Motorcycle sales not immune to economic downturn
By, Trevor Hedge
This week the FCAI released motorcycle and ATV sales results for the first quarter of 2009 and the figures make for sobering reading.
Compared to the same mark in 2008 overall sales across the board are down 15.5%. Scooter sales (2996) copped the biggest hit with a 31% drop. Dirtbike sales (8644) have continued to wane to the tune of nearly 20%. ATV sales (3807) dropped by 13%. The Roadbike (10,794) market resisted the economic downturn the best with only a 6.8% fall compared to the first three months of 2008.
To be fair, the motorcycle industry is coming off a record period of sustained growth over a number of years.
Yamaha (5197) knocked Honda (4917) out of top spot on the overall charts despite recorded sales being down 23.5% compared to last year. Honda lost 28.7% while third placed Suzuki (3763) grew by a modest 1.8%. Kawasaki (2808) posted an impressive 13% rise in sales to pull away from Harley-Davidson (1902). KTM (1293) were down almost 19% but remained the biggest selling European brand ahead of Triumph (911). Eighth on the overall charts went to ATV specialist Polaris ahead of budget motorcycle maker Hyosung (579) and scooter specialist SYM (517).
Harley-Davidson (1902) sold more road bikes than anyone despite themselves being 3% down on their 2008 first quarter. Suzuki (1834) took second overall on the Roadbike charts. Honda (1775) slipped to third off a 26.4% downturn while Kawasaki (1418) bucked the downward trend to record an impressive 16% gain, largely thanks to the hugely popular Ninja 250R learner bike. Yamaha (1207) slipped to fifth with an 8.6% decline in sales while Triumph (911) held their ground in sixth place ahead of Hyosung (542). Ducati (445) recorded a 5.9% decline and are in danger of being knocked out of eighth place by BMW (365), the German brand enjoyed a 27% boost in sales. Aprilia rounded out the top ten with 70 sales.
On the dirty side of the equation, Yamaha (2552) still holds a considerable lead despite their dirt sales falling 30% compared to the first of quarter 2008. Honda (1996) recorded a similar fall to slip to second place in the Dirtbike rankings. Suzuki (1311) starred with a 15% gain in sales to take third place from KTM (1207) who were 20% down for the quarter. Kawasaki (1066) were fifth after growing their dirtbike sales by 15.4%. Husqvarna (233) were next ahead of Husaberg (156) who bucked the trend by tripling their sales volume compared to the first quarter of 2008.
On four wheels (ATV), Yamaha sales (1085) were down 18% but remain comfortably in the lead from Honda (843) who suffered a 31% decline. North American brand Polaris (633) continue to punch above their weight for a strong third placed result ahead of Suzuki (584) who, like Kawasaki (324), suffered a 6% decline in ATV sales. In contrast Polaris were 6% up on the first quarter of 2008.
The biggest selling single model in the land is Kawasaki’s Ninja 250R (552), which finally knocked Honda’s CT110 (479), as used by Australia Post, out of top spot. Suzuki’s DR-Z400E (317) rounded out the overall podium ahead of Honda’s CRF450R (312).
Predictably, Harley owned the cruiser segment with seven of the top ten sellers. Yamaha’s XVS650 ranked third while Suzuki scored two entries with the VL800 and VZR1800.
Suzuki dominated the sports-touring category with the GS500F and GSX650F topping the tables ahead of Triumph’s Sprint ST. Then it is Suzuki again with the Hayabusa and 1250 Bandit. Honda’s VFR800 took sixth place ahead of the ABS equipped 1250SA Bandit.
Kawasaki’s KLR650 won the adventure-touring race ahead of BMW’s F800GS which made a huge debut on the charts. Suzuki’s 650 V-Strom took third place with a 61% improvement in sales to push ahead of BMW’s R1200GS and R1200GS Adventure duo.
Triumph dominated the Nakedbike category with the Street Triple and Bonneville outshining the evergreen GSX1400 from Suzuki. Honda’s CB900F nearly doubled its first quarter 2008 sales volume to take fourth place ahead of Triumph’s T100. Ducati’s 696 Monster debuted in sixth place ahead of Suzuki’s GS500 and Triumph’s Thruxton. Honda’s new learner approved (in some States) CB400 scored ninth place ahead of Yamaha’s FZ-6N.
Last year Honda dominated the sportsbike charts with the Fireblade and CBR600RR but over the first three months of this year Yamaha’s YZF-R1 has wiped the floor. A new R1 model is expected to hit the market shortly so the 77% increase in sales for what is going to be a superseded model is a big turn up for the books. A great 4.99% finance offer from Yamaha combined with some discounting helped boost the tuning fork brand to that great result.
Harley-Davidson did extremely well in the touring market with a 1-2-3 result in the sales figures ahead of the fourth placed Kawasaki ZX-14.
Despite remaining largely unchanged since its introduction to the Australian market nine years ago, Suzuki’s DR-Z400E remains hugely popular with the punters and was Australia’s biggest selling dirtbike in the first quarter of 2009. A great mix of performance, reliability and practicality has led Australians to hold the DR-Z400E in great esteem despite somewhat middle of the road performance compared to its race bred 450cc peers. Honda’s breathtaking CRF450R took out second spot ahead of Yamaha’s YZ250F.
Needless to say the DR-Z400E also won the Enduro category. Yamaha scored second place with the hugely successful WR450F despite the model registering a 28% drop in sales. Honda’s CRF450X went backwards to the tune of 44% but still took out third place ahead of KTM’s 530 EXC and Yamaha’s WR250F.
Honda topped the full monty motocrosser charts with the CRF450R. Yamaha’s YZ250F second, Honda’s CRF250R third followed by Kawasaki in fourth and fifth with the KX250W and KX450E.
Honda’s General Manager, Motorcycles, Tony Hinton said sales will improve from this point forward as the company has taken a strategic approach to ensuring the business remains strong.
“We are confident that our remaining three quarters for the year will be stronger. We have done what is necessary to stay buoyant such as focusing on inventory management and planning for a different kind of market in the coming years,” Mr Hinton said.
“Honda wants to ensure that our dealers remain strong, and balancing their inventory in line with market conditions is a priority. It’s about responsible economic management.
“The two wheel industry can always bank on the fact that motorcycles are a fantastic option for people who are looking for an economical way to get around.
“Buyer confidence and a willingness to make a discretionary spend on a motorcycle has started to show again in recent weeks, and I think we will see stronger sales for sectors that cater to the commuter market in particular in the future,” he added.
