Indian Motorcycles Sales Decline for Fourth Consecutive Year

Indian Motorcycles faces another year of declining global sales in 2025, as competition rises and outdated strategies hinder growth.

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Indian Motorcycles is struggling to regain momentum, with global sales sliding once again. In the first half of 2025, registrations totalled 13,988 units, down 2.1% from last year, projecting a fourth straight annual decline since the brand’s all-time record of over 30,000 units in 2021. By comparison, sales in 2024 ended at just 25,792 units, highlighting the brand’s steady downward trend.

While sales in North America, Indian’s strongest market, showed slight growth of 0.5%, declines in Europe (–5%) and Asia, particularly China, weighed heavily on overall performance.

The competitive landscape is not helping. Traditional rival Harley-Davidson is also in decline, but new challengers such as Royal Enfield and Triumph are capturing market share with affordable models and modern premium offerings.

Indian, meanwhile, is criticised for relying on limited editions and long-standing designs powered by heavy, low-tech engines that appeal less to younger riders seeking lighter and more innovative machines.

Founded in 1897 and revived by Polaris in 2011, Indian Motorcycle boasts a proud legacy, from racing triumphs to wartime production. Yet today, analysts warn the brand risks becoming a heritage label rather than a growth player.

Without significant product innovation, whether through updated platforms, new technology, or even electrification, Indian may struggle to remain relevant in the decade ahead.