BMW Motorrad vs Harley-Davidson:Which is more popular?
In September 2026, Harley-Davidson had more branded searches than BMW Motorrad among motorcycle brands in Australia. Harley-Davidson had about 40,500 branded searches, while BMW Motorrad had 4,400. Harley-Davidson made up 26% of all motorcycle brand searches we track, and BMW Motorrad accounted for 2.8%. When we asked ChatGPT and Google AI Overviews about motorcycle brands, Harley-Davidson appeared in two of the five answers and BMW Motorrad in none.
Who do people search for more?
Harley-Davidson, about 9 searches for every 1 for BMW Motorrad
Who does AI mention more?
Harley-Davidson, mentioned in 2 of 5 answers, BMW Motorrad in 0
Who does AI recommend more?
Harley-Davidson, the only one of the two named
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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. BMW Motorrad did not appear in any of the five answers.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
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
BMW Motorrad0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about motorcycle brands
5 answers
Asked ChatGPT
“What's the best motorcycle brand for beginners in Australia?”
Asked ChatGPT
“Which motorbike brand is most reliable?”
Asked ChatGPT
“What are the best value motorcycles in Australia?”
Searched Google, AI Overview
“motorcycles”
Searched Google, AI Overview
“motorbikes”
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.
Is BMW Motorrad or Harley-Davidson more popular in search?
This chart shows how often people search Google for BMW Motorrad and Harley-Davidson by name. Each line represents a brand's share of searches for all 11 motorcycle brands we track, month by month, from searches in Australia.
Share of searches by month for Harley-Davidson, BMW Motorrad. The figures are in the table below the chart.
View monthly share of searches table
| Month | Harley-Davidson | CFMOTO | KTM | Honda Motorcycles | Ducati | Royal Enfield | Triumph | Suzuki Motorcycles | BMW Motorrad | Kawasaki | Yamaha Motor |
|---|---|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 28.6% | 15.7% | 10.5% | 11.2% | 10.5% | 8.6% | 4.7% | 3.1% | 3.1% | 2.5% | 1.5% |
| Nov 2025 | 28.8% | 15.7% | 10.5% | 11.4% | 10.5% | 8.6% | 3.8% | 3.1% | 3.8% | 2.1% | 1.5% |
| Dec 2025 | 31.3% | 14% | 11.4% | 10.2% | 9.4% | 9.4% | 4.2% | 3.4% | 2.8% | 2.3% | 1.6% |
| Jan 2026 | 25.8% | 14.2% | 11.6% | 12.4% | 11.6% | 9.4% | 4.2% | 3.4% | 3.4% | 2.3% | 1.7% |
| Feb 2026 | 26.6% | 14.6% | 11.9% | 12.7% | 9.7% | 9.7% | 4.3% | 2.9% | 3.5% | 2.4% | 1.7% |
| Mar 2026 | 27% | 14.8% | 12.1% | 13% | 9.9% | 9.9% | 3.6% | 2.9% | 2.9% | 2.4% | 1.4% |
| Apr 2026 | 23.1% | 18.9% | 10.3% | 13.6% | 8.4% | 10.3% | 4.6% | 3.8% | 3.1% | 2.5% | 1.5% |
| May 2026 | 28.3% | 15.5% | 10.4% | 11.3% | 10.4% | 10.4% | 3.8% | 3.1% | 3.1% | 2.1% | 1.8% |
| Jun 2026 | 26.8% | 17.9% | 9.8% | 10.6% | 9.8% | 9.8% | 4.4% | 3.6% | 2.9% | 2.4% | 2.1% |
| Jul 2026 | 27.3% | 18.3% | 10% | 10.7% | 10% | 8.2% | 5.5% | 3% | 3% | 2.4% | 1.8% |
| Aug 2026 | 25.9% | 17.4% | 11.6% | 10.3% | 9.5% | 9.5% | 5.2% | 3.5% | 2.8% | 2.3% | 2% |
| Sep 2026 | 26% | 17.4% | 11.6% | 10.4% | 9.5% | 9.5% | 5.2% | 3.5% | 2.8% | 2.3% | 1.7% |
How has the BMW Motorrad and Harley-Davidson comparison changed over the last 12 months?
3 findings
- Harley-Davidson was ahead of BMW Motorrad in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, BMW Motorrad’s share of searches among motorcycle brands in Australia moved from 3.1% to 2.8%, and its estimated monthly branded searches moved from 5.4K to 4.4K.
- Across the 12 months ending September 2026, Harley-Davidson’s share of searches among motorcycle brands in Australia moved from 28.6% to 26%, and its estimated monthly branded searches moved from 49.5K to 40.5K.
How did search popularity change for Australia motorcycle brands in September 2026?
2 changes
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.
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.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using BMW Motorrad’s and Harley-Davidson’s names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading.
BMW Motorrad
1 branded search term
- bmw motorrad
Harley-Davidson
1 branded search term
- harley davidson
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