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In 2023, 17,501 new motorcycles were registered in the Netherlands, representing record sales since 2000 and a growth of 13% compared to 2022. Yamaha is the new, official market leader of 2023 and manages to do so. Japanese brand dethrones BMW Motorrad after 13 years (!) Not only Yamaha overtook BMW, Honda also overtook 2nd place. This is evident from RDC’s market figures.
At the beginning of the year, Kawasaki was particularly strong, then Honda took temporary market leadership for months, but at the end of the year Yamaha took a clear lead. It seems that Yamaha played it safe last week: 81 motorcycles were still registered. Things remained remarkably quiet at BMW towards the end of the year, which could be partly due to the timing of the introduction of the new R1300GS as the successor to the hugely popular R1250GS. Last month it was already halfway available, but the gap to Yamaha was already enormous.
Link: Motorcycle sales figures: analysis of the top 5 2023
Three Japanese brands in the top 4
Top 10 motorcycle brands at the end of 2023
Winners and losers of the 2023 motorcycle market
Yamaha took the title, but the biggest winner was Honda. KTM, Kawasaki, Yamaha and Suzuki also grew in that order. Among the smaller brands, Moto Morini, the KTM subsidiary Husqvarna and Indian Motorcycle increased significantly and almost all other brands increased slightly. In the rapidly growing market, only Piaggio, Triumph, Harley-Davidson and Royal Enfield were unable to achieve positive figures. This also applied to the electric Zero Motorcycles.
The 15 best-selling motorcycles at the end of 2023
When it comes to models, the BMW R1250GS continued to dominate the Dutch motorcycle market in 2023. This has been the case for so long that there are now almost 25,000 motorcycles of this model (and its predecessors) on the road. While BMW is aiming for a bestseller, the Japanese brands show breadth in the top 10 sales figures. The list also shows that the Dutch motorcycle market currently revolves around naked bikes, adventure motorcycles and crossovers.
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