2011 Q2 Motorcycle Sales Flatten

July 22, 2011
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
Motorcycle sales hold steady with 2010 numbers through the second quarter, as the 7.2% gain in Q1 drops to 1.7%.

Motorcycle sales through the first half of 2011 are holding steady with 2010 sales data. Numbers released by the Motorcycle Industry Council (MIC) show 258,762 units sold for the year through the month of June. The figure is a 1.7% increase of the 254,382 units sold during the same time period in 2010.

The 1.7% increase is down from the promising 7% increase reported in April for the first quarter. The Quarter 2 data displays similar gains and losses as the Q1 report, with on-highway rides, particularly scooters, growing while off-highway bike sales dropped.

Scooters led the way with the largest growth at 28.9%, though the total is a significant drop from the 49.6% Q1 figure – which corresponded with steep rise in gas prices. On-highway models, the largest segments, netted a 3.3% sales gain – up 6023 units to an 187,565 total. Dual-sport sales are up 13%, meanwhile off-road sales slashed 16.9% from 2010 figures, a drop of 7550 units. The 16.9% slide worsens the 5.5% drop in Q1.

The ATV segment didn’t decline as much in Q2, but dropped slightly from its Q1 stats to drop 17.3% from 2010 numbers. That’s a 21,684 unit sales drop for the year at 103,730 total. It bears mention that the MIC’s ATV data does not include sales for popular UTV/side-by-side models.

The MIC sales data is culled from participating manufacturers, including the four Japanese brands, North America’s Harley-Davidson, Victory and Can-Am, as well as the major Euro marques BMW, Ducati, KTM and Triumph. Final sales figures are later totaled in the year-end MIC Statistical Annual, which includes estimates of non-reporting manufacturers. 

  2011           2010           Change      %Change
DUAL  15,876  14,045  1831  13.0%
OFF-HWY  37,123  44,673  -7550  -16.9% 
ON-HWY  187,565  181,542 6023  3.3% 
SCOOTER  18,198  14,122  4076  28.9% 
MC TOTAL  258,762  254,382 4380  1.7% 
ATV  103,730  125,414 -21684  -17.3%