Harley-Davidson Defeated In Latest Survey Of BMW

BMW R12 nineT. (Photo: BMW Motorrad)

JAKARTA - The National Motorcycle Dealers Association (NMDA) is a leading representative body for franchise motorcycle retailers in the UK, providing business support, lobbying industrial issues, and publishing a biennial Dealer Attitude Survey (DAS) that assesses dealer satisfaction with manufacturers.

In the latest NMDA survey, BMW achieved brilliant achievements by ranking the top in the Dealer Attitude Survey (DAS) released by the National Motorcycle Dealers Association (NMDA) for the Semi 2025 edition. On the other hand, Harley-Davidson has fallen sharply to the lowest position, marking a striking difference in the relationship between their manufacturers and dealers.

The results of this survey provide a clear picture of BMW's success in building strong relationships with dealers, and challenges that other brands have to overcome, especially Harley-Davidson.

Citing the Visordown page, Monday, September 15, this NMDA survey is an important barometer for measuring the dynamics between motorcycle manufacturers and dealers. The latest edition results show an overall positive increase, with an average value up from 5.0 to 6.4, or soaring 29.4 percent from the previous year. This shows improvements in employment in the motorcycle industry.

BMW took the lead with an impressive score of 7.8, up from second in the previous survey. Behind him, Royal Enfield and Honda share a place with a solid score of 7.5.

Meanwhile, Harley-Davidson took the bottom position with a score of only 3.4, joining the Piaggio Group (4.5) and Yamaha (5.8) at the bottom. Only Suzuki recorded a score down of 0.2 points.

Royal Enfield Improvements And Dealer Doubts For Electric Motors

Although not at the top, Royal Enfield deserves special attention. This brand recorded the most significant changes, with a score increase of 3.2 points compared to previous surveys. This increase shows their strategy and support for dealers has yielded very positive results.

The survey also revealed the sentiment of dealers regarding profitability and electric vehicles. Despite the slight improvements, dealer confidence in the manufacturer's EV strategy is still very low. Questions related to EVs consistently get the lowest score. BMW leads in terms of current EV offers (skor 2.6) and support for EV transitions (skor 3.2), but overall, there is great doubt about the feasibility of EV products.

"2025 has been a challenging year for the motorcycle industry. Congratulations to BMW who has surpassed Honda and won the whole thing. This survey remains an important resource to understand the challenges these sector dealers and health have faced as a whole," said NMDA Head Symon Cook.