2012 Motorcycle Sales Up 2.8% Through Q2

July 31, 2012
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

The Motorcycle Industry Council reports new motorcycle sales are up 2.8% through the first six months of 2012. The dual-sport and scooter segments lead the way with the most robust percentage of growth while dirt bike sales continue to struggle, the only segment to report a year-over-year sales drop. The recovering ATV market continues positive gains from Q1 and is up 5.6% for the year.

Total motorcycle sales jumped 7299 units compared to the first two quarters of 2011. The largest market segment in the MIC report, On-Highway motorcycles, totaled 193,287 units through June 2012 – a 3.0% gain. The Dual segment reports the largest percentage gain at 8.8%, though it is also the smallest volume segment at 17,266 units. Similar in volume, at 19,208 units, Scooters are up 5.6% for 2012.

Off-Highway sales, which include enduro and motocross dirt bikes, was the only segment not to improve. OHV bike sales are down 2.2% at 36,300 units total for the year.

ATV sales have stabilized through the first half of 2012. The 5.6% gain through Q2 builds off the 5.0% rebound reported in the first quarter. The ATV market had tallied double-digit sales losses through every quarter of 2011, dropping 13.5% for the year. Notably the MIC does not factor ROV/UTV/Side by Side sales into its quarterly ATV statistics. The MIC reports some industry estimates that ROV sales in recent years have equaled or surpassed ATV.

Despite the modest gains reported for 2012, the MIC forecast earlier this year that it expects new motorcycle sales in the U.S. market to decline slightly from 2011. The MIC releases quarterly sales reports based on reported sales from its member manufacturers, which includes: BMW, Can-Am, Ducati, Harley-Davidson, Honda, Kawasaki, KTM, the Piaggio Group, Victory, Suzuki, Triumph and Yamaha. The MIC revises its total year sales to account for non-reporting manufacturers in a statistical annual.

  2012 2011 Change %Change
DUAL  17,266 15,876 1390 8.8%
OFF-HWY  36,300 37,117 -817 -2.2%
ON-HWY  193,287 187,571 5716 3.0%
SCOOTER  19,208 18,198 1010 5.6%
TOTAL  266,061 258,762 7299 2.8%
ATV  109,567 103,730 5837 5.6%