How Are Motorcycle Riders Changing Demographically?
Global data on motorcycle riders suggests that while riders may not necessarily be getting younger in key established markets, the international riding community is growing rapidly and becoming increasingly diverse. For brands in the motorcycling industry evolving rider demographics trends are vital to stay ahead of when understanding their customers and potential new buyers. The Motorcycle Marketing team took a deep dive into the matter.
What Do the Numbers Tell Us?
According to the results of a Statista Consumer Insights survey published early in 2026, 50% of respondents in Indonesia, 36% of respondents in Vietnam and 33% of respondents in Thailand said they used a motorcycle they owned almost daily. Interestingly, the usage rates of men and women were very similar in Indonesia and only a little lower for women in Vietnam and Thailand.
The overall numbers of riders as a percentage of population were also high in India (23%), the Philippines (22%), Malaysia (22%), Colombia (21%) and Brazil (14%). That data is significant because the huge populations in many of these countries are relatively young and still growing rapidly. Extrapolation from the figures shows us that according to that study there are now around 336 million motorcycle riders in India and 144 million riders in Indonesia, with around half of those Indonesian riders (72 million) being female.
This contrasts with a significantly different picture in very well established motorcycle markets such as the US and UK, where there are aging populations and population growth rates are slowing.
Although both countries have a very strong motorcycle culture and heritage - in terms of manufacturing, racing and riding culture - brands face major challenges in both markets growing their sales and attracting younger riders.
An Increasing Average Age for Riders in the US and Slow Growth in the UK
Longer term data from the Motorcycle Industry Council (MIC) shows how the average age of motorcycle owners in the US grew from just 27 years-old in 1985 to over 50 years-old by 2018.
While the first half of 2026 was positive for the U.S. motorcycle industry, with a slight increase in sales from the same period in the previous year, overall annual sales have been declining in the country, by 5% in both 2024 and 2025.
There are also fluctuating sales in the main European countries, with combined new motorcycle registrations in five of the largest European markets (i.e. France, Germany, Italy, Spain and the UK) declining by 12.9% in 2025, compared with 2024 (when 1,150,852 new bikes were registered).
Of course the data differs within the different key European markets, though tellingly from British government figures analyzed by MCN, the number of people taking and passing their motorcycle test in the UK is not growing much at all. The total figure has been at about the 40,000 per year mark for the last 10 years.
In addition, the percentage of women passing their test in the UK has remained at around 7 to 10% of the overall number each year for the last 20 years, with the British motorcycling community still being around 90% male.
Can the Industry Cater Better for Female Riders?
MCN put this continued male dominance in the UK down to several factors including some which are cultural and some which are community based. Average female rider height not being catered for is among the reasons given, as for shorter riders the most popular models can feel too big to ride comfortably, without the motorcycle being lowered by a mechanic or custom builder.
“The average seat height of 68 of the most popular models of motorcycle from the main manufacturers; Yamaha, Suzuki, Aprilia, Ducati, Triumph, Honda, BMW, Kawasaki and KTM is 829mm,” state MCN. “That’s 32.6 inches, so when you think that the average woman’s leg length is around 27 to 29 inches, it’s no wonder shorter riders struggle.”
In addition to offering more smaller model options to potential riders, there are many more simple moves the industry could make to encourage female riders to become motorcycle owners.
Encouraging more women to become instructors, making motorcycles easier to adjust/customize, promoting women’s riding groups, supporting female influencers and creators and creating advertising/marketing campaigns aimed specifically at women are logical easy wins, which could make a big difference in countries and cultures where less women currently ride.
The FIM Women's Circuit Racing World Championship (WorldWCR) is already in its third season with the riders battling on Yamaha YZF-R7 motorcycles and with World Champions such as Maria Herrera and formerly Ana Carrasco providing inspiration for younger female riders globally.
The Main Challenges Simplified
Getting more women to ride motorcycles is only part of the equation and without over complicating the matter, smart marketers working for both traditional heritage brands and newer, younger marques should be thinking about two main challenges:
- How to appeal to new riders (both female AND male) in countries where populations are aging and sales of motorcycles have been flatlining and declining.
- How to ensure their brand is front of mind, available and attractive to the huge numbers of younger AND older riders in the emerging markets mentioned above, where potential growth is massive.
The Middleweight Motorcycle Revolution
The motorcycle industry is already reacting to the changing demands of riders internationally and the huge growth of the sub 500cc category is a phenomenon we explored in a previous article.
We can expect that trend to continue for many years to come in both emerging and established markets. Middleweight and even smaller capacity motorcycles, available at increasingly competitive prices, can continue to attract new riders to the road.
Triumph’s Speed, Tracker, Thruxton and Scrambler 400 XC models and Royal Enfield’s Hunter 350, Scram 411 and Guerrilla 450 bikes are relevant examples. Honda have reacted with their GB350S, while brands such as CFMOTO, Voge and Zontes are providing more competition in the category and therefore greater choice for riders.
Triumph is meeting the dual challenge of selling strongly in its home market, while also growing significantly in Asia, doubling volumes sold in just five years and selling particularly well in India through their strategic partner Bajaj Automotive.
They are doing this by maintaining the quality of their motorcycles while expanding their mid-size range and offering customers affordable models to reduce barriers to entry.
Gone are the days of brands exclusively pushing motorcycles closer to the $20,000 mark, when there are cool, reliable and practical options on the market even in the $4000-$7000 range.
Premium motorcycles and apparel brands will not disappear, but the brands ready to bring a premium feel to a younger, less wealthy mass market will make huge ground in the decades ahead.
Affordable, Relatable and Versatile ADV and Dual-Sport Models
Whereas in the past motorcycle riders may have got into riding by watching racing on TV, seeing bikes on the street or being encouraged to ride by a family member, the impact of social media and the growing popularity of the ADV scene has widened the appeal of riding to new audiences across expanding territories and terrains.
Midsize and smaller ADV motorcycles (think BMW G 310 GS, KTM 390 Adventure, Honda NX500 and the highly popular Royal Enfield Himalayan) along with smaller trail-focused dual-sports bikes (like the Honda CRF300L/Rally, Kawasaki KLX300 and Yamaha WR125R) open up new possibilities to a wider array of riders.
Again, younger brands such as Voge, CF Moto and Kove are bringing more consumer choice into the mini ADV and smaller dual-sport categories.
The current appeal and potential future sales growth of motorcycles which can be comfortably ridden in bustling African, American, Asian and European cities, yet can also handle the demands of going off-road are obvious. These types of motorcycles are a logical choice for younger, newer and less experienced riders and are a great option for those living in areas where road networks are not yet as well developed.
Meanwhile, in more established markets such as the UK and the Netherlands, anecdotally the crowds at events such as the RIDE Festival and DARE are noticeably younger and more diverse than at an average motorcycle event 10 years ago.
Adventure travel, motorcycle camping, overlanding, and exploring remote gravel roads have created communities that are less focused on speed and performance, and more on experiences. This makes riding appealing to people of all ages, backgrounds and demographics, including many who may never have previously considered owning a motorcycle.
Urban Mobility and Viable Electric Options
Motorcycles are increasingly being used as practical transport rather than purely leisure vehicles. European motorcycling body ACEM (Association des Constructeurs Européens de Motocycles) continues to promote motorcycles as part of the future of urban mobility, highlighting their ability to reduce congestion, ease parking, reduce emissions and provide an affordable transport solution.
Scooters and small-capacity motorcycles continue to attract first-time buyers thanks to their low purchase prices, excellent fuel economy and comparatively low running costs.
Electric motorcycles are also bringing new audiences into the market. The motorcycle industry has lagged behind the car industry in electric tech, due to the complex engineering challenges of delivering strong performance on two wheels via battery-powered motors.
However, brands including Silence, Stark Future, Surron and Zero are making significant progress, offering cleaner, simple, low-maintenance alternatives that are easier for inexperienced riders to own and operate. As electric vehicle adoption continues to accelerate across China and other Asian markets, improved battery technology and charging infrastructure are likely to drive further growth in electric motorbikes.
Social Media and Digital Creators Reach New Audiences
Today's new young riders are discovering motorcycles through TikTok, Instagram and YouTube, rather than through magazines, watching racing or visiting dealerships.
Travel creators, female riders, custom builders and adventure influencers are inspiring these new, younger, diverse international audiences by sharing authentic riding experiences. For brands, supporting creators and building engaged online communities is now arguably more important than showroom marketing.
The New Motorcycle Audience Is Not Simply Replacing the Old One
The traditional motorcycle audience has not disappeared, rather it has expanded. Motorcycles now appeal simultaneously to younger and older riders, commuters, women, Gen Z riders, adventure travelers, custom enthusiasts and electric commuters. Rather than replacing existing customers, these groups are broadening the industry's appeal and creating new opportunities for brands.
The fastest-growing segments are no longer dominated by large-capacity touring or sports motorcycles but by affordable middleweight bikes, adventure riding, urban mobility and electric models.
With the global motorcycle market projected to grow from $155 billion in total value in 2025 to around $220 billion by 2036, brands that reduce barriers to entry and adapt their products and marketing to these changing demographics will be best placed to benefit from that long-term growth.
Understanding how motorcycle riders are changing is only valuable if you act on those insights. At Motorcycle Marketing, we help brands turn industry trends into effective marketing strategies, from social media and influencer marketing to content creation, SEO, advertising and PR. If you’d like to reach the next generation of riders while continuing to engage your existing audience, get in touch to discuss how we can help your brand grow.
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