Japanese Motorcycle Market in 2025 is almost flat. During the third quarter a better consumer demand sustained a market recovery and Year to Date August sales have been 243.896 (+1.1%). BMW boomed sales gaining the 5th place in the ranking.
Economic Outlook
Japan has navigated the dual shock of the pandemic and the energy crisis well. However, significant headwinds from weak global growth, geopolitical tensions and high inflation highlight the importance of enhancing the Japanese economy’s resilience to shocks. In a context of inflation, which has risen above target, and pressures from divergent monetary policy from peers, adjustments to monetary policy settings have commenced.
Looking ahead, Japan’s economy is expected to improve. Another wave of government support will keep domestic demand moving in the right direction. In addition, a weak yen will continue to support goods exports and tourism. However, there are several key risks to this outlook. If inflation persists, it could prevent a fuller recovery in domestic demand. In addition, rising trade barriers in the rest of the world could restrain exports and exacerbate inflationary pressures.
Motorcycle Market Trend and Perspectives
While Honda, Yamaha and Suzuki posted relevant performance in their global sales, the 2024 was almost negative for the domestic market, with sales down 9.6%.
While analysts were expecting a recovery, the start of 2025 was disappointing and the first quarter ended with sales declining again, by 4.6%. Then, with the start of the new fiscal year, the market started a recovery and the second quarter sales reported a little 2.4% increase.
The result was a first half 2025 sales at 182.040 with a 0.9% decline from the same period last year. During the third quarter a better consumer demand sustained a market recovery and Year to Date August sales have been 243.896 (+1.1%).
The electric segment continue to raise (+36.4%), with the L1 category reporting a 40.3% year-over-year increase, while the electric L3 class +31.1%.
Performance of Leading Manufacturers
Looking at top manufacturer’s performance, all show a difficulties, with Honda at +4.8%, Yamaha at +8.1% and Suzuki with a -10.6%. This three brands hold over 90% of the market with a wide gap over all others.
In fourth place the other domestic manufacturer, Kawasaki which in this period lost 0.9% of sales.
Behind, surged BMW thanks to a roaring +20.2% and overtaking Harley-Davidson, down 27.6%.
In seventh place there is Triumph (-13.8%) followed by Ducati (+43.0%) and Royal Enfield (-16.8%).