Motorcycle Industry Council (MIC)

MIC 2025 Motorcycle Sales Data

The Motorcycle Industry Council (MIC) has released year-end retail sales data for 2025. According to these latest figures, sales of new motorcycles and scooters among the leading brands monitored by MIC decreased 7.6% year over year, while ATV sales decreased 3.5%.

Motorcycles and scooters accounted for 73.3% of total new unit sales in 2025, with ATVs representing 26.7%.

"While overall sales softened in 2025, the data points to clear shifts in how and what consumers are buying," said Buckner Nesheim, MIC Director of Research and Statistics. "Customers are moving toward smaller, affordable, versatile, and performance-focused models, while sales in traditional large-displacement on-highway segments like touring and cruisers continue to decline."

The sport bike category, which has been steadily on the rise for a while now, saw a 13% sales gain for 2025 with all that growth coming from sub-750 cc displacement models.

www.mic.org

News Briefs

ACEM statistics suggest that new motorcycle registrations in the five largest European markets (France, Germany, Italy, Spain and the UK account for some 80% of all European PTW sales) reached 1,002,848 units for 2025 (12.9 % compared to 1,150,852 units in 2024). Motorcycle registration volumes increased in Spain (242,580 units, +8.3 % year-on-year) while the results were down in other markets, with Italy still he largest market in Europe at 331,634 units/-6.0 %; France 179,225/-16.4 %; UK 89,645/-19.3% and Germany struggling at 159,764 units for a massive -35.7 % decline.

Harley-Davidson has confirmed agreements with Niti Racing (Indonesia), who join previously announced teams Saddlemen Race Development (USA), Cecchini Racing Garage (Italy), and Joe Rascal Racing (Australia) on the provisional entry list for their MotoGP hosted Bagger World Cup. Additionally, Joe Rascal Racing has received approval to expand its entry from two to three riders. In terms of format, it has now been announced that at the United States, Netherlands, Great Britain, Aragón (Spain), and Austria Grand Prix the weekend will follow a three-day format with two Free Practice sessions on the Friday, qualifying sessions and Race 1 on Saturday (scheduled immediately after the MotoGP Tissot Sprint) with Race 2 held either on the Sunday morning or afternoon, depending on the event. At the Italian Grand Prix at Mugello, there will be a modified format with FP1, FP 2 and qualifying all on the Friday with the Bagger World Cup Race 1 and Race 2 both on the Saturday.

The H-D Music Contest in Europe will expand in 2026, giving up-and-coming bands from five countries the opportunity to compete for the chance to be on stage at Europe's biggest Harley-Davidson events. In addition to bands from France, Spain and Italy, groups from Germany and Great Britain now have the chance to perform at some of the most famous H-D motorcycle events in Europe. The winners will receive one of the coveted slots in the music program of a major Harley-Davidson event - including the H-D European Spring Rally, Senigallia, Italy (April 30 - May 3, 2026); European H.O.G. Rally, Cascais, Portugal (June 18-21, 2026) and European Bike Week, Faak am See, Österreich (September 8-13, 2026); www.hdmusiccontest.com

Roof Systems returns as Title Sponsor of 2026 AMA Flat Track Grand Championship for a second consecutive year (July 5-10 at the Du Quoin State Fairgrounds in Du Quoin, Ill.); www. AmericanMotorcyclist.com

Drag Specialties/Parts Unlimited NVP Part 3

Drag Specialties/Parts Unlimited NVP Product Expo

Louisville, KY, January 24-25, 2026

Progressive Suspension: In addition to 494 Sport shocks, recent new products include the Quik Preload System (QPS) upgrade kit to make adjusting the preload on the new PS 944 Ultra Touring, Ultra Low and Elite series shocks "easier than ever before. QPS means it's no longer necessary to take the saddlebags off to adjust the sag when going from a single rider to a two up riding configuration, and then back to a solo riding experience. This means the suspension can be set up for changes in weight load in less than a minute"; www.progressivesuspension.com

Motion Pro: Never ones to stand still, the Loomis, northern California business started in 1976 by ISDE Gold Medal winner and AMA Hall of Famer Chris Carter has celebrated its 40th anniversary (founded by Chris in 1984) and is one of the market's specialty tool design market leaders. Recent new V-twin applications include a clutch cable top half upgrade to replace the rather weak top half clutch cable assembly on 2018 and later Softails and 2021 and up Baggers; www.motionpro.com

Hogtunes: Keeping it simple, keeping it clear and keeping it pure - pure motorcycle, this is the mantra that Hogtunes and its Wild Boar Audio are operated by. "Everything we do is easy to install and specifically designed for motorcycles," says Founder/CEOMike 'Pez' Pesdirz. "Whether you're looking to add four or six speakers, speakers in your lids, multiple amplifiers or just a simple upgrade of the two speakers in your fairing, we've got what you need to improve your riding audio experience"; www.hogtunes.com

Kibblewhite Precision Machining: The 85-year-old and still founder family owned 'go-to' for valvetrain components for the Harley market manufactures one of the largest ranges of OEM specification exceeding replacement parts available from anyone, anywhere; www.kpmi.us

LA Choppers: Marketing Manager Sean Delshadi told AMD that the Huntingdon Beach, Ca. based, Tolemar owned handlebars, cable kit and controls specialist added a slew of new fitments and applications for the 2025 and up M8s; www.lachoppers.com

Saddlemen: Last year the big news coming out of the Californian seats manufacturer was of its diversification into the use of carbon fiber. Initially in seat designs, but also now with fenders, dash consoles, side covers, fender struts, battery, fuse box and coil covers and even fork dust caps for an admirable level of functional attention to detail - available for Touring models, M8 Softails, Dyna and FXR. Having been heavily involved in the MotoAmerica King of the Baggers - as race team and vendor - CEO Dave Eckhert says that Saddlemen is now equipping the 'Harley Cup' MotoGP series Bagger Racing Championship bikes with the company's comprehensive suite of carbon parts; www.saddlemen.com

SBS Friction

SBS Strengthens U.S. Aftermarket 

Danish brakes products specialist SBS Friction has announced the appointment of Angel June Hacker as Aftermarket Sales Manager for North America.

"Hacker brings extensive experience from the powersports retail and dealership landscape, giving her a deep understanding of the challenges and opportunities facing today's motorcycle businesses. Her role will focus on driving SBS's North American sales strategy, strengthening customer outreach, and growing SBS representation across key distribution channels.

"Angel's background gives her a unique advantage. She understands the motorcycle business from the shop floor to the sales counter, allowing her to work with dealers and distributors as a true partner focused on long-term growth."

As part of her responsibilities, Hacker will lead the onboarding of dealerships into the SBS Brake Academy, helping shops position themselves as specialized brake experts. She will also spearhead SBS's expansion in the e-comm market, ensuring riders and dealers alike have access to trusted, high-performance braking solutions.

"A motorcycle enthusiast herself, Hacker is known for her strong relationships throughout the industry and her ability to connect authentically with dealers, distributors, and riders. Her customer-first approach is rooted in practical experience and a passion for the sport."

www.sbsbrakes.com

Warr's Harley-Davidson

Seeing Starrs - everywhere!

Harley CEO continues to 'put himself about' with reports flooding the AMD office in January about his almost 18th Century style 'European Grand Tour' as he visited dealers, vendors, shows and met HOG Groups, riders and brand disciples in the Netherlands, Germany, Italy and the UK (at least).

He was accompanied by EMEA VP Kolja Rebstock and Sales Director Francesco Vanni and, among others, was seen at the Jekill & Hyde exhausts R&D and Head Office facility in the Netherlands, dealers and rider groups in Germany and he had his first exposure to the enthusiastic crowds seen at Europe's custom bike shows when he visited Motor Bile Expo at Verona, Italy.

Seen here with John Warr, Starrs handed out Dealer Awards during a stop at Warr's Harley-Davidson on the King's Road in London. Warr's family have been Harley dealers since John Warr's father, Captain Frederick Warr, started the first iteration of the business in 1924 - making it one of, if not the oldest surviving Harley dealerships in the world, and certainly the oldest, continuously and still founder's family operated dealership in the Harley network.

As such it was an appropriate place to have visited and paid homage to the historic Bar 'n Shield culture that is unique to Harley-Davidson. It is a heritage that 'sets it apart,' and Starrs has made clear that he recognizes as one of the manufacturer's primary competitive advantages. John Warr, his family and his team at Warr's are Brand Ambassadors # 1.

Rick's Motorsport Electrics

Twin Cam Rectifier/Regulator

Hampstead, NH, based Rick's Motorsport Electrics has added to its popular Hot Shot product line with this new rectifier/regulator line up for the Harley-Davidson Twin Cam models. 

Every Rick's Twin Cam Regulator is rated at 50 Amps. "Not only are all the regulators built with this heavy-duty circuitry, but they are also series/switching style so they will not overheat the stator," explained Company Principal Amanda Laidlaw. 

"Basically, our customers asked, and we have listened and responded. We've been asked for years to service the V-twin market. Customers wanted their aftermarket parts backed by our reputation and the same one-year warranty that we have always backed our products with and we're finally able to deliver." 

Rick's Motorsport Electrics has been a leader in the aftermarket Powersports Industry for over 40 years. The company specializes in aftermarket charging, starting, and ignition system components.

RICK'S MOTORSPORT ELECTRICS

www.ricksmotorsportelectrics.com