November BMW Sales Up 3.9% – Husqvarna Down 28.4%

12/14/2011 @ 8:21 pm, by Jensen Beeler3 COMMENTS

BMW Motorrad’s November sales numbers are in, and they show that the German company is still chugging away at a very strong sales year in 2011. Already surpassing the company’s figures from 2010 by 6.1% (which was no slouch of a year for BMW, we might add), BMW has 100,054 units already under its belt for this year. Moving 6,112 units in November, BMW’s sales are up 3.9% over those from November 2010, which continues the German brand’s strong growth in 2011.

BMW Motorrad, along with most of the European motorcycle brands, have enjoyed relatively positive figures throughout 2011 and in the previous recession. One of the more glaring exceptions to that statement however is Husqvarna. Selling 1,181 units last month, Husqvarna is down 28.4% when compared to November 2010. And for the year as a whole, Husky is down 22.5% compared to 2010, selling only 7,956 units YTD.

The paltry sales figures are perhaps the largest driving force behind the BMW Group’s push to have Husqvarna enter the on-road sector. While the business case for bikes like the Husqvarna Nuda 900 and Husqvarna Strada is fairly straight forward, the actual successful execution of that plan remains to be seen. We’ll have to wait and see how the Nuda and Strada sell to get a true gauge on the success of Husqvarna’s transformation, though from our vantage point the process leaves us a bit wanting.

Husqvarna Nuda 900:

Husqvarna Strada:

Source: BMW Group

  • FC

    “BMW Motorrad, along with most of the European motorcycle brands, have enjoyed relatively positive figures throughout 2011 and in the previous recession.”

    Not sure what you mean,

    From November 7 press release,

    “During the first nine months of 2011, registrations of Powered Two Wheelers fell by -9.03%, amounting to 122,095 less units, compared to the same period in 2010 when 1,352,592 vehicles had been sold.

    Since the last quarter of 2008, registrations have begun to fall dramatically in important markets such as Spain, France and Greece. Italy, the biggest EU market, managed to delay the onset of the crisis by one year thanks to a government backed scrapping scheme.

    Marking the greatest losses in the first nine months of 2011 were Italy, with -15.6%, Spain (-15.1%) and Netherlands (-13%). Greece, because of its known economic situation, set the record low in sales of powered two-wheelers: -16.6%. Countries that until now seemed able to contain the damage, such as Germany and France, have reduced their positive trend, -1.57% and -3.58% respectively.

    Mopeds and motorcycles do not show large differences. While the sales of mopeds have declined by 10%, vehicles over 50cc show a decline of 8,6%, again compared to the same period of 2010.

    Given this trend, 2011 will most likely end with a double-digit decrease. The crisis has effectively erased 25% of the volumes achieved in 2008. The year 2010 ended with a blazing -13.28%, while in 2009 the decline amounted to -12.5% yoy.” [ACEM]

  • Sales in Europe are down, yes. But, European brands (KTM, Ducati, Triumph, BMW…) have been selling bikes like gangbusters. Partially due to customer insulation to economic forces, partly because of key bike launches, and partly because of strong sales in emerging markets.

  • The Husqvarna Strada is quite breath taking!