Motorcycle sales fall...again

Surprise, surprise. New motorcycle sales have fallen by 11 per cent through the first three months of 2024 according to the Federal Chamber of Automotive Industry (FCAI), in what is becoming a repetitive story on Australian soil.

This is despite increased sales in Europe, booming industries in India and China, and “record” years for companies such as Ducati, BMW, and KTM.

According to the FCAI’s report, a total of 19,903 motorcycles and off-highway vehicles were sold in Australia from January-March, 2024.

Road motorcycles accounted for 41.3 per cent of the total, which represented a 10.2 per cent decrease from 2023, while off-road motorcycles made up 36.5 per cent of the total – an 11.9 per cent decrease from 2023.

Off-highway vehicles (which includes quad bikes and UTVs) took the biggest hit, with a 16.1 per cent decrease and 2976 units sold.

Scooters were the only segment to grow, albeit by just 1.1 per cent. A total of 1450 scooters have been sold so far.

While there is no one single answer for the continued sales slide in Australia, the FCAI thinks it has something to do with cost of living and rising interest rate pressure.

"As Australians manage tighter finances, recreational products such as motorcycles are often the first to be affected," explained FCAI chief, Tony Weber.

"The continued growth in scooter sales highlights a change in preferences in the Australian market and consumers shifting to mobility options that offer easier parking, quicker commute times and reduced fuel costs.”

That last quote appears positive, but scooter sales still only represent 7.3 per cent of the total Australian market, and the rise in popularity of electric kick scooters (e-scooters) and electric bicycles (e-bikes) in urban areas can't be a good thing for the motorcycle industry.

However, as has been reported previously, the FCAI’s sales data is flawed in that it does not include sales from every manufacturer and distributor on Australian soil.

Some major distributors, including Mojo Motorcycles (CFMOTO, Sherco) and Urban Moto Imports (Royal Enfield, Benelli), choose not to submit their figures. This means that the sales “total” reported by the FCAI only represents a percentage of the true total.

In short, no one currently has an accurate picture of the health of the motorcycle industry in Australia, but it’s fair to say we have some work to do to match the booming markets in other parts of the globe.