After a negative first quarter of -7.3%, the sale of new motorcycles recovered well in the second quarter. In total, the first half year 2025 12,266 engines were sold and that is only a small contraction of 0.8% compared to the same period last year, thanks to a plus of 4.1% in the second quarter. Kawasaki has quite strengthened his position as the market leader.
The sale of new motorcycles is still on the rise in 2025, although when you view it from brand to brand, there are huge differences. In the first quarter, the market had shrunk by no less than 7.3%, but that contraction could largely be attributed to the – running – Euro 5 models that were still quickly registered at the end of last year, making the stocks at the dealers larger than normal.
In the second quarter, the sale has again stabilized, with a growth of 4.1% compared to the second quarter of 2024. Expressed in numbers: 7,243 units in 2025 versus 6,955 units in 2024.
Yet not all brands have the wind in their sails. The KTM group recorded a contraction of almost 40% at both KTM and Husqvarna, at Suzuki the contraction was almost 20% while Yamaha saw her walk back by almost 12.5%. Of the small models, the sale at Benelli (-28.5%) and Moto Morini (-46.3%) declined.
On the other side of the spectrum, only Kawasaki has hired very well of the established order, with a growth in the first half year of 10.8%. What makes that growth extra remarkable is that the first quarter a contraction of 9.8% was noted. Thanks to a growth of almost 30% in the second quarter, Team Green has converted the 10% shrinkage into a growth of 11%.
However, the greatest growth is borne by CFMoto. The Chinese brand from Hangzhou saw its sale grow by 253%, from 141 units in the first half year 2024 to 498 units The first 6 months of 2025. CFMoto is therefore in 8th place and has therefore passed Harley-Davidson, KTM and Ducati.
Sales figures 2025:
| Brand | 2,025 | share | 2,024 | share | difference |
| Kawasaki | 2,172 | 17.71% | 1,960 | 15.84% | 10.8% |
| Honda | 1,683 | 13.72% | 1,639 | 13.25% | 2.7% |
| Yamaha | 1,670 | 13.61% | 1,904 | 15.39% | -12.3% |
| BMW | 1,657 | 13.51% | 1,729 | 13.98% | -4.2% |
| Suzuki | 733 | 5.98% | 913 | 7.38% | -19.7% |
| Triumph | 638 | 5.20% | 592 | 4.79% | 7.8% |
| Cfmoto | 498 | 4.06% | 141 | 1.14% | 253.2% |
| Harley-Davidson | 467 | 3.81% | 555 | 4.49% | -15.9% |
| KTM | 407 | 3.32% | 669 | 5.41% | -39.2% |
| Ducati | 370 | 3.02% | 370 | 2.99% | 0.0% |
| Piaggio | 332 | 2.71% | 305 | 2.47% | 8.9% |
| Aprilia | 259 | 2.11% | 206 | 1.67% | 25.7% |
| Royal Enfield | 206 | 1.68% | 243 | 1.96% | -15.2% |
| Benelli | 186 | 1.52% | 260 | 2.10% | -28.5% |
| Moto Guzzi | 151 | 1.23% | 179 | 1.45% | -15.6% |
| Indian Motorcycle | 91 | 0.74% | 82 | 0.66% | 11.0% |
| Husqvarna | 63 | 0.51% | 102 | 0.82% | -38.2% |
| Zero Motorcycles | 53 | 0.43% | 63 | 0.51% | -15.9% |
| Moto Morini | 29 | 0.24% | 54 | 0.44% | -46.3% |
| Other brands | 601 | 4.90% | 405 | 3.27% | 48.4% |
| TOTAL | 12,266 | 100.00% | 12,371 | 100.00% | -0.8% |
When you look at the sale excl. 125cc and scooters (in many countries the sales figures are broken down in this way), Kawasaki has taken even more distance from the other brands, where now BMW Motorrad is in second place, for Yamaha and Honda.
Sales 2025, excl. 125cc and scooters:
| Brand | 2,025 | share | 2,024 | share | difference |
| Kawasaki | 2,163 | 17.63% | 1,944 | 15.71% | 11.3% |
| BMW | 1,557 | 14.76% | 1,619 | 15.00% | -3.8% |
| Yamaha | 1,439 | 11.73% | 1,619 | 13.09% | -11.1% |
| Honda | 1,367 | 12.96% | 1,324 | 12.27% | 3.2% |
| Suzuki | 712 | 5.80% | 875 | 7.07% | -18.6% |
| Triumph | 638 | 5.20% | 592 | 4.79% | 7.8% |
| Cfmoto | 497 | 4.05% | 141 | 1.14% | 252.5% |
| Harley Davidson | 467 | 3.81% | 555 | 4.49% | -15.9% |
| KTM | 396 | 3.23% | 656 | 5.30% | -39.6% |
| Ducati | 370 | 3.02% | 370 | 2.99% | 0.0% |
| Royal Enfield | 206 | 1.68% | 243 | 1.96% | -15.2% |
| Aprilia | 184 | 1.74% | 136 | 1.26% | 35.3% |
| Benelli | 165 | 1.35% | 239 | 1.93% | -31.0% |
| Moto Guzzi | 151 | 1.23% | 179 | 1.45% | -15.6% |
| Indian Motorcycle | 91 | 0.74% | 82 | 0.66% | 11.0% |
| Husqvarna | 62 | 0.59% | 100 | 0.93% | -38.0% |
| Zero Motorcycles | 53 | 0.43% | 63 | 0.51% | -15.9% |
| Moto Morini | 29 | 0.24% | 54 | 0.44% | -46.3% |
| Other brands | 601 | 4.90% | 405 | 3.27% | 48.4% |
| TOTAL | 10,547 | 100.00% | 10,791 | 100.00% | -2.3% |
The best -selling model is again the BMW R 1300 GS / Adventure, of which 727 were sold the first half year. Although a comment must be made there. BMW Motorrad has merged the GS and the GS Adventure in the RDC data GS and the GS Adventure, although strictly speaking are two different models.
Based on a 50/50 ratio, both models will be in fifth place, and the Z900 is the best -selling model, with 513 units sold – 25% more compared to last year. Now that is in principle understandable, Kawasaki has completely renewed the Z900 before 2025, but the Z650 also had a plus of 25%, where Yamaha has only seen the sale of its new models decline.
Top 25 best -selling models:
| Brand/model | 2025 | 2024 | Difference | |
| 1 | BMW R 1300 GS/Adventure | 727 | 434 | 67.51% |
| 2 | Kawasaki Z 900 | 513 | 410 | 25.12% |
| 3 | Kawasaki Z 650 | 387 | 309 | 25.24% |
| 4 | Yamaha MT-07 | 342 | 443 | -22.80% |
| 5 | Yamaha Tracer 900 | 292 | 301 | -2.99% |
| 6 | Yamaha MT-09 | 282 | 281 | 0.36% |
| 7 | Kawasaki Versys 650 | 222 | 215 | 3.26% |
| 8 | Kawasaki Versys 1100 | 222 | 0 | |
| 9 | Honda X-ADV 750 | 203 | 212 | -4.25% |
| 10 | Honda NC 750 x | 194 | 232 | -16.38% |
| 11 | Kawasaki Ninja 650 | 193 | 148 | 30.41% |
| 12 | Suzuki V-Strom 800 | 189 | 208 | -9.13% |
| 13 | Yamaha Tenere 700 | 188 | 260 | -27.69% |
| 14 | Piaggio Vespa GTS 300 | 187 | 166 | 12.65% |
| 15 | CF Moto 450MT | 152 | 8 | 1800.00% |
| 16 | Honda CB 750 | 150 | 147 | 2.04% |
| 17 | BMW F 900 R | 145 | 150 | -3.33% |
| 18 | Suzuki GSX-8S | 136 | 191 | -28.80% |
| 19 | Suzuki V-Strom 1050 | 109 | 77 | 41.56% |
| 20 | Honda XL 750 Transalp | 101 | 125 | -19.20% |
| 21 | Honda ADV 350 | 99 | 92 | 7.61% |
| 22 | Honda CB 1000 Hornet | 99 | 0 | |
| 23 | Honda NT 1100 | 97 | 91 | 6.59% |
| 24 | Honda CRF 1100L | 95 | 97 | -2.06% |
| 25 | BMW F 900 XR | 93 | 64 | 45.31% |
– Thanks for information from Motorfreaks.