite this, it has been the most-searched road bike in Australia over the past three quarters, indicating either a strong, high-intent interest from the second-hand market or a more casual interest from racing fans and enthusiasts. Given the strength of its performance in 2024, it is more likely to be the former.
The strong performance continued for Yamaha, with the YZF-R1 locking down the second spot, only slightly behind the YZF-R6 with 2.5%. This too was a slight decrease of 3.8% from its Q3 result, and down on its 2024 high of 2.7% in Q2, but still enough to leave the YZF-R1 4.1% up on where it started the year.
In third place, the Kawasaki Ninja 400 maintained its 2.2% search share and finished the year 22.2% up on where it started. Although its Q4 result was well below its Q2 high of 2.6%, the Ninja 400 has consistently been amongst the top three most-searched road bikes in 2024, representing a major win for regular production bikes in the face of the attention-grabbing super sports models.
In fact, the remainder of the top 10 was almost evenly split between super sports bikes and straightforward production bikes. In fourth, fifth, and sixth place, the BMW S 1000 RR, BMW R 1100 S, and Suzuki Hayabusa recorded 2.0%, 1.9%, and 1.8% search share respectively. These figures were a minor improvement over Q3 for both BMW models, but a slight decrease for the Hayabusa.
In positions 7-10, the Yamaha YZF-R3, Kawasaki Ninja H2R, Yamaha MT-07, and Honda CBR650R, recorded 1.7%, 1.7%, 1.6%, and 1.5% search share respectively. Of these models, only the Yamaha MT-07 and Honda CBR650R improved their search share quarter-to-quarter, gaining 6.6% and 15.3% respectively.
The Rest of the Top 20
The back end of the top 20 was the most competitive amongst all the categories we assessed, with seven out of 10 models recording identical search share in Q4.
The exceptions to this were the models closest to the top 10. The Ducati Panigale V4, Kawasaki Ninja ZX-6R, and Honda GoldWing recorded 1.5%, 1.2%, and 1.1% search share respectively, with the Honda GoldWing experiencing a 15.3% relative decrease between Q3 and Q4.
Behind those models, the Triumph Bonneville T120, Kawasaki Ninja ZX-10R, Harley V-Rod, and CFMOTO 450MT all registered 1.0% search share. The Bonneville T120 and Ninja ZX-10R maintained their result from Q3, while the V-Rod and 450MT improved theirs by 11.1% and 25.0% respectively.
The top 20 was closed out by the Kawasaki Ninja 500, KTM 390 Duke, and Harley Sportster, which all recorded 0.8% search share. This represented no change from Q3 for the Ninja 500 and Sportster, but was an 11.1% relative decrease for the 390 Duke.
Trust Retain Media for Industry-Leading Insights
The Q4 2024 report highlights both consistency and subtle shifts in the Australian motorcycle market. Yamaha continues to lead across multiple categories, while brands like Honda and Kawasaki hold strong positions, reflecting their enduring appeal. Meanwhile, emerging players such as CFMOTO are gaining traction, particularly in the ATV/UTV segment.
As we move into 2025, these trends underscore a balance between established favourites and rising contenders, setting the stage for another competitive year in Australia’s motorcycle market. Be sure to explore our other market reports for deeper insights into the Australian automotive landscape, including the FCAI Q4 2024 Sales Summary, TMA Q4 Sales Summary, TIC T-Mark Q4 2024 Sales Summary, and Q4 2024 RV Market Brand Consideration Report.
