MOTORbeurs Utrecht 2026 - the 40th edition - has been officially opened where all major motorcycle brands under the banner of All Brands United - an initiative of the importers affiliated with RAI Association - jointly kicked off the event. After successful editions in 2024 and 2025, a declaration of intent was jointly signed to work together again for the next 3 years. This lays the foundation for extending a successful cooperation, while motorcycling can count on increasing interest.
New sales stabilize at record high
Sales of new motorcycles remained almost the same in 2025 with 19,608 registrations as in 2024 (19,819). This marks a positive deviation of the Netherlands from the European trend: in the top 5 of Europe, 1,002,848 new motorcycles were registered in 2025, 36 percent less than in 2024 (1,555,640), while the Netherlands remained almost stable at a historically high level.
Moreover, new sales have been showing an upward trend for ten years: from 12,575 motorcycles sold in 2016 to 19,608 in 2025. 2024 was the record year with 19,819; 2025 was almost at that. Motorcycles with displacement of more than 1,000 cc still form the largest category, but within new sales a clear shift can be seen towards slightly smaller motorcycles. The share in the 650-850 cc and 850-1,000 cc categories increased in recent years.
The profile of the buyer also changed with it. The share of 18- to 25-year-olds grew from 6.6 percent (2020) to 9.9 percent (2025) and the share of over-65s from 5.7 percent to 8.9 percent. In addition, the share of women in news registrations grew from 7.5 percent (2020) to 9.7 percent (2025). A total of 87,630 new motorcycles were sold in the Netherlands during the 2021-2025 period.
The top 5 brands in new sales 2025:
1. Kawasaki (3,165 registrations, 16.1 percent market share)
2. Yamaha (2,762 registrations, 14.1 percent market share)
3. BMW (2,619 registrations, 13.4 percent market share)
4. Honda (2,608 registrations, 13.3 percent market share)
5. Suzuki (1,131 registrations, 5.8 percent market share)
Tom Crooijmans, section chairman motorcycles at RAI Association: "Last year, we as an industry have once again welcomed a growing number of new motorcyclists. This is good news, because motorcycling is more than just an experience: it is a mobility solution that allows more and more Dutch people to get from A to B in an affordable way. We see a lot of potential for motorcycle use, especially in the area of commuting. Today, during a symposium, we challenge employers and governments to take a broader look at mobility plans: the motorcycle is part of that. We are also joining forces to expand the success of the cooperation of All Brands United, Royal Jaarbeurs and MotorNL in the coming years with the Riders Festival on May 30 and 31."
The increasing popularity of motorcycling is also reflected in other figures. For example, the motorcycle fleet grew along with it: from 828,456 (December 2024) to 848,214 (December 2025), a plus of 19,758 motorcycles (+2.4 percent). The number of Dutch with a motorcycle license also continues to rise. By 2025, 20,145 were added. By the end of 2025, 1,564,091 Dutch had a motorcycle license.
MOTORbeurs Utrecht 2026
From Thursday, February 19 through Sunday, February 22, Royal Dutch Jaarbeurs will once again be transformed into the largest motorcycle platform in the Netherlands. This year will be a completely sold-out anniversary edition, bringing together virtually all major motorcycle brands under the motto All Brands United.
MOTORbeurs Utrecht remains the starting point of the motorcycle season with new models, occasions, clothing, accessories and spectacular shows.
Exhibition manager Rachel Jankowsky: "The energy in the industry is so palpable. A completely sold-out exhibition floor with all the major brands says everything about the trust and cooperation within the motorcycle world. And how nice is it that rock band Mooi Wark recorded a new motorcycle song especially for this anniversary? That fits perfectly with the unique atmosphere of the fair: pure, uninhibited and with lots of love for everything that roars and roars. We are enormously looking forward to kicking off this celebration together with visitors, exhibitors and Mooi Wark."
