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2010 Motorcycle Sales Still Down in Q2

Thursday, July 22, 2010
Quarter 2 sales data from the Motorcycle Industry Council show motorcycle sales are still down for 2010. Total motorcycle and ATV sales from January through June are down 18.3% compared to the same six-month period in 2009, which was itself 41.9% down from 2008 totals. Accounting for two-wheeled sales alone, the decline is less precipitous at 14.7% with 254,382 units sold year-to-date compared to the 298,324 sold in ‘09.
Motorcycle Industry Council

While overall the market is still in decline, in some sectors still by double-digit rates, isolating Quarter 2 sales for ’10 and ’09 the percentage drop year over year has lessened across all riding genres.

On-Highway motorcycles, which include all street-legal bikes minus dual sports and scooters, report 181,542 units sold compared to 212,129 at the same time last year for a drop of 14.4%. Comparing Q2 sales alone and it’s a 9.7% drop (115,220 to 127,553). Scooter sales, which plummeted 59% in 2009 after a boom year in 2008, are down 12.2% year-to-date.

Off-Highway vehicles and dual sports, which actually sported a promising sales growth in March to end Q1, were unable to continue the trend and are year-to-date down 14.4% and 10.5% respectively. However, the dual sport category (which is less than a tenth of the total On-Highway volume) appears to be the closest segment to stabilizing with just a 3.8% drop in quarterly sales compared to 2009.

ATV sales show the sharpest decline of any segment, with year-to-date sales down 24.6% and Q2 numbers at virtually the same rate (23.8%).

2010 MOTORCYCLE SALES YTD JAN - JUN
2010 YTD Sales 2009 YTD Sales % Change
Totals: 379,796  464,748 -18.3
ATVs: 125,414  166,424  -24.6
Scooter: 14,122  16,079  -12.2
On-Hwy: 181,542  212,129  -14.4
Dual: 14,045 15,700  -10.5
Off-Hwy: 44,673  54,416  -17.9
Motorcycle Totals: 254,382      298,324 -14.7

2010 MOTORCYCLE SALES QUARTER 2
2010 Q2 Sales 2009 Q2 Sales % Change
Totals: 227,365 266,666 -14.7
ATVs: 68,539 89,969 -23.8
Scooter: 9946 10,757  -7.5
On-Hwy: 115,220  127,553  -9.7
Dual: 8736 9078  -3.8
Off-Hwy: 24,924  29,309 -15.0
Motorcycle Totals: 158,826 176,697 -10.1

2010 MOTORCYCLE SALES QUARTER 1
2010 Q1 Sales 2009 Q1 Sales % Change
Totals: 152,431 197,249 -22.7
ATVs: 56,875 76,455 -25.6
Scooter: 4,176 5,322 -21.5
On-Hwy: 66,322 84,576 -21.6
Dual: 5,309 6,020 -11.8
Off-Hwy: 19,749 24,876 -20.6
Motorcycle Totals: 254,382 298,324 -14.7

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Comments
GB -bwahhhaaa  July 24, 2010 06:07 PM
yeah zippy, we can get all us that ride big cruisers to trade for scooters!!! only guys i see riding scooters are the ones that got busted for dui.
zippy -huh?  July 24, 2010 05:23 AM
What is missing here is the lack of Government incentive to purchase small displacement, high efficiancy commuters

Yea, we need bigger government to solve our problems for us.
GP -Incentives?  July 23, 2010 05:52 AM
Whaile there have been sales declines across the baord, it is interesting to see that the Dual Sport segment has been the most stable. We have seen increasing interest in this market segment in the past few years. It seems that with road conditions deteriorating, and folks looking for adventure without spending on expensive vacations, Dual Sporting has come into its own. These days there are excellent offerings in everything from multi-cylinder behemoths, large displacement singles, and smaller models - with exciting new models on the horizon (Triumph). Even the long running, unchanged models (DR650, KLR) draw buyers to the showroom floors.
As wallets and budgets tighten up even more, DS bikes provide a way to have fun backed up with logical "commuter" utility. It seems that they just make sense in todays world.
The huge displacement cruiser market seems to be the segment that is bearing the brunt of this sales decline, along with ATV's (which makes sense, since they can not be ridden on the road in most parts).
What is missing here is the lack of Government incentive to purchase small displacement, high efficiancy commuters. A program like this would be likely to spark scooter and sub-300cc sales. Other things like convenient designated parking, and relaxing registration and inspection laws for these vehicles would go a long way towards promoting vehicles like these.
Zippy -Change...  July 22, 2010 07:39 PM
Dis be change we can believe in. Vote for me.

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