webbikeworld

Sales drop dramatically in Spain and U.S. and less elsewhere, but market share gained.

Click here for complete article

motowebmaster

Extremely informative info, which includes data on other manufacturers.

The Prophet

Fantastic data, and interesting, thought provoking figures.

• The "Freedonia Group" needs to do more research, for sure. I'm not seeing any indication whatsover to support their grandiose predictions.
• The graph of sales up to 2008 displays an almost perfect example of a Bell Curve, on it's downward slope. This is atypical of any sales item or group, and clearly dis[plys that Motorcycle Sales are declining, and there is no indication or reason to believe a reverse trend will occur.

Granted, these are dire, depressing, unfortunate indicators, but history and fact tell us they are far more often than not... correct.

The smart money would be in getting involved with second hand bike sales, and useful aftermarket products to support existing bikes in a practical, economical fashion. Discussion Websites too!!!

Ride safe!

Bob

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• A good traveler has no fixed plans, and is not intent on arriving. ~Lao Tzu
• Motorcyles are not my whole life, but they make my life whole. ` me

motowebmaster

May be too early to tell, but the motorcycle industry may shift back toward a utilitarian focus that supports a large small cc and scooter demand.

Anything that is 750cc and higher would be considered a luxury item

On the other hand, I just can't see the demand fall that much for higher performance motorcycles. Especially in the cruiser market. If consumer buying power was truly that "limited", there are great options from companies like Honda or Star for chopper or power-cruiser alternatives.

Another viewpoint is the power of "enthusiast" buying motivation. In other words would brands like Harley-Davidson, Triumph, and Ducati flourish?

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Shawn
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The Prophet

You have an excellent point regarding enthusiasts and "loyalty" within a brand. This is what exactly Harley is relying on within their new business strategy.

Question is: Is it enough to support an organisation, while the "new" bike sales stagnate, or decline?

I'd focus on parts, accessories and service to maintain existing bikes, until the "new" bike sales equilibrate and level out. Rider-wise, and age / market segment / population wise, I question whether it will ever reach the peak periods of the mid-2000's.

Ride safe!

Bob

Speedtrip

That core of die hard Harley guys has gotten the motor company through a lot of tough times.

motowebmaster

There is an article in Cycle World that I read during lunch today about the inline six bikes in the early eighties. The intro included words about the mindset of those times.

It was an interesting perspective; basically that almost anything could be engineered and the sky was the limit. Older technologies like Boxer-Twins and American V-Twins were on their way to becoming motorcycle history. If I had my current frame of mind back then, I would have probably owned a Honda CBX, it's engine looks very cool.

The 1980s certainly were not a economically-challenged time, but may be something like what we may see in the next few years. Companies like Ducati are continuing to release new models, but they are not all superbikes. In fact, Ducati is introducing their new smaller-cc motard in the Dallas IMS this month. Which may not stir the souls of Ducatisi, but it fills specific needs.

Honda rolled out a chopper, and will be releasing the new VFR soon. So if a consumer was looking for either a customizing project or a go-anywhere-for-days superbike; all it would take is a trip to the local bike/dirt/atv/mower/generator store - Ewww, did I just say that

BMW is doing the same, rolling out a superbike that looks like it was made to be ridden by sinister people and still doing some new models. It isn't unusual to see pictures of models around these bikes nowadays, something I don't recall seeing in the last few years before.

I'm rambling a bit, but this may mean nothing more than the reality of fewer manufacturers changing their strategies to compete and target consumers who are still able to buy.

The Prophet

Here's an interesting article on the history of motorcycle sales. I couldn't find a published date, which is annoying, but it seems recent, as in 2009.

I realise folks get tired of hearing about the "Baby Boomer" generation this, and that, but nonetheless we are a large group, and do have a very significant impact on many areas, including overall bike sales.

Bottom line is: The boomer generation as teens started the "boom" in motorcycle sales during the early 60's, through to the mid 70's.

In the late 70's through the 80's, Boomers settled down to marriages, careers, mortgages, raising families, etc., and priorities refocussed, leaving bike sales down and out.

Then came the 90's - kids are grown, house paid off, careers stabilised or near retirement... mid life crisis sets in for some... A mild "trendiness" also has an effect as Malcom Forbes and Jay Leno types suggest that motorcycling is "acceptable" for CEO types. Guys who stink at trendy golf take up occassional weekend riding.

Before we get too old for it, many decide to purchase bikes again and have that final 10-15 years or so - before old age sets in - a time of fun, excitement, travel, etc. Bike sales boom once again and the snowball effect begins. Children of Boomers are encouraged as well by their fathers to join in on the fun. The Boom peaks in 2005, then begins to gradually fade.

In the latter part of the 2000-2010 decade, we couple the Global Economic crisis with the age factor of the boomers, the loss of "trendiness" of riding for non-enthusiasts, and the "Bell Curve" of the recent boom begins to decline. It all makes perfect sense.

Now... this is not to say that the generations following the Boomers (1945-1955) do not ride, or are not full fledged maniacal enthusiasts to the core. Of course they are! What it actually says is that there are less of them in number, from a total population perspective, which is correct.

That said, Manufacturers need to now focus on what these "non-boomer" generation folks want to see in a bike, as well as accessories, and begin the transformation, all the while not forgetting the boomers, as they WILL be around (actively riding and purchasing) for at least another ten years or more.

The History and Future of Motorcycles and motorcycling - From 1885 to the Future. Electric, Gas, Diesel, Hybrid Motorcycles

Ride safe!

Bob

motowebmaster

It's an interesting thought, that our current motorcycle industry and communities are supported by a large baby-boomer consumer base; it makes sense.

Regardless of what they buy, it contributes to ongoing enthusiasm and development across all manufacturers. When they aren't buying anymore, who will keep the momentum going?

The Prophet

I'm surprised that many of the "Non-Harley" manufacturers have not seemed to pick up at all on the very profitable - and customer magnetic - marketing program as so accutely developed by the HD folks.

Honda, Yamaha, Suzuki, Star, Victory, BMW, Triumph, et al and so on - I would argue that NONE of these companies have even touched on a marketing program developed to suggest a "lifestyle" or any link from the Customer to the bike whatsoever. They all seem to have some little program lamely lurking in the background, but I'm not at all convinced that any are effective to any measurable degree.

So many of these bikes are absolutely superb in quality, performance and technical advancement, yet seemingly have zero character or heritage.

Bike events geared solely around a brand ("Honda-Fest"??) invite and encourage a loyalty to the brand, and a common ground for the owners. At these events, folks compare bikes, accessories, and also feel a kinship and shared interest in a brand. Sales are directly related to these extra-curricular events.

We poke good (and sometimes bad!) natured fun at the Harley crowd, yet they at least have this concept fine tuned far and beyond all other brands combined. Granted, it sometimes gets a little (a little?) cheesey and juvenile, but if a brand could develop this style marketing program without the cheese and adolescent "cowboys and Indians", "let's form a club" mentality, it could be a fun, wholesome, and profitable for all program that would benefit the sport.

The same might be said for accessory manufacturers and vendors, albeit toi a lesser degree.

I suggest that this might generate new, younger riders, accelerate rider purchasing habits, and increase non- rider interest for the next few decades.

Ride Safe!

Bob