There is no single, complete 2023 U.S. sales ranking for every American motorcycle brand in the available figures. By one defined measure, Harley-Davidson held 37.9% of new U.S. registrations for motorcycles in the 601+ cc segment. Indian Motorcycle reported North American retail growth, while electric-focused LiveWire reported its own unit total. Those figures use different scopes and cannot be combined into a definitive all-brand ranking.
What does “top” mean for American motorcycle brands in 2023?
“Top” can refer to sales, registrations, market share, or consumer research interest. Those measures answer different questions. Geography and vehicle segment matter, too: a U.S. large-displacement registration share is not comparable to North American retail growth or worldwide unit sales.
The figures below identify prominent American brands and describe the specific evidence available for 2023. They are not a ranked list of every U.S. motorcycle manufacturer.
Harley-Davidson: leading share in the reported 601+ cc segment
Harley-Davidson, Inc.’s 2023 Form 10-K reported that Harley-Davidson had 37.9% of new U.S. motorcycle registrations in 2023 for the 601+ cc category, citing the Motorcycle Industry Council. The company said that share was down 3.3 percentage points from 2022. The measure covers on-road motorcycles above 600 cc and electric motorcycles with equivalent peak power; it also includes dual-purpose models, three-wheelers, and autocycles. It is not Harley-Davidson’s share of all U.S. motorcycles. Harley-Davidson’s 2023 Form 10-K
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- Experience the free spirit of American cruising. Assembling this Mould King 23004 motorcycle model is like being on an open highway, awakening your inner adventurous spirit and classic motorcycle culture.
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A separate Harley-Davidson company page reports 98,468 U.S. retail sales and 162,771 worldwide retail sales for 2023. The company says these figures draw on dealer-provided new-sales, warranty, and registration information, are not regularly verified by Harley-Davidson, and may be revised. Retail sales should not be treated as identical to the registration measure above. Harley-Davidson retail-sales data
Indian Motorcycle: North American retail growth, without an absolute total
Polaris Inc. reported that Indian Motorcycle North America unit retail sales rose by a mid-single-digit percentage in 2023. That is a rate of change, not an absolute unit count, so it does not establish Indian’s sales total or its position against Harley-Davidson. Polaris also estimated that North American unit retail sales in the 900 cc cruiser, touring, and standard categories declined by a high-single-digit percentage. Polaris’s 2023 results
Rank #2
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LiveWire: a separately reported electric-motorcycle brand
LiveWire Group, Inc. reported 660 LiveWire electric-motorcycle units for 2023. Its report listed zero units in a separate “Harley-Davidson LiveWire” row. The categories should remain distinct when describing the company’s results; the 660 figure is LiveWire’s reported line, not an additional Harley-Davidson brand total. LiveWire’s 2023 results
LiveWire CEO Karim Donnez described the company’s fourth-quarter performance and the S2 Del Mar launch positively in the February 8, 2024 results release. That is management’s characterization, not an independent market assessment. LiveWire’s 2023 results
Rank #3
- Tamiya branded ready-to-assemble plastic precision static model kit. It is supplied unpainted and is ideal for model makers and painters!
- Required to complete: cement, paint and finishing supplies.
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Why these figures do not make a complete ranking
- Different measures: Harley-Davidson’s percentage is a registration share; its separate unit figures are retail sales; Polaris disclosed Indian’s growth rate; LiveWire reported units.
- Different scopes: The figures span the United States, North America, and worldwide sales, as well as different displacement or power categories.
- Different reporting lines: Some data come from parent-company disclosures, while LiveWire has its own reported brand line.
- Incomplete coverage: The cited disclosures do not provide comparable 2023 U.S. sales or registration totals for every American motorcycle brand.
J.D. Power’s year-end report uses the label “Top Researched Brands in 2023” for a motorcycle section. That refers to research activity, not sales, registrations, or market share; it should not be read as a sales ranking. J.D. Power’s 2023 year-end report
Independent reader supportYour contribution helps us test, update, and keep practical guides available for everyone.What the 2023 evidence supports
Harley-Davidson led on the published U.S. 601+ cc registration-share measure described above. Indian Motorcycle reported mid-single-digit North American retail growth, without an absolute unit total in the cited disclosure. LiveWire reported 660 electric-motorcycle units in its own 2023 line. These are useful indicators of each brand’s position, but they do not establish an all-brand U.S. ranking.
Quick Recap
Best Value
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Rank #4
- Revell Model Kit #17326, Skill Level 5, Contains 107-Parts, Recommended for ages 13 and up
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