Brandwave

How popular isHarley-Davidson?

In September 2026, people searched for Harley-Davidson by name about 40,500 times in Australia, an 18.2% decrease from the previous year. These searches made up 26% of all Australia motorcycle brand searches, placing Harley-Davidson first out of 11 brands. When we asked both ChatGPT and Google AI Overviews about motorcycle brands, Harley-Davidson appeared in two of the five answers and was the joint fourth most recommended of the 11.

Search and AI answers in September 2026

Harley-Davidson is the most searched of 11 competitors and the joint fourth most recommended in AI answers.

  1. Harley-DavidsonShare of searches 26%Mentioned in 2 of 5 AI answersPlace in AI recommendations 4th
  2. CFMOTOShare of searches 17.4%Mentioned in 1 of 5 AI answersPlace in AI recommendations 6th
  3. KTMShare of searches 11.6%Mentioned in 1 of 5 AI answersPlace in AI recommendations 9th
  4. Honda MotorcyclesShare of searches 10.4%Mentioned in 3 of 5 AI answersPlace in AI recommendations 2nd
  5. DucatiShare of searches 9.5%Mentioned in 0 of 5 AI answersPlace in AI recommendations –

+6 more

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Top motorcycle brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Harley-Davidson was mentioned in two out of five: not in any of the three ChatGPT answers, but in both Google AI Overviews. Harley-Davidson is the joint fourth most recommended of the 11.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. Kawasaki1st
  2. Honda Motorcycles2nd
  3. Triumph3rd
  4. Harley-Davidson4th
  5. Yamaha Motor4th
  6. CFMOTO6th
  7. Royal Enfield7th
  8. Suzuki Motorcycles8th
  9. KTM9th
  10. Ducati–
  11. +1 more

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • Kawasaki4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Honda Motorcycles3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Harley-Davidson2 of 5Named in 0 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Royal Enfield2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Triumph2 of 5Named in 0 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • CFMOTO1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • KTM1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Suzuki Motorcycles1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Yamaha Motor1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Ducati0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

+1 more

See every answer about motorcycle brands

5 answers

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in Australia on October 26, 2026.

Which motorcycle brands compete with Harley-Davidson?

Harley-Davidson against motorcycle brands in Australia, by month

Share of searches by month for Harley-Davidson, CFMOTO, KTM, Honda Motorcycles, Ducati, Royal Enfield, Triumph, Suzuki Motorcycles, BMW Motorrad, Kawasaki. The figures are in the table below the chart.

View monthly share of searches table
MonthHarley-DavidsonCFMOTOKTMHonda MotorcyclesDucatiRoyal EnfieldTriumphSuzuki MotorcyclesBMW MotorradKawasakiYamaha Motor
Oct 202528.6%15.7%10.5%11.2%10.5%8.6%4.7%3.1%3.1%2.5%1.5%
Nov 202528.8%15.7%10.5%11.4%10.5%8.6%3.8%3.1%3.8%2.1%1.5%
Dec 202531.3%14%11.4%10.2%9.4%9.4%4.2%3.4%2.8%2.3%1.6%
Jan 202625.8%14.2%11.6%12.4%11.6%9.4%4.2%3.4%3.4%2.3%1.7%
Feb 202626.6%14.6%11.9%12.7%9.7%9.7%4.3%2.9%3.5%2.4%1.7%
Mar 202627%14.8%12.1%13%9.9%9.9%3.6%2.9%2.9%2.4%1.4%
Apr 202623.1%18.9%10.3%13.6%8.4%10.3%4.6%3.8%3.1%2.5%1.5%
May 202628.3%15.5%10.4%11.3%10.4%10.4%3.8%3.1%3.1%2.1%1.8%
Jun 202626.8%17.9%9.8%10.6%9.8%9.8%4.4%3.6%2.9%2.4%2.1%
Jul 202627.3%18.3%10%10.7%10%8.2%5.5%3%3%2.4%1.8%
Aug 202625.9%17.4%11.6%10.3%9.5%9.5%5.2%3.5%2.8%2.3%2%
Sep 202626%17.4%11.6%10.4%9.5%9.5%5.2%3.5%2.8%2.3%1.7%

  1. 1.Harley-Davidson

    26%

    Held 1st. 40.5K estimated branded searches, 0% vs prior month. Share +0.1 points.

  2. 2.CFMOTO

    17.4%

    Held 2nd. 27.1K estimated branded searches, 0% vs prior month. Share +0.1 points.

  3. 3.KTM

    11.6%

    Held 3rd. 18.1K estimated branded searches, 0% vs prior month. Share 0 points.

  4. 4.Honda Motorcycles

    10.4%

    Held 4th. 16.1K estimated branded searches, 0% vs prior month. Share 0 points.

  5. 5.Ducati

    9.5%

    Held 5th. 14.8K estimated branded searches, 0% vs prior month. Share 0 points.

  6. 6.Royal Enfield

    9.5%

    Held 6th. 14.8K estimated branded searches, 0% vs prior month. Share 0 points.

  7. 7.Triumph

    5.2%

    Held 7th. 8.1K estimated branded searches, 0% vs prior month. Share 0 points.

  8. 8.Suzuki Motorcycles

    3.5%

    Held 8th. 5.4K estimated branded searches, 0% vs prior month. Share 0 points.

  9. 9.BMW Motorrad

    2.8%

    Held 9th. 4.4K estimated branded searches, 0% vs prior month. Share 0 points.

  10. 10.Kawasaki

    2.3%

    Held 10th. 3.6K estimated branded searches, 0% vs prior month. Share 0 points.

  11. 11.Yamaha Motor

    1.7%

    Held 11th. 2.6K estimated branded searches, -18.8% vs prior month. Share -0.4 points.

Compare popularity between Harley-Davidson and its closest rivals

Every comparison with Harley-Davidson

10 comparisons

How has branded search demand for Harley-Davidson changed in Australia over the last 12 months?

3 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Harley-Davidson in Australia fell from 49.5K to 40.5K.
  • Across the 12 months ending September 2026, Harley-Davidson’s share of searches among motorcycle brands in Australia decreased from 28.6% to 26%.
  • Across the 12 months ending September 2026, Harley-Davidson’s share of searches among motorcycle brands in Australia peaked at 31.3% in December 2025 and was lowest at 23.1% in April 2026.

How did search popularity change for Australia motorcycle brands in September 2026?

6 changes

  1. KTM’s share of searches among motorcycle brands in Australia has gained ground for 3 months in a row, from 9.8% to 11.6% in September 2026.

  2. Estimated monthly branded searches for BMW Motorrad in Australia fell 18.5% over 12 measured months, from 5.4K to 4.4K in September 2026.

  3. Estimated monthly branded searches for Ducati in Australia fell 18.2% over 12 measured months, from 18.1K to 14.8K in September 2026.

  4. Estimated monthly branded searches for Harley-Davidson in Australia fell 18.2% over 12 measured months, from 49.5K to 40.5K in September 2026.

  5. Estimated monthly branded searches for Kawasaki in Australia fell 18.2% over 12 measured months, from 4.4K to 3.6K in September 2026.

  6. Estimated monthly branded searches for Honda Motorcycles in Australia fell 17% over 12 measured months, from 19.4K to 16.1K in September 2026.

How are Harley-Davidson’s branded searches counted?

1 search term

Brandwave collects information about searches that people make online using Harley-Davidson’s name. When viewed over time, estimated search volumes for this branded term can be used to understand whether interest in the brand is growing, holding steady, or fading.

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How the Brand Demand Index is measured

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