Market reports – The motorcycle market in decline, not at half mast – The motorcycle market in decline, not at half mast

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The motorcycle market in decline, not at half mast

Market reports - The motorcycle market in decline, not at half mast - The motorcycle market in decline, not at half mast

In the first half of 2009, sales of motorcycles in France fell by 12.8%. This decrease, more accentuated in the 125 than in the big cars, can be explained by several factors. Figures, analyzes, reports and interviews…

The motorcycle market in decline, not at half mast

The first half of 2009 was relatively difficult for motorcycle professionals in France: overall, the number of registrations fell by 12.8% compared to the first six months of 2008. However, this figure is far from be as "negative" as it seems…

First of all from a statistical point of view, the first semester of 2009 had one working day and two "concession opening" days (from Tuesday to Saturday, not yet Sunday …) less than the first semester. 2008.

We must not forget above all that for several years, the French market has not stopped breaking its own records. It’s hard to keep up with the pace indefinitely … Ask Rossi !

From a meteorological point of view, this winter was particularly harsh and the first two months of the year were really not engaging: cold, rain and even several days of snow (real) !

If we add to this the aid granted to the purchase of a car – a sector in crisis, dear to France and its three flagship manufacturers -, we understand that customers did not rush into the concessions of two – motorized wheels at the start of the year…

Looking at the table of motorcycle registrations (motorized two-wheelers over 50 cc), we observe a second thing: this general "-12.8%" hides many disparities….

Thus we note that the first five manufacturers are in the "purple" – it is less worrying than the red … -! But here again, it is necessary to separate those whose market shares are falling and those for whom they are increasing, to differentiate the Japanese – some of whom have greatly increased their prices – and the Italian, which sells many tricycles….

Thus, with 23,167 registrations, the French number one Yamaha simultaneously saw its sales drop by 8.8% compared to the first half of 2008, but its market share gained almost a point: from 19.66% to 20.56% !

Honda, mounted on the second step of the podium last year, follows the market trend (-13.1% for the Tokyo glove) and maintains more or less its market share in France: 14.51% on the all of the first six months of 2009, obtained thanks to its 16,352 immates.

Suzuki, on the other hand, looks gray with a drop in registrations of 23.1% (13,339 immates since January 1, 2009) and a market share that has lost 1.6 points: Suz ‘PDM drops from 13.44% at 11.84% this first half.

Kawasaki remains 4th with 9,904 registrations but it is the best-off Japanese: its registrations "only" fell by 6.8% and its PDM in France increased by half a point: the Akashi firm currently represents 8 , 79% of the French market.

As for Piaggio, it certainly stands out on our tables at -37.6%, but has plenty to be consoled for! Indeed, our data does not include the registrations of tricycles, therefore exceptional ones – from many points of view: technological, commercial, financial … – MP3 LT is part !

In six months, more than 7,500 MP3 LTs were registered in France! The entire profession also agrees to underline that by taking these sales into account, the market for "motorbikes and scooters" would show a less marked drop: between -7 and -8%…

We must then salute the excellent performance of "Western" manufacturers: Harley-Davidson parade in 6th place with an increase in sales of 24.5%, Triumph follows the example of the American cousin with a satisfactory + 6.3% , Peugeot, KTM and Sym maintain their 2008 pace (-1.5, +2.2 and + 1% respectively) and Jonway continues to conquer PDM (+ 54.4%).

On the other hand, we observe that BMW struggles to follow the market trend (-14.1%), that MBK drinks the cup (-22.5%), just like Daelim (-25.1%), Aprilia (-36 , 4%), Gilera (-32.5%) and the “others”: sales of manufacturers outside the Top20 fell by 25.8%.

In order to refine this first observation, we will look – as every month – on the figures of the 125 market on the one hand and those of the large-engine market on the other hand. Then on the following pages, we will benefit from the thoughts of various brand managers who kindly answered our little questionnaire….

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