After a dismal 2017, there was some hope at the start of 2018 that the US motorcycle industry would begin an upward climb. The industry seemed enthused and optimistic, though no one could pinpoint why they felt that way during our talks with executives and insiders.
Now, it seems that positive energy was simply that…nothing tangible, as the first results from Q1 2018 are beginning to trickle out of OEM headquarters. First up, Harley-Davidson.
Releasing its Q1 2018 report, Harley-Davidson is reporting a global decrease in sales to the tune of a 7.2% drop compared to its 2017 figures, which breaks down into a 12% drop for the US market, with the international market flat at 0.2% in positive growth.
Net income is down too for the Bar & Shield brand, with net income recorded at $174.8 million (on a revenue of $1.54 billion), which is down 6.2% when you compare it to the $186.4 million in net income from Q1 2017 (made from $1.50 billion in revenue).
The only silver lining for Harley-Davidson in this news is that the American brand isn’t doing as poorly as the US motorcycle market overall, which was down 11.1% in Q1 2018, for the over 600cc segments.
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%).
Though a couple brands are showing gains, 2017 looks like it will be a tough year for the motorcycle industry – a statement supported by Harley-Davidson’s Q1 2017 sales figures, which are down 4.2% compared to last year, with 70,831 motorcycles sold to consumers.
That figure gets worse when you zero-in on Harley-Davidson’s domestic numbers, with the brand’s motorcycle sales in the United States down 5.7% for Q1 2017. Still, it is important to note that Harley-Davidson maintains a 51.3% marketshare figure in the 601cc-plus category, in the USA.
Compare that to Harley-Davidson’s progress abroad, where on its face things don’t seem to be going too poorly, with sales down only 1.2%.
However, it should be noted that shipments abroad are down considerably, 14.7% to be exact, a sign that bikes aren’t moving as quickly as expected in markets outside of the United States.
BMW Motorrad looks to have 2017 off to a strong start, with the German brand reporting a 5.5% increase in sales so far this year.
Selling 35,636 motorcycles thus far, BMW’s first quarter results were reinforced by the brand’s strong March, with over half of this year’s units sold last month (18,265 two-wheelers in all) for a 10.9% increase over March 2016.
Triumph Motorcycles America is reporting today a healthy 15% gain in its sales over Q1 2017, compared to the same time period from last year.
Triumph doesn’t breakout its sales figures by model, but we can expect that most of those gains come from the company’s “heritage” lineup, which has seen the addition of five new post-authentic motorcycles for the 2017 model year.
Of course, anyone who has followed the Triumph brand in the United States will greet this news with an ounce of skepticism, as the British marque has earned itself a reputation for being less than forthright with its sales figures.
Ducati Motor Holding is reporting that it has sold over 50,000 units to customers, for the first time ever. This is a substantial improvement over the 40,650 units that Ducati delivered at this time last year, and the 45,100 units the company sold to customers in 2015.
This news is a bit of a red herring though, as the sales increase comes due almost solely because of the addition of the Ducati Scrambler line, which in the first three quarters of the year was at 13,609 units sold.
As we have reported before on Asphalt & Rubber, the sales increase being posted by Ducati is a bit of red herring with the brand. While the Scrambler line has shown strong growth for Ducati, the rest of the model lines have been weak for the year.
April 2015 was the best sales month ever for Ducati Motor Holding, with the Italian firm delivering 7,309 units to customers. This figure is up 29% compared to last year, and tops Ducati’s previous best month ever by 800 units (April 2014 with 6,500 motorcycles).
Why the sudden spurt in sales for the Bologna Brand? We have two words for you: Ducati Scrambler. Unsurprisingly, the budget-priced Scrambler range is seeing a strong market response, and of course its getting some help from the all-new Ducati Multistrada 1200 and the Ducati 1299 Panigale line.
Triumph Motorcycles America is reporting a record setting first quarter, which also included that highest single-day of retails sales ever (March 31st).
Because of this, triumph says that in the 500cc+ on-road & dual-sport categoies the British marque is the top-selling European brand in North America.
Although triumph isn’t talking concrete figures, the company does say that sales for Q1 2015 were up 16% over last year’s numbers.
The brand does say that this most recent quarter’s sales success marks the 13th such quarter, out of the past four years (16 quarters), which year-over-year growth.
A Ducati on pole? Three Ducatis on the first two rows? Four Ducatis in the top ten? Cheater tire! The only logical explanation for the grid positions the factory and Pramac Ducati secured at Qatar is the fact they have the special soft tire available to them.
And that tire, we are told by everyone who is not on a Ducati, is worth a second a lap. So the grid positions of the Ducati are a travesty, right? Come the race, they’ll be rolling road blocks holding up the rest once their tires go off, right? Wrong.
This narrative, current among everyone who sees their favorite rider further down the grid than they had hoped for, bears only a very passing resemblance to the truth.
Dani Pedrosa took his Repsol Honda to 3rd on the grid.
Nicky Hayden’s new stars and stripes helmet design looks awesome.
CWM LCR Honda boss Lucio Cecchinello in discussion with Cal Crutchlow’s crew chief Christophe Bourguignon.
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.