cave weta
15th July 2010, 18:49
The Australia/ New Zealand motorcycle market has continued its GFC lead contraction in the second quarter of 2010 with the overall market suffering a 12.1% decline across all sectors compared to the first half of 2009.
Considering the first half of 2009 was down 14% compared to 2008 it does not paint a pretty picture for motorcycle retailing.
In fairness, motorcycling has come off a massive boom that only started to slow late in 2008. During the first six months of 2008 64,186 motorcycles, scooters and ATVs were sold which contracted to 55,592 in 2009, and has further shrunk to 48,842 sales in 2010 over the same January-June six-month period.
Honda extended their lead at the top of the market from Yamaha despite a 10.8% decline in sales.
Honda's General Manager, Tony Hinton was especially pleased with the company's SCV100 Lead earning top spot on the scooter charts and hinted at more to come from Big Red.
"The market overall has struggled to gain momentum due to the global financial crisis and numerous interest rate hikes, but Honda's results have remained relatively stable with models such as the CRF50F fun bike, TRX250 ATV, CB400 LAMS bike and SCV100 Lead Scooter continuing to lead their respective classes," Mr Hinton said.
"We have had some issues to overcome like most manufacturers over the past 18 months, however, rates have settled down and consumer confidence should improve paving the way to stronger summer sales."
"We are expecting to finish the year fairly well in a number of sectors including road bikes, and are pleased with how the first six months of the year has gone for us."
"We recently introduced a few new models into our line up including the retro CB1100, the very affordable VT750 and variations of the VT1300 chopper which are all doing very well."
"For the second half of the year, we will be releasing an all new scooter that we think will be a big hit with the commuter market, and of course, offers all the Honda reliability and efficiency that our product development staff work so hard at to achieve."
"Rider safety is also our priority as always, and we recently opened a new HART centre in Cranbourne, Victoria as well as moved our Queensland operation to a more suitable site in Brisbane." Concluded Mr Hinton, three-time Australian GP winner and member of the three-generation long Hinton family dynasty of Australian road racers.
The only well established brand to buck the trend and experience positive growth was BMW. The German marque enjoyed an 11.9% increase in sales compared to 2009.
In particular, the addition of the high performance S 1000 RR Superbike has been key to BMW's recent sales success, according to Motorcycle Manager for BMW Motorrad Australia and New Zealand, Tony Sesto.
"The superbike, which is yet to lose a competitive comparison, is challenging some pre-conceptions about our brand, and is attracting younger, sports-oriented first-time customers.
"And with good buying opportunities on our other core models at present, we expect this growth to be sustainable, and to continue into the second half of the year," said Mr Sesto.
Mr Sesto said sales of BMW's iconic GS models have remained solid with the brand celebrating 30 years of GS this year.
"We have a well-established reputation in the Adventure, touring and sports touring categories, but with the success of new bikes such as the S 1000 RR, and exciting new concepts on the near horizon, BMW Motorrad is on an exciting journey," said Mr Sesto.
Overall Motorcycle, Scooter and ATV Sales - First Half 2010
(Figure in brackets represents percentage increase or decline on 2009
figures)
1. Honda 10554 (-10.8%)
2. Yamaha 8889 (-22.0%)
3. Suzuki 7079 (-13.8%)
4. Kawasaki 4362 (-16.3%)
5. Harley Davidson 3051 (-14.0%)
6. KTM 2203 (-18.2%)
7. Triumph 1444 (-17.1%)
8. Polaris 1432 (-3.4%)
9. Kymco 1158 (+114.8%)
10. Hyosung 963 (-4.6%)
11. BMW 919 (+11.9%)
12. Husqvarna 895 (+41.4%)
13. SYM 741 (-26.1%)
14. Ducati 653 (-24.1%)
15. Vespa 579 (-10.0%)
Scooter Sales
The scooter market had suffered the most marked drop in 2009. A 29.3% fall in 2009 hit retailers hard and while there is no positive turnaround the rate of decline has slowed to 8.4% with 5158 scooters sold during the first six months of this year.
SYM continues to lead the scooter segment despite a significant 26.1% downturn while Honda surged forward 14.4% to move into second place on the scooter charts.
After suffering quite a contraction in 2009 Kymco is bouncing back this year with a 22.5% improvement on 2009 to move past Yamaha, Piaggio and Vespa to take third place on the scooter rankings. The first half of 2010 has netted the Taiwanese brand ninth place in the overall market and pushed past Hyosung as biggest of the 'new' brands as their motorcycle and ATV sales accelerate the brand into a new growth phase.
Kymco's National Sales & Marketing Manager, Alan Collins, envisions a big future for Kymco.
"A 114.8% increase in sales on the same period last year, particularly in a contracting marketplace, is outstanding growth from Kymco. Importantly, we are one of the very few brands to grow our scooter sales on last year in a declining market, while our growth trend over the past 12 months in ATVs and motorcycles highlights the success of our ntroduction of these two new product channels.
"We are buoyed by these results, which are an excellent foundation for further growth over the course of 2010. However, we are confident this is merely the tip of the iceberg for the Kymco brand, which is so well-regarded worldwide for its performance, reliability, style and - above all - outstanding value for money.
"Kymco is supported by an outstanding dealer network and as more and more people become aware of all that Kymco has to offer, we are confident of continuing this growth trend for a long time to come," concluded a purposeful Collins.
Piaggio and Vespa Brand Manager Simon Gloyne could only see the shiny side of the coin despite the brands contracting 10% this year.
"Piaggio continues to be the 'brand in demand' with their Vespa LX 150 well up there in the top 10 selling scooters around the country. It has topped the best-selling scooter category on a number of occasions during the first six months of the year.
"The FLY 125 and Fly 150 are also selling well in a tough climate, and combined, make the Fly the number one Italian brand in the entry category. It's an outstanding result for a premium brand to dominate both the entry and the premium market segments. Nonetheless, the Piaggio and Vespa brands are continuing to offer great price offers on selected models."
Scooter Sales - First Half 2010
(Figure in brackets represents percentage increase or decline on 2009
figures)
1. SYM 741.0 (-26.1%)
2. Honda 723.0 (+14.4%)
3. Kymco 647.0 (+22.5%)
4. Vespa 579.0 (-10.0%)
5. Piaggio 558.0 (-10.0%)
6. Yamaha 385.0 (-37.1%)
7. TGB 274.0 (+53.9%)
8. Aprilia 238 (-12.5%)
9. Sachs 223.0 (+406.8%)
10. Mojo 173.0 (+1053.3%)
Off - Road Motorcycle Sales
Off-road sales were drastically curtailed in 2009 with a 22% drop compared to 2008 and thus far in 2010 the dirtbike market has recorded a 13.7% drop compared to that shrunken 2009 figure. 22,847 off-roaders were sold in the first six months of 2008. That shrunk to 19,526 in 2009 and has retracted further to 16,625 in 2010.
Yamaha still leads the way off-road despite a 20.8% decline in sales. Honda's dirtbike sales contracted a less stark 5.7% and Yamaha is now in danger of losing its now almost customary dominance of the off-road market to its arch rival. Yamaha sold 4615 dirtbikes compared to Honda's 4524 during the first six months of 2010.
Third placed Suzuki was down 12.9% (2629), KTM shrunk 19.6% (1991), and Kawasaki also went backwards to the tune of 17.8% (1631).
KTM & Husaberg General Manager Jeff Leisk summed up the situation for his brands and predicts that prices will rise once manufacturers clear their current backlog of stock.
"Although we are faced with a declining motorcycle market the KTM and Husaberg brands are performing well by maintaining their share of the market which is a testament to the performance and innovation both brands offer.
"Both products have recently won many accolades throughout the year and our race activities in Off Road and Motocross have been unbelievable with wins in the Finke and Hattah desert races, domination of the A4DE and we are currently leading two of the three Australian Motocross Championship classes.
"We are certainly not predicting a rapid recovery to the bike market but from a KTM perspective we have plenty to look forward to with the much anticipated release of our all new MX range which includes the 350 SXF.
"Of late consumers have been the big winners with many brands clearing stocks, I believe this will abate over the next six months and prices will gradually rise once inventories are bought under control," concluded KTM's head honcho and much heralded legend of Australian Motocross competition.
The only dirtbike manufacturer to come out of the blocks with a positive trend in 2010 was Husqvarna. The Swedish brand was acquired by BMW in July 2007 for a reported 93 million Euros and Husqvarna has enjoyed an upward trend ever since. Husqvarna's Australia sales are up 43% this year with 865 sales putting them in a strong sixth position on the dirtbike charts.
Off Road Motorcycle Sales - First Half 2010
(Figure in brackets represents percentage increase or decline on 2009
figures)
1. Yamaha 4615 (-20.8%)
2. Honda 4524 (-5.7%)
3. Suzuki 2629 (-12.9%)
4. KTM 1991 (-19.6%)
5. Kawasaki 1631 (-17.8%)
6. Husqvarna 865 (+43.0%)
7. Husaberg 243 (-16.2%)
8. BMW 25 (-54.5%)
9. Motovert 13 (0.0%)
10. Aprilia 2 (-88.2%)
Road Motorcycles
The roadbike market has suffered the least damage through the GFC period but sales are still 10% down compared to the record first six months of 2008 where 23,994 roadbikes were sold and to the 16,625 machines going out the door in the first half of this year.
Honda's roadbike sales are down 8.4% compared to 2009 but Big Red still holds the coveted #1 spot on the roadbike charts.
Harley-Davidson sales declined 14% but the American brand still managed to knock Suzuki out of second spot after the Japanese brands sales contracted by 20.9%.
Kawasaki still occupies fourth spot with their 10.4% reduction less stark than the 21.5% drop suffered by fifth placed Yamaha.
After enjoying major growth in recent years the two Peter Stevens imported brands, Triumph and Hyosung, were down 17.1% and 4.2% respectively.
"The Thunderbird has been the success story for us this year." commented Triumph's Marketing Manager Mal Jarrett. "The Thunderbird has been the top selling cruiser in its category a number of times this year, and has ended up as the fourth best-selling road bike overall for the first six months of 2010. The Sprint has also been a good performer for us, with regular top 10 placements.
"Triumph continues to dominate the naked class, with three models in the top ten, the Street Triple, Bonneville T100 and Speed Triple," concluded Mr Jarrett.
Hyosung Sales Manager Brendon Roberts reflected on the Korean brands fortunes.
"Hyosung are pleased with their sales performance for the first six months of this year with two models in the road bike top ten, the GT650R and GT250R. The GT650R has topped the SuperSport category on a number of
occasions and is one of only two bikes with sales growth in this category for 2010.
"The GT250R continues to sell well against some tough competition and the entry into the category by some lesser known brands. The GV250 has also proved popular and is the number one Cruiser in the sub 250cc category.
"The second half of the year should see us finish the year off strongly with the release of our all new "Aquila Classic" cruiser models in August. The new cruisers in 700cc and 650cc LAMs versions feature deep valanced fenders, dual staggered mufflers, tank mounted speedo and classic cruiser styling." Concluded Roberts.
BMW bucked the trend with the German brand enjoying 16.7% growth in the roadbike market, largely off the back of their new S 1000 RR sportsbike.
Ducati were down by 24.1% while Kymco debuted on the roadbike charts with 233 sales to knock KTM out of the roadbike top ten.
Roadbike Sales - First Half 2010
(Figure in brackets represents percentage increase or decline on 2009
figures)
1. Honda 3358 (-8.4%)
2. Harley Davidson 3051 (-14.0%)
3. Suzuki 2818 (-20.9%)
4. Kawasaki 2334 (-10.4%)
5. Yamaha 1882 (-21.5%)
6. Triumph 1444 (-17.1%)
7. Hyosung 908 (-4.2%)
8. BMW 894 (+16.7%)
9. Ducati 653 (-24.1%)
10. Kymco 233 (New)
State of the market
Unless the situation turns around in the second half of 2010 I fear that many dealers that managed to scrape through the downturn of 2009 will ultimately close their doors in 2010.
Think about that last point next time you are considering your next motorcycle or accessory purchase. If you have a relationship with a dealer that has treated you well in the past I urge you to visit them and spend a little of your hard earned locally rather than overseas.
Many motorcyclists have of course been spurned by bad relationships with some dealers but there are good dealers out there that deserve and rely on your support.
But of course you don't need to buy a new motorcycle to do your bit for the industry. Been holding off on buying that new muffler, pair of gloves, helmet or jacket? Well put it off no longer. Get out there and spend some money.
* Results by individual sub-category are available by clicking through to our Top Ten Tables (Please hyperlink this to the separate Top Ten Tables provided in separate document as supplement)
Considering the first half of 2009 was down 14% compared to 2008 it does not paint a pretty picture for motorcycle retailing.
In fairness, motorcycling has come off a massive boom that only started to slow late in 2008. During the first six months of 2008 64,186 motorcycles, scooters and ATVs were sold which contracted to 55,592 in 2009, and has further shrunk to 48,842 sales in 2010 over the same January-June six-month period.
Honda extended their lead at the top of the market from Yamaha despite a 10.8% decline in sales.
Honda's General Manager, Tony Hinton was especially pleased with the company's SCV100 Lead earning top spot on the scooter charts and hinted at more to come from Big Red.
"The market overall has struggled to gain momentum due to the global financial crisis and numerous interest rate hikes, but Honda's results have remained relatively stable with models such as the CRF50F fun bike, TRX250 ATV, CB400 LAMS bike and SCV100 Lead Scooter continuing to lead their respective classes," Mr Hinton said.
"We have had some issues to overcome like most manufacturers over the past 18 months, however, rates have settled down and consumer confidence should improve paving the way to stronger summer sales."
"We are expecting to finish the year fairly well in a number of sectors including road bikes, and are pleased with how the first six months of the year has gone for us."
"We recently introduced a few new models into our line up including the retro CB1100, the very affordable VT750 and variations of the VT1300 chopper which are all doing very well."
"For the second half of the year, we will be releasing an all new scooter that we think will be a big hit with the commuter market, and of course, offers all the Honda reliability and efficiency that our product development staff work so hard at to achieve."
"Rider safety is also our priority as always, and we recently opened a new HART centre in Cranbourne, Victoria as well as moved our Queensland operation to a more suitable site in Brisbane." Concluded Mr Hinton, three-time Australian GP winner and member of the three-generation long Hinton family dynasty of Australian road racers.
The only well established brand to buck the trend and experience positive growth was BMW. The German marque enjoyed an 11.9% increase in sales compared to 2009.
In particular, the addition of the high performance S 1000 RR Superbike has been key to BMW's recent sales success, according to Motorcycle Manager for BMW Motorrad Australia and New Zealand, Tony Sesto.
"The superbike, which is yet to lose a competitive comparison, is challenging some pre-conceptions about our brand, and is attracting younger, sports-oriented first-time customers.
"And with good buying opportunities on our other core models at present, we expect this growth to be sustainable, and to continue into the second half of the year," said Mr Sesto.
Mr Sesto said sales of BMW's iconic GS models have remained solid with the brand celebrating 30 years of GS this year.
"We have a well-established reputation in the Adventure, touring and sports touring categories, but with the success of new bikes such as the S 1000 RR, and exciting new concepts on the near horizon, BMW Motorrad is on an exciting journey," said Mr Sesto.
Overall Motorcycle, Scooter and ATV Sales - First Half 2010
(Figure in brackets represents percentage increase or decline on 2009
figures)
1. Honda 10554 (-10.8%)
2. Yamaha 8889 (-22.0%)
3. Suzuki 7079 (-13.8%)
4. Kawasaki 4362 (-16.3%)
5. Harley Davidson 3051 (-14.0%)
6. KTM 2203 (-18.2%)
7. Triumph 1444 (-17.1%)
8. Polaris 1432 (-3.4%)
9. Kymco 1158 (+114.8%)
10. Hyosung 963 (-4.6%)
11. BMW 919 (+11.9%)
12. Husqvarna 895 (+41.4%)
13. SYM 741 (-26.1%)
14. Ducati 653 (-24.1%)
15. Vespa 579 (-10.0%)
Scooter Sales
The scooter market had suffered the most marked drop in 2009. A 29.3% fall in 2009 hit retailers hard and while there is no positive turnaround the rate of decline has slowed to 8.4% with 5158 scooters sold during the first six months of this year.
SYM continues to lead the scooter segment despite a significant 26.1% downturn while Honda surged forward 14.4% to move into second place on the scooter charts.
After suffering quite a contraction in 2009 Kymco is bouncing back this year with a 22.5% improvement on 2009 to move past Yamaha, Piaggio and Vespa to take third place on the scooter rankings. The first half of 2010 has netted the Taiwanese brand ninth place in the overall market and pushed past Hyosung as biggest of the 'new' brands as their motorcycle and ATV sales accelerate the brand into a new growth phase.
Kymco's National Sales & Marketing Manager, Alan Collins, envisions a big future for Kymco.
"A 114.8% increase in sales on the same period last year, particularly in a contracting marketplace, is outstanding growth from Kymco. Importantly, we are one of the very few brands to grow our scooter sales on last year in a declining market, while our growth trend over the past 12 months in ATVs and motorcycles highlights the success of our ntroduction of these two new product channels.
"We are buoyed by these results, which are an excellent foundation for further growth over the course of 2010. However, we are confident this is merely the tip of the iceberg for the Kymco brand, which is so well-regarded worldwide for its performance, reliability, style and - above all - outstanding value for money.
"Kymco is supported by an outstanding dealer network and as more and more people become aware of all that Kymco has to offer, we are confident of continuing this growth trend for a long time to come," concluded a purposeful Collins.
Piaggio and Vespa Brand Manager Simon Gloyne could only see the shiny side of the coin despite the brands contracting 10% this year.
"Piaggio continues to be the 'brand in demand' with their Vespa LX 150 well up there in the top 10 selling scooters around the country. It has topped the best-selling scooter category on a number of occasions during the first six months of the year.
"The FLY 125 and Fly 150 are also selling well in a tough climate, and combined, make the Fly the number one Italian brand in the entry category. It's an outstanding result for a premium brand to dominate both the entry and the premium market segments. Nonetheless, the Piaggio and Vespa brands are continuing to offer great price offers on selected models."
Scooter Sales - First Half 2010
(Figure in brackets represents percentage increase or decline on 2009
figures)
1. SYM 741.0 (-26.1%)
2. Honda 723.0 (+14.4%)
3. Kymco 647.0 (+22.5%)
4. Vespa 579.0 (-10.0%)
5. Piaggio 558.0 (-10.0%)
6. Yamaha 385.0 (-37.1%)
7. TGB 274.0 (+53.9%)
8. Aprilia 238 (-12.5%)
9. Sachs 223.0 (+406.8%)
10. Mojo 173.0 (+1053.3%)
Off - Road Motorcycle Sales
Off-road sales were drastically curtailed in 2009 with a 22% drop compared to 2008 and thus far in 2010 the dirtbike market has recorded a 13.7% drop compared to that shrunken 2009 figure. 22,847 off-roaders were sold in the first six months of 2008. That shrunk to 19,526 in 2009 and has retracted further to 16,625 in 2010.
Yamaha still leads the way off-road despite a 20.8% decline in sales. Honda's dirtbike sales contracted a less stark 5.7% and Yamaha is now in danger of losing its now almost customary dominance of the off-road market to its arch rival. Yamaha sold 4615 dirtbikes compared to Honda's 4524 during the first six months of 2010.
Third placed Suzuki was down 12.9% (2629), KTM shrunk 19.6% (1991), and Kawasaki also went backwards to the tune of 17.8% (1631).
KTM & Husaberg General Manager Jeff Leisk summed up the situation for his brands and predicts that prices will rise once manufacturers clear their current backlog of stock.
"Although we are faced with a declining motorcycle market the KTM and Husaberg brands are performing well by maintaining their share of the market which is a testament to the performance and innovation both brands offer.
"Both products have recently won many accolades throughout the year and our race activities in Off Road and Motocross have been unbelievable with wins in the Finke and Hattah desert races, domination of the A4DE and we are currently leading two of the three Australian Motocross Championship classes.
"We are certainly not predicting a rapid recovery to the bike market but from a KTM perspective we have plenty to look forward to with the much anticipated release of our all new MX range which includes the 350 SXF.
"Of late consumers have been the big winners with many brands clearing stocks, I believe this will abate over the next six months and prices will gradually rise once inventories are bought under control," concluded KTM's head honcho and much heralded legend of Australian Motocross competition.
The only dirtbike manufacturer to come out of the blocks with a positive trend in 2010 was Husqvarna. The Swedish brand was acquired by BMW in July 2007 for a reported 93 million Euros and Husqvarna has enjoyed an upward trend ever since. Husqvarna's Australia sales are up 43% this year with 865 sales putting them in a strong sixth position on the dirtbike charts.
Off Road Motorcycle Sales - First Half 2010
(Figure in brackets represents percentage increase or decline on 2009
figures)
1. Yamaha 4615 (-20.8%)
2. Honda 4524 (-5.7%)
3. Suzuki 2629 (-12.9%)
4. KTM 1991 (-19.6%)
5. Kawasaki 1631 (-17.8%)
6. Husqvarna 865 (+43.0%)
7. Husaberg 243 (-16.2%)
8. BMW 25 (-54.5%)
9. Motovert 13 (0.0%)
10. Aprilia 2 (-88.2%)
Road Motorcycles
The roadbike market has suffered the least damage through the GFC period but sales are still 10% down compared to the record first six months of 2008 where 23,994 roadbikes were sold and to the 16,625 machines going out the door in the first half of this year.
Honda's roadbike sales are down 8.4% compared to 2009 but Big Red still holds the coveted #1 spot on the roadbike charts.
Harley-Davidson sales declined 14% but the American brand still managed to knock Suzuki out of second spot after the Japanese brands sales contracted by 20.9%.
Kawasaki still occupies fourth spot with their 10.4% reduction less stark than the 21.5% drop suffered by fifth placed Yamaha.
After enjoying major growth in recent years the two Peter Stevens imported brands, Triumph and Hyosung, were down 17.1% and 4.2% respectively.
"The Thunderbird has been the success story for us this year." commented Triumph's Marketing Manager Mal Jarrett. "The Thunderbird has been the top selling cruiser in its category a number of times this year, and has ended up as the fourth best-selling road bike overall for the first six months of 2010. The Sprint has also been a good performer for us, with regular top 10 placements.
"Triumph continues to dominate the naked class, with three models in the top ten, the Street Triple, Bonneville T100 and Speed Triple," concluded Mr Jarrett.
Hyosung Sales Manager Brendon Roberts reflected on the Korean brands fortunes.
"Hyosung are pleased with their sales performance for the first six months of this year with two models in the road bike top ten, the GT650R and GT250R. The GT650R has topped the SuperSport category on a number of
occasions and is one of only two bikes with sales growth in this category for 2010.
"The GT250R continues to sell well against some tough competition and the entry into the category by some lesser known brands. The GV250 has also proved popular and is the number one Cruiser in the sub 250cc category.
"The second half of the year should see us finish the year off strongly with the release of our all new "Aquila Classic" cruiser models in August. The new cruisers in 700cc and 650cc LAMs versions feature deep valanced fenders, dual staggered mufflers, tank mounted speedo and classic cruiser styling." Concluded Roberts.
BMW bucked the trend with the German brand enjoying 16.7% growth in the roadbike market, largely off the back of their new S 1000 RR sportsbike.
Ducati were down by 24.1% while Kymco debuted on the roadbike charts with 233 sales to knock KTM out of the roadbike top ten.
Roadbike Sales - First Half 2010
(Figure in brackets represents percentage increase or decline on 2009
figures)
1. Honda 3358 (-8.4%)
2. Harley Davidson 3051 (-14.0%)
3. Suzuki 2818 (-20.9%)
4. Kawasaki 2334 (-10.4%)
5. Yamaha 1882 (-21.5%)
6. Triumph 1444 (-17.1%)
7. Hyosung 908 (-4.2%)
8. BMW 894 (+16.7%)
9. Ducati 653 (-24.1%)
10. Kymco 233 (New)
State of the market
Unless the situation turns around in the second half of 2010 I fear that many dealers that managed to scrape through the downturn of 2009 will ultimately close their doors in 2010.
Think about that last point next time you are considering your next motorcycle or accessory purchase. If you have a relationship with a dealer that has treated you well in the past I urge you to visit them and spend a little of your hard earned locally rather than overseas.
Many motorcyclists have of course been spurned by bad relationships with some dealers but there are good dealers out there that deserve and rely on your support.
But of course you don't need to buy a new motorcycle to do your bit for the industry. Been holding off on buying that new muffler, pair of gloves, helmet or jacket? Well put it off no longer. Get out there and spend some money.
* Results by individual sub-category are available by clicking through to our Top Ten Tables (Please hyperlink this to the separate Top Ten Tables provided in separate document as supplement)