Harley-Davidson vs Schott:Which is more popular?
In September 2026, Harley-Davidson had more branded searches than Schott among biker jacket brands worldwide. Harley-Davidson had about 2.7 million branded searches, while Schott had 110,000. Harley-Davidson made up 59.7% of all biker jacket brand searches we track, and Schott accounted for 2.4%. When we asked ChatGPT and Google AI Overviews about biker jacket brands, Schott appeared in all five answers and Harley-Davidson in one. Schott was mentioned before Harley-Davidson in every answer.
Who do people search for more?
Harley-Davidson, about 25 searches for every 1 for Schott
Who does AI mention more?
Schott, mentioned in every answer we collected
Who does AI recommend more?
Schott, named ahead of Harley-Davidson in every answer
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Top biker jacket brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Schott appeared in all five answers. 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. Schott was listed before Harley-Davidson in every answer.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
- Schott1st
AllSaints2nd
Vanson Leathers3rd
Belstaff4th- Harley-Davidson5th
Dainese6th
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
Asked ChatGPT
“Which biker jacket brand should I buy?”
Asked ChatGPT
“What are the best biker jacket brands?”
Asked ChatGPT
“What's the best biker jacket brand for classic leather style?”
Searched Google, AI Overview
“leather biker jacket”
Searched Google, AI Overview
“mens biker jacket”
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 Harley-Davidson or Schott more popular in search?
This chart shows how often people search Google for Harley-Davidson and Schott 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.
Share of searches by month for Harley-Davidson, Schott. The figures are in the table below the chart.
View monthly share of searches table
| Month | Harley-Davidson | Barbour | AllSaints | Dainese | Belstaff | Schott | Vanson Leathers |
|---|---|---|---|---|---|---|---|
| Oct 2025 | 55.8% | 30.5% | 5% | 2.7% | 2.7% | 2.7% | 0.42% |
| Nov 2025 | 49.5% | 33.1% | 6.6% | 3% | 3.6% | 3.6% | 0.55% |
| Dec 2025 | 50.7% | 33.9% | 5.6% | 2.5% | 3.7% | 3.1% | 0.56% |
| Jan 2026 | 58.3% | 26% | 5.2% | 3.5% | 2.9% | 3.5% | 0.53% |
| Feb 2026 | 66% | 19.8% | 4.8% | 3.3% | 2.7% | 2.7% | 0.71% |
| Mar 2026 | 66.9% | 20% | 4.9% | 3.3% | 2.2% | 2.2% | 0.59% |
| Apr 2026 | 70% | 17.2% | 5.1% | 3.4% | 1.9% | 1.9% | 0.42% |
| May 2026 | 72.2% | 14.5% | 5.3% | 3.6% | 2% | 2% | 0.52% |
| Jun 2026 | 76.7% | 10.3% | 5.6% | 3.1% | 2.1% | 1.7% | 0.45% |
| Jul 2026 | 73.6% | 12.1% | 6.6% | 3.6% | 1.6% | 2% | 0.43% |
| Aug 2026 | 70.8% | 17.4% | 5.2% | 2.9% | 1.6% | 1.6% | 0.62% |
| Sep 2026 | 59.7% | 26.6% | 5.4% | 2.9% | 2.4% | 2.4% | 0.65% |
How has the Harley-Davidson and Schott comparison changed over the last 12 months?
3 findings
- Harley-Davidson was ahead of Schott in every measured month of the 12 months ending September 2026.
- 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.
- Across the 12 months ending September 2026, Schott’s share of searches among biker jacket brands worldwide moved from 2.7% to 2.4%, and its estimated monthly branded searches moved from 165K to 110K.
How did search popularity change for biker jacket brands worldwide in September 2026?
2 changes
In September 2026, Schott gained share of searches among biker jacket brands worldwide, from 1.6% to 2.4%.
In September 2026, Harley-Davidson lost share of searches among biker jacket brands worldwide, from 70.8% to 59.7%.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Harley-Davidson’s and Schott’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.
Harley-Davidson
1 branded search term
- harley davidson
Schott
1 branded search term
- schott
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