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More Details Figures on BMW Motorrad’s Sales Drop in 2020

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By all fair accounts, BMW Motorrad’s sales drop in 2020 (the first in nine years) should still be considered a positive result considering the circumstances, though perhaps not quite the extent that BMW’s press release would lead you to believe.

This is because the German brand is busy spinning its 2020 motorcycle sales figures with a full-court press, including the caveat that 2020 was the second-best sales result in BMW Motorrad’s history (which they are), though the success of BMW Motorrad varies greatly by region.

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Harley-Davidson Sales Down 17.7% Worldwide in Q1 2020

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Everyone knew that the coronavirus outbreak was going to be hard on sales for the motorcycle industry, but no one was certain on how big of an impact the global lockdown would be…until now.

The first shoe to drop, Harley-Davidson has released its first quarter report for 2020, and the numbers are not good.

The report shows that Harley-Davidson motorcycle unit sales in the USA are down 15.5% (22,732 units sold) compared to this time last year, with international sales taking an even bigger hit, to the tune of a 20.7% drop (16,707 units sold).

This means a total unit sales decline of 17.7% for Harley-Davidson worldwide, with 40,439 units sold around the world in the first three months of 2020, down from the 49,151 units sold last year during the same time period.

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Ducati Sales Flat Worldwide, But Down 2% in the USA

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While news of the Ducati Superleggera V4 is breaking the internet right now, other headlines are also coming out of Bologna, as Ducati has released its 2019 sales figures.

Tallying a total of 53,183 motorcycles delivered to customers worldwide, Ducati managed to beat the 53,004 units from 2018 – an increase of 0.34% in worldwide sales, for those who are counting.

Holding that figure back though was the brand’s progress in the United States, with the American market dropping close to 2% compared to last year, with 7,682 motorcycles sold last year.

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US Motorcycle Sales Were Flat for 2019, And Other Bad News

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Official data on the US motorcycle industry for 2019 isn’t out yet, but Asphalt & Rubber has seen preliminary numbers, encompassing the first 11 months of the year on new motorcycle sales, and those numbers show that the USA continues to have essentially zero growth.

According to the documents supplied to us by our Bothan spies, from January to November of 2019, the US motorcycle industry grew a whooping 0.1%, with most of the major brands posting moderate single-digit losses for the year on new bike sales.

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Harley-Davidson Sales Continue to Sink Worldwide

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Harley-Davidson is reporting its first-quarter results for 2019, and as you might expect, the Bar & Shield brand continues to sink with its worldwide sales figures. As such, Harley-Davidson saw sales decrease worldwide by 3.8% in Q1 2019, with US sales down 4.2% compared to the same time last year (international sales were down 3.3%).

This news continues a trend for Harley-Davidson, as it continues to see its sales figure moving downward, which is following the overall trend in the US motorcycle industry, where sales are down 4.7% in Q1 2019.

From a relative point of view, this news is perhaps not so bad for Harley-Davidson, as it outperformed the market (though it owns a considerable size of the relevant segments), and in the process of that, the American brand picked up marketshare in its home market

This is of course the business equivalent of escaping being eaten by lion, by merely out-running the person fleeing next to you.

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BMW Motorrad Sets Eighth Record Year of Motorcycle Sales

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BMW Motorrad has released its yearly figures for 2018, and the report is mostly positive. Sales worldwide were up a very modest 0.9% for the year (165,566 in total unit sales), and this does mean that 2018 was the German company’s eighth year in row of growth.

The news was good for BMW Motorrad USA as well, with the American subsidiary showing a 2.2% bump in sales (13,842 units) compared to 2017, thanks primarily to the company’s introduction of the K1600 Grand America.

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Ducati Sales Down 3% for Q3 2018, With Revenue Up Slightly

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We teased the news a little bit in our A&R Pro coverage of the EICMA show, but the one missing element in Ducati’s Milan presentation was its sales figures from the 2018 model year.

There is good reason for their absence though, as Ducati’s successive record years of sales are about to be no longer.

With Audi releasing its quarterly report, we can now see why, as the Italian motorcycle brand sees its deliveries to customers down 3% for the third quarter of this year – down 6.3% so far for 2018.

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Harley-Davidson’s Q3 US Sales Down Another 13%

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Another sales quarter, and another report of dwindling sales from Harley-Davidson. The details of the news are the same as well, as sales in the United States continue to disappear, while sales abroad improve modestly.

As such, Harley-Davidson is reporting a 13.3% sales drop on motorcycle retail sales in the United States (36,220 units), with international sales up 2.6% (23,006 units), both compared to Q3 2017. This means that Harley-Davidson’s total sales are down 7.8% for Q3 2018, with 59,226 units sold.

Comparatively, the relative market for Harley-Davidson (bikes 601cc or more in displacement) were down in sales for Q3 2018, to the tune of 9.8% – though we should note that the Bar & Shield brand accounts for roughly half of this relevant market.

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Motorcycle Sales in Europe Show Strong Growth

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Motorcycle sales in the United States might be tanking, but things are looking fairly positive across the pond in Europe, as the ACEM reports a 4.7% increase in motorcycle sales for Q1 2018, for a total of 203,853 units sold in the first three months of this year.

The increase in sales is due to key markets like France (+9.1%), Germany (+1.9%), and the UK (+7.4%) showing good growth, compared to Q1 2017.

However, not all the European countries are showing increases in motorcycle sales, with the Czech Republic (-17.3%), Poland (-28.7%), and Austria (-18.9%) pulling the sales growth figure down considerably.

Not all segments are growing too. While the big bikes are seeing sales increases, European sales for mopeds are down considerably for Q1 2018 (40.2%), to the tune of a 24,996 unit sales decline over last year.

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Triumph Sold Over 63,000 Motorcycles in 2017

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The end of 2017 is here, which means that we will start to see the results from the year’s sales cycle (don’t expect good news).

As such, one of the first companies to report in is Triumph, which shouldn’t be too surprising, considering that the British brand closes its books at the end of June (it’s actually surprising that Triumph waited so long in reporting these numbers).

From July 1, 2016 to June 30 2017, Triumph Motorcycles sold 63,404 motorcycles to its dealerships making £498.5 million in revenue in the process. From that, Triumph was able to make £24.7 million, before taxes.

These numbers mean that Triumph has seen a 12.7% increase in unit sales to dealerships over the past financial period. It also means that on the money side, Triumph has seen increases of 22% (revenue) and 48% (income, pre-tax), which isn’t too shabby.

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