Retain Media has released its Q1 2024 Motorcycle Market Brand Consideration Report, providing analysis of Australian motorcycle enthusiasts’ evolving preferences and search behaviours.
This quarter’s report expands on the insights from the previous year, incorporating new models and shifting consumer interests across various motorcycle categories.
Retain Media scrutinised 7 million searches related to 36 brands and 854 models, tracking consumer engagement and brand performance throughout the first quarter of 2024.
This study included 37,149 keywords and search terms, with the data set updated to include new models released in Q1 and Q2 of 2024.
The report underscores the importance of staying ahead of market trends and consumer expectations. It serves as a tool for brands aiming to navigate the complex dynamics of the motorcycle industry effectively, says Retain Media.
New contenders emerge
The introduction of models such as the CFMOTO 450MT and the Honda NX500 in the Adventure Touring category, and the Yamaha XSR9000 GP in the Super Sports category, dramatically reshaped search dynamics, indicating strong market interest and competitive positioning ahead of their releases.
Dominance and disruption
Yamaha, Kawasaki, and Harley Davidson led as the most-searched brands, with significant shifts in consumer interest evidenced by Yamaha’s 5.4% increase and Harley Davidson’s rise to the third position, overtaking Honda due to a substantial 7.4% boost in search share
Diverse consumer interests
While superbikes like the BMW S 1000 RR and Kawasaki H2 dominate search volumes, there’s stability in searches for models like Honda Grom, reflecting persistent interest even post-discontinuation.
LAMS category shift
The report also highlights shifts within the LAMS (Learner Approved Motorcycle Scheme) category, where subtle changes in brand preferences could signal evolving consumer priorities and opportunities for brand positioning.
