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Powersports Business • June 2025 • 9

FROM THE EDITOR INDUSTRY PODCASTS

Spring is here, bikes are out, trails are getting dusty again— and yet, when it comes to sales numbers, the powersports world is off to a sluggish start in 2025.

According to the latest data from the Motorcycle Industry Council( MIC),

BRENDAN BAKER total motorcycle and ATV sales dropped 7.8 % in Q1

compared to 2024. For an industry that runs on adrenaline and momentum, it’ s a noticeable deceleration. However, dealers we spoke with are still confident that the year ahead will not be lost because of a down quarter. Tariffs have impacted buyer confidence, but mainly because of the uncertainty about whether they are on or off. Right now, tariffs are on pause, and shipments are starting to arrive.

WHAT’ S SELLING? Let’ s break it down by category because not everything is slumping equally.

• Scooters took the biggest hit, dropping a brutal 35.2 % year-over-year.

• On-highway motorcycles, the bread and butter for most major OEMs, fell 10.1 %.

• Dual sports— those street-legal but off-roadcapable bikes— slid 15.4 %.

• Off-highway motorcycles( dirt bikes) bucked the trend and posted a small 1.3 % gain.

• ATV sales rose a modest 3 %, which could be tied to their utility appeal.

• UTV sales were not reported but are likely in line with ATV trends.

So while most segments are down, there are signs of life in the off-road segment. Utility-focused buyers and die-hards are still out there spending— just not in droves.

WHAT’ S DRIVING THE DIP? In short: money. High interest rates are still biting, making it tougher for buyers to finance new toys. Even for those who can afford it, the sticker shock combined with economic uncertainty is enough to make some folks hold off until later in the year— or look for pre-owned units.

And then there’ s the generational shift. Younger riders aren’ t necessarily looking for the same bikes their parents rode. They want lighter, more techforward machines— often with lower price tags. And

that’ s a tricky ask for manufacturers still leaning hard on heavy cruisers or big-ticket touring bikes.

Nowhere is this more obvious than at Harley- Davidson, which held its annual shareholders meeting earlier this month.

CEO Jochen Zeitz, who announced he is retiring this year, stuck to familiar talking points: Harley’ s sticking with its long-term plan to focus on premium branding, strong margins, and global expansion. He emphasized that the company isn’ t chasing sales volume, but instead prioritizing profitability and brand prestige.

That may sound good on paper, but the numbers tell a more complicated story. U. S. retail sales for Harley were down again in Q1, continuing a yearslong struggle to stabilize its core business. And while Harley’ s overseas markets are performing a bit better, it’ s not enough to fully offset domestic weakness.

What about innovation? That’ s been Harley’ s wildcard for the past few years— especially with its electric offshoot, LiveWire. Unfortunately, LiveWire still hasn’ t become the spark the company hoped for. The next-gen S2 platform has been repeatedly delayed, and while the bikes are stylish and high-performance, they remain niche products with limited market penetration.

Despite the sales dip, one thing is clear: the passion for riding hasn’ t gone away. If anything, riders are just being more selective. Many would-be buyers are watching interest rates, checking prices, and browsing used inventory first.

Adventure bikes and off-road models continue to hold their own, with brands like KTM, Yamaha, and Honda still seeing demand for bikes that can do it all. These aren’ t your dad’ s highway cruisers— these are versatile, lighter machines that appeal to new riders and seasoned vets alike.

And let’ s not forget that riding is seasonal. Many dealers expect things to pick up in Q2 and Q3, especially as the weather warms and travel plans ramp up. Summer is always a key test for the industry, and a good riding season could help close the gap.

There are some wildcards that could shake things up as we head into mid-year. First, tariff price hikes could deter riders seeking a new machine, but it could be a boon for pre-owned inventory. Second, any hint of interest rate cuts from the Fed could breathe some life into consumer financing.

And finally, the summer trade shows. We think there will be some big reveals later in the riding season. If any brand can nail the combo of price, performance, and modern appeal, it could grab serious market share in 2025.

EP. 30 INTERNATIONAL FEMALE RIDE DAY AND THE WOMEN IN POWERSPORTS

In this episode of Power Hour, Brendan chats with Susan Medrano, who is the head of Synchrony Outdoors and AJ Meisel, the general manager of Plano Kawasaki / Suzuki / Piaggio, to discuss International Female Ride Day and the broader impact of women in powersports.

EP. 29 BRENDAN SITS DOWN WITH MIC PRESIDENT CHRISTY LACURELLE

In this episode of Power Hour, Brendan chats with MIC’ s new president, Christy LaCurelle, just after she returned from the Capitol Hill Fly-In, which this year happened to take place April 7-8 as President Trump announced sweeping tariffs. We chat about tariffs, rider programs, and other legislative efforts for the industry in this wide-ranging conversation.

BOATING INDUSTRY WITH NMMA’ S ELLEN BRADLEY Inflation. Interest rates. Consumer confidence. Boat shows. Advocacy for the recreational boating industry, in Washington, and at the grassroots level. Growing the next generation of boaters. The outlook for the 2025 selling season. Those topics – and more – are all on the agenda as Boating Industry Insider host David Gee is joined by Ellen Bradley, SVP, marketing and communications and chief brand officer, National Marine Manufacturers Association, for a fast moving conversation.

EP. 79 GORDON MCCALL, THE QUAIL MOTOFEST The guest on Episode 79 of the Rider Magazine Insider Podcast is Gordon McCall, director of motorsports at Quail Lodge & Golf Club. McCall oversees The Quail MotoFest, formerly known as The Quail Motorcycle Gathering, which took place Saturday, May 17, at the Quail Lodge & Golf Club in Carmel, California. In addition to 11 traditional classes, there were three featured classes: Italian Innovation by Bimota, Tribute to Yoshimura, and Celebrating 45 Years of the BMW GS. And the Legend of the Sport honoree, Troy Lee.

POWERING UP A BETTER WEBSITE In this episode of OPE People, Editor Glenn Hansen talks with George Houle about power equipment dealerships and their websites. How can they get better, what are the possibilities, how much work is required, and how can George help? He works for Dealer Spike, a digital services company in power equipment, powersports and more.