COLUMBUS, Ohio — Powersports sales have been mixed in 2025 with the rate of growth overall slowed from a year ago and promotions largely flat.
Powersports Finance Summit 2025 returns today at Sonesta Columbus Downtown, gathering powersports leaders to discuss market trends, including inventory management, promotional trends, mixed consumer demand, digital strategies, lender and dealer relationships and lending trends across RV, marine and powersports segments.
Here are three themes that will be addressed throughout the event and in the coverage from the Auto Finance News team.
1. Slowed growth rate
Powersports dealers this year have been navigating a market defined by slower sales as consumers grapple with affordability challenges and inflationary pressures that have disincentivized discretionary purchases.
In fact, marine dealer retail sales fell to 2013 levels in August and marine dealer sentiment declined, according to the Marine Retailers Association of the Americas. However, motorcycle sales during the annual Sturgis Motorcycle Rally in August could signal a strong 2026.
BMO Capital Markets surveyed 37 powersports dealers in August and found that the industry’s average rate of growth year over year declined 3.5% compared with a 2.8% dip in July. Further, 64% of respondents said that their sales declined while 36% said sales grew during the month. By comparison, in July, 40% of dealers said sales rose.
By segment, in August, according to BMO:
- 42% of off-road vehicle dealers saw growth;
- 38% of side-by-side dealers’ sales grew; and
- 47% of ATV dealers experienced growth in sales.
2. Promotional offers
While promotions were elevated on model year 2025 units in September, they remained consistent YoY, according to a Sept.19 BMO Capital Markets report. Model year 2026 units carried “little to no promotional activity.”
This is in line with promotional offer trends through much of the year, with many powersports dealers expecting promotions to persist “in the near term to drive sales” despite healthy inventory levels, according to BMO.
3. Inventory management
Powersport dealers’ inventory levels in August grew, with 57% of dealers surveyed by BMO Capital indicating supply was “too high” compared with 36% in July. Another 43% of dealers reported that inventory was “about right.”
By segment, side-by-sides, snowmobiles and personal watercraft units had the heaviest amount of supply last month.
In fact, Harley-Davidson in Q2 reported that shipments and dealer inventory both fell 28% YoY, and BRP reports show a 20% year-over-year drop in dealer inventory levels in its second quarter.
On a sentiment basis, 35% of dealer respondents said their overall outlook worsened in August, while 16% said their outlook improved and 49% indicated their outlook has not changed. By comparison, in July, 11% said their outlook worsened while 31% said their outlook had improved.
The Auto Finance News team looks forward to this week’s Powersports Finance Summit 2025 in Columbus, where there will be fireside chats, panel discussions, workshops, presentations and more with industry insiders who will take on these issues and more.
Stay up to date with all the news coming out of Powersports Finance Summit 2025 here.
