2014 Q2 Pushes Motorcycle Sales Up 2.6%

August 1, 2014
Bart Madson
By Bart Madson
Editor|Articles|Articles RSS|Blog|Blog Posts|Blog RSS

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.

Year-over-year motorcycle sales are up 2.6% through the first six months of 2014. The second quarter sales data, reported by the Motorcycle Industry Council (MIC) lists 263,833 units sold from January to July – up 6773 units. Recovering from stagnant Q1 sales totals, every motorcycle segment in the MIC report improved their YOY tallies in the second quarter of 2014.


The On-Highway motorcycle segment is by far the largest category in the MIC report, represents all street-legal models save dual-sport/adventure bikes and scooters. In Q1 On-Highway sales were up 581 units, with 65,301 total. A stronger Q2, peak sales season, pushes the 2014 tally up to 186,694, and increase of 3062 units and 1.7% YOY.

Of the 121,393 On-Highway units sold in Q2, Harley-Davidson claims 58,225 of them based off its second quarter financials. The Motor Company retains its dominant market share position, though its Q2 U.S. sales total was actually down a nominal 16 units, which Harley blames on poor weather hampering sales and drop-off in Sportster sales as the company prepares to roll out its Street models.

As for H-D’s domestic rival, Polaris Industries appears to have gained some ground. The Minnesota-based company does not claim unit sales, only sales revenue in its financial statement, but reported Indian sales grew 50% in the second quarter – offsetting the single-digit decline of its Victory marque.


The Dual segment, which includes dual-sport and popular Adventure-Touring models, continues its growth trend. I builds of the modest 3.9% YOY increase in Q1 (the best performing segment that quarter) to register a 7.2% increase through Q2. A total of 20,033 Dual units have been sold through six months, a 1345 unit YOY increase.

The biggest Q2 reversal comes from the Off-Highway segment. Dirt bike sales have rebounded from 461 unit drop in Q1 to register a 6.4% increase through the second quarter. Off-Highway sales total 39,742 for the year, a 2393 unit increase

Scooters, the most mercurial industry segment, has also improved in Q2. While the 17,664 unit total through two quarters is a 27-unit YOY decrease, Scooter sales have improved from the 10.7% decline of Q1.


Once again, ATV sales remain virtually identical to last year’s numbers. A total of 107,283 ATV sales are reported by the MIC, a 587 unit (0.6%) increase YOY. The MIC does not report on UTV/Side-by-Side sales, the popular models having reportedly outperformed ATV sales in recent years.

MIC sales data is compiled by the reported sales of its member brands: Can-Am, Ducati, Harley-Davidson, Honda, Kawasaki, KTM, the Piaggio Group, Victory, Suzuki, Triumph and Yamaha.

  2014           2013           Change      %Change
DUAL  20,033 18,688 1345 7.2%
OFF-HWY  39,742 37,349 2393 6.4%
ON-HWY  186,394 183,332 3062 1.7%
SCOOTER  17,664 17,691 -27 -0.2%
TOTAL  263,833 257,060 6773 2.6%
ATV  107,283 106,686 597 0.6%


Facebook comments