The second-quarter sales results from OEMs continue to roll in, and another brand is showing a decline, this time it is BMW Motorrad. Usually one of the stronger brands, in terms of yearly and quarterly growth, the Germans are reporting a 3.1% sales decline for Q2 2018.
In total, BMW Motorrad sold 51,117 units worldwide, compared to the 52,753 units it sold during the same time period last year. In terms of money, this sales drop means a corresponding 5.8% decline in revenue (€658 million) and a 6..8% decline in profits before tax (€174 million).
This is also translating into a 1.6% sales decline (by unit volume) for the first half of the year, with only 86,975 motorcycles and scooters sold to customers. This has resulted in a 10.1% revenue drop (€1,182 million), and a profit decrease of 23.7% (€196 million).
The American motorcycle industry continues to soften, as Harley-Davidson has reported its Q2 2018 sales were down 6.4% in the United States. That loss translated into a noticeable drop in Harley-Davidson’s total sales, which were down 3.6% for Q2, though it should be noted that international sales were in fact up, 0.7% over the same time period. This translates into 46,490 Harley-Davidson motorcycles sold in the USA for Q2, with 78,428 bikes sold in total around the world. For the first half of the year though, sales results for Harley-Davidson are looking even worse. For the first six months of 2018, Harley-Davidson sold 129,514 motorcycles worldwide, of which 75,799 were sold in the United States. This equates to a 5.1% drop in sales globally, with an 8.7% drop in USA sales for the first six months of 2018.
The motorcycle industry is generally full of doom and gloom this year, but BMW Motorrad continues to post record sales, as it boasts of a record first-half of the year, with 9.5% growth. In the first six months of 2017, BMW sold 88,389 units to customers, up from the 80,754 units sold in the first-half of 2016. That growth is attributed mostly to progress made on the European continent, says BMW, which is up 12.9% so far this year. Those European numbers break down as follows: France: 9,447 units (+21%); Italy: 9,099 units (+15%); Spain 5,573 units (+8%); and UK/IE 5,410 units (+14%). South America is another growth center for BMW Motorrad, with sales up 16.3% at 8,306 units. Meanwhile, sales in China were up a strong 18.8%, with 2,836 units sold.
BMW Motorrad has tallied the sales results for the first half of 2016, and the German manufacturer is on track for another record sales year. BMW says that over 80,000 motorcycles have been sold in the first six months of this year, which is itself a record for the marque.
To be precise, 80,754 BMW motorcycles were sold so far in 2016, a 3% increase over this time last year. Unsurprisingly, Germany remains the strongest market for BMW Motorrad, with 13,792 units sold thus far this year (17% of BMW’s total production).
However, BMW Motorrad saw strong results as well in Spain (+22.6%), Italy (+6.9%) and France (+5.6%). BMW Motorrad also leads the 500cc+ market in Spain, Austria, Belgium, The Netherlands, Russia, Brazil, and South Africa.
With global Ducati sales up 22% in the first six months of the year, it comes with no surprise then that Ducati North America has some sales growth to report as well. Selling 6,961 motorcycles in the first-half of the year, Ducati North America is up 12% over last year’s same time period. Helping fuel that increase was an incredibly strong June, where 1,981 motorcycles sold — for a 106% growth over June 2014. “This record is the result of the hard work and dedication of the entire Ducati organization and our network of dealer partners who strive to deliver the most premium motorcycle ownership experience imaginable to our customers,” said Dominique Cheraki, CEO of Ducati North America.
Not to let Ducati have all the half-year fun, BMW Motorrad too is posting impressive sales figures for the first half of the year, with the German marque reporting a 10.5% sales increase in the first six month of 2015, compared to the equivalent time period last year. BMW has sold 78,418 motorcycles and maxi-scooters, from January to June, with sales up 31% in June alone (15,490 units) — another record month for BMW Motorrad. With last year being the best ever for BMW Motorrad, this news of course means that the German company is on-track to have another record-setting year of sales. BMW attributes this growth to economic conditions in Europe, with gains made in Italy, France, UK, Spain, and Germany.
Ducati Motor Holdings is happy to report that its 2015 sales are off to a great start: up 22% over the first half of 2014. In total, 32,600 motorcycles have been sold by Ducati since January, the most ever sold by Ducati during that time period. Ducati is also saying that 9,000 of the machines sold were Scrambler models, making the model the most popular in Ducati’s lineup by a strong margin. For reference, the sales of the other models are as follow: Multistrada 1200 (4,700), Monster 821 (3,700), 1299 Panigale (3,000), the remaining 12,000 units come from the Diavel, 899 Panigale, Hypermotard, and Monster 1200 Ducati says it grew across all of its sales territories, with the USA still the company’s #1 market, and sporting a 10% growth figure so far this year.
KTM continues to challenge BMW Motorrad as the top European motorcycle manufacturer (by sales volume), and has set a company record for sales in the first half of this year.
Selling 70,469 units in total, KTM is just shy of the 70,978 mark left by BMW Motorrad during the same sales period, so it will be interesting to see if the Austrian brand can close the gap in the final six months, as it has done the previous two years.
Friendly competition aside, the news is quite positive for KTM. The six-month sales figure represents a nearly 28% increase in unit volume, while top-line revenue is up 17.6% (€410.3 million, a record as well) and bottom-line income (EBIT) is up whopping 82.6% (€33.6 million). KTM has also increased its ranks by 204 people during the first half of 2014.
Could 2014 be another record year of sales for Ducati? If the first six months are any indication, maybe so, as the Bologna brand has reported a 3% increase in sales thus far for the year.
Ducati has sold 26,740 motorcycles so far this year, worldwide, and is aiming to top its all-time record of 44,287 units by the end of the year. Additionally, orders for the month of June were up 11%, causing Ducati to be optimistic about its performance in 2014.
Don’t call it a comeback, because even though the US motorcycle industry beat the Motorcycle Industry Council’s projections last year, sales so far for 2013 are looking less than stellar in the first-half of the year. Down 5.2% from January to June, motorcycle sales were hit mostly by abysmal losses in the scooter segment (23.3%), and helped along by modest losses in the on-road segment (5.3%). Adding more to the misery, dual-sports suffered a 3.4% drop in the first half of the year, though surprisingly off-road bikes showed a gain, increasing 5.4% over Q1 & Q2. All accounted for, the MIC says that 362,500 motorcycles, scooters, and ATVs were sold the first-half of this year, compared to the 380,500 units sold in the first-half of 2012.
Despite showing a rebound for 2011, and several brands posting strong growth over the past six months, industry-wide motorcycle sales in the United States grew only a modest 1.7% over the first six months of 2010. The news comes as Honda, Yamaha, and Kawasaki report continued sales decreases in 2011, and as the Japanese brands constitute a large portion of sales in the US, those losses have more than offset the record sales posted by smaller unit sellers like Ducati and BMW.