Pulse Check: Health of the Powersports Industry

2025 was an unexpected and unprecedented year in many ways. Tariffs and trade wars shattered consumer confidence and left many questions as to how the economy would be affected.

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As the powersports industry continues to find its footing in a confusing and tumultuous time, we look to the State of the Powersports Industry study conducted by Statistical Surveys Inc. (SSI). The Report provides real-world numbers and insights into the performance from the last year as of the close of October sales. It also sheds some light on what we can expect for the year ahead.

After several years of volatility, the powersports industry continues to show resilience, with subtle changes happening below the surface. According to the report, October 2025 closed with a 0.74 percent year-over-year increase across new and used units combined. That may seem like great news amid the chaos and controversy, but the real story is how and where consumers are spending.

New Unit Sales

Sales of new powersports units declined 5.32 percent year-over-year in October, a sharp reversal from the 3.05 percent growth recorded in the same month the previous year. This decline reflects a cautious consumer, likely due to ongoing economic uncertainty, higher interest rates, and affordability concerns.

Several high-volume segments tracked closely to the broader market decline, including:

• ATV/UTV: -0.84%
• Sport: -4.36%
• Dirt Bike: -2.59%

However, other on-road categories saw steeper drops, signaling more pronounced results:

• Touring: -15.78%
• Dual Sport: -13.01%
• Traditional: -8.69%
• Cruiser: -7.63%

For dealers, this divergence reinforces the trend that shoppers are becoming more selective, even delaying or reconsidering big-ticket purchases in premium segments.

Used Market

While new units struggled, the used market emerged as an area of optimism, posting 5.22 percent YoY growth, particularly as it marked a significant turnaround from the 2 percent decline seen in October 2024.

Used inventory growth was broad, with several categories performing solidly:

• Traditional: +3.80%
• Sport: +3.28%
• Dirt Bike: +3.11%

Several segments stood out for outperforming the overall used market, most notably:

• Dual Sport: +12.67%
• ATV/UTV: +10.40%
• Touring: +8.45%

This continued strength in used sales underscores a key reality of today’s market: demand hasn’t disappeared, it has merely shifted. Buyers are still searching and actively shopping, but they’re prioritizing value, versatility, and price accessibility.

Regional Differences

Although new-unit sales declined overall, a number of regional markets posted impressive growth, creating clear opportunities for dealers with the right inventory mix and marketing strategy.

Top growth markets for new powersports in October 2025 included:

• Lakeland–Winter Haven, FL: +29.40%
• Columbia, SC: +27.00%
• Ocala, FL: +25.34%
• Albuquerque, NM: +23.06%
• Greenville–Spartanburg, SC: +22.27%

At the same time, several major metros saw sharper declines:

• Reno, NV: -21.92%
• Birmingham, AL: -20.00%
• New York, NY: -18.50%
• Minneapolis–St. Paul, MN: -17.71%
• Bakersfield, CA: -16.28%

What Lies Ahead

The takeaway from October is clear: the powersports industry isn’t disappearing, but it is changing. Used units are carrying momentum, regional performance is increasingly inconsistent, and consumers are taking their time to source the right model that suits their needs and budget.

Looking ahead, dealers who succeed will be those can exhibit agility and who leverage data to find the right products and market them to the audience that is actively searching them out. Staying visible to in-market shoppers rather than blanket marketing strategies will be vital.

For consumers, the current environment means that there are opportunities to find buyers for your existing vehicles, but also the ability to be selective with finding its replacement. Inventory may not be as varied or robust at the moment, but prices may continue to be accessible if market conditions continue.