Motorcycle Industry Changes for 2025 | HardRider Blog | HardRider Magazine

The motorcycle industry in 2025 is a paradox of innovation and contraction, where cutting-edge technology and customization culture coexist amid economic headwinds. While global motorcycle sales are projected to reach 63.65 million units this year, the industry is grappling with a severe downturn in key markets like the United States and Europe2. Yet, within this turbulence, a vibrant subculture of performance and custom motorcycle builders is thriving — fueled by riders who increasingly favor used bikes and aftermarket personalization over the steep price tags of new models.

The State of the Motorcycle Industry in 2025
The global motorcycle market is valued at $158.1 billion USD in 2025, with expectations to grow to $179.45 billion by 2030. Asia remains the dominant force, with India alone generating over $36.78 billion in revenue this year. Latin America is the fastest-growing region, with countries like Brazil, Argentina, and Colombia reporting double-digit growth3. Meanwhile, North America and Europe are facing steep declines due to rising interest rates, inflation, and shifting consumer priorities.

In the U.S., over 60,000 unsold motorcycles have sat in dealerships for nearly a year. Entry-level models now start near $10,000, and touring bikes often exceed $30,000, pricing out many riders. Financing costs have surged, and default rates are climbing, leading to a flood of repossessed bikes in the used market. This economic pressure has reshaped buying behavior, pushing riders toward used motorcycles and customization as a more affordable and expressive alternative.

What Riders Are Buying and Riding
Despite the broader market slump, certain models are defying the odds. Riders are gravitating toward value-packed, performance-oriented bikes that deliver excitement without breaking the bank. High-demand models in 2025 include:

Kawasaki Z650 – Over 20,000 units sold in five months; praised for its $6,100 price and 67-hp engine
Honda Rebel 1100T – A 48% sales increase, especially among touring riders and women
Suzuki V-Strom 800DE – Popular among adventure riders for its off-road capability
Indian Scout Rogue – Customization-friendly and powered by a new 1250cc engine
Harley-Davidson Nightster – Attracting younger riders with modern performance and styling
These bikes reflect a shift in rider priorities: performance, affordability, and customization potential. Riders are no longer chasing prestige — they’re chasing value and individuality

The Rise of the Performance Custom Market
The custom motorcycle market is booming, with a projected value of $7.2 billion by 2033, growing at a 6.5% CAGR6. This segment includes everything from café racers and bobbers to full-blown performance builds. Riders are increasingly buying used motorcycles — often priced under $3,000 — and investing in aftermarket upgrades like suspension kits, exhaust systems, and engine tuning.

The motorcycle modification market, which includes both cosmetic and performance enhancements, is valued at $1.79 billion in 2025, with expectations to reach $3.49 billion by 2033. This growth is driven by:

Rising costs of new motorcycles
A desire for personalization and uniqueness
Expanding availability of aftermarket parts
Cultural influences from social media and custom bike shows
Custom builders like Roland Sands Design, Revival Cycles, and Ironwood Motorcycles are leading the charge, offering bespoke builds and kits that cater to riders who want more than what the factory offers.

New vs. Used: A Market in Transition
The divide between new and used motorcycle buyers is widening. While manufacturers push high-tech, high-cost models, many riders are opting for used bikes that offer financial freedom and emotional flexibility. A 2008 Triumph Sprint ST, for example, can be purchased for under $2,500, compared to $14,000+ for a new touring bike — and still delivers comparable performance and touring capability.

Used bikes also allow riders to ride without fear — of scratches, depreciation, or finance company penalties. This freedom is fueling a renaissance in DIY customization and grassroots performance builds.

Conclusion: A Market Redefined by Riders
In 2025, the motorcycle industry is no longer defined by manufacturers — it’s defined by riders. While OEMs struggle with unsold inventory and declining margins, the performance custom market is thriving, driven by creativity, community, and cost-consciousness. Riders are rejecting the premium price of new motorcycles in favor of used machines they can make their own.

This shift isn’t just a trend — it’s a transformation. And it’s reshaping the future of motorcycling from the ground up.

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