While Americans have pulled back on some discretionary spending, that has not impacted the motorcycle market.

“The global motorcycle market size was $71.92 billion in 2024. The market is projected to grow from $75.82 billion in 2025 to $119.09 billion by 2032, exhibiting a CAGR of 6.7% during the forecast period,” according to data from Fortune Business Insights.

Sales will also grow in the U.S.

“The motorcycle market in the U.S. is projected to grow significantly, reaching an estimated value of $8.76 billion by 2032, driven by the increase in year-on-year sales volume and consumer inclination towards recreational and power sports activities post-pandemic,” the data showed.

Despite the overall market growing, Motos America, a leading dealer of brands including BMW and Triumph, has struggled and filed for Chapter 11 bankruptcy protection.

Rising interest rates have sharply increased inventory-floorplan financing costs for motorcycle dealers, putting pressure on cash flow and making it harder to carry expensive, slow-moving premium models

Most dealer floorplan loans are variable-rate, meaning financing costs rise quickly when interest rates increase, even if unit sales remain steady.

Motos America files Chapter 11 bankruptcy

Motos America, Inc., a Salt Lake City, UT-based motorcycle dealership group, filed for chapter 11 protection on December 31, 2025 in the District of Utah. The company operates a network of 13 premium motorcycle dealerships across states, including California, Florida, and Oregon.

Its portfolio features luxury European brands such as BMW Motorrad, Triumph, Ducati, Royal Enfield, and Vespa. Motos America was formed via a reverse merger in late 2021 and expanded its vertical footprint in early 2024 through the acquisition of New Start Financial, LLC, a subsidiary providing in-house financing for its retail customers.

“The filing follows a period of severe liquidity distress after the company lost a $3 million deposit to Prime Capital Ventures in an alleged fraud scheme that halted a planned $15 million credit facility,” reported RK Consulting on X, the former Twitter.

Operational challenges were compounded by the SEC revoking the company’s securities registration in late 2024 due to delinquent financial filings.

“Motos America also cited high inventory financing costs and the failure to secure a $12M financing round as factors leading to the restructuring,” RK Consulting added.

High-end motorcycle sales are expected to grow.

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Motos America responds to the SEC

When the SEC revokes a company’s securities registration, it halts trading of the brand’s stock.

“Usually, the agency sends delinquency notices before taking action; if they are ignored, trading in the company’s stock may be suspended without notice. At the same time, the SEC will initiate an administrative proceeding to revoke registration.  The company will be served with a letter informing it that it has ten days to make some kind of case for its failure to file.  If it does not do so, registration will be revoked by default,” according to Security Lawyers 101.

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At the time of the delisitng, Motos America tried to frame the move as a positive.

“This step allows us to focus more intensely on building a thriving and passionate community of riders while continuing to expand our dealership footprint,” said Vance Harrison, CEO of Motos America in a press release. “By reallocating resources previously directed at regulatory compliance, we can invest more heavily in our dealerships, customer programs, and long-term growth opportunities.”

Moto America Chapter 11 bankruptcy at a glance  

  • Motos America filed for Chapter 11 bankruptcy in the U.S. Bankruptcy Court for the District of Utah on Dec. 31, 2025, according to Bondoro.
  • In the bankruptcy petition, the company listed estimated assets between $500,000 and $1 million, reported RK Consultants.
  • The filing also reported liabilities (debts) in the range of $10 million to $50 million, indicating debt far outweighs assets in the case, shared RK Consultants.
  • Majority controlled by CEO Vance Harrison with approximately 69% voting power as of early 2023, according to the SEC.
  • SEC revoked securities registration on November 18, 2024, for failure to file periodic reports.
  • Portfolio includes six premium brands, including BMW, Triumph, and Ducati.
  • Chapter 11 is designed to let a company reorganize its debts while continuing operations, rather than liquidate assets under Chapter 7, according to the Department of Justice.
    Additional source: PacerMonitor

High end motorcycles sales are growing

“The high-end motorcycle market has witnessed significant growth in recent years, driven by increasing disposable incomes and a growing passion for luxury and performance among consumers. Defined by motorcycles that offer superior craftsmanship, advanced technology, and high-performance capabilities, this segment encompasses brands known for their exclusivity, such as Harley-Davidson, Ducati, and BMW,” according to Verified Market Reports.

High-end Motorcycle Market Key Takeaways

  • Regional Market Contribution (2023): North America leads with 35%, followed by Europe at 30%. Asia Pacific accounts for 25%, while Latin America and Middle East & Africa contribute 5% and 5%, respectively. Asia Pacific is the fastest-growing region.
  • Market Breakdown by Type (2023): Among the sub-segments, Double Cylinder motorcycles hold the largest share at 45%, followed by Four Cylinder at 25%. Metal Single Cylinder contributes 15%, and Three Cylinder accounts for 10%. The fastest-growing sub-segment is Metal Single Cylinder.
  • Motorcycle Size Distribution: The largest share of the market is in the Above 500 cc category, which commands 50% of the total revenue. The fastest-growing sub-segment is the 250-500 cc category, projected to grow at a CAGR of 6% during the forecast period.
  • Growth Trends: The overall high-end motorcycle market is experiencing a steady growth trajectory, particularly in Asia Pacific, driven by increasing consumer demand for premium models.
    Source: Verified Market Reports

American consumers have become more careful when it comes to luxury spending.

“Fielded from April 24-28, 2025, the Saks Global Luxury Pulse found that the overall decline in sentiment is driven by increasing uncertainty around the macroeconomic environment. Luxury consumers indicated that the top five drivers of their concern are the general social and political climate, a potential impending recession, personal financial security, stock market volatility and ongoing global conflict,” according to the report.

The Saks Global Luxury Pulse shared some other key information:

  • As macroeconomic uncertainty has risen, luxury consumers are feeling significantly less calm about the economy: 32% feel calm, down 13 percentage points from the prior survey and 22 percentage points from the same time last year.
  • Similarly, luxury consumers are also feeling less prepared when thinking about the economy, with 36% indicating they feel prepared, which is a decline of 13 percentage points from the prior survey and down 20 percentage points compared to the same time last year.
  • Of note, respondents with an income of $200k or more reported feeling more prepared (41%) compared to all income groups.
  • Despite a decrease in optimism about the economy, the majority of luxury consumers remain optimistic about their personal finances. 67% of those with an income of $200k or more said they feel prepared when it comes to their personal finances.

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