The new motorcycle market in Australia shrunk 1.8 per cent over 2024, a much better result than expected

A total of 94,224 motorcycles and OHVs (Off Highway Vehicles) were sold, with sales of off-road motorcycles increasing 2.6 per cent while road bikes decreased 1.8 per cent compared to 2023. The OHV segment decreased 3.8 per cent.

The Yamaha YZF-R7LA was the highest selling motorcycle in Australia last year

The Federal Chamber of Automotive Industries Chief Executive Tony Weber pointed out that as motorcycles are often considered a ‘discretionary purchase’, “cost of living pressures and interest rates were matters that influenced the decision to buy”.

“The year ahead will continue to present challenges,” he said, “however, customers can expect to see a continuation of new models with new features appearing in showrooms that can ignite the enthusiasm.”

It’s well known that FCAI doesn’t represent the entire motorcycle industry in Australia. We approached FCAI, who told us that recently commissioned industry research estimated FCAI members represented about 73 per cent of the total sales in Australia over the past couple of years.

Triumph experienced record sales growth

So FCAI’s official industry sales figure for 2024 (94,224 motorcycles and OHVs) could be expanded to around 130,000 units overall.

FCAI confirmed that it represents the following brands (not the general importers): Aprilia, BMW, BRP, (CanAm), Ducati, GasGas, Harley-Davidson, Honda, Husqvarna, Indian, Kawasaki, KTM, Moto Guzzi Piaggio, Polaris, Suzuki, Triumph, Vespa, Yamaha and Zero.

It says figures aren’t broken down anymore because the data belongs to the members, “and at their request we continue to only release their aggregated dataset”.

FCAI said the benefits to being a member included legal, technical and political lobbying and information (data) sharing. It also provides connection with similar industry bodies in the US and Europe.

Entry level electric motorcycles such as Kawasaki’s e-1 are now entering the market

AMCN was also told that FCAI has some big issues on the go. A spokesperson said: “Looking forward, there will be a lot of work to be done around the entry points into motorcycling, particularly as E products continue to blur the traditional boundaries.

“We have recently finished a large piece of research into the ‘economic worth’ of the motorcycle and off-road vehicle (not 4WD) industry in Australia, and will be using that work to inform our new industry strategy.”

Royal Enfield sold nearly a million motorcycles worldwide

Brands to watch

Several significant achievements in 2024 could shape the global motorcycle market in 2025.

Royal Enfield’s global sales hit a new all-time record of 944,000 units, making it the 10th largest motorcycle manufacturer in the world. Bear in mind that back in 2013, when management decided to build a modern production plant, sales were just over 100,000, most of those in India.

TVS became the world’s fifth-largest manufacturer of motorcycles in 2024

Meanwhile, Triumph’s worldwide sales have hit their fifth record in a row. The 133,000 units sold represent a 33 per cent increase and include 54,000 in the 250-500cc market segment. It’s a classic example of a brand expanding into new market segments using its heritage brand image and partnerships with other companies to produce a lower-cost but quality product.

Another brand to watch is TVS, owner of Norton Motorcycles. Its 2024 sales were up 13 per cent to 3.7 million, making it the fifth largest motorcycle manufacturer and overtaking Bajaj, which is expected to take a major role in any restructuring of embattled KTM.