BMW Motorrad has reaffirmed its position at the pinnacle of the premium motorcycle segment. With 202,563 motorcycles delivered worldwide in 2025, the Bavarian manufacturer surpassed the 200,000-unit mark for the fourth consecutive year.
This underlines the strength of its brand and product strategy at a time when the wider two-wheeler market is showing signs of strain.
Challenging backdrop
The figures, published by BMW Group Belux, highlight a performance achieved against a challenging backdrop. The global motorcycle market — particularly in higher-capacity segments — has been under pressure following regulatory changes and a normalization of demand after the post-pandemic surge.
Yet BMW Motorrad managed to maintain volume and even post growth in several European countries, cementing its leadership position in the premium category.
Europe once again proved to be BMW Motorrad’s most important region, accounting for nearly 119,000 units, well over half of total global sales.
Germany remained the brand’s largest single market, followed by France and Italy, while countries such as Italy, Spain, Portugal, and the Netherlands recorded their strongest results to date.
This performance is notable given that overall European motorcycle registrations declined in 2025, highlighting BMW’s relative resilience compared with the broader market.
Second in Belgium
The Belgian motorcycle market reflects these wider European dynamics in concentrated form and remains one of the more competitive national landscapes.
According to industry data compiled by Thryllz, Honda led the Belgian market in 2025 with 3,825 registrations, followed by BMW Motorrad in second place with 2,999 units.
Yamaha ranked third with 2,639 registrations, ahead of Kawasaki at 2,121. The remainder of the top ten consisted of Piaggio (1,243), CFMOTO (1,031), Triumph (1,008), Harley-Davidson (695), Kymco (632), and Ducati (598).
This ranking underlines the hybrid nature of the Belgian market, where mainstream Japanese manufacturers dominate overall volume, while premium and lifestyle brands retain a strong foothold.
BMW Motorrad’s second-place position is particularly notable given its focus on higher-priced, larger-capacity motorcycles rather than entry-level or commuter machines. In contrast, Honda’s leadership is driven by a broad portfolio spanning scooters, commuter bikes, and touring models.
While Belgium is a relatively small market by European standards, it remains strategically important. Demand for touring and adventure motorcycles is robust, complemented by steady interest in urban mobility solutions.
Leisure and practical users
BMW’s consistent presence near the top of the rankings highlights the brand’s ability to appeal to both leisure-oriented riders and more practical users, even in a market where price sensitivity and brand diversity are significant factors.
Much of this success continues to rest on BMW’s dominance in the adventure and touring segments. Models such as the R 1300 GS and R 1300 GS Adventure once again ranked among the brand’s best-sellers, reinforcing the GS family’s status as a benchmark in the premium adventure category.
At the same time, high-performance machines like the S 1000 RR and a strong middleweight lineup helped BMW reach a broad spectrum of riders, from long-distance tourers to sport-oriented enthusiasts.
Europe’s Premium Battlefield
Within Europe, BMW Motorrad’s leadership is best understood in relation to its closest competitors. Italian rival Ducati continues to enjoy strong brand prestige and success in sport and heritage-inspired models, but its global sales volumes remain significantly lower due to its more focused product range.
British manufacturer Triumph has expanded rapidly in recent years and holds a strong position in the mid-to-upper segments, yet still trails BMW in overall premium volumes.
Other European brands, including newer players positioned as “premium-adjacent,” are gaining attention, but none yet match BMW’s scale or breadth.
Japanese manufacturers such as Honda and Yamaha remain dominant in total motorcycle and scooter volumes across Europe, largely thanks to their strength in the commuter and entry-level segments.
However, in the premium motorcycle category — particularly above 500 cc — BMW Motorrad continues to set the pace in terms of both volume and perceived brand value.
Electric shows steady progress
One of the more closely watched aspects of BMW Motorrad’s strategy is its push into electric mobility. The brand’s electric offerings, led by the CE 04 electric scooter and the more compact CE 02, are positioned primarily for urban use and represent a deliberate expansion beyond traditional motorcycles.
Globally, BMW Motorrad’s urban mobility segment, which combines electric models with combustion-engine scooters, accounted for more than 18,000 units in 2025.
While this remains a modest share of total sales, it signals steady progress in a segment that is still in its early stages, particularly for premium manufacturers.
In Europe and Belgium, electric two-wheelers are growing rapidly in percentage terms, but from a low base. Internal combustion motorcycles continue to dominate registrations by a wide margin.
BMW’s approach has been cautious but deliberate, focusing on premium design, usability, and brand differentiation rather than chasing volume in a price-driven market dominated by specialist electric scooter brands.
