British Motorcycles Market is struggling heavy. In the first half 2025 sales dropped at the lowest in the last 20 years with only 51.186 registrations, down 17.1%. Honda is market leader ahead of Triumph which overtook Yamaha.
Economic Outlook
Hopes for a British economy surge in growth in 2025 have been dampened by a slow end to last year and the looming threat of a global trade war. The external sector is the biggest weight on the economy, with a 3% drop in exports stifling growth in the final half of 2024.
However, when looking below the surface, the domestic economy has performed much better. Consumer spending grew by about 0.6% in the second half of last year. This, combined with increased government spending, should boost growth as we move through the year.
Headline inflation has already risen to 3% in January and will likely hit 3.5% by the middle of the year, partly due to measures announced in the 2024 Autumn Budget, such as VAT on private school fees. However, most of the rise in inflation this year will be driven by one-off factors or rising energy prices. Domestically generated inflation will be much weaker than the headline numbers suggest.
Motorcycles Industry Trend and Perspectives
In this not positive environment, the motorcycles market is struggling and, following the moderate decline reported in the previous two years, the 2024 was very moderately positive, only for the registrations rush in December (+116% y-o-y) correlated with dealers need to register vehicles with old emission level.
Total two-wheeler 2024 sales have been 116.421 (+2.6%) confirming a very steady level, with electrification process not yet started, with EVs segment counting less than 3% of the total.
As expected, the start of 2025 was very hard for the market and the first quarter sales at 20.742 were down a deep 25.1%. In the second quarter the decline narrowed, while remaining in double-digit at -10.5%.
Consequently the first half 2025 sales dropped at the lowest in the last 20 years with only 51.186 registrations, down 17.1%.
Sales decline was heavier into the scooter segment (-19.7%) than in the motorcycle (-16.2%), while the EVs segment is growing in double-digit (+33.2%).
Market Leaders and Performance
Looking at top manufacturer’s performance, Honda confirms the leadership, although with sales slightly declining (-6.6%).
Although losing sharply, the local icon Triumph advanced in second place, with sales down 26.5%.
In third place Yamaha reporting a deep 20.9% lost.
Behind, BMW with sales down 17.2% ahead of Kawasaki (-28.4%), Lexmoto (-19.1%), KTM (-38.3%), Royal Enfield (-28.2%), Suzuki (-29.2%).
