Retain Media Reveals Latest Findings in Australian Motorcycle Market Trends

Updated: Feb 01, 2024 | |

MELBOURNE, Australia — In its most recent market analysis, Retain Media’s Motorcycle Industry Brand Consideration Report offers a detailed overview of the evolving Australian motorcycle market, underscoring key trends in brand preferences and model popularity across diverse segments, including road bikes, LAMS, adventure touring, cruisers, naked bikes, trail bikes, and ATV/UTVs, along with new insights into the discontinued models category.

Methodology: This comprehensive report analysed search volume data in Australia over the last four quarters, from Q1 2023 to Q4 2023, incorporating over 7 million searches in 2023 Q4 (+14% from 2023 Q3) and more than 35,000 unique search terms related to various motorcycle brands and models.

This data excluded any searches that implied a used bike (e.g. “2021 Ninja 400”) as well as searches for parts & merchandise, service & manuals, clubs & forums, rentals, etc.

Key Findings:

  • Yamaha continues to lead the All Brands category with a 13.8% search share in Q4 2023, a slight gain (0.3%) from Q3 2023 that tied it with Kawasaki for the greatest quarter-to-quarter gain in the All Brands category.
  • Honda retains the top spot in the LAMS category, though it registered a slight drop of 0.8% from Q3 2023. Meanwhile, Kawasaki and Yamaha showcased minor growth in the category, elevating their share by 0.4% and 0.2%, respectively, in Q4 2023.
  • Two of Harley-Davidson’s most recent releases, the X350 and the X500, appear in the top 20 cruiser models, with 1.2% and 1%, respectively.  There is strong demand for LAMS Harleys, with the Street 500 being the second most searched discontinued model.
  • The ATV/UTV segment is led by the Can-Am Defender and Polaris RZR Trail, with the Defender experiencing a moderate decrease in search volume (-2.4% from Q3 to Q4) and the Polaris RZR Trail seeing an increase in interest of 0.4% from Q3 to Q4. Including the Defender, Can-Am has five of this category’s top 10 most-searched models.
  • In the Discontinued Models category, the Honda Grom leads with 42.6% of all searches in the category, evidence of its high consumer appeal despite its discontinuation and well ahead of the second place Harley-Davidson Street 500, with only 12.1% of the search share.

All Brands Search Share %:

In a dynamic market landscape, Yamaha leads with a 13.8% search share in Q4 2023, experiencing a slight (0.3%) increase from Q3 2023. Kawasaki follows closely at 13.4%, having also experienced a slight gain from 13.1% the previous quarter. 

Honda and Harley-Davidson occupy third and fourth place, with 11.8% and 11.7% search share, respectively, with Honda experiencing a 0.3% decrease from Q3 2023. While other brands in the top 10 – KTM,  Suzuki, Triumph and Royal Enfield – all saw minor changes in their search share from Q3-Q4, Ducati and BMW gained 0.5% and 0.2%, respectively, indicating growing interest in these brands.

Top Models in Various Categories:

  • Road Bikes: Yamaha YZF-R1 remains a favourite in a category dominated by superbikes, though it registered a slight decrease in search volume. The dominance of low-selling superbikes indicates that a significant percentage of the top road bike searches are made by dreamers rather than genuine buyers.
  • LAMS: Honda and Kawasaki show strong performance, appealing to new riders.
  • Adventure Touring: Royal Enfield Himalayan sees growing interest, gaining 4.2% from 13.1% to 17.3% from Q3 to Q4 2023.
  • Cruisers: The Indian Scout continues to build a lead on the Harley-Davidson Breakout 117 with 15.8% of searches in Q4 2023. Despite this, Harley-Davidson still has 15 of the 20 most-searched models.
  • Naked Bikes: KTM 390 Duke tops the list despite a slight decrease in search share.
  • Trail Bikes: The Honda CRF250F emerges as the leading model, showing significant interest despite a slight decrease in search share from 29.5% in Q3 2023 to 26.9% in Q4 2023.
  • ATV/UTVs: Can-Am Defender and Polaris RZR Trail highlight the segment’s robust interest.
  • Discontinued Models: Honda Grom leads, showing sustained popularity among enthusiasts.


Retain Media’s analysis offers vital insights for understanding the changing trends and consumer preferences in the Australian motorcycle market. This information is instrumental for industry stakeholders in formulating effective marketing strategies and product development. 

Retain Media would like to thank those media outlets and OEMs whose feedback on our initial Q3 report proved invaluable in preparing the Q4 report. Retain Media invites journalists and industry stakeholders to share their insights and suggestions on the report by emailing

For a more detailed report and insights, please visit

About Retain Media:

Retain Media is a prominent digital marketing services provider in the automotive sector, specializing in lead generation through SEO and PPC advertising. Our expert team leverages deep knowledge of the digital space and clients’ unique requirements to implement innovative and effective growth strategies.


End of Press Release

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