2010 Q3 Motorcycle Sales Down 18.3%

October 21, 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.

Motorcycle Industry Council

Sales data from the Motorcycle Industry Council (MIC) shows a continued 18.3% drop in annual sales for 2010. The quarterly sales data claims 555,440 total units sold year to date, compared to 679,806 units from the same time last year. The 18.3% decline is identical to the overall totals in the January through June second quarter report.

On-highway motorcycles sales, which is the largest segment of the report, continues a 14.3% decline with its 265,095 sales down 44,327 units from last year. Scooters sales are down 10.9%, at 2856 units off 2009’s pace, though a slight improvement of the -12.2% of the Q2 report.

Off-road sales went in the opposite direction, worsening from already double-digit percentage losses in Q2. Off-highway sales through September were down 21.4%, with Q2 sales off 17.9%. Dual-sport sales showed a similar decline, down 13.8% through Q3 (-10.5% in Q2).

ATV sales were down 23.6% through September. It should be noted that Polaris Industries’ recent announcement of a large increase in sales, was fueled in large part by its side-by-side Ranger models. The MIC does not include side-by-sides in its ATV sales data.

2010 MOTORCYCLE SALES YTD JAN – SEP

2010 YTD Sales 2009 YTD Sales % Change
Totals: 555,440  679,806 -18.3
ATVs: 186,688  244,309  -23.6
Scooter: 23,432 26,288 -10.9
On-Hwy: 265,095 309,422 -14.3
Dual: 19,969 23,174 -13.8
Off-Hwy: 60,256 76,613 -21.4
Motorcycle Totals: 368,752 435,497 -15.3

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