Brandwave

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 10.3% estimated Share of Search among motorcycle brands worldwide and is ranked 4th of 9 competitors for search popularity. These are worldwide searches for English-language branded terms.

Share of Search, September 2026
  1. Honda44.2%
  2. Royal Enfield12.6%
  3. Suzuki12.6%
  4. Harley-Davidson10.3%
  5. Kawasaki8.4%
  6. KTM5.6%
  7. Ducati4.6%
  8. Yamaha Motor1%
  9. Triumph0.75%
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Where does Harley-Davidson compete?

Harley-Davidson is ranked in two competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of SearchRanking
Motorcycle brands4th of 910.3%Shown below
Biker jacket brands1st of 367.3%Show ranking

Which motorcycle brands compete with Harley-Davidson?

Harley-Davidson against motorcycle brands worldwide, by month

Share of Search by month for Honda, Royal Enfield, Suzuki, Harley-Davidson, Kawasaki, KTM, Ducati. The figures are in the table below the chart.

View monthly share of search table
MonthHondaRoyal EnfieldSuzukiHarley-DavidsonKawasakiKTMDucatiYamaha MotorTriumph
Oct 202541.1%13.4%13.4%11%9%6%4%1.3%0.81%
Nov 202542.8%12.2%14.9%10%8.1%6.6%3.6%0.94%0.89%
Dec 202544.2%10.4%15.5%10.4%6.9%6.9%3.8%0.98%0.93%
Jan 202645%12%14.6%9.8%8%5.4%3.6%0.92%0.88%
Feb 202645.4%10.6%12.9%10.6%8.6%5.8%3.9%1.5%0.78%
Mar 202643.9%11.6%14.1%11.6%7.7%5.2%4.2%0.9%0.85%
Apr 202645.1%11.9%11.9%11.9%7.9%5.3%4.3%0.92%0.87%
May 202645.2%11.9%11.9%11.9%8%5.3%4.3%0.77%0.71%
Jun 202644.5%10.3%12.5%12.5%8.4%5.6%4.6%0.81%0.75%
Jul 202646%10.7%13.1%10.7%8.8%4.8%3.9%1.2%0.79%
Aug 202643.7%12.2%12.2%12.2%8.2%5.5%4.4%0.96%0.73%
Sep 202644.2%12.6%12.6%10.3%8.4%5.6%4.6%1%0.75%

  1. 1.Honda

    44.2%

    Held 1st. 11.8M estimated branded searches, -1.8% vs prior month. Share +0.5 points.

  2. 2.Royal Enfield

    12.6%

    Moved from 3rd to 2nd. 3.4M estimated branded searches, 0% vs prior month. Share +0.4 points.

  3. 3.Suzuki

    12.6%

    Moved from 4th to 3rd. 3.4M estimated branded searches, 0% vs prior month. Share +0.4 points.

  4. 4.Harley-Davidson

    10.3%

    Moved from 2nd to 4th. 2.7M estimated branded searches, -18.2% vs prior month. Share -1.9 points.

  5. 5.Kawasaki

    8.4%

    Held 5th. 2.2M estimated branded searches, 0% vs prior month. Share +0.3 points.

  6. 6.KTM

    5.6%

    Held 6th. 1.5M estimated branded searches, 0% vs prior month. Share +0.2 points.

  7. 7.Ducati

    4.6%

    Held 7th. 1.2M estimated branded searches, 0% vs prior month. Share +0.1 points.

  8. 8.Yamaha Motor

    1%

    Held 8th. 268K estimated branded searches, +1.6% vs prior month. Share 0 points.

  9. 9.Triumph

    0.75%

    Held 9th. 201K estimated branded searches, 0% vs prior month. Share 0 points.

Compare search popularity between Harley-Davidson and its closest rivals

Every comparison with Harley-Davidson

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

  • 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 motorcycle brands worldwide decreased from 11% to 10.3%.
  • Across the 12 months ending September 2026, Harley-Davidson’s estimated Share of Search among motorcycle brands worldwide peaked at 12.5% in June 2026 and was lowest at 9.8% in January 2026.

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

  1. In September 2026, Honda gained estimated Share of Search among motorcycle brands worldwide, from 43.7% to 44.2%.

  2. In September 2026, Harley-Davidson lost estimated Share of Search among motorcycle brands worldwide, from 12.2% to 10.3%.

  3. Royal Enfield’s estimated Share of Search among motorcycle brands worldwide has gained ground for 3 months in a row, from 10.3% to 12.6% in September 2026.

  4. In September 2026, Suzuki rose from 4th to 3rd among motorcycle brands worldwide.

  5. Estimated monthly branded searches for Yamaha Motor worldwide fell 29.9% over 12 measured months, from 383K to 268K in September 2026.

  6. Estimated monthly branded searches for Triumph worldwide fell 18.3% over 12 measured months, from 246K to 201K in September 2026.

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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