2010 Motorcycle Sales Still Down in Q2

July 22, 2010
Bart Madson
By Bart Madson
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Bashing away at the MotoUSA keyboard for nine years now, Madson lends his scribbling and editorial input on everything from bike reviews to industry analysis and motorcycle racing reports.

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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