Top Searched: March 2017

As your marketing partner in the powersports or motorcycle industry, we want to keep you up-to-date on trends we are seeing with your potential buyers. With more consumers visiting our site than any other classified site in the industry, we have insights into consumer search habits that may help shape your marketing strategy. In this first edition of our Top Searched, we’ve listed the top 5 motorcycle makes and models on our site for the month of March.

Top Searched Types:

1. Trike
2. Dirt Bike
3. Sport Bike
4. Cruiser
5. Dual Sport

Not typically viewed as a ‘classic’ motorcycle design, the Trike has earned its name as the top searched category on Cycle Trader, with only about a 2% difference in pageviews compared to dirt bikes last month. The growth in popularity of these bikes is likely explained the low barrier to entry they offer new riders, especially when aligned with classes and education courses available to new bikers.

Trikes come with virtually no learning curve, offering riders a mix of comfort and increased stability. The model is becoming popular with several key demographics, including both beginner and aging riders. As motorcyclists grow older and need more stability, trikes can serve as a gentler, more easy-to-use and efficient machine for them to still enjoy journeys out on the road. New riders, on the other hand, can be introduced to the motorcycle world with ease, and move to other types of bikes when they’re ready for maintaining more stability on their own. It’s important to highlight these features to potential buyers and help them see how this type of unconventional motorcycle could fit into their lifestyle.

As for the top searched makes, interbrand competition has heated up significantly. Harley-Davidson continues to lead the pack with 30% more pageviews than their closest competitors, which are Honda and Yamaha respectively. Kawasaki and Suzuki remain neck-and-neck, catering largely to similar audiences, particularly the sportbike niche. While whispers of sales decline for Harley have been heard across the industry, its dominance in searches and pageviews on Cycle Trader suggests a loyal and motivated customer base that is not as wavering as some have suggested. 

To recap, the top 5 makes for March are:

1. Harley-Davidson
2. Honda
3. Yamaha
4. Kawasaki
5. Suzuki

Despite an often steadily competitive motorcycle marketplace, OEM marketshare is still there for the taking — so this list may change in the coming months as consumers discover new units that fit their transportation and lifestyle. How does this data line up with what you’re seeing at your dealership? Comment below and let us know.