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.
The end of 2017 is here, which means that we will start to see the results from the year’s sales cycle (don’t expect good news).
As such, one of the first companies to report in is Triumph, which shouldn’t be too surprising, considering that the British brand closes its books at the end of June (it’s actually surprising that Triumph waited so long in reporting these numbers).
From July 1, 2016 to June 30 2017, Triumph Motorcycles sold 63,404 motorcycles to its dealerships making £498.5 million in revenue in the process. From that, Triumph was able to make £24.7 million, before taxes.
These numbers mean that Triumph has seen a 12.7% increase in unit sales to dealerships over the past financial period. It also means that on the money side, Triumph has seen increases of 22% (revenue) and 48% (income, pre-tax), which isn’t too shabby.
BMW Motorrad says that its first-quarter 2016 motorcycles sales are the best start to its motorcycle season, ever for the German manufacturer. To this point, in the first three months of the year, BMW sold 33,788 bikes to customers, up from last year’s mark of 31,370 units.
That 2,418 unit increase comes to a 7.7% growth in Q1 for BMW Motorrad, over the equivalent period from last year. The bulk of those sales came in March, with 16,465 units delivered to customers.
The news is a continuation of BMW’s sales growth, and the German brand has been a testament to what motorcycle OEMs can achieve purely with large-displacement machines, though that will begin to change for the marque.
BMW Motorrad set another record year of sales in 2015, seemingly along with all the European motorcycle manufacturers (Husqvarna, Ducati, & KTM). BMW quotes that 136,963 motorcycles and maxi-scooters were sold last year, and thankfully the Bavarian brand is fairly forthright with its sales data.
This allows us to make some interesting points of observation about BMW Motorrad, the most potent of which is the brand’s success in the sport bike market, which accounts for 16% of all BMW motorcycles sold last year.
Equally interesting is the fact that BMW’s boxer-engine machines, the R-Series, accounts for over half of BMW Motorrad’s sales (see the chart above) – a strong signal to the power of BMW’s iconic past.
MV Agusta reports today that the company’s annual unit sales are up 30% for 2015, continuing the growth that the Italian brand has seen over the past years.
With nearly 9,000 units sold worldwide in 2015, MV Agusta is seeing the most growth outside of Italy, with a 140% increase in the UK, 54% increase in Spain, 26% increase in Germany, and 20% increase in France.
MV Agusta also saw strong gains in the United States, with a 50% increase in units sales reported. Interestingly, sales in Italy remained fairly flat, with a 0.1% decrease when compared to figures from 2014.
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.
How Is that rebounding economy treating you? If you work in the motorcycle industry, probably not so well according to the Motorcycle Industry Council’s latest sales report, which highlights sales from the first-quarter of 2014. Down 0.2% (or 118 units) from Q1 2013, the slight decline over last year’s numbers are primarily due to a 10.7% sales drop in scooter sales. Dual-sport motorcycles were up 3.9% (7,644 units), with on-road bikes holding at 0.9% growth (65,301 units). Dirt bike sales were down 2.7% during the same three-month time period (16,597 units). In total, 94,524 two-wheel vehicles were sold in the US (94,772 units were sold in Q1 2013) according to the MIC, which tracks Can-Am, Ducati, Harley-Davidson, Honda, Kawasaki, KTM, Piaggio Group, Victory, Suzuki, Triumph, and Yamaha.
Sometimes when reading the posts made on other motorcycle sites, or the comments by readers across the web, I don’t think there is a full grasp as to how bad the recession was for the motorcycle industry. Granted company’s like Ducati, BMW, and Victory have shown remarkable growth in a down period, but their success, though due in-part to the failures of Harley-Davidson and the Japanese manufacturers, is limited on its bearing to the industry as a whole. This because, quite frankly, these companies comprise only a small portion of the industry’s sales, units, and revenue.
The fact that Harley-Davidson was so close to the brink that they dumped everything outside of its core business is but one sign that motorcycling was in trouble. Another sign would be that Suzuki reportedly didn’t import any new units for the 2010 model years, instead letting local inventories in the US handle the dwindling demand for the company’s motorcycles. The fact that the motorcycle industry as whole almost folded-up on itself like a tin can without anyone making a real fuss about it is perhaps a great signal as to how far various stakeholders heads are buried in the sand. So for our last attempt to put things into perspective, try this one on for size:
For the first time in nearly three years, Suzuki’s motorcycle division has posted a profit…or, the last time Suzuki made money selling motorcycles was Q2 2008 (the same timeframe that Bill Gates stepped down from his daily duties at Microsoft).
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.
It would seem the motorcycle industry has found the bottom of the recession, with first quarter sales in 2011 showing 7% growth over 2010’s numbers here in the United States. Ducati has already posted strong numbers for Q1 2011, and BMW is posting its best quarterly results ever. Even Harley-Davidson is showing some signs of life with a 3.5% sales increase so far this year. However the good news does not extend to Japanese behemoth Honda Motor Co.’s motorcycle division.
Selling 300,000 more units in the past three months than it did in Q1 of 2010, Honda’s 12.7% sales growth was not enough add more to the top line (and bottom line) compared to last year’s financial figures. Seeing a 3% drop in revenue, one can surmise that while Honda is selling more units in 2011, those units sales are coming from cheaper models, presumably scooters, and not from pricier full size models.