Australia’s number one brand in 2025
This achievement marks only the fourth time in 23 years of FCAI-reported data that Yamaha has secured the top position in total retail sales - and it follows directly on from our success in 2024.
In a declining market, Yamaha stands out as one of the few brands continuing to grow, increasing total retails by 9% in 2025 compared with 2024. This growth builds on the strong momentum of 2024, where Yamaha retails were 15% higher than 2023.
It is also only the second time in 23 years that Yamaha has been the #1 road bike brand, again backing up our 2024 result.
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FCAI January to December 2025 retail figures |
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Category |
Yamaha retails |
Overall market retails |
Yamaha Ranking |
|
|
Total retail sales (includes MC, ATV & SSV) |
Up 9.0% |
Down 1.3% |
#1 |
|
|
Road motorcycle |
Down 7.4% |
Down 3.6% |
#1 |
|
|
Off-road motorcycle |
Up 14.4% |
Flat |
#2 |
|
|
Scooter |
Up 8.1% |
Up 3.8% |
#2 |
|
|
OHV |
Up 19.2% |
Down 1.4% |
#1 |
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This performance reflects strong planning, disciplined execution and the collective effort of our entire network.
“I want to extend my heartfelt thanks to our dealer partners, the strongest and most committed network in the country, along with our customers and every team member at Yamaha Motor Australia,” says YMA Land Mobility General Manager, Sales and Marketing, Matthew Ferry.
“The passion, belief in the brand, and willingness to work together throughout 2025 have been the driving force behind this incredible result. Achieving the number one position again isn’t just a milestone; it’s a reflection of the collective effort, pride and determination shared across our entire Yamaha group,” he adds.
“This year’s success didn’t happen by chance. It was built through the countless activities, events and initiatives we delivered together in 2025. Every touchpoint strengthened our connection with customers and showcased the spirit of Yamaha. The momentum we’ve created together is powerful, and as we head into 2026, we’re excited to continue building on these partnerships, supporting our dealer network and delivering even more reasons for customers to choose Yamaha.”
“With 2026 already underway and with the energy and unity across the business, we’re positioned for another strong year. Thank you again to our dealer partners, our customers and our staff. Their ongoing support and passion for Yamaha is what makes achievements like this possible,” concludes Ferry.
Yamaha’s total market share of 27.6% across all categories reflects exceptional performance, equating to one in every four vehicles sold in Australia in 2025. Further notable market share results for 2025 include:
|
2025 retail market category |
Retail position |
Market share % |
|
|
Total retail sales |
#1 |
27.6 |
|
|
Road motorcycle |
#1 |
17.2 |
|
|
Off-road motorcycle |
#2 |
33.9 |
|
|
Scooter |
#2 |
36.0 |
|
|
OHV |
#1 |
30.6 |
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Some model and category highlights across the year include:
- Yamaha is the #1 selling Supersport brand
- Yamaha is the #1 selling MX brand (2 stroke & 4 stroke combined)
- Yamaha is the #1 selling 2 stroke MX brand
- Yamaha is the #1 selling 4 stroke MX brand
- Yamaha is the #1 selling Fun category brand (MC & ATV combined)
- YZ250F, YZ450F, YZ85/LW and YZ250 2 stroke are the #1, #2, #3 and #4 selling MX models
- WR450F and WR250F are the #1 and #3 selling Enduro models
- Ténéré 700 is the #1 selling Adventure Touring model
- MT-07LA, MT-09 and MT-03LA are the #1, #4 and #5 selling Naked models
- YZF-R7LA and YZF-R3 are the #2 and #3 selling Supersport models
- D’elight and NMAX are the #2 and #3 selling Scooter models
- TT-R110E, PW50 and TT-R50E are the #3, #4 and #5 selling units outright with eight of the top 20 models overall being Yamaha
- Viking 3 is the #3 selling SSV model