More doom and gloom for the motorcycle industry, as Ducati Motor Holdings sales are slumping for the 2018 model year. Selling 32,250 motorcycles so far this year, the Italian brand is short 7.4% the volume it sold this time last year. To translate unit sales into fiat currency, the 32,250 motorcycles sold equals €448 million in revenue going into Audi’s coffers. Of note, Ducati’s revenue contribution to Audi AG accounts for 1.4% of the automaker’s total revenue. For the second quarter of this year, Ducati sales were down 8.9% compared to Q2 2017. This means that 20,319 Ducati motorcycles were sold in Q2 2018, compared to the 22,300 sold in Q2 2017. All segments for Ducati are down, except for its “Sport” category (SuperSport and Superbike models), which is up 29%.
As of yesterday, JEFTA is finally law in Europe and Japan, and the trade agreement is a big deal for both parties involved, as well as motorcyclists. What? You haven’t heard of the Japan Europe Free Trade Agreement (JEFTA)? For our European readers, it is a critical piece of legislation, as this treaty of trade is set to make Japanese motorcycles a bit cheaper in Europe. Agreeing to a schedule of tariff reductions, JEFTA achieves two goals that affect the motorcycle industry. First, it reduces the modest taxation of Japanese motorcycles, mopeds, scooters, and parts into the European Union. Second, JEFTA helps align the European and Japanese emission standards for vehicles, thus unifying both countries under a single emission criteria for vehicles.
President Trump’s trade war is about to see another player in the motorcycle industry jump ship from American soil, and this time it is heavyweight Polaris Industries. According to a report by the Minneapolis/St. Paul Business Journal, Polaris is considering moving some of its production capacity to Europe, eyeing a production facility in Poland that would build units for the European market. The move is a direct response to the retaliatory tariffs imposed by the European Union on motorcycle imports, which itself was a response to the Trump Administration’s taxing of steel and aluminum imports.
We have already reported on the European Union’s 25% tariff increase (6% to 31%) on American-made motorcycles, and how those import taxes are going to affect in particular Harley-Davidson. The short version: not well. Seeing that writing on the wall, Harley-Davidson has responded to Europe’s retaliatory tariffs, though it is perhaps not the response that the American government was hoping for when it began taxing aluminum and steel from European Union member states. As such, Harley-Davidson plans to shift its production for motorcycles destined to the European market from its factories in the United States to it facilities abroad.
Today is the day. Today is the day that the European Union begins taxing the importation of motorcycles from the United States into Europe. A retaliation to the Trump administration’s tariffs on aluminum and steel, the EU will now impose a 25% tariff increase on all motorcycles, 500cc and up, coming from the United States. This means that the new tariff provisions will affect both Harley-Davidson and Indian, but will not affect Zero Motorcycles, as electric motorcycles are not included in the trade war provisions. Specifically, the European Union is imposing the 31% tariff (there was already a 6% tariff on motorcycles from the USA) to the goods that fall under HS code 87114000 & 87115000 on the Harmonized Commodity Description and Coding System.
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.
When the Honda Grom debuted, we didn’t know what to make of it. A mini-moto for the street, the 125cc motorcycle was unassuming, underpowered, and oddly positioned. We loved it, and so did you. Now with the space heating up with competition from manufacturers like Kawasaki and Benelli, Honda is having to defend the niche that it carved out with the Grom with a new model. Big Red is doing that with the 2018 Honda Monkey. We have been speculating for some time whether Honda would bring its monkey bike concept to market. As we predicted, the model wasn’t destined for the 2016 model year, but now two years later, and with the Honda Grom at the end of its product cycle, the 2018 Honda Monkey is finally ready for primetime.
If you haven’t heard of the Trump administration’s plan to impose sizable tariffs on steel and aluminum (25% and 10%, respectively), then you have done a remarkably good job of ignoring current political events.
Trump’s plan caught many by surprise, and the details of the tariffs are still forming, but one thing is clear: it doesn’t bode well for Harley-Davidson.
Like most manufacturers, an increase on raw steel and aluminum will mean an increase in costs, but Harley-Davidson also has the dubious honor of being part of the European Union’s focus for retaliation.
This is because the EU says it will tax motorcycle imports from the United States, in retaliation for Trump’s tariffs on steel and aluminum.
Surprisingly, Harley-Davidson has been quiet about all these maneuvers in the political space…until now, that is.
After yesterday’s news of BMW Motorrad’s modest 1.3% sales drop for 2017, today we have another brand reporting its year sales: Ducati Motor Holding.
Like BMW, Ducati’s sales figures from last year didn’t move the needle much, with the Italian brand showing only 0.7% gain over the previous sales cycle. In total, Ducati delivered 55,871 bikes to customers worldwide, compared to the 55,451 units it sold in 2016.
This marks Ducati’s eighth year of positive sales growth, but over the past two years we have seen that growth crawling almost to a halt, as the Bologna Brand has run out of new markets to develop, and new segments to pursue.
Fancy yourself the new Ducati Panigale V4? It’s going to cost you a pretty penny if you do, as pricing for the USA and Europe has been revealed, and the 215hp superbike is not going cheaply into that good night. As such, Ducati lists 2018 pricing for the Panigale V4 as €22,590 in Europe, with pricing in the US set at $21,195 for the base model. For those keeping score, this is a premium of $1,200 over the outgoing Ducati 1299 Panigale. When you get to the Panigale V4 S though, things start getting considerably more expensive. European pricing on the Ducati Panigale V4 S is set at €27,890, while pricing for the USA will be $27,495. For the American market, this is a $1,700 bump on pricing when compared to the 2017 Ducati 1299 Panigale.