Forget everything you thought you knew about the motorcycle world’s pecking order. While some brands are cruising along, others have found themselves stuck in the slow lane. Let’s dig into the data, the drama, and what it all means for riders and dealerships alike.
The Big Winner: BMW Motorrad Takes the Crown
In a stunning display of precision engineering and dealer relations, BMW Motorrad has claimed the top spot in the survey. The German powerhouse, known for its high-performance motorcycles and cutting-edge bike technology, revved up its score to an impressive 7.8. This isn’t just about selling bikes; it’s about building a partnership. Dealers have praised BMW’s strong support systems and its forward-thinking approach to the motorcycle industry. It seems the brand’s commitment to both its products and its people has paid off, cementing its reputation for premium bikes and excellent dealership experiences.
Rank Manufacturer Overall Score
1 BMW Motorrad 7.8
T-2 Royal Enfield 7.5
T-2 Honda 7.5
4 Yamaha 5.8
5 Triumph 5.0
T-6 Piaggio Group 4.5
T-6 Ducati 4.5
8 Kawasaki 3.8
9 Suzuki 3.6
10 Harley-Davidson 3.4
The Comeback Kid: Royal Enfield’s Epic U-Turn
But the real showstopper, the one that deserves a round of applause, is Royal Enfield. This British-Indian brand has pulled off the most epic turnaround, showing the biggest improvement with a mind-boggling increase of 3.2 points. They didn’t just climb the ladder; they pole-vaulted right up to a shared second-place finish with a score of 7.5.
What’s the secret sauce? It seems Royal Enfield’s shift in focus from pure heritage to modern, accessible classic motorcycles and adventure bikes has resonated deeply with its dealer network. They have made significant strides in their support and communication, proving that a brand’s legacy is important, but its future lies in how it treats its frontline partners. This remarkable improvement highlights Royal Enfield’s growing influence and its savvy strategy in the competitive global market.
The Rocky Road: A Bad Day for Harley-Davidson
And then there’s the other end of the spectrum. The iconic Harley-Davidson, the brand that for many embodies the very spirit of the open road, found itself in an unfortunate last place with a score of just 3.4. This is a bit of a head-scratcher, especially considering that in other surveys, like Pied Piper’s study on website responsiveness, Harley-Davidson’s dealers have historically ranked quite highly.
This glaring disparity suggests a different kind of issue. It hints that while Harley-Davidson’s customer-facing digital presence might be on point, the internal relationship with its dealers could be hitting a few bumps. The survey results point to a disconnect in the franchise model, with dealers feeling a serious lack of support on key issues. This is a crucial area for improvement for the brand, as a happy, profitable dealer is the foundation of a successful brand.
The Bigger Picture: A Glimpse into the Motorcycle Market
The survey isn’t just about who’s up and who’s down. It’s a barometer for the health of the entire motorcycle market. The overall average score for all brands rose a healthy 29.4%, showing that, despite a challenging economic climate, manufacturers are stepping up their game.
However, a serious note of caution emerged regarding electric vehicles (EVs). Dealer confidence in manufacturer EV strategies remains alarmingly low, consistently scoring at the bottom of the survey. This suggests a significant gap between the industry’s electric aspirations and the reality on the ground. For now, the roar of the petrol engine remains the preferred soundtrack for dealers and riders alike.
Ultimately, the latest NMDA survey paints a clear picture: brands that empower their dealers and respond to their needs are the ones that succeed. It shows that while a legendary name like Harley-Davidson has its challenges, a focused, improving brand like Royal Enfield can truly become a global contender.
Sources:
- Harley-Davidson Defeated In Latest Survey Of BMW: https://voi.id/en/motor/514748
- BMW tops NMDA Dealer Survey, Harley-Davidson slides to the bottom: https://www.visordown.com/news/bmw-tops-nmda-dealer-survey-harley-davidson-slides-bottom
- BMW Motorrad Dealers Top-Ranked in 2025 in Powersports Study: https://www.piedpiperpsi.com/press/mpn-motorcycle-powersports-news-484.htm
