How to Use J.D. Power to Determine Motorcycle Value – ChopperExchange (2024)

Before you buy or sell a motorcycle, you want to know what it’s worth. Researching an accurate, up-to-date value is one of the first steps in either process.

Several resources are available to assist you with this. Data analytics company J.D. Power features a tool on their website that calculates values for cars, trucks, boats, motorcycles and other vehicles.

J.D. Power acquired NADAguides within the last decade, but only recently rebranded the pricing tool into J.D. Power values. The new version operates similarly, although some changes have been made.

To learn how to use J.D. Power to determine the value of a motorcycle, continue below!

Key Terms

Suggested List Price

This number is the manufacturer’s highest suggested retail price (MSRP) for a motorcycle when being sold as a new unit in the United States.

It should be noted that this figure applies to suggested dealership prices, not private sale prices. This value also does not include destination charges, dealer set-up fees, state taxes, local taxes, registration fees or insurance (unless otherwise noted).

Average Retail Value

This is the value of a clean, used motorcycle at a dealership that is free of obvious defects.

The lights and switches should be in working order. All cables and rubber should be in good condition.

The mileage on the motorcycle should be in the average range or slightly above. It is expected to pass any emissions inspection.

J.D. Power notes that motorcycles in pristine condition can have a substantially higher value than a comparable unit in average condition. However, J.D. Power does not provide values higher than average for used motorcycles.

So, if you are using J.D. Power to value a used motorcycle in excellent condition, start with the average value and increase it using your discretion. It is recommended to keep the number below the suggested list price.

Low Retail Value

This value represents a motorcycle with extensive wear and tear that is being sold by a dealership.

The motorcycle is expected to be in safe working order. However, the body may have dents or blemishes in the paint. It is assumed that the buyer would need to invest in mechanical and/or cosmetic repairs.

The low retail value is not equal to the trade-in value. J.D. Power states that this type of motorcycle is not typically found on dealer lots. Motorcycles sold by dealers are required to meet or exceed basic safety standards. Dealers who sell unsafe motorcycles may be subject to legal liability.

Private Sale Value

The private sale value is the price a buyer can expect to pay when purchasing a used motorcycle from a private seller.

J.D. Power does not list suggested prices for motorcycles in private sales. You may use the information they do provide to calculate it yourself. We’ll explain how to do this in the next section.


These steps are based on J.D. Power’s website as of August 2023. Some conditions may change over time, but the process should remain relatively similar.

  1. Begin by heading to the J.D. Power motorcycle value page. Select the manufacturer of the motorcycle from the drop-down menu presented towards the top of the page.
  2. On the next page, choose the year of the motorcycle from a similar drop-down menu.
  3. You will then see a complete list of model results for that criteria. They are sorted by model type on the list (e.g. cruisers, touring, trikes). If you are looking for one specific model type, you may choose it from an additional drop-down menu.
  4. Enter your ZIP Code. This helps J.D. Power find more accurate pricing relative to your location.
  5. Include any equipment or custom upgrades that may add value to the motorcycle. Select an equipment category and check the boxes for any parts applied to the motorcycle. If there are none, or none that add substantial value, skip this section and select “get base values.”
  6. On the final page, you will be presented with the suggested price, low retail and average retail values of the motorcycle. The options you’ve added are listed underneath the base prices. You may select “add” to go back and select any you may have forgotten about.
  7. To calculate an accurate private sale price, our suggestion is to subtract $1,000 to $2,000 from the average retail price. You know your motorcycle better than anyone, so the final call is yours to make. The subtraction is simply a suggestion to move the motorcycle more quickly.

As an example, J.D. Power’s average retail value for a 2015 Harley-Davidson® FLHX Street Glide is $14,860 (as of August 2023). So, a good starting price to ask for would be between $12,860 and $13,860. Depending on add-ons and wear and tear, you can lean closer to one end of the range if you’re having trouble with pricing.

Common Valuation Questions

Following the steps on J.D. Power’s website is fairly straightforward. Landing on the pricing page to find an accurate value is sometimes only half the battle.

Many people have additional questions when attempting to price their motorcycle. We will answer some of the more common ones below!

Why do J.D. Power’s values differ from those of Kelley Blue Book and Hagerty?

You will often find that J. D. Power’s values do not always fall in line with other valuation websites. This is typical. Kelley Blue Book (KBB) only offers two values per motorcycle. Hagerty offers four values, and their parameters have various differences.

KBB’s two values are “trade-in value” and “typical listing price.” A motorcycle with “average retail value” will often be close to KBB’s “typical listing price,” but not always.

Hagerty lists four values ranging from “fair” to “concours.” J.D. Power’s “average retail value” may frequently fall between Hagerty’s “good” and “excellent” values, but circ*mstances will cause these to have exceptions at times.

Every company uses a different algorithm and set of data to assist them in creating motorcycle values. Analyzing and comparing values across multiple websites is the best way to find the real-world value of a motorcycle.

I listed my motorcycle for sale at the suggested private sale price. Why am I not receiving any offers?

When shopping for a motorcycle, buyers do their homework. They want to ensure they are making a wise purchase. In turn, you’ll want to make sure your motorcycle is competitively priced.

Search the internet for listings comparable to the motorcycle you are selling. If there are an excessive number of results, try limiting your search closer to your location.

If you are listing with ChopperExchange, you may also use our Bike Price Report. This tool produces data on the most expensive, least expensive and average asking prices of the motorcycle criteria you select. The report also details the sale amounts of any recently sold motorcycles matching the selected parameters, if applicable.

Be mindful of the time of year you plan to sell your motorcycle. Fall and winter can experience slow periods in regards to motorcycle sales. Be prepared to lower your price during these seasons.

Prospective buyers like to look out for deals in the offseason. Because of this, some may not want to pay close to market price during these periods. You always have the option to raise your price when riding season rolls around if your motorcycle has not sold by then.

I’ve reached my lowest asking price. What else can I do to sell my motorcycle?

A point may come where you’ve had a competitive price for some time, but refuse to lower it any more than you already have. A few alternatives still exist for you.

Think about putting a description on your asking price. You can let people know that you are willing to accept the best offer or negotiate on some level. Don’t accept any offer you aren’t truly comfortable with, but prospective buyers are more likely to reach out when they sense a bit of wiggle room.

If you’ve listed your motorcycle on a platform that offers listing upgrades, consider adding some. These upgrades may place your motorcycle in prominent areas of the website or rank higher in search results. No matter which you choose, they all aim to increase the exposure of your listing.

You may always try different methods to sell your motorcycle if you are feeling stuck. More eyeballs can only help!


Research is important if you want to be informed when buying or selling a motorcycle. Knowing the current value of one is perhaps the most important step in making a wise purchase or sale. J.D. Power can assist you in finding the right price with their website’s tool.

If you’re looking for a motorcycle but are unsure where to begin, check out our tips on how to buy a motorcycle online.

Are you selling a motorcycle? Do you feel confident in the price point you’ve selected? Check out our free and premium listing packages.

Which motorcycle are you interested in finding a value for? Let us know!

How to Use J.D. Power to Determine Motorcycle Value – ChopperExchange (2024)


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