The UK bike market is in a strong position right now. But to make the most of it, you need to know where the opportunity lies, what buyers want, and how to act on both.

In our recent bike webinar, we covered the state of the market, buyer behaviour, and quick wins for retailers. We’ve summarised the key points below, but we’d encourage you to watch the full webinar for a deeper dive.

The bike market is moving. Are you?

Bike demand is healthy. There are currently over 4 million monthly visitors to Autotrader Bikes, with demand up 3% in Q1 2026 compared to last year. This demand is translating directly into sales.

New bike registrations are up 15% compared to Q1 2025. Adventure bikes are leading the charge, up 27%. Entry-level bikes (up to 125cc) are up 28% - a clear sign that new riders are entering the market. And the core 125-750cc segment is up 12%.

Used bike sales are up 6%, and prices are following suit. Bikes up to 1 year old are up 3%, and retailers are discounting an average of £250 less per bike than in the 2025.

But there’s a catch: used bike supply is down 12% in Q1 2026. So, while demand is strong, the bikes aren't always there to meet it. Sourcing the right stock and protecting your margins is what will separate a good year from a great one.

**Know who you’re retailing to**

The most searched types right now are Super Sports, Adventure, and Naked. Keep in mind that **36% of visitors consider five or more makes**. Only 25% focus on a single brand. Brand alone won't bring buyers to your door. Strong merchandising - quality images, compelling descriptions - is what wins over the open-minded majority.
About **40% of people are buying their first bike**. They won't know the jargon that’s second nature to you, so keep this in mind when writing descriptions. Also, 32% of buyers would consider an electric bike. That's nearly one in three. It’s worth factoring that into your stocking strategy now.

Think mobile. Always

Over 80% of bike buyers search on their mobile. Before you hit publish, check how your advert looks on a phone. Will it stop someone mid-scroll, or will they swipe straight past?

Less than 20% of searches are sorted by price. Most buyers search by relevance. The quality of your listing, not just the price tag, is what gets you seen.

As Clayton Osso from North Oxford Garage, winner of the Autotrader Customer Experience Award 2025, puts it: "Consistency is key - all adverts need to be the same. Clean bikes, centred in frame. Spec descriptions completed to the best of our abilities."

The quick wins are hiding in plain sight

Every year, we mystery shop hundreds of bike dealers. Our findings from the 2025 reveal some easy areas to improve:

Images: 18.5% of live listings had no images at all
Reviews: 31.9% of dealerships had no customer reviews - a real trust barrier when buyers are willing to travel 70 miles to find the right bike
Accuracy: 57.3% of adverts contained spelling or grammar mistakes
Response: 24% of dealers never replied to a customer enquiry

Of the dealers who did reply, 77% missed the chance to mention finance, part exchange, delivery details, reviews, or reasons to choose their dealership. These aren’t extras - they’re the things that turn a browser into a buyer. Build a template that covers these points and you won't need to write it from scratch every time.

During a dealership visit less than 50% of sales executives introduced themselves when a customer walked in. And only 4.3% followed up within 48 hours of a visit. Think about that last number.

Over 95% of people who made the effort to visit a dealership were never contacted again. That's not just a missed sale; it's a missed relationship. A follow-up call takes two minutes. It shows you care and it puts you ahead of almost every other dealer out there.

Want to know how your dealership stacks up?

Reach out to your Autotrader partnership manager for an account review. We’ll look at how your listings are performing and help you turn more browsers into buyers.

Useful links

Watch ‘Selling more bikes in 2026: Understand buyers & market trends’ webinar for a deep dive into the latest bike buyer behaviour, and get tips from an award-winning bike retailer.

Watch now

How to sell more bikes in 2026