The Motorcycle Industry Council has tallied the numbers from 2014, and is happy to report that the US motorcycle industry grew 3.8% last year. Participating motorcycle manufacturers reported that 483,526 two-wheelers were sold in 2014, with growth across all sectors except in scooter sales. The off-road segment sold particularly well, seeing an almost 11% gain over 2013’s numbers, with 81,013 units going thru dealership doors. Dual-sport sales were up 3.6% with 34,497 units sold, while on-road sales were up a modest 3%, for 334,488 units sold. 2014 marks the fourth year in a row where the US motorcycle industry has grown, though today’s numbers are still a pittance to the industry’s figures from 2008 (pre-recession), of 879,910 units.
Just a year after being acquired by KTM CEO Stefan Pierer, Husqvarna Motorcycles posted an all-time sales record of 16,337 units. The tally is the most the Swedish brand has ever sold in its 111 year history, which is perhaps surprising considering the company’s tenuous history as of late. With those record sales, Husqvarna also posted over €100 million in revenue, a key metric for the brand, as it struggles to grow into KTM’s more exclusive and upscale counterpart. To put these numbers into perspective, Husqvarna sold 10,700 units in 2012, the last full-year where Husqvarna was under the BMW Motorrad umbrella. This means that in a two-year timespan at KTM, Husqvarna has seen 50% sales growth.
2014 is another banner year for KTM, as the Austrian brand set another all-time sales record, selling 158,760 to customers last year. That figure solidifies KTM’s position as the largest European brand, beating out BMW yet again, though Team Orange got a lot of help from its Indian operations with minority partner Bajaj. This sales figure includes sales from Husqvarna, so a little cheating is going on, but Husky’s contribution to KTM’s 28.2% sales growth is marginal at best. With that boost in sales, KTM is also reporting a 20.7% increase in revenue (€864.6 million), taking home €75 million (EBIT). KTM was fairly mum on details for this record year, but we know already from KTM that its Austrian operations produced over 100,000 of the bikes sold in 2014.
Honda is once again the top marque in the Canadian market, retaking the honor for the first time in seven years. Taking control of nearly 20% of the marketshare, Honda Canada sold 10,930 motorcycles in 2014, 10% more than its closest competitor.
We already know that BMW Motorrad broke last year’s sales record…in November, so it is no surprise then that we report that 2014 was another sales record for the Bavarian brand. Selling 123,495 units last year in total, this means that BMW Motorrad is up another 7.2% in sales — strong and steady growth for the German company, with December selling 7,032 units (+10.9%). Germany continues to be BMW’s strongest market, with roughly one sixth of the company’s total inventory (21,714 units) selling to the home crowd. BMW Motorrad is also Germany’s market leader, owning 25% of the Germanic motorcycle market. In the 500cc+ category, BMW Motorrad was the market leader not only in Germany, but in Spain and Italy as well.
Ducati Motor Holding is reporting another record sales year, and that the Italian motorcycle manufacturer sold 45,100 bikes in 2014. This marks the fifth year in a row that Ducati has shown sales growth, and it’s the third year in a row that the sales figures have been an all-time record for the Italian brand. Sales for 2014 were up 2% over 2013, with the USA again leading as Ducati’s most important market (8,804 units sold in the USA). Unsurprisingly, the Asian market is growing quickly for Ducati as well, up 11% in 2014. Ducati attributes its sales growth in-part to its new water cooler Monster line, where the Ducati Monster 1200 and Ducati Monster 821 helped raise Monster sales by 31%, with 16,409 new bikes sold in 2014.
BMW Motorrad USA has finished the books on 2014, and the American subsidiary is able to report one of its best sales years in the past decade. Up 5.4% over 2013’s sales figures, BMW Motorrad USA saw strong sales from is S-Series of bikes (S1000RR and S1000R), which were up 80% with 254 units.
The R-Series was another strong performer, up 17% with 477 units sold. The 2014 BMW R1200RT was BMW Motorrad USA’s best-selling motorcycle as well, despite the tourer’s suspension issues, which kept the bikes sidelined for several months.
As such, the Austrian brand will has some stiff competition this year, seeing as BMW Motorrad already broke last year’s sales figure in the first 11 months of this year — an impressive feat, to be certain.
KTM has the advantage of dabbling in small-displacement machines, with KTM-branded bike coming out of India, courtesy of its minority owner Bajaj. The Indian market has been a larger contributor to KTM’s sales success, but things have been growing in Austria as well.
Announcing that the company’s Mattighofen factory reach 100,000 units this year, for the first time ever, KTM is already celebrating some sales success.
Each passing year has seen the roundel brand increase its sales volume, usually with stiff competition from KTM for the title of the largest European motorcycle brand, by volume. This year has been no different.
Though with a few weeks still remaining in the year, BMW is already laying claim to a new yearly sales record, as its November sales have already put the Bavarian brand ahead of its level from 2013.
BMW Motorrad’s second-quarter sales results are in, and the German brand has not only another record quarter to report, but also an all-time six-month top-sales record as well. Selling 42,259 units in Q2 2014, BMW Motorrad sales are up 5.1%, with revenue up 11.2% to €528 million (€55 million EBIT). This sales volume represents an all-time second-quarter high for BMW motorcycles sales. The news also makes the first half of 2014 the best six-month period, in the 90 years of BMW Motorrad’s history, of BMW motorcycle sales, with revenue up 9.8% to €1 billion, and unit sales up 9.3% to 70,978 units.
The US economy has been slow to recover, and so too has the US motorcycle market. With first-quarter sales down 0.3% this year though, it looked like the US motorcycle market was about to flatline.
Thankfully, that has not been the case in Q2 of 2014, as the Motorcycle Industry Council (MIC) is proud to report that US motorcycle sales are up 4.0% in the second quarter of this year.
Selling 169,111 units in Q2 2014 (6,585 more than in 2013), motorcycles sales in the US so far this year are now up 2.6%, with 263,833 units sold so far in 2014.