BMW head up NMDA survey while a big name slides to the bottom!
BMW leads the NMDA Dealer Attitude Survey, while Harley-Davidson ranks last, and Royal Enfield shows the biggest improvement.
The National Motorcycle Dealers Association (NMDA) has published the results of its Spring 2025 Dealer Attitude Survey (DAS), with BMW claiming the highest overall rating, and Harley-Davidson recording the lowest.
The DAS measures the relationship between franchised dealers (the boots on the ground) and their manufacturers, with responses covering profitability, future business outlook, and emerging issues such as electric vehicles. Conducted throughout July, the Spring 2025 edition achieved a 46 per cent response rate, a 16 per cent increase compared to the previous survey. In total, the DAS included results from 10 manufacturers, with Ducati re-joining the list this year, while KTM and Lexmoto did not meet the minimum threshold for inclusion.
Manufacturer ratings
The overall average rating across all brands rose to 6.4, up from 5.0 in Spring 2024 – a 29.4 per cent year-on-year improvement. BMW topped the table with a score of 7.8, up from second place last year. Royal Enfield and Honda followed, both scoring 7.5. Harley-Davidson finished last with 3.4, joined at the lower end by Piaggio Group (4.5) and Yamaha (5.8). Suzuki was the only brand to record a decline, dropping 0.2 points. Royal Enfield showed the biggest improvement, rising 3.2 points compared to the previous edition.
Profitability outlook
Dealers reported greater confidence in both current and future profitability.
Current profit satisfaction rose 27.1 per cent overall, with Triumph scoring highest at 3.4. BMW, Piaggio Group, and Harley-Davidson occupied the bottom three spots. Future profitability increased by 19.1 per cent, with Royal Enfield again leading at 3.4, and BMW showing improvement compared with its score for current returns.
There is still a lack of confidence in electric motorcycles
Dealer confidence in manufacturers’ electric vehicle (EV) strategies remains low, despite modest improvements. EV-related questions consistently returned the lowest scores across the survey. For current EV offerings, BMW led with 2.6, while Harley-Davidson trailed with 1.0. On manufacturer support for the EV transition, BMW again topped the list at 3.2.
Looking ahead to future EV ranges, Honda achieved the highest score at 3.1. The results suggest that while dealers see gradual progress, there remains scepticism around the viability of manufacturers’ electric product plans. These views will likely be echoed by UK-based riders, who, for the most part, still see petrol power as the best way forward.
NMDA statement
Speaking about the result, Symon Cook, Head of the NMDA, said:
“2025 has so far been a challenging year for the motorcycle industry, with registrations proving inconsistent under continued economic uncertainty. Congratulations to BMW, who have moved up the rankings to surpass Honda and become the overall winner in this edition of our Dealer Attitude Survey.
“The NMDA DAS remains an essential resource for the motorcycle industry, providing insights into dealer sentiment, the challenges they face, and the health of the sector as a whole.”
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Simon (AKA Toad) has been working within the motorcycle industry for more than twelve years, and a member of the motorcyclist family since birth. Growing up around British-built single and twins, it was inevitable that a life on two wheels was on the cards, from a very early age!
