Brandwave

BMW Motorrad vs Harley-Davidson:Which is more popular?

In September 2026, Harley-Davidson had more branded searches than BMW Motorrad among motorcycle brands worldwide. Harley-Davidson had about 2.7 million branded searches, while BMW Motorrad had 450,000. Harley-Davidson made up 10.1% of all motorcycle brand searches we track, and BMW Motorrad accounted for 1.7%. When we asked ChatGPT and Google AI Overviews about motorcycle brands, Harley-Davidson appeared in three of the four answers and BMW Motorrad in two. Harley-Davidson was mentioned before BMW Motorrad in two out of three answers that named either.

Among motorcycle brands worldwide in September 2026

Who do people search for more?

Harley-Davidson, about 6 searches for every 1 for BMW Motorrad

Harley-Davidson 2.7M searchesBMW Motorrad 450K searches

Who does AI mention more?

Harley-Davidson, mentioned in 3 of 4 answers, BMW Motorrad in 2

Harley-Davidson in 3 of 4BMW Motorrad in 2 of 4

Who does AI recommend more?

Harley-Davidson, named ahead of BMW Motorrad in 2 of 3 answers

Harley-Davidson first in 2BMW Motorrad first in 1

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Top motorcycle brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and one Google AI Overview, Harley-Davidson was mentioned in three out of four: in two of the three ChatGPT answers and in the Google AI Overview. BMW Motorrad was mentioned in two out of four: in one of the three ChatGPT answers and in the Google AI Overview. Harley-Davidson was listed before BMW Motorrad in two out of three answers that named either.

Most recommended by AI

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

  1. Honda1st
  2. Kawasaki2nd
  3. Suzuki3rd
  4. Harley-Davidson4th
  5. BMW Motorrad5th
  6. Ducati6th
  7. Yamaha Motor6th
  8. Triumph8th
  9. Royal Enfield9th
  10. KTM10th

Mentioned by AI

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

  • Honda4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Kawasaki4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Suzuki3 of 4Named in 2 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Harley-Davidson3 of 4Named in 2 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Royal Enfield2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • KTM2 of 4Named in 1 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Ducati2 of 4Named in 1 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • BMW Motorrad2 of 4Named in 1 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Triumph2 of 4Named in 1 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Yamaha Motor1 of 4Named in 0 of 3 ChatGPT answersNamed in 1 of 1 Google answers

See every answer about motorcycle brands

4 answers

Brands are shown in the order each answer named them. The survey took place in the United States on October 19, 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 ten motorcycle brands we track, month by month, from English-language searches worldwide.

BMW Motorrad and Harley-Davidson among motorcycle brands worldwide, by month

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
MonthHondaRoyal EnfieldSuzukiHarley-DavidsonKawasakiKTMDucatiBMW MotorradYamaha MotorTriumph
Oct 202540.3%13.2%13.2%10.8%8.8%5.9%3.9%1.8%1.2%0.79%
Nov 202541.9%11.9%14.6%9.8%8%6.5%3.6%2%0.92%0.88%
Dec 202543.5%10.2%15.2%10.2%6.8%6.8%3.7%1.7%0.96%0.92%
Jan 202644.3%11.8%14.4%9.6%7.9%5.3%3.5%1.6%0.91%0.86%
Feb 202644.6%10.4%12.7%10.4%8.5%5.7%3.8%1.7%1.4%0.76%
Mar 202643.1%11.3%13.9%11.3%7.6%5.1%4.1%1.9%0.88%0.83%
Apr 202644.2%11.6%11.6%11.6%7.8%5.2%4.2%1.9%0.91%0.85%
May 202644.1%11.6%11.6%11.6%7.8%5.2%4.2%2.3%0.75%0.7%
Jun 202643.6%10.1%12.3%12.3%8.2%5.5%4.5%2%0.79%0.74%
Jul 202645%10.5%12.8%10.5%8.6%4.7%3.8%2.1%1.2%0.77%
Aug 202642.8%12%12%12%8%5.4%4.4%2%0.94%0.72%
Sep 202643.4%12.4%12.4%10.1%8.3%5.5%4.5%1.7%0.99%0.74%

How has the BMW Motorrad and Harley-Davidson comparison changed over the last 12 months?

3 findings

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

2 changes

  1. In September 2026, Harley-Davidson lost share of searches among motorcycle brands worldwide, from 12% to 10.1%.

  2. Estimated monthly branded searches for BMW Motorrad worldwide fell 18.2% over 12 measured months, from 550K to 450K 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

How the Brand Demand Index is measured

Other head-to-heads among motorcycle brands

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