Why price, trust and timing now decide the bike sale
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The bike market is evolving, shaped by shifting buyer habits and rising expectations.
Our latest insights into buyer habits on bikesales reveal that while face-to-face conversations with dealers still matter most, today’s buyers are becoming more discerning with their spending and who they trust. Gen Z, in particular, are bringing new expectations and priorities that dealers cannot afford to overlook.
Here’s what’s shaping the decisions in today’s bike market.
Value sits front of mind for more buyers, with many seeking budget-friendly options. That’s especially true for Gen Z, with 85% looking to spend under $10,000 and more than half citing lack of funds as their main barrier. Dealers who can clearly explain the total cost of ownership, offer flexible pricing, or provide tailored finance options are in the strongest position to move buyers from browsing to buying.
Cash still dominates, with 85% of buyers using savings to fund their purchase. Finance usually enters the picture later, with almost a third only considering it once they have chosen a specific bike. For Gen Z, these finance conversations matter even more, as many are newer to the market and looking for trusted guidance. Those who can guide buyers clearly and confidently will have a real advantage.
Yet while many are watching their wallets, younger riders are also the most active in market. 62% of all buyers replace their rides within five years, but that number jumps to 73% for Gen Z and 75% for Millennials. For dealers, this means younger customers are likely to return to market sooner, making aftersales engagement, upgrade offers, and trade-in programs especially valuable to these generations.
Despite Gen Z being more likely to shop locally, many buyers are happy to travel interstate to secure the right bike. That is a clear opportunity to reach beyond your local market, but only if presentation and communication are seamless. Clear listings, virtual walkarounds and smooth enquiry processes can help attract buyers from further afield and keep them engaged even before they step foot in your showroom.
However, interest in fully online purchases is fading. Only 30% are open to buying entirely online, reinforcing that in person contact remains essential for building confidence.
But while many are prepared to travel or shop beyond their postcode, where and who they buy from still comes down to trust.
When researching, buyers still lean on online news and reviews, but dealerships are gaining ground, especially when it comes to finance. Dealers are now seen as the most reliable source of finance information, driven largely by Gen Z, who place high trust in dealer advice.
The same pattern applies to insurance. Most buyers want advice that feels personal, not generic, and almost half are open to switching providers. Sure, price matters, but the human touch carries real weight. With 56% of buyers not using comparison sites, many still prefer real conversations over algorithms. For Gen Z, social media and peer recommendations are also influential, so building trust through real interactions and a strong digital presence can directly influence decisions.
Patience is in short supply. Two-thirds of buyers will not wait more than three months for inventory, and Gen Z are the least patient of all, with only one in five willing to wait longer. Availability can make or break a sale. It’s this urgency that makes every point of contact count. Dealers who can deliver quickly, or clearly communicate alternatives and timelines, maintain buyer interest and stand out from the competition.
Even with all the digital tools available, buyers still prefer face-to-face conversations, and phone calls are making a comeback too. Gen Z, however, are more likely to prefer text messaging when contacting dealers, so being responsive across multiple channels is key. Buyers want real discussions, not just clicks and forms. Dealers who prioritise direct, personal engagement, even for leads that start online, are more likely to convert interest into a sale.
All of this points to one clear truth, the tools may evolve, but people still drive the process. Motorcycles are personal, and so is the buying journey. Gen Z are bringing new expectations around digital engagement, brand comparison and value, but the fundamentals remain the same.
Dealers who combine clarity, connection and confidence, from pricing and finance to inventory availability and personal service, are best placed to turn curiosity into committed buyers.
Want access to more insights like this? Contact your carsales network representative today.
Source: carsales internal data, Buyer Survey – bikesales, June-July 2025
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