Australian motorcycle market down 13.7%

The Australian motorcycle market contracted by 13.6 percent in 2009, despite a late-year retail promotion-induced rally.

Figures collated for the Federal Chamber of Automotive Industries (FCAI) reveal that 115,981 ATVs, off-road bikes, roadbikes and scooters were sold in 2009, down from 134,279 in 2008.

The scooter segment took the biggest hit in 2009 after a number of record years, sinking 32.6%, while road and off-road plunged 14.2% and 13.4% respectively.

Only the ATV market grew in 2009, up by a modest - but nonetheless positive - 1.4%.

Given the circumstances, the FCAI has described 2009 as "a very solid result".

"The market has come off a very high base over the previous year, so the industry has certainly stood up well to the economic challenges," FCAI Chief Executive Andrew McKellar said. "In fact, this is the fourth highest annual sales result on record and was achieved in tough economic circumstances," Mr McKellar said.

Most manufacturers felt the crunch in 2009, with Suzuki coming out the best of the Japanese heavy-hitters, 7.3% down on its 2008 result, ahead of Yamaha (down 9.7), Kawasaki (down 14.4) and Honda (down 22.1).

Most of the European motorcycle brands put up a strong fight in 2009, with the likes of Husaberg - albeit from a low base - Husqvarna, Triumph, Aprilia and Benelli all increasing sales, while BMW and KTM were just off their 2008 levels.

Honda (25,432 units) retained its mantle as the overall No. 1 brand in Australia with 21.93% market share, just ahead of Yamaha (25,287, 21.80%), followed by Suzuki (16,995, 14.65%), Kawasaki (10,267, 8.85%), Harley-Davidson (6830, 5.89%), KTM (5220, 4.50%), Polaris (3436, 2.96%) and Triumph (3362, 2.90%).

However, the news isn't all positive for Honda, which held 24.35% market share at the end of 2008 - a 2.42% fall in 12 months.

The other major brand to lose market share in 2009 was Kawasaki, while Yamaha, Suzuki, Harley-Davidson, KTM, Polaris and Triumph all made improvements.

Yamaha gained nearly one percent, which now has it on the bumper of its great rival, Honda.

Honda's collaboration with Australia Post saw 2724 CT110s sold last year, which again left the step-thru the biggest selling model, ahead of another roadbike -- Kawasaki's quarter-litre juggernaut, the Ninja 250 (2554).

Then it's off-road bikes dominating the balance of the top 10: the Suzuki DR-Z400E, Honda CRF250R, Yamaha WR450F, Yamaha PW50, Honda CRF450R, Yamaha YZ250F, Honda CRF230F and Yamaha TTR50.

In the separate categories, the biggest sellers in 2009 were:

ATVs - Honda TRX420FA
Roadbikes - Kawasaki Ninja 250 (excluding the Honda CT110)
Cruisers - Yamaha XVS650
Scooters - Honda SCV100
Sportstouring - Suzuki GS500F
Fun - Yamaha PW50
Farm - Suzuki DR200SE
Trail - Honda CRF230F
Off-road - Suzuki DR-Z400E
Enduro - Suzuki DR-Z400E
Motocross - Honda CRF250R
Supersport - Yamaha YZF-R1
Touring - Harley-Davidson FLSTC
Supermotard - Yamaha XT660
Under 250cc roadbike - Kawasaki Ninja (excluding the Honda CT110)
Adventure touring - Kawasaki KL650E
Naked - Triumph Street Triple

Click the following link to read the summary report, and the following link for all the top 10 reports.

MANUFACTURER COMMENT

Aprilia - www.aprilia.com.au
Premium Italian brand Aprilia was among just a small number of marques that increased its sales in 2009 over 2008.  John Sample Automotive, the official importer for Aprilia, puts the results down to three areas: an improved product range, more competitive retail pricing and an ever improving dealer network. 

Kris Matich, National Manager for John Sample Automotive, said: "Aprilia motorcycle and scooter brands performed well ahead of the market in 2009.  For Aprilia roadbikes our sales were up 6.4% in a market down over 14%, while Aprilia scooters were up over 49.2% in a market down over 30%, which was a tremendous result.  Our improving product range and pricing has lead to these fantastic results which of course have been well supported by an improving dealer network nationally. 

"Aprilia has also benefited from the renewed profile of re-entering the Superbike World Championship with our new RSV4 ridden by Max Biaggi.  Not only has this bike been instantly competitive at world championship level, but it has also been a popular seller since its release in August, 2009. 

"The Aprilia scooter sales success proves that customers place a high value on style, quality and performance at a reasonable price.  Aprilia has a number of exciting new model releases planned for 2010 commencing with the RSV4 R at $23,990 and the new Shiver GT ABS from $14,990, and off the back of these new models we expect to see sales increase further in 2010."

BMW -- www.motorcycles.bmw.com.au
BMW Motorrad Australia has capped off a strong 2009 to defy the Australian motorcycle industry trend and post sales just 2.4 % down over the previous year.

In a market that saw a decline of 13.6% over the course of the year BMW Motorrad has reason to celebrate.

Recording solid sales in December, the total number of BMW Motorrad units sold in 2009 was 1897 units, just 46 units fewer than 2008.

"Starved of key stock at the end of the year due to the seamless run-out of the R 1200 GS, R 1200 GS Adventure and R 1200 RT the final result was extremely positive," said BMW Group managing director, Stavros Yallouridis. "The momentum we held throughout the year is a tribute to the Motorrad team, the dealer network and an attractive model mix.

"It's particularly pleasing that we could hold our own in uncertain times given the general motorcycle market experienced aggressive decline."

BMW continued to dominate the adventure segments with the F 800 GS confirmed as the volume seller for Motorrad, closely followed by the R 1200 GS and LAMS-approved G 650 GS.  In addition to the adventure success, the innovative K 1300 series, naked F 800 R and the hardcore off-roader, the G 450 X, were all key contributors towards the success of BMW Motorrad in 2009.

The outlook for 2010 looks equally positive for BMW Motorrad with the introduction of the highly anticipated S 1000 RR.  With over 100 orders already, coupled with and already positive road test reports internationally, the S 1000 RR will be sure to weave a new fabric into the superbike market.

Other confirmed models for the new year include the new DOHC R 1200 GS, R 1200 GS Adventure and R 1200 RT models that will again offer class-leading riding dynamics and bolster sales in 2010.   

Honda - www.hondamotorcycles.com.au
Honda Australia has once again claimed the No. 1 position in retail motorcycle sales for the end of the calendar year, according to official figures released by the Federal Chamber of Automotive Industries (FCAI).

Honda sold four of the 10 top selling motorcycles overall including the CRF250R and CRF450R motocross bikes for the third year running, the CRF230F which proved to be one of the manufacturer's strongest performing trailbikes for 2009, and the CT110 Postie bike.

Honda also continued to dominate the ATV sector, and experienced nearly 5% growth in that category in an otherwise stagnant national motorcycle market.

In fact, five out of the top 10 selling models in the ATV market are made by Honda, including the best-selling TRX420FA and TRX420TM.

The humble Honda Lead 100 topped the list for scooters, while the LAMS approved CB400 continued to perform strongly in the naked category.

"We're very pleased to have finished up in the top spot," said Honda's General Manager, Motorcycles Tony Hinton. "Since we became the No. 1 over 11 years ago, over 300,000 customers have chosen our products, simply because it's a Honda with a strong history of reliability, durability and value for money.

"That is not to say it hasn't been a challenging year for all of the manufacturers, but Honda has achieved a lot that we can be proud of these past 12 months."

"In the area of rider education, we rolled out of our Honda Safety Advisor program to the majority of our dealers. We also celebrated 10 years of operation at HART New South Wales, as well as HART Queensland's first birthday and moved our Victorian HART operation to new premises in Somerton."

"Our CBR1000RR Fireblade was once again declared the best motorcycle in the country for the second year in a row by Australian Motorcycle News (AMCN), and we introduced a couple of very interesting new models such as the LAMS-approved VT400 cruiser, the SH300i scooter, 'Big Red' Multi Utility Vehicle and VT1300CX chopper.

"In terms of community involvement, Honda was very pleased to continue our association with the Snowy Ride and the Steven Walter Foundation, helping them reach the $2m mark in support of children's cancer research.

"We look forward to a strong performance in 2010 including a number of exciting new products and initiatives."

Husqvarna -- www.husqvarnamotorcycles.com.au
"Only two brands could manage an increase in the off-road market in 2009 and Husqvarna is one of them," said marketing manager Jörg Hoffmann. "With the new 250F models, the TC 250 and TE 250, a minibike range and other new models on the horizon, we expect further growth in 2010."

Hyosung - www.hyosung.com.au
Hyosung charged back with a stronger 2009 second half helped by new model upgrades. The first half decline was fuelled by the GFC and old model runouts and was not unexpected according to Hyosung insiders.

"Our range was due for facelift and the new EFI 250cc and 650cc range didn't reach the market until the second half of the year. Sales were wound down as we prepared for the new models and this created a gap we weren't able to claw back in the short second half period," said Hyosung Brand Manager Simon Gloyne. "The new EFI on all models plus a host of other upgrades to styling and braking across various models has helped re-establish Hyosung as a viable alternative with a massive package of features for a small price."

The Hyosung range is quite unique in the market as all models are learner-approved, as well as all 650cc models being available in both LAMS and full-power variants.

The 250cc segment has seen all but one contender in the top 10 in decline and Hyosung's GT250R fills second place. Hyosung's GV250 cruiser also gets a place in the top 10 being the only 250cc cruiser in this group with EFI and this has no doubt helped it increase its share of this segment. (Note: Honda's CT110 Australia Post bike disregarded in data).

Hyosung's GT650R has also slotted into the Super Sport segment in the NO. 4 position bettered only by Yamaha's YZF-R1, Honda's CBR1000RR and Suzuki's GSX-R1000, all 1000cc class super-bike contenders all at near double the $8990 (plus ORC) price of the real world Hyosung GT650R. Also in the GT650 family is the GT650 naked and the GT650S sportstourer. All models feature programmable EFI, four-piston calipers and USD forks and fresh styling changes.

This year the new Aquila Classic will join the stable alongside the already popular power cruiser-styled GV650 Aquila, with more to come in the future. 2010 and beyond is looking good for Hyosung with its solid range and new model strategy moving forward.

Moto Guzzi - www.motoguzzi.com.au
Moto Guzzi is the sister brand to Aprilia from Italy and also enjoyed increased sales in 2009 over 2008.  John Sample Automotive, the official importer for Moto Guzzi, puts the results down to three areas: an improved product range, more competitive retail pricing and an ever improving dealer network providing better after sales support.

Moto Guzzi was up 5.2% in 2009 in a market down over 14% and was therefore one of the better performing brands in the market in 2009.  Kris Matich, National Manager for John Sample Automotive, said: "In 2009 we released some very good new models such as the Stelvio Adventure bike and the V7 Classic range.  These and other new models have helped provide the resurgence in demand for the Moto Guzzi brand.

"In 2010 Moto Guzzi will again release a number of new models and our product range is larger than it has ever been with models such as the traditional Nevada from $12,990, all the way through to the very special MGSO1 Track Bike for $48,990.  We will most definitely see growth in the Moto Guzzi sales in 2010 which is nice considering that 2011 will be the 90th anniversary of Moto Guzzi, making it one of the oldest brands in the motorcycle industry."

Piaggio (Piaggio, Vespa, Gilera) - www.piaggio.com.au
It's been a tough year for most of the motor industry and even more so
for the motorcycle and scooter industry, which did not benefit
significantly from the business stimulus package except for perhaps
some ATVs purchased by primary producers.

Nonetheless the last quarter of 2009 has shown some stability return to
the market and the signs are favourable for the year ahead. The scooter
market was hardest hit, but this comes on the tail of six years of
triple digit percentage growth and a record 2008. There was still some
good news for established scooter brands.

The Piaggio Group scooter brands, which include Gilera, Piaggio and
Vespa and Aprilia, have increased market share in 2009 compared to 2008
with 68% more people choosing a Piaggio Group brand over the nearest
competitor.

Most categories in the motorcycle and scooter markets were hit fairly
hard in 2009 with scooters down 32.9% overall. Hardest hit however has
been the less established or non-brand name scooters in the entry level
end of the market. Conversely, it is the premium established brands
that have faired best with the Italian favourite Vespa enjoying a
significant increase in market share from 9.9% in 2008 to 12.3% in 2009.

"When there is some uncertainty in the market people are attracted to
known and trusted brands and are less likely to take a chance on an
unknown entity," said Piaggio-Vespa-Gilera Brand Manager Simon Gloyne.
"This is no more evident than with Vespa. It is the iconic style leader
for any discerning owner and has never been more affordable and valued
as a considered purchase.

"Our flagship Vespa GTS300 Super and the Vespa LX 150 continue to
dominate the over 125cc category and feature in the top 10 Scooters for
2009."

Suzuki -- www.suzukimotorcycles.com.au
The market as a whole is down by 13.6%, yet Suzuki is only down 7.2%, making it the best performing Japanese brand.

Our sales result is driven by a range of factors that start with a great model line-up. We've worked hard to keep introducing new models, great technology, affordable options such as ABS braking, maintain competitive pricing, and offer regular sales campaigns through our dealer network.

Results on the race track have also contributed to this result.  The strength of Suzuki's performance is in the broad and diverse range of models we have across all categories. Suzuki had the top selling model in the off-road, enduro, sportstouring and farm categories in 2009, but we also had many models perform strongly in every category.

In 2010, Suzuki will continue to introduce new models such as the fully faired Bandit 1250 and ensure that our entire range continues to cater to the needs of all motorcyclists and offer exceptional value for money.

Yamaha - www.yamaha-motor.com.au
Despite a decline in overall motorcycle sales, Yamaha performed well in Australia in 2009 with a 12.3% sales drop in a market that experienced a 16.3% overall decline. This relatively strong performance is down to a number of factors.

First, Yamaha released some new and technologically advanced motorcycles in 2009, notably the YZF-R1 supersport bike that bristles with Moto GP-bred features. The revolutionary new YZ450F motocross bike with front induction, reverse canted cylinder and fuel injection is another example of Yamaha's innovative approach to motorcycle design that while not contributing much to the 2009 sales figures due to its release date, should assist Yamaha in consolidating its position as leader of the off road market this year.

Other standout performers include the learner-approved  XVS650/A which was Australia's best selling cruiser in 2009. The learner market is one area that Yamaha will focus on for 2010. And in selected categories, Yamaha will continue to introduce motorcycles that will surprise customers with their high level of performance and innovation this year.

In addition to offering the right products at the right price, Yamaha is ably supported by a dynamic 165-strong Australian dealer network. Yamaha dealers have market-leading business systems in place and are uniquely positioned to offer customers our in-house Yamaha Motor Finance at a time when securing a loan has not been easy.

These advantages will continue for 2010 and should witness more retail success for the coming year.