Motorcycle and ATV Dealer Revenue Benchmark

Average Motorcycle and ATV Dealer Revenue per Year 2022 Economic Census

The 2022 Economic Census counts every dealer in the Motorcycle, ATV, and All Other Motor Vehicle Dealers category that has paid employees and publishes their combined annual receipts. Dividing that total by the number of dealerships gives the average annual revenue per employer establishment shown below, for a category that is wider than motorcycle dealers alone.

≈$5,911,000 /year

Average annual gross revenue per employer establishment

How this is calculated: about $43.5 billion in combined annual receipts divided by 7,365 employer establishments works out to an average annual revenue of $5,911,000 per employer establishment.

Scope: Motorcycle, ATV, and All Other Motor Vehicle Dealers, NAICS 441227. The Census category is Motorcycle, ATV, and All Other Motor Vehicle Dealers. It counts dealers of motorcycles, motor scooters, mopeds and ATVs together with dealers of personal watercraft, utility trailers, snowmobiles, golf carts, aircraft and other motor vehicles, and it excludes automobiles, light trucks, recreational vehicles and boats, which have their own categories. The average therefore describes a wider trade than a motorcycle dealership. Classified separately in group 4412: 441210 Recreational Vehicle Dealers; 441222 Boat Dealers. Nothing outside that code is counted on this page.

Source US Census Bureau, 2022 Economic Census, Summary Statistics (ECNBASIC): ESTAB, RCPTOT and PAYANN by NAICS · Vintage 2022 Economic Census · Calculation BusinessNES · Accessed September 2026

Employer Establishments at Year Five Smaller cohort

Other motor vehicle dealers, NAICS 4412, the 2018 starting count compared with the count of five-year-old establishments in 2023.

Across the 2014 to 2018 cohorts, five-year results ranged from 59.6 to 65.8 percent. This benchmark covers Other motor vehicle dealers, NAICS 4412, as a whole, and this category accounts for 7,365 of the 14,661 employer establishments in it. A count by age is not a survival rate, because the figures compare two headcounts rather than follow one set of businesses.

Payroll as a Share of Revenue Official data

Payroll divided by receipts, both as published for the same year.

Payroll share of receipts, Motorcycle, ATV, and All Other Motor Vehicle Dealers, United States, 2022 Economic Census.

Approximately 10.0 percent of every revenue dollar goes to annual payroll, a small share because the vehicles sold dominate receipts, while the technicians, parts staff and sales team behind them are a modest crew.

Payroll here excludes benefits, employer taxes and owner compensation, and the census does not publish the cost of the vehicles, so nothing on this page shows what a dealership keeps from each unit sold.

Business Scale and Ownership Structure Official data

How large the average establishment is, and whether the population is independent operators or multi-site companies.

Scale and ownership, Motorcycle, ATV, and All Other Motor Vehicle Dealers, United States, 2022 Economic Census.

The average establishment employed about 11.0 people, and the industry counted 1.1 employer establishments per firm. A dealership of this kind combines a showroom, a parts and apparel counter and a service shop under one roof, and the establishments per firm figure shows a trade made up largely of single-location dealers.

These are arithmetic industry averages. They state the size of the average establishment and show that multi-establishment ownership exists. They do not show the distribution of business sizes and they do not measure market concentration.

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Data Source Notice

This product uses the Census Bureau Data API but is not endorsed or certified by the Census Bureau.

Figures above are from the 2022 Economic Census reference year, released by the Census Bureau in 2024 and 2025; markets have moved since.

Questions Worth Asking BusinessNES analysis

Motorcycle and ATV Dealer: reading a category that counts far more than motorcycles.

Before you rely on this benchmark

• Which franchises does the store hold? A dealer's lineup of brands decides what it can sell, what it must stock and how allocation works in a strong year. Multi-brand stores and single-brand stores share this category, and the agreements behind them shape the result more than location does.
• How much comes from parts, gear and apparel? Helmets, riding gear, accessories and parts sell at better margins than the vehicles and keep customers returning between purchases. A store with a strong counter can report modest unit sales and still do well.
• What does the off-season look like? Motorcycle and ATV sales peak in spring and summer in much of the country, while snowmobiles reverse the pattern where they sell. Annual receipts blend those seasons and hide the months when a store carries its inventory and staff on little revenue.
• Who finances the floor? Units held on floor plan credit accrue interest until sold, and manufacturers often push inventory into dealers ahead of the season. The carrying cost of that stock is a central number that a census total cannot show.
• Is the service department busy? Repairs, tune-ups, tire changes and accessory installation produce labor revenue and loyalty, but they need trained technicians and a parts stock that ages. Warranty reimbursement rates from manufacturers affect how well that department pays.
• What else does the category count? Beyond motorcycles and ATVs, the census group counts dealers of personal watercraft, snowmobiles, utility trailers, golf carts and aircraft, while cars, light trucks, RVs and boats are counted elsewhere. The average is a benchmark for that whole trade, not for a motorcycle shop on its own.