--- title: "BMW Motorrad vs Harley-Davidson: Which is searched more?" description: "Is BMW Motorrad or Harley-Davidson more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Motorcycle brands set worldwide. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time." canonical: "https://gobrandwave.com/demand/global-en/compare/bmw-motorrad-vs-harley-davidson" publisher: "Brandwave" --- # BMW Motorrad vs Harley-Davidson: Which is searched more? Is BMW Motorrad or Harley-Davidson more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Motorcycle brands set worldwide. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time. ## Key facts - **Compared**: BMW Motorrad and Harley-Davidson - **Competitive set**: Motorcycle brands - **Market**: Global - **Month measured**: Sep 2026 - **BMW Motorrad Share of Search**: 1.7% - **Harley-Davidson Share of Search**: 10.1% ## Is BMW Motorrad or Harley-Davidson more popular in search? - 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%. - 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 worldwide moved from 1.8% to 1.7%, and its estimated monthly branded searches moved from 550K to 450K. - Across the 12 months ending September 2026, Harley-Davidson’s share of searches among motorcycle brands worldwide moved from 10.8% to 10.1%, and its estimated monthly branded searches moved from 3.4M to 2.7M. ## 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. Brands get a higher AI rank if they are mentioned earlier in the answers that list options. | Brand | AI rank | ChatGPT answers that named it | Google AI Overviews that named it | All answers that named it | | --- | --- | --- | --- | --- | | Honda | 1st | 3 of 3 | 1 of 1 | 4 of 4 | | Kawasaki | 2nd | 3 of 3 | 1 of 1 | 4 of 4 | | Suzuki | 3rd | 2 of 3 | 1 of 1 | 3 of 4 | | Harley-Davidson | 4th | 2 of 3 | 1 of 1 | 3 of 4 | | BMW Motorrad | 5th | 1 of 3 | 1 of 1 | 2 of 4 | | Ducati | 6th | 1 of 3 | 1 of 1 | 2 of 4 | | Yamaha Motor | 6th | 0 of 3 | 1 of 1 | 1 of 4 | | Triumph | 8th | 1 of 3 | 1 of 1 | 2 of 4 | | Royal Enfield | 9th | 2 of 3 | 0 of 1 | 2 of 4 | | KTM | 10th | 1 of 3 | 1 of 1 | 2 of 4 | ## Every AI answer about motorcycle brands - Asked ChatGPT "Which motorcycle brand should I buy?": 1. Honda, 2. Kawasaki, 3. Suzuki, 4. Harley-Davidson - Asked ChatGPT "What are the best motorcycle brands?": 1. Honda, 2. Kawasaki, 3. Suzuki, 4. BMW Motorrad, 5. Ducati, 6. Harley-Davidson, 7. Triumph, 8. KTM, 9. Royal Enfield - Asked ChatGPT "What's the best motorcycle brand for a first bike?": 1. Honda, 2. Kawasaki, 3. Royal Enfield - Searched Google, AI Overview "motorcycle brands": 1. Honda, 2. Yamaha Motor, 3. Kawasaki, 4. Suzuki, 5. Harley-Davidson, 6. BMW Motorrad, 7. Ducati, 8. Triumph, 9. KTM Brands are listed in the order each answer named them. The answers were collected in the United States on October 19, 2026. ## How did search popularity change for motorcycle brands worldwide in September 2026? - In September 2026, Harley-Davidson lost share of searches among motorcycle brands worldwide, from 12% to 10.1%. - Estimated monthly branded searches for BMW Motorrad worldwide fell 18.2% over 12 measured months, from 550K to 450K in September 2026. ## Month by month | Month | BMW Motorrad estimated searches | BMW Motorrad Share of Search | BMW Motorrad rank | Harley-Davidson estimated searches | Harley-Davidson Share of Search | Harley-Davidson rank | | --- | --- | --- | --- | --- | --- | --- | | Oct 2025 | 550K | 1.8% | 8 | 3.4M | 10.8% | 4 | | Nov 2025 | 550K | 2% | 8 | 2.7M | 9.8% | 4 | | Dec 2025 | 450K | 1.7% | 8 | 2.7M | 10.2% | 3 | | Jan 2026 | 450K | 1.6% | 8 | 2.7M | 9.6% | 4 | | Feb 2026 | 450K | 1.7% | 8 | 2.7M | 10.4% | 3 | | Mar 2026 | 550K | 1.9% | 8 | 3.4M | 11.3% | 3 | | Apr 2026 | 550K | 1.9% | 8 | 3.4M | 11.6% | 2 | | May 2026 | 673K | 2.3% | 8 | 3.4M | 11.6% | 2 | | Jun 2026 | 550K | 2% | 8 | 3.4M | 12.3% | 2 | | Jul 2026 | 550K | 2.1% | 8 | 2.7M | 10.5% | 3 | | Aug 2026 | 550K | 2% | 8 | 3.4M | 12% | 2 | | Sep 2026 | 450K | 1.7% | 8 | 2.7M | 10.1% | 4 | ## How each brand is measured 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**: Measured on the search term “bmw motorrad”. - **Harley-Davidson**: Measured on the search term “harley davidson”. - [BMW Motorrad profile](/demand/global-en/brands/bmw-motorrad) - [Harley-Davidson profile](/demand/global-en/brands/harley-davidson) - [All motorcycle brands worldwide](/demand/global-en/categories/motorcycle-brands): The set both shares are measured inside, 10 brands. ## Methodology - [How is the Brand Demand Index measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused. ## Frequently asked questions ### Is BMW Motorrad or Harley-Davidson more popular in search? 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%. ## Cite this page Brandwave. "BMW Motorrad vs Harley-Davidson: Which is searched more?". https://gobrandwave.com/demand/global-en/compare/bmw-motorrad-vs-harley-davidson This page is also available as HTML at https://gobrandwave.com/demand/global-en/compare/bmw-motorrad-vs-harley-davidson. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.