Brandwave

How popular isHarley-Davidson?

In September 2026, people searched for Harley-Davidson by name about 49,500 times in the United Kingdom, about the same as the previous year. These searches made up 24.8% of all United Kingdom motorbike brand searches, placing Harley-Davidson first out of 12 brands. When we asked both ChatGPT and Google AI Overviews about motorbike brands, Harley-Davidson did not appear in any of the answers.

Search and AI answers in September 2026

Harley-Davidson is the most searched of 12 competitors and not listed in any AI answer.

  1. Harley-DavidsonShare of searches 24.8%Mentioned in 0 of 3 AI answersPlace in AI recommendations –
  2. Royal EnfieldShare of searches 13.6%Mentioned in 1 of 3 AI answersPlace in AI recommendations 5th
  3. DucatiShare of searches 11.1%Mentioned in 0 of 3 AI answersPlace in AI recommendations –
  4. KTMShare of searches 11.1%Mentioned in 1 of 3 AI answersPlace in AI recommendations 6th
  5. Honda MotorcyclesShare of searches 9%Mentioned in 2 of 3 AI answersPlace in AI recommendations 1st

+7 more

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Top motorbike brands in ChatGPT and Google AI Overviews

In three ChatGPT questions, Harley-Davidson did not appear in any of the three answers.

Most recommended by AI

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

  1. Honda Motorcycles1st
  2. Kawasaki2nd
  3. Triumph3rd
  4. BMW Motorrad4th
  5. Royal Enfield5th
  6. KTM6th
  7. Harley-Davidson–
  8. Ducati–
  9. Lexmoto–
  10. Suzuki Motorcycles–
  11. +2 more

Mentioned by AI

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

  • Kawasaki3 of 3Named in 3 of 3 ChatGPT answers
  • Honda Motorcycles2 of 3Named in 2 of 3 ChatGPT answers
  • Royal Enfield1 of 3Named in 1 of 3 ChatGPT answers
  • KTM1 of 3Named in 1 of 3 ChatGPT answers
  • Triumph1 of 3Named in 1 of 3 ChatGPT answers
  • BMW Motorrad1 of 3Named in 1 of 3 ChatGPT answers
  • Harley-Davidson0 of 3Named in 0 of 3 ChatGPT answers
  • Ducati0 of 3Named in 0 of 3 ChatGPT answers
  • Lexmoto0 of 3Named in 0 of 3 ChatGPT answers
  • Suzuki Motorcycles0 of 3Named in 0 of 3 ChatGPT answers

+2 more

See every answer about motorbike brands

3 answers

  • Asked ChatGPT

    “What's the best motorbike brand for a beginner in the UK?”

    1. 1Honda Motorcycles
    2. 2Kawasaki

  • Asked ChatGPT

    “Which motorbike brands are the most reliable?”

    1. 1Honda Motorcycles
    2. 2Kawasaki
    3. 3Triumph
    4. 4BMW Motorrad
    5. 5Royal Enfield
    6. 6KTM

  • Asked ChatGPT

    “What's a good first bike after passing my test?”

    1. 1Kawasaki

  • Searched Google, AI Overview

    “motorbikes”

    Google showed no AI Overview for this search.

  • Searched Google, AI Overview

    “motorbikes for sale”

    Google showed no AI Overview for this search.

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in United Kingdom on October 27, 2026.

Which motorbike brands compete with Harley-Davidson?

Harley-Davidson against motorbike brands in the United Kingdom, by month

Share of searches by month for Harley-Davidson, Royal Enfield, Ducati, KTM, Honda Motorcycles, Triumph, BMW Motorrad, Lexmoto, Suzuki Motorcycles, Yamaha Motor, Kawasaki. The figures are in the table below the chart.

View monthly share of searches table
MonthHarley-DavidsonRoyal EnfieldDucatiKTMHonda MotorcyclesTriumphBMW MotorradLexmotoSuzuki MotorcyclesYamaha MotorKawasakiMutt Motorcycles
Oct 202521.6%14.5%11.8%11.8%11.8%9.7%5.3%3.5%3.5%2.4%2.4%1.6%
Nov 202524.2%13.3%13.3%10.9%10.9%8.9%5.9%3.2%3.2%2.6%2.2%1.4%
Dec 202522.5%12.4%12.4%12.4%10.1%12.4%5.5%3.7%3%2.4%2%1.3%
Jan 202620.6%13.8%13.8%11.3%11.3%9.2%6.2%3.4%3.4%2.7%2.2%2.2%
Feb 202625.5%14%11.4%11.4%9.3%9.3%6.2%3.4%3.4%2.3%1.9%1.9%
Mar 202621.3%14.2%11.6%11.6%9.5%9.5%7.8%4.3%3.5%2.8%2.3%1.5%
Apr 202624.4%13.4%13.4%9%9%9%7.3%4%4%2.7%2.2%1.8%
May 202623.6%12.9%12.9%10.6%8.7%10.6%7.1%3.9%3.9%2.6%2.1%1.4%
Jun 202619.4%10.6%10.6%23.7%8.7%8.7%5.8%3.9%3.2%2.1%1.7%1.4%
Jul 202626.6%11.9%11.9%9.8%9.8%9.8%6.5%4.4%3.6%2.4%1.9%1.6%
Aug 202626.6%11.9%11.9%9.8%9.8%9.8%6.5%4.4%3.6%2.4%1.9%1.6%
Sep 202624.8%13.6%11.1%11.1%9%9%6%5%4%2.7%2.2%1.5%

  1. 1.Harley-Davidson

    24.8%

    Held 1st. 49.5K estimated branded searches, -18.2% vs prior month. Share -1.8 points.

  2. 2.Royal Enfield

    13.6%

    Moved from 3rd to 2nd. 27.1K estimated branded searches, 0% vs prior month. Share +1.6 points.

  3. 3.Ducati

    11.1%

    Moved from 2nd to 3rd. 22.2K estimated branded searches, -18.1% vs prior month. Share -0.8 points.

  4. 4.KTM

    11.1%

    Moved from 5th to 4th. 22.2K estimated branded searches, 0% vs prior month. Share +1.3 points.

  5. 5.Honda Motorcycles

    9%

    Moved from 4th to 5th. 18.1K estimated branded searches, -18.5% vs prior month. Share -0.7 points.

  6. 6.Triumph

    9%

    Held 6th. 18.1K estimated branded searches, -18.5% vs prior month. Share -0.7 points.

  7. 7.BMW Motorrad

    6%

    Held 7th. 12.1K estimated branded searches, -18.2% vs prior month. Share -0.5 points.

  8. 8.Lexmoto

    5%

    Held 8th. 9.9K estimated branded searches, 0% vs prior month. Share +0.6 points.

  9. 9.Suzuki Motorcycles

    4%

    Held 9th. 8.1K estimated branded searches, 0% vs prior month. Share +0.5 points.

  10. 10.Yamaha Motor

    2.7%

    Held 10th. 5.4K estimated branded searches, 0% vs prior month. Share +0.3 points.

  11. 11.Kawasaki

    2.2%

    Held 11th. 4.4K estimated branded searches, 0% vs prior month. Share +0.3 points.

  12. 12.Mutt Motorcycles

    1.5%

    Held 12th. 2.9K estimated branded searches, -19.4% vs prior month. Share -0.1 points.

Compare popularity between Harley-Davidson and its closest rivals

Every comparison with Harley-Davidson

11 comparisons

How has branded search demand for Harley-Davidson changed in the United Kingdom over the last 12 months?

3 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Harley-Davidson in the United Kingdom held steady at 49.5K.
  • Across the 12 months ending September 2026, Harley-Davidson’s share of searches among motorbike brands in the United Kingdom increased from 21.6% to 24.8%.
  • Across the 12 months ending September 2026, Harley-Davidson’s share of searches among motorbike brands in the United Kingdom peaked at 26.6% in July 2026 and was lowest at 19.4% in June 2026.

How did search popularity change for United Kingdom motorbike brands in September 2026?

6 changes

  1. In September 2026, Royal Enfield overtook Ducati to rank 2nd among motorbike brands in the United Kingdom, with 13.6% of the searches.

  2. In September 2026, KTM overtook Honda Motorcycles to rank 4th among motorbike brands in the United Kingdom, with 11.1% of the searches.

  3. In September 2026, Lexmoto gained share of searches among motorbike brands in the United Kingdom, from 4.4% to 5%.

  4. In September 2026, Harley-Davidson lost share of searches among motorbike brands in the United Kingdom, from 26.6% to 24.8%.

  5. In September 2026, Ducati lost share of searches among motorbike brands in the United Kingdom, from 11.9% to 11.1%.

  6. In September 2026, Honda Motorcycles lost share of searches among motorbike brands in the United Kingdom, from 9.8% to 9%.

How are Harley-Davidson’s branded searches counted?

1 search term

Brandwave collects information about searches that people make online using Harley-Davidson’s name. When viewed over time, estimated search volumes for this branded term can be used to understand whether interest in the brand is growing, holding steady, or fading.

  • harley davidson

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