Aussie market up 3% in 2011

Spearheaded by massive growth in the ATV sector, the Australian motorcycle market returned to the black in 2011

Australia’s motorcycle market – ATV, off-road, road and scooters – grew by three percent in 2011, with 109,034 units retailed, compared to 105,841 in 2010.

After being dealt quite a severe GFC-induced blow over the last few years, the result is a promising one for the Australian motorcycle market – unlike some other first-world countries, which are still trying to pick up the pieces after massive sales plunges.

But the state of play down under isn’t following the traditional ‘script’, with the majority of the growth in 2011 not coming from the ‘experienced campaigners’ – road and off-road -- but instead the ATV and scooter sectors, which shot up by 18.4 and 8.8 percent respectively. Will that trend continue in 2012, or will off-road and road dig in their heels?

A total of 22,428 ATVs were retailed in 2011, compared to 36,637 off-road bikes (down 4.5 per cent), 38,606 road bikes (up 1.4 per cent) and 11,363 scooters.

Honda has easily retained its No.1 ranking – not necessarily a sign of the most profitability, though -- with 22 per cent of market share, followed by Yamaha (18.5), Suzuki (12.5), Kawasaki (8.9), Harley-Davidson (5.9), Polaris (4.5), KTM (4.4), Triumph (2.8), Kymco (2.6) and Husqvarna (1.8).

“This is a fantastic result for us; we have seen growth in many of our existing models and have also seen excellent take-up on new models we have introduced to the market,” said Honda Motorcycles General Manager, Tony Hinton. “The overall market has gained momentum in the last 12 months and we look forward to sales remaining strong as we move into 2012.”

Honda’s market share has risen marginally from 2010, when it was 21.93, while others to grab a larger share of the overall pie – at least from the top bracket of manufacturers -- included Harley-Davidson, Polaris and Kymco.

Kawasaki remained static, while those to lose ground were Yamaha, Suzuki, KTM, Triumph and BMW.

Meanwhile, Husqvarna has supplanted BMW to move into the top 10.

Outside of the top 10, BMW’s sales dropped 11.1 per cent in 2011; Hyosung went down 13 (its previously all-conquering GT250R is now a distant third behind its Honda and Kawasaki competitors in the 250cc road bike segment); while Aprilia, Moto Guzzi and BRP all produced double digit growth – up 11, 37.7 and 24.6 respectively.

But the biggest percentage increases – from low bases – came from CF Moto and Daelim, which soared 200.7 and 496.1 per cent each.

Victory Motorcycles also grew by 42 per cent, in a stagnant road market.

“It's obvious the market has been looking for a premium motorcycle product that’s different from the traditional offerings out there,” said Peter Alexander, Managing Director of Polaris Industries Australia and New Zealand. “If we had more stock available we would have grown even faster, but with stock shortages, particularly of new models like the High Ball and Cross Country Tour, some customers will have to wait until the first months of 2012 to take delivery of their new bikes.

“This is just the start of a major growth phase for the entire Polaris Group. Over the coming months and years you will see a marked acceleration in the product innovation which has driven Polaris to this point; in fact Victory will announce yet another new model within weeks.”

FCAI chief executive Ian Chalmers said the recovery of motorcycle sales was encouraging.

“While sales of road and off-road motorcycles have remained reasonably static throughout the year, scooter and all-terrain vehicle segments have continued their impressive growth again this year,” he said. “The 18.4 per cent growth in ATV sales is somewhat indicative of the recovery of rural economies nationwide, where these motorcycles are most popular.

“And an 8.9 per cent growth in scooter sales continues to highlight the popularity of these modes of personal transport, as motorists seek to avoid high petrol prices and increasingly congested metropolitan roads."

Motorcycle sales in Australia peaked in 2008, with 134,279 motorcycles delivered to customers that year.

In 2011, Honda claimed the three biggest selling bikes: the CRF50F (2982 units) – king of the jungle for the second year in succession, the CT110X (2227) and the CBR250R (2172). They were followed by the Kawasaki Ninja 250R (1984), Yamaha TTR50 (1320), Yamaha PW50 (1278), Honda CRF250R (1182), Yamaha YZ450F (1152), Honda CRF450R (1057) and Suzuki DR-Z400E (1038).

The CBR250R was the only bike to move into the top 10, at the expense of the Yamaha WR450F – but expect to see the perennial enduro favourite back up in the top echelon in 2012 on the strength of a major update.

The winners of the individual categories were:

• ATV – Polaris Hawkeye (replacing the YFM90)

• Road bikes – CT110X (same as 2010)

• Cruisers – Yamaha XVS650 (same as 2010)

• Scooters – Piaggio Fly 150 (replacing the Honda SCV100)

• Sports touring – Kawasaki Ninja 650RL (replacing the Suzuki GS500F)

• 250cc road bike – CT110X (same as 2010)

• Adventure touring – Kawasaki KLR650 (same as 2010)

• Naked – Honda CB400 (replacing the Triumph Street Triple)

• Supersport – Honda CBR1000RR (same as 2010)

• Touring – Harley-Davidson FLSTC (same as 2010)

• Supermoto – Yamaha XT660 (same as 2010)

• Off-road – CRF50F (same as 2010)

• Enduro – DR-Z400E (same as 2010)

• Motocross -- CRF250R (replacing the Yamaha YZ450F)

• Fun – CRF50F (same as 2010)

• Farm – Suzuki DR200SE (same as 2010)

• Trail – Hondas CRF230F (same as 2010)

Meanwhile, 2011 motorcycle sales are just starting to come in form around the globe, and the Bikesales Network will keep you abreast of some of them – such as Indonesia, where a new record was set at 8.04 million units!

That’s a nine per cent rise from 2010, and the figure would have been higher had the floods in Thailand not severely scuppered production and distribution in the last quarter of the year.

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Aussie market up 3% in 2011

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