Brandwave

Dainese vs Harley-Davidson:Which is more popular?

In September 2026, Harley-Davidson had more branded searches than Dainese among biker jacket brands worldwide. Harley-Davidson had about 2.7 million branded searches, while Dainese had 135,000. Harley-Davidson made up 59.7% of all biker jacket brand searches we track, and Dainese accounted for 2.9%. When we asked ChatGPT and Google AI Overviews about biker jacket brands, Dainese appeared in two of the five answers and Harley-Davidson in one. Dainese was mentioned before Harley-Davidson in two out of three answers that named either.

Among biker jacket brands worldwide in September 2026

Who do people search for more?

Harley-Davidson, about 20 searches for every 1 for Dainese

Harley-Davidson 2.7M searchesDainese 135K searches

Who does AI mention more?

Dainese, mentioned in 2 of 5 answers, Harley-Davidson in 1

Dainese in 2 of 5Harley-Davidson in 1 of 5

Who does AI recommend more?

Dainese, named ahead of Harley-Davidson in 2 of 3 answers

Dainese first in 2Harley-Davidson first in 1

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Top biker jacket brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Dainese was mentioned in two out of five: in two of the three ChatGPT answers, but not in either of the two Google AI Overviews. Harley-Davidson was mentioned in one out of five: not in any of the three ChatGPT answers, but in one of the two Google AI Overviews. Dainese was listed before Harley-Davidson 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. Schott1st
  2. AllSaints2nd
  3. Vanson Leathers3rd
  4. Belstaff4th
  5. Harley-Davidson5th
  6. Dainese6th
  7. Barbour–

Mentioned by AI

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

  • Schott5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • AllSaints4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Belstaff3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Vanson Leathers3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Dainese2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Harley-Davidson1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Barbour0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about biker jacket brands

5 answers

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in the United States on October 20, 2026.

Is Dainese or Harley-Davidson more popular in search?

This chart shows how often people search Google for Dainese and Harley-Davidson by name. Each line represents a brand's share of searches for all seven biker jacket brands we track, month by month, from English-language searches worldwide.

Dainese and Harley-Davidson among biker jacket brands worldwide, by month

Share of searches by month for Harley-Davidson, Dainese. The figures are in the table below the chart.

View monthly share of searches table
MonthHarley-DavidsonBarbourAllSaintsDaineseBelstaffSchottVanson Leathers
Oct 202555.8%30.5%5%2.7%2.7%2.7%0.42%
Nov 202549.5%33.1%6.6%3%3.6%3.6%0.55%
Dec 202550.7%33.9%5.6%2.5%3.7%3.1%0.56%
Jan 202658.3%26%5.2%3.5%2.9%3.5%0.53%
Feb 202666%19.8%4.8%3.3%2.7%2.7%0.71%
Mar 202666.9%20%4.9%3.3%2.2%2.2%0.59%
Apr 202670%17.2%5.1%3.4%1.9%1.9%0.42%
May 202672.2%14.5%5.3%3.6%2%2%0.52%
Jun 202676.7%10.3%5.6%3.1%2.1%1.7%0.45%
Jul 202673.6%12.1%6.6%3.6%1.6%2%0.43%
Aug 202670.8%17.4%5.2%2.9%1.6%1.6%0.62%
Sep 202659.7%26.6%5.4%2.9%2.4%2.4%0.65%

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

3 findings
  • Harley-Davidson was ahead of Dainese in every measured month of the 12 months ending September 2026.
  • Across the 12 months ending September 2026, Dainese’s share of searches among biker jacket brands worldwide moved from 2.7% to 2.9%, and its estimated monthly branded searches moved from 165K to 135K.
  • Across the 12 months ending September 2026, Harley-Davidson’s share of searches among biker jacket brands worldwide moved from 55.8% to 59.7%, and its estimated monthly branded searches moved from 3.4M to 2.7M.

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

2 changes

  1. In September 2026, Harley-Davidson lost share of searches among biker jacket brands worldwide, from 70.8% to 59.7%.

  2. Estimated monthly branded searches for Dainese worldwide fell 18.2% over 12 measured months, from 165K to 135K in September 2026.

How are branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using Dainese’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.

Dainese

1 branded search term

  • dainese

Harley-Davidson

1 branded search term

  • harley davidson

How the Brand Demand Index is measured

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