Brandwave

Ducati vs Harley-Davidson:Which is more popular?

In September 2026, Harley-Davidson had more branded searches than Ducati among motorcycle brands in New Zealand. Harley-Davidson had about 7,970 branded searches, while Ducati had 3,800. Harley-Davidson made up 27.6% of all motorcycle brand searches we track, and Ducati accounted for 13.2%. When we asked ChatGPT and Google AI Overviews about motorcycle brands, Ducati and Harley-Davidson each appeared in two of the four answers. Ducati was mentioned before Harley-Davidson in two out of three answers that named either.

Among motorcycle brands in New Zealand in September 2026

Who do people search for more?

Harley-Davidson, about 2 searches for every 1 for Ducati

Harley-Davidson 8K searchesDucati 3.8K searches

Who does AI mention more?

Both were mentioned in 2 of 4 answers.

Ducati in 2 of 4Harley-Davidson in 2 of 4

Who does AI recommend more?

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

Ducati first in 2Harley-Davidson 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, Ducati and Harley-Davidson were each mentioned in two out of four: in one of the three ChatGPT answers and in the Google AI Overview. Ducati 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. Honda Motorcycles1st
  2. Kawasaki2nd
  3. BMW Motorrad3rd
  4. KTM4th
  5. Triumph5th
  6. Yamaha Motor6th
  7. Royal Enfield7th
  8. Ducati8th
  9. Harley-Davidson9th
  10. CFMOTO10th
  11. +1 more

Mentioned by AI

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

  • Kawasaki4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Honda Motorcycles4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Triumph3 of 4Named in 2 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Harley-Davidson2 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
  • Royal Enfield2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • KTM2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • BMW Motorrad2 of 4Named in 1 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • CFMOTO1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Suzuki Motorcycles1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers

+1 more

See every answer about motorcycle brands

4 answers

Brands are shown in the order each answer named them. The survey took place in New Zealand on October 21, 2026.

Is Ducati or Harley-Davidson more popular in search?

This chart shows how often people search Google for Ducati and Harley-Davidson by name. Each line represents a brand's share of searches for all 11 motorcycle brands we track, month by month, from searches in New Zealand.

Ducati and Harley-Davidson among motorcycle brands in New Zealand, by month

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

View monthly share of searches table
MonthHarley-DavidsonKawasakiDucatiCFMOTORoyal EnfieldKTMHonda MotorcyclesTriumphSuzuki MotorcyclesBMW MotorradYamaha Motor
Oct 202527%15.1%13.6%9%9.4%8.7%6.1%4.4%2.9%2.5%1.4%
Nov 202528.4%15.3%12.3%9.5%8.1%9.6%5.5%3.8%3.3%2.8%1.3%
Dec 202532.8%12.7%14.5%7.9%8.1%8.1%5.4%3.8%3.3%2.3%1.1%
Jan 202629.2%13.4%12.9%9.9%8.6%8.5%5.5%4.6%3.6%2.9%0.97%
Feb 202628.8%12.6%12.6%9.6%8.2%11%5.7%3.8%3.4%2.9%1.3%
Mar 202627.1%14.2%13.2%11%7.7%9.1%6.2%3.8%3.9%2.9%0.98%
Apr 202625.6%15.3%11.9%12.2%10%8.2%5.7%4%3.6%2.6%0.87%
May 202629.7%14.8%11.2%9.7%8.6%9.4%5.4%4.2%3.2%2.8%1.1%
Jun 202629%15.3%11%13.6%7%8%5.6%4.4%2.8%2.4%0.82%
Jul 202633.9%13.4%10.8%12.1%7.3%7.5%4.7%5%2.5%2.1%0.76%
Aug 202633.6%15.1%11.1%11%6.8%7.2%4.8%4.5%2.9%2%1%
Sep 202627.6%15%13.2%9.6%9.5%9.3%5.2%4.7%2.9%2.1%0.87%

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

3 findings

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

2 changes

  1. In September 2026, Ducati gained share of searches among motorcycle brands in New Zealand, from 11.1% to 13.2%.

  2. In September 2026, Harley-Davidson lost share of searches among motorcycle brands in New Zealand, from 33.6% to 27.6%.

How are branded searches counted?

25 search terms

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

Ducati

11 branded search terms

  • ducati
  • ducati bike
  • ducati diavel
  • ducati fighter
  • ducati monster
  • ducati monster 659
  • ducati motorcycle
  • ducati multi
  • ducati panigale
  • ducati scooter
  • ducati scrambler

Harley-Davidson

14 branded search terms

  • harley davidson
  • harley davidson 48
  • harley davidson bike
  • harley davidson cycle
  • harley davidson dyna
  • harley davidson fxr
  • harley davidson hoodie
  • harley davidson motorcycle
  • harley davidson scooter
  • harley davidson sportster
  • harleydavidson
  • harleydavidson bike
  • harleydavidson motorcycle
  • harleydavidson scooter

How the Brand Demand Index is measured

Other head-to-heads among motorcycle brands

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