How popular isHarley-Davidson in search?
In September 2026, there were an estimated 2.7M branded searches for Harley-Davidson worldwide which is down 18.2% over the last 12 months. Harley-Davidson holds 67.3% estimated Share of Search among biker jacket brands worldwide and is ranked 1st of 3 competitors for search popularity. These are worldwide searches for English-language branded terms.
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Which biker jacket brands compete with Harley-Davidson?
Share of Search by month for Harley-Davidson, Barbour, Belstaff. The figures are in the table below the chart.
View monthly share of search table
| Month | Harley-Davidson | Barbour | Belstaff |
|---|---|---|---|
| Oct 2025 | 62.7% | 34.2% | 3.1% |
| Nov 2025 | 57.4% | 38.4% | 4.2% |
| Dec 2025 | 57.4% | 38.4% | 4.2% |
| Jan 2026 | 66.9% | 29.8% | 3.3% |
| Feb 2026 | 74.6% | 22.4% | 3% |
| Mar 2026 | 75.1% | 22.4% | 2.5% |
| Apr 2026 | 78.6% | 19.3% | 2.1% |
| May 2026 | 81.4% | 16.4% | 2.2% |
| Jun 2026 | 86.1% | 11.6% | 2.3% |
| Jul 2026 | 84.3% | 13.8% | 1.9% |
| Aug 2026 | 78.9% | 19.4% | 1.7% |
| Sep 2026 | 67.3% | 30% | 2.7% |
| Rank | Brand | Share of Search | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 67.3% | 2.7M | -18.2% | -11.6 points | |
| 2, held 2nd | 30% | 1.2M | +48.2% | +10.6 points | |
| 3, held 3rd | 2.7% | 110K | +48.6% | +1 points |
Compare search popularity between Harley-Davidson and its closest rivals
Every comparison with Harley-Davidson
10 comparisons
How has branded search demand for Harley-Davidson changed worldwide over the last 12 months?
3 findings
- Across the 12 months ending September 2026, estimated monthly branded searches for Harley-Davidson worldwide fell from 3.4M to 2.7M.
- Across the 12 months ending September 2026, Harley-Davidson’s estimated Share of Search among biker jacket brands worldwide increased from 62.7% to 67.3%.
- Across the 12 months ending September 2026, Harley-Davidson’s estimated Share of Search among biker jacket brands worldwide peaked at 86.1% in June 2026 and was lowest at 57.4% in November 2025.
How did search popularity change for biker jacket brands worldwide in September 2026?
3 changes
In September 2026, Barbour gained estimated Share of Search among biker jacket brands worldwide, from 19.4% to 30%.
In September 2026, Belstaff gained estimated Share of Search among biker jacket brands worldwide, from 1.7% to 2.7%.
In September 2026, Harley-Davidson lost estimated Share of Search among biker jacket brands worldwide, from 78.9% to 67.3%.
Where does Harley-Davidson compete?
| Competitor set | Rank | Share of Search | Ranking |
|---|---|---|---|
| Motorcycle brands | 4th of 9 | 10.3% | Show ranking |
| Biker jacket brands | 1st of 3 | 67.3% | Shown above |
How is Harley-Davidson measured?
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.
1 branded search term
- harley davidson
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