North America Two Wheelers Market Outlook, 2030

The North American two-wheeler industry, traditionally overshadowed by the region’s deep-rooted affinity for four-wheeled vehicles, has been gradually redefining its role within the broader mobility landscape. Historically dominated by heavyweight motorcycles and leisure biking culture especially in the United States the market is experiencing a significant transformation driven by changing consumer preferences, environmental consciousness, urban mobility demands, and technological advancements.

Though motorcycles, scooters, and mopeds represent a smaller share of the total vehicle population in North America compared to regions like Asia or Europe, their relevance is growing, particularly as urban commuters, younger consumers, and eco-conscious riders seek more agile and sustainable transportation options. A major inflection point for the North American two-wheeler industry has been the growing interest in electric mobility. The rise of e-scooters, e-bikes, and electric motorcycles signals a pivotal shift. This trend is fueled by stringent emission regulations, increasing fuel prices, and a generational shift toward sustainability.

Companies like Zero Motorcycles, LiveWire (Harley-Davidson’s EV spin-off), and new entrants such as SONDORS and Damon Motorcycles are pushing the envelope in terms of performance and design. Additionally, micro-mobility solutions such as shared electric scooters provided by companies like Bird, Lime, and Spin have transformed last-mile transportation in major cities. While these services face regulatory challenges and safety concerns, they have introduced millions of North Americans to two-wheeled mobility often for the first time. This exposure is a critical catalyst in changing long-term attitudes toward personal and shared two-wheel transport.

According to the research report “North America Two-wheeler Market Outlook, 2030” the market is projected to reach 16.81 Billion by 2030. Safety remains a major concern, with motorcycle fatalities per mile significantly higher than those of cars. Regulatory pressures related to helmet laws, emissions, and noise control also create friction, especially in states with differing laws. Moreover, insurance rates for motorcycles tend to be higher, especially for new or younger riders, deterring broader adoption. Infrastructure also poses a challenge most urban road systems in the U.S. and Canada are designed with cars in mind, leaving limited provisions for safe and dedicated two-wheeler lanes.

This deters potential buyers who might otherwise consider motorcycles or scooters as primary commuting options. Nevertheless, several cities have started integrating more bike lanes and expanding green mobility zones, indirectly benefitting motorized two-wheeler users. In terms of distribution and retail, the two-wheeler industry in North America is seeing a gradual evolution. The traditional dealership model, while still dominant, is being challenged by direct-to-consumer approaches and digital retail innovations. Brands are increasingly leveraging online platforms for marketing, lead generation, and even sales.

This digital transformation is vital for reaching younger demographics who prefer seamless, tech-enabled shopping experiences. Moreover, the aftermarket and accessory segment continues to flourish, supported by a strong culture of customization, particularly in the motorcycle community. Riders often invest heavily in personalization, whether for performance, aesthetics, or comfort, creating a robust ecosystem around parts, gear, and services.

Market Drivers

• Urban Micro-Mobility Demand: The rise in urban congestion, limited parking, and growing dissatisfaction with public transit especially in dense U.S. cities like New York, Los Angeles, and San Francisco has driven demand for compact and agile personal transportation. Two-wheelers, particularly scooters and small motorcycles, offer a convenient solution for short-distance commuting and last-mile connectivity.
• Recreational and Lifestyle Appeal: Unlike utilitarian markets, North America has a strong culture of motorcycles as lifestyle vehicles. Cruisers, adventure bikes, and touring motorcycles are bought not just for commuting but for leisure and long-distance travel. Events like Sturgis Motorcycle Rally and widespread motorcycle clubs reflect this cultural pull, continuing to drive demand despite changing mobility patterns.

Market Challenges

• Safety Perception and High Fatality Rates: The U.S. records significantly higher motorcycle fatality rates per mile traveled compared to other developed regions. The absence of widespread dedicated lanes, mixed traffic conditions, and inconsistent helmet laws across states contributes to safety concerns, deterring new and younger riders from entering the market.
• Limited Electrification Infrastructure: While interest in electric two-wheelers is growing, North America lags behind regions like Europe and China in charging infrastructure, battery swapping networks, and government support. This has slowed adoption rates, especially in suburban and rural areas where range anxiety and service availability are real concerns.

Market Trends

• Growth of Electric Motorcycles and E-Scooters: Brands like Zero Motorcycles, LiveWire (Harley-Davidson’s EV spin-off), and startups like SONDORS are gaining traction. Additionally, urban shared e-scooter services from companies like Bird and Lime have introduced a broader audience to electric two-wheeled transport, increasing consumer openness toward ownership.
• Digital Retail and Direct-to-Consumer Sales: The shift toward digital retail is accelerating. More brands are exploring direct-to-consumer (DTC) channels, allowing buyers to customize, finance, and purchase bikes online. This appeals to tech-savvy, younger consumers and is reshaping the traditional dealership model.

Motorcycles lead the North American two-wheeler market due to their strong association with lifestyle, leisure, and long-distance travel, supported by a well-developed road infrastructure and iconic domestic brands.

In North America, particularly in the United States and Canada, motorcycles dominate the two-wheeler landscape because they are not merely viewed as a mode of transport but as an extension of personal freedom and lifestyle. Unlike in many other global markets where two-wheelers are primarily utilitarian, North American consumers often purchase motorcycles for recreational riding, road trips, and group cruising experiences, especially on the country’s expansive and well-maintained highway networks. The cultural influence of legendary motorcycle brands like Harley-Davidson and Indian Motorcycle has also played a pivotal role in shaping demand.

These companies have cultivated a strong brand identity centered around ruggedness, individuality, and American pride, which resonates with a wide demographic. In addition, the segment thrives on consumer demand for heavyweight touring, cruiser, and sport motorcycles, often featuring large engines, advanced infotainment systems, and high customization potential. The presence of organized riding communities, large-scale events like Sturgis and Daytona Bike Week, and a mature dealership and service infrastructure further reinforce motorcycle ownership.

The < 150cc segment is gaining ground in North America due to the rising demand for affordable, fuel-efficient, and beginner-friendly two-wheelers, particularly in urban and suburban areas.

While North America is traditionally known for its preference for high-displacement motorcycles, the < 150cc segment is carving a growing niche, largely driven by shifting urban mobility needs, economic considerations, and an increasing number of new and younger riders. These small-displacement two-wheelers are particularly attractive to commuters in congested cities like New York, Los Angeles, and Toronto, where compact size and maneuverability are essential. With rising fuel costs and increasing traffic congestion, many urban dwellers are looking for cost-effective and fuel-efficient alternatives to cars, making scooters and lightweight motorcycles under 150cc an appealing choice.

Additionally, this segment is widely recognized as beginner-friendly, with lower power output making it ideal for first-time riders and those seeking easy handling and low maintenance. Many states in the U.S. also offer simplified licensing requirements for low-displacement bikes, further encouraging adoption. Moreover, the influx of immigrant populations and delivery-based gig economy workers many of whom are already familiar with < 150cc vehicles in their home countries has expanded the practical user base.

ICE (Internal Combustion Engine) two-wheelers dominate the North American market due to their established infrastructure, broad model availability, and cultural preference for high-performance and long-range riding.

In North America, ICE-powered two-wheelers remain the overwhelming market leader because they are deeply integrated into the region’s transportation culture, infrastructure, and consumer expectations. The extensive availability of fuel stations, long highway routes, and well-developed service networks make ICE motorcycles a more practical and convenient choice for riders, especially for long-distance touring and rural travel. North American riders often prioritize performance, power, and range areas where ICE vehicles currently outperform electric alternatives, particularly in the heavyweight and cruiser segments.

Brands like Harley-Davidson and Indian Motorcycle have built a strong legacy around large-displacement, gasoline-powered bikes, which continue to define the regional identity of motorcycling. Moreover, ICE two-wheelers offer a wider variety of models across all price points, from budget commuter bikes to luxury cruisers, allowing manufacturers to meet the diverse needs of both urban commuters and highway adventurers.

The U.S. leads in the premium two-wheeler market due to its strong culture of recreational motorcycling, high consumer purchasing power, and the dominance of iconic brands.

While the United States may not lead globally in sheer volume compared to populous regions like Asia, it plays a leading role in the premium and heavyweight two-wheeler segment, primarily because of its deep-rooted motorcycling culture, affluent consumer base, and globally influential brands like Harley-Davidson and Indian Motorcycle. In the U.S., motorcycles are often seen as lifestyle and leisure products rather than just tools for daily commuting. This perception has given rise to a large and loyal community of enthusiasts who invest in touring bikes, cruisers, and custom motorcycles vehicles known for their high performance, comfort, and brand legacy.

The country’s vast road network, open highways, and motorbike-friendly laws encourage long-distance riding, which further fuels demand for powerful and premium models. Moreover, the high disposable income of American consumers allows for greater spending on high-end features, accessories, and maintenance services. The U.S. also hosts some of the largest motorcycle events and rallies in the world, such as Sturgis and Daytona Bike Week, which continuously reinforce the motorcycle’s image as a symbol of freedom and individuality. In addition, the U.S. is a key innovation hub for motorcycle technology, especially in areas like advanced infotainment systems, safety enhancements, and electric performance bikes adding to its influential position in the global two-wheeler industry.

Considered in this report

• Historic Year: 2019
• Base year: 2024
• Estimated year: 2025
• Forecast year: 2030

Aspects covered in this report

• Two Wheelers Market with its value and forecast along with its segments
• Various drivers and challenges
• On-going trends and developments
• Top profiled companies
• Strategic recommendation

By Type

• Motorcycle
• Scooters
• Electric Two-Wheeler
• Mopeds

By Engine Capacity

• < 150 CC
• 151 -400 CC
• 401- 800CC
• > 801 CC

By Price

• ICE
• Electric

The approach of the report:

This report consists of a combined approach of primary as well as secondary research. Initially, secondary research was used to get an understanding of the market and listing out the companies that are present in the market. The secondary research consists of third-party sources such as press releases, annual report of companies, analyzing the government generated reports and databases.

After gathering the data from secondary sources primary research was conducted by making telephonic interviews with the leading players about how the market is functioning and then conducted trade calls with dealers and distributors of the market. Post this we have started doing primary calls to consumers by equally segmenting consumers in regional aspects, tier aspects, age group, and gender. Once we have primary data with us we have started verifying the details obtained from secondary sources.

Intended audience

This report can be useful to industry consultants, manufacturers, suppliers, associations & organizations related to this industry, government bodies and other stakeholders to align their market-centric strategies. In addition to marketing & presentations, it will also increase competitive knowledge about the industry.