2026 Q2 Powersports Market Report: Motorcycle & ATV Values, Segment Trends & Industry Outlook

POWERSPORTS MARKET INDUSTRY OVERVIEW

▪ Despite maintaining the largest audience, cruisers and touring motorcycles experienced declining viewership, while sportbikes and side-by-side vehicles gained momentum.

▪ Consumer interest in cruisers remains centered on Harley-Davidson, but emerging gains from Indian and Triumph suggest a gradual shift in shopper consideration.

▪ Kawasaki retains its dominance in sportbikes with sustained growth in viewership, while BMW is generating increasing attention and showing one of the strongest upward trends among competitors.

▪ Consumer and B2B interest in Can-Am increased significantly within the Utility ATV and Sport ATV segments, where the brand now ranks second in viewership in both markets.

▪ Average retail values across all four segments continued to rise heading into the peak selling season, remaining well above 2024 and 2025 levels.

▪ Consumer spending on recreational goods and vehicles continues to rise steadily, demonstrating resilience despite a sluggish economic environment.

JD Power Specialty Vehicles

JD Power is the largest publisher of the most market-reflective vehicle pricing and information available for new and used cars, classic cars, motorcycles, boats, RVs and manufactured homes, offers in-depth shopping and research tools including a broad range of data, products and service and informational articles as well as tips and advice. JD Power also produces electronic products, mobile applications, raw data, web services, web-syndicated products and print guidebooks.

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