Drag site icon to your taskbar to pin site. Learn More

Motorcycle Sales Hold Steady for 2011

Friday, January 20, 2012
Motorcycle Industry Council
The 2011 motorcycle sales estimates from the Motorcycle Industry Council is in, with annual unit sales holding steady at 440,000.
The Motorcycle Industry Council (MIC) has released its preliminary 2011 motorcycle sales. The good news: motorcycle sales haven’t declined from 2010. The bad news: they haven’t gone up either. The MIC reports 440,899 total motorcycle sales for 2011, up 0.3% from 2010’s unit tally. ATV sales, on the other hand, continue the downward sales trend, dropping 13.5% in 2011.

The motorcycle market shows gains and losses within the various segments. The largest sector, on-highway motorcycles, recorded a 1.8% increase over last year at 312,124 units. The boom and bust scooter market benefited with an 11.8% gain at 31,850 units. The biggest winner, however, was the dual segment which jumped 14.2% for the year, gaining 3337 units.

Off-Highway motorcycle sales mirrored the fate of their four-wheeled dirt friends. OHV bikes dropped 13.5% on the year, losing 10,905 units from the 2010 tally of 80,962. Combined with the ATV market, more than 45K OHV unit sales were lost on the year.

The dire OHV news is tempered, somewhat, by UTV sales which appear to have gone up in 2011. (At the Kawasaki Dealer Meeting the Japanese OEM forecast UTV annual unit sales would surpass ATV for the first time). UTV sales are not factored into MIC sales data.

The 2011 total and its 440K annual motorcycle sales mark shows stabilizing of a market that crashed following the economic crisis in late 2008. Total motorcycle unit sales topped 1.1 million in 2008 (the sixth consecutive year sales had topped the million unit mark). Motorcycle sales plummeted 40.8% in 2009, followed by a further 15.8% decline in 2010.

A final 2011 sales tally should improve. The MIC tabulates monthly sales data by reports from its member manufacturers: BMW, Can-Am, Ducati, Harley-Davidson, Honda, Kawasaki, KTM, the Piaggio Group, Victory, Suzuki, Triumph and Yamaha. A later estimate of total year sales is published in a statistical annual, which accounts for non-reporting manufacturers. 

  2011           2010           Change      %Change
DUAL  26,868  23,531  3,337  14.2%
OFF-HWY  70,057  80,962   -10,905   -13.5% 
ON-HWY  312,124  306,702  5,422  1.8% 
SCOOTER  31,850  28,483  3,367  11.8% 
TOTAL  440,899  439,678  -1,221  0.3% 
ATV  222,032  256,750  -34,718  -13.5% 

Login or sign up to comment.

motojunkie   June 22, 2012 08:35 PM
I'm agreeing with PZM958. I am compiling a marketing sales report for the sport motorcycle market... resources, market segement info, and real accurate consumer information is extremely hard to find. Let me know if you come across anything worth pzm958.
pzm958   May 1, 2012 01:54 PM
Bart -
Im sorry to complain, but your article is innacurate. Of total sales for 2011 are 440k units, this is 20% BELOW 2010 figures. Im confused because I am trying to compile data for a business opp in the MC industry and I cant find accurate data. MIC sold me a 2011 statistical annual that has 2010 (or older) data in it. Investors will laugh at me if I present this.
Nothing in your article matches their data and your analysis is therefore innacurate.
Where can I get these figures (unit sales) for the industry? MIC wont publish 2011 data for another 6 months. By then, the data is still irrelevant.
Can you give some suggestions? Info?
Piglet2010   January 21, 2012 02:08 PM
Well, the BMW, and in particular the Ducati, are status symbols for the affluent, so their sales would be expected to not be down so much, since the current recession really only affects the middle classes and working poor.
Piglet2010   January 21, 2012 02:06 PM
Well, I just picked up a brand new (0.9 miles on the odometer) 2010 Yamaha TW200Z for about 60% of the MSRP of a new (and identical) 2012 model. The dealer I got from had another 2010 TW200Z with less than 2 miles on it.
509MXFan   January 21, 2012 12:19 PM
Even BMW and Ducati have experienced a hit. However, the currency exhange has made European bikes more price competitive with Japanese bikes sold in the US. Furthermore, the biggest demographic loss has been in the first time, or inexperienced rider category - who are less prone to buy a more expensive, nicer motorcycle. It is an okay time for Ducati and BMW, but I wouldn't say they are "selling well". How about they are "selling less badly" than the others.
Rucuss54   January 21, 2012 11:59 AM
Down 660K from peak, incredible. Only high end bikes like BMW and Ducati are selling well.
Piglet2010   January 21, 2012 09:40 AM
Still quite a few new 2009 and 2010 models in dealer inventory to be cleared out.