Kawasaki has become the top-selling motorcycle brand in the United States for 2025, overtaking both Honda and Harley-Davidson amid one of the toughest sales climates in the past decade, according to New Atlas and MotorCyclesData.
MotorCyclesData’s year-to-date figures through September show Kawasaki sales up 14.2%, the strongest performance in the industry. Honda, last year’s No. 1, slipped to second with an 8% decline. In comparison, Harley-Davidson fell to third after a steep 15.9% drop — a downturn highlighted in New Atlas reporting by Utkarsh Sood, who also cited Harley’s internal turmoil and revenue challenges as contributing factors.
Overall, the U.S. motorcycle market remains under pressure. MotorCyclesData reports 401,035 YTD sales, down 6.5% — including the worst first half in 10 years, at –9.2%. The third quarter softened slightly but remained negative at –0.5%. This compares to the Motorcycle Industry Council’s data showing the motorcycle industry is down –7.3% YTD through September.
Despite the industry slump, Kawasaki found momentum in the U.S. even as the brand struggles globally. New Atlas credits strong demand for the Ninja lineup and the Vulcan S as key drivers of its domestic surge.
Behind the top three, Yamaha held fourth (–0.4%), while KTM suffered one of the largest declines (–23.8%). Indian Motorcycle, which was recently sold to private equity, remains a bright spot, posting 4.9% growth, followed by Suzuki (–13.7%) and BMW (–10.8%).
Both reports point to a clear consumer trend: buyers are leaning toward reliable, price-competitive models from Japanese manufacturers. The entry-level pricing gap is significant — Kawasaki, Honda and Yamaha all offer sub-$5,500 models, while Harley-Davidson and Indian’s least expensive bikes start around $9,999. To that end, Harley is rumored to be working on a sub-$6,000 bike that will be released this year.
For dealers, the shifting leaderboard underscores evolving customer priorities: affordability, dependability, and value. With the U.S. market projected to remain economically constrained into 2026, brands with competitive pricing and strong small- to mid-displacement lineups appear poised to gain further share.
Harley-Davidson announced a sweeping leadership reorganization on Dec. 10, designed to strengthen its dealer network, sharpen its brand identity, and renew its commitment to Milwaukee. At the center of the move: expanded roles for Bill Davidson and Karen Davidson, two of the most influential family stewards of The Motor Company’s legacy.
Bill Davidson has been named special adviser to the CEO and brand ambassador, a newly created role that places him closer to product development, brand direction and rider culture. One of the most recognizable faces of Harley’s heritage, Bill will work directly with CEO Artie Starrs to help guide the brand’s next chapter.
Karen Davidson will continue as brand ambassador, now working more closely with the marketing and brand teams to deepen dealer engagement and strengthen community connections — areas where she has long been a trusted voice among riders.
“Returning to what makes Harley-Davidson uniquely powerful means leaning into the people who are the culture,” says Starrs. “Bill and Karen embody that spirit.”
The leadership overhaul also introduces new C-Suite roles:
Jonathan Root expands his responsibilities to become chief financial and commercial officer, reinforcing integration with HDFS and the company’s dealer-facing strategy.
Bryan Niketh returns to Harley-Davidson as chief operating officer, bringing two decades of H-D experience and fresh operational leadership from White River Marine Group.
Matt Ryan joins as chief marketing and technology officer, unifying marketing, digital and tech under one leader for more data-driven, connected rider experiences.
Marcus Fischer becomes chief brand officer, bringing creative leadership from Carmichael Lynch, the agency behind many of Harley’s most iconic campaigns.
Harley-Davidson emphasized that Niketh, Ryan and Fischer will all be based at the company’s historic Juneau Avenue campus, underscoring its continued commitment to Milwaukee as its global home.
“These changes set us up to deepen our connection to riders and dealers, accelerate data-led and tech-enabled engagement, and unlock the full potential of our operations,” Starrs adds.
For dealers, the moves signal a renewed strategy built on heritage, brand strength and tighter operational alignment — anchored by two names that riders know and trust: Bill and Karen Davidson.
BRP has named longtime automotive executive Denis Le Vot as its next president and CEO, effective Feb. 1, marking a major leadership transition as José Boisjoli retires after more than two decades at the helm.
Le Vot, an external hire from Renault Group, most recently served as CEO of the Dacia brand and brings more than 30 years of global automotive leadership experience to BRP. He will also join BRP’s board of directors. As part of the transition, Pierre Beaudoin will become the board chair, while Barbara Samardzich will remain the lead independent director.
The appointment follows Boisjoli’s previously announced retirement and signals continuity in BRP’s long-term strategy while adding outside perspective. Boisjoli spent 36 years with BRP, including 22 years as president and CEO, guiding the company from a Bombardier spin-off into a publicly traded, global powersports powerhouse.
“Denis is poised to leverage his expertise to create value for all our stakeholders,” Samardzich says. “The automotive industry shares many similar dynamics with powersports, and his experience managing global brands and dealer networks will be an important asset as BRP advances its M28 strategic plan.”
At Renault, Le Vot built a strong reputation as a brand builder and international operator. Under his leadership, Dacia achieved record market share in Europe, and its Sandero became Europe’s best-selling vehicle across all channels in 2023.
He was widely viewed as a leading internal candidate for Renault’s CEO role and earned multiple industry accolades, including Autocar CEO of the Year.
“I’m truly excited to lead BRP into a new chapter,” Le Vot shares. “BRP’s reputation for bold design, technology and market-shaping products is unmatched. I look forward to working with the teams to further enhance the customer and dealer experience.”
The move brings a seasoned executive with deep experience in global dealer networks, operations and brand-led growth at a time when BRP continues to push international expansion and long-term innovation.
Boisjoli said the transition comes at the right moment. “BRP is the best-positioned OEM in the industry, and the timing could not be better to hand over the wheel to Denis.”
Le Vot will officially assume the role on Feb. 1, 2026.
Hall’s Harley-Davidson in Springfield, Illinois, has been acquired by Rhett, Trent and Linn Simpson from longtime owners Stan and Pat Hall, ending more than six decades of family ownership at the dealership.
Founded in 1962, Hall’s Harley-Davidson has been a cornerstone of the Springfield riding community since Stan Hall entered the business as a bicycle mechanic before purchasing the Harley-Davidson dealership with his wife, Pat. Over the years, the Halls expanded the dealership to larger facilities to support continued growth and better serve customers.
“It is a bittersweet moment when you think about selling the Harley-Davidson dealership that you and your family have painstakingly cared for over 63 years,” Stan and Pat Hall said in a joint statement. “With the help of Performance Brokerage Services, we were able to find a buyer that we felt comfortable entrusting with the future of our Harley-Davidson family.”
The Hall legacy extended into the next generation when their daughter, Diane Hughes, joined the business full-time in 1997. Diane and her husband, Larry Hughes, have overseen day-to-day operations in recent years, maintaining the dealership’s deep roots in the local riding community.
The buyers — Rhett, Trent and Linn Simpson — are second-generation Harley-Davidson dealers and owners of Andrae’s Harley-Davidson in Urbana, Illinois. The acquisition marks their second Harley-Davidson dealership and expands their presence in the Illinois market.
“The Simpsons couldn’t have been a better family to pass the wrench,” says Courtney Bernhard, partner at Performance Brokerage Services. “After six decades of ownership, we knew it had to be the right buyer to carry on the legacy.”
George Chaconas, senior partner at Performance Brokerage Services, noted the significance of the transaction. “Having exclusively represented Stan and Pat Hall following their 63 years of ownership, this transaction carried significant history and emotion,” he said.
The Simpson family said the brokerage team played a key role in the acquisition process. “Being our first time going through an external buy-sell, we had an abundance of questions, and Courtney was always available to answer and make suggestions,” Rhett, Trent and Linn Simpson added.
Following the sale, the dealership will be renamed Simpson’s Harley-Davidson and will continue operating from its current Springfield location.
Piaggio Group Americas closed out 2025 as the top-selling scooter manufacturer in the U.S., capturing a 39% market share behind continued dealer expansion and strong Vespa brand momentum, according to a Dec. 17 press release.
The company added more than 25 new scooter franchises during the year — including 11 in the third quarter alone — underscoring Piaggio’s ongoing investment in the U.S. market. One of the newest additions, MotoPlex Fairfield in Connecticut, has already emerged as a strong performer in the highly competitive Northeast region.
“Our growth this year is a testament to the incredible work happening on showroom floors every day. Dealers like MotoPlex Fairfield demonstrate what’s possible when product passion meets exceptional customer engagement. As we continue to strengthen our network, we’re seeing renewed energy from both long-established partners and new franchises alike.” — Michael Angeli, vice president of sales for Piaggio Group Americas.
Vespa remains the cornerstone of Piaggio’s scooter success in the U.S., where the brand has become synonymous with the category over the past eight decades. The company’s broader Piaggio and Vespa lineup spans entry-level 50cc models through highway-capable scooters exceeding 300cc, appealing to both urban commuters and lifestyle-focused riders.
Piaggio executives point to product diversity and Italian design as key drivers of sustained demand. The brand has continued to expand displacement offerings to better serve metropolitan riding needs while maintaining Vespa’s iconic styling and premium positioning.
Looking ahead, Vespa will celebrate its 80th anniversary in 2026 with a global event in Rome and a special-edition 80th Anniversary scooter lineup, including Primavera and GTS models. The commemorative series features a heritage-inspired Verde Pastello colorway and exclusive badging, creating limited-edition opportunities for dealers.
Piaggio Group is also preparing to re-enter the U.S. scooter segment under its Aprilia brand in 2026 with the all-new SR GT 400. Positioned as an “adventure scooter,” the SR GT 400 blends urban commuting capability with light off-road versatility, expanding Aprilia’s reach beyond traditional performance motorcycles.
“Vespa has been an icon for more than eight decades, and seeing its momentum accelerate in the United States is both a privilege and a responsibility,” adds Andrea Gucciardi, president of Piaggio Group Americas. “We remain committed to investing in the U.S. market, expanding access to our products, and supporting a dealer network that shares our vision for the future of scooters.”
Motorcycle Industry Council (MIC) members have elected Teri Lynn, U.S. sales director at Troy Lee Designs, to the MIC board of directors and re-elected Robin Hartfiel, editor of Dealernews, for another term. Jim Woodruff, CEO of National Powersport Auctions, will conclude his service when his term ends in January.
The leadership changes come as the association and its members prepare for continued economic and regulatory pressure heading into 2026. MIC Board Chairman Derek Brooks of Yamaha Motor Corporation, U.S.A., pointed to tariffs, technology shifts, and policy changes as key challenges facing the industry.
For dealers, the board’s composition matters as MIC advocacy and priorities increasingly center on profitability, regulatory clarity, and long-term market access. Lynn brings a brand-side, field-informed perspective from Troy Lee Designs, while Hartfiel’s re-election maintains continuity from the dealer and media side.
Lynn called her election both a professional and personal milestone, emphasizing support for riders, retailers, and manufacturers across the ecosystem. She highlighted a focus on strengthening dealer networks, improving the end-to-end rider experience, and helping the industry adapt to changing consumer expectations and rapid technological advancement.
Hartfiel, who has been involved with MIC since the early 1990s, underscored the importance of steady leadership amid mounting challenges. He cited the association’s work navigating Covid-era disruptions and addressing emerging regulatory issues such as PFAS as examples of why sustained engagement is critical.
MIC President and CEO Christy LaCurelle said the board will play a central role as the association navigates ongoing economic, regulatory, and market pressures, noting that collaboration among members, the board, and staff remains key to delivering value to the industry.
MIC Board of Directors beginning in 2026:
Chairman: Derek Brooks, Yamaha Motor Corporation, U.S.A.
Vice Chairman: John Hinz, KTM North America
David Baker, BRP
J.R. Burke, Polaris
Ashmore Ellis, Babes Ride Out / Babes in the Dirt
Kerry Graeber, Suzuki Motor USA
Robin Hartfiel, Dealernews
Paul Langley, LeMans Corporation
Erik Larson, Piaggio Group Americas
Rod Lopusnak, Triumph Motorcycles America
Teri Lynn, Troy Lee Designs
Shawn McLean, BMW Motorrad USA
Bill Savino, American Honda Motor Co.
Eric Sievers, Kawasaki Motors Corp., U.S.A.
Two U.S. dealership technicians delivered standout performances on the global stage at the 2025 Yamaha World Technician Grand Prix, held Nov. 18–21 at Yamaha Motor’s global headquarters in Iwata, Japan.
Brian Ladner of Macomb Powersports in Chesterfield, Michigan, earned a third-place finish, competing against top Yamaha technicians from around the world in one of the industry’s most demanding service competitions.
Also representing the U.S., Aaron Lawson of MOMS Foxboro in Foxborough, Massachusetts, impressed judges and peers alike with a dramatic late push, successfully reassembling and delivering his MT-07 in the final minutes of the event — a display of technical skill and composure under pressure.
“We are incredibly proud of Brian and Aaron for representing the United States with such professionalism and dedication,” says John Grubb, Yamaha Motor University manager. “Their performance reflects the highest standards of Yamaha service excellence and the commitment of our dealer network to customer satisfaction.”
The Yamaha World Technician Grand Prix, held every two years, brings together elite technicians from Yamaha dealer networks worldwide to compete in rigorous hands-on technical challenges. The event underscores Yamaha’s continued investment in technician training and service quality — a key differentiator for dealers in today’s competitive market.
A full recording of the 2025 World Technician Grand Prix livestream is available on Yamaha’s official YouTube channel, offering dealers a behind-the-scenes look at the competition and the technical standards required to compete at the global level.
Beta USA has reunited with one of the biggest names in American trials and off-road racing. Ten-time AMA National Trials Champion Geoff Aaron — whose early career dominance included five straight titles on Beta motorcycles — is returning to the brand as a new Beta USA brand ambassador.
The move brings Aaron back to the machines that powered some of his earliest and most memorable victories. With more than 30 years of professional competition under his belt, Aaron says the partnership feels like coming home.
“I’m excited to reunite with the Beta brand after all these years,” Aaron shares. “I have very fond memories of my early championship days competing on Beta in the U.S. and Europe. I’m looking forward to getting time on the latest models, especially the new Sincro Trials bike.”
Aaron’s career credentials are among the most decorated in the sport:
10 AMA National Trials Championships
73 national wins
15 Trial des Nations appearances, contributing to two U.S. victories
Two-time AMA Sports Athlete of the Year
EnduroCross pioneer with two wins, 16 podiums, and multiple top-five seasons
Proven extreme enduro competitor at Erzberg, Romaniacs and Last Man Standing
Beyond competition, Aaron spent more than two decades as a Red Bull athlete, performing trials shows nationwide, producing video content, managing teams, and promoting events.
Beta USA President Tim Pilg welcomed Aaron back, noting how foundational his early Beta years were to both sides.
“Many people don’t realize he won five championships on a Beta,” Pilg says. “I met Geoff back in the late ’80s and was super impressed even then.”
Beta says the partnership will showcase the capability and versatility of its growing lineup across trials, enduro, dual sport and ADV.
Dealer management system provider ZiiDMS has added Jaime Williams as a regional sales representative based in North Carolina.
Williams brings more than a decade of experience in the powersports and marine industries, with a background spanning parts management, service operations, and outside sales. Most recently, he was a corporate PG&A director for Big Rock Powersports Group.
His career includes managing parts departments, leading multi-rooftop parts and service teams, and representing major brands on the distribution side. Throughout his career, Williams has worked on building strong dealer relationships, improving operational efficiency, and driving profitability.
Williams also has experience in motocross racing, which has shaped his competitive edge and commitment to excellence.
BRP celebrated the fourth edition of its Yellow Day event on Nov. 20 to take a stand against bullying and donated more than $300,000 in Canadian dollars to the cause.
As part of the company’s Ride Out Intimidation program, this event encourages the BRP community to wear yellow on social media to show solidarity and raise awareness about all forms of bullying. This year alone, more than 6,000 BRP employees, dealers, ambassadors, and partners rallied around the cause.
In its effort, BRP pledged to donate for every public post on Facebook, Instagram, or LinkedIn that featured photos of individuals wearing yellow and used the hashtag #RideOutIntimidation.
By the end of the Yellow Day event, BRP donated money to the following organizations that are raising awareness to bullying:
Abrace – Programas Preventivos (Brazil)
Fondation Tel-Jeunes (Canada)
Fundación Saloma para el Avance de la Educación A.C. (Mexico)
Project Rockit (Australia)
Tyttöjen Talo (Finland)
CESABI (Mexico)
Tandem Kinderschutzzentrum (Austria)
Patouch (Switzerland)
Stand for the Silent (U.S.)
A Wave of Yellow on Instagram Reels
Additionally, five BRP ambassadors teamed up with a charity of their choice for a Yellow Day Instagram Reel. BRP donated $27,000 to each of these five charities to support their work in the fight against bullying.
Thanks to BRP’s partner Bully Zero, Australia’s leading organization delivering programs on cyber safety, bullying prevention, wellbeing, and resilience, more than 20 monuments and roads across Australia were illuminated with yellow lights in the days leading up to Yellow Day. These include Melbourne Town Hall, Newcastle City Hall, Story Bridge, Parliament House, Sky Ribbon Gateway Bridge, and Launceston Town Hall.
Since 2022, BRP has invested over $10 million (CAD) in charitable contributions through its Ride Out Intimidation program.