Motorcycles sales hit new heights in 2008

January 12, 2008

Motorcycle sales set a new record in 2008, with increasing numbers of Australians turning to two-wheeled transport.

Official figures released by the Federal Chamber of Automotive Industries (FCAI) show that 134,112 motorcycles, scooters and all-terrain vehicles were sold last year - an increase of 3.2 per cent (4146 units) over the previous record set in 2007.

For a comparison report across manufacturers, click here.

For the top 10 in each motorcycle segment, click here.

"This is an outstanding result and the highest sales figure on record," FCAI Chief Executive Andrew McKellar said.

"Sales of motorcycles remained strong throughout 2008 despite the challenges and uncertainty caused by the global financial crisis," he said.

"While the economic fundamentals will remain challenging in 2009 there are many good reasons why people will continue to turn to motorcycles and scooters for their transport requirements."

Road bikes were the key driver of growth in the market place during 2008 with 49,347 sales - an 8.5 percent increase over the previous year.

"The increasing array of motorcycles on the market means that there are models on offer to suit the varying tastes and needs of riders, whether it is for daily commuting or recreation," he said.

Scooters remained extremely popular with 15,364 units sold during 2008 - a 7.6 percent increase compared to 2007.

"Many people, particularly those who live and work in busy cities, are being drawn to scooters in record numbers because of their obvious convenience and practicality," Mr McKellar said.

Sales of ATVs increased by 1.2 percent during the year to 19,990 units while sales of off-road motorcycles fell two percent to 49,411 units.

Honda maintained its market leadership in 2008 with 32,651 sales, followed by Yamaha with 28,004 and Suzuki with 18,314 sales.

Cruisers retained leadership of the road-bike sub-segments with 13,156 sales ahead of 250cc (11,053 sales) and supersport (8630).

The off-road market was very competitive in 2008 with motocross the most popular segment (14,410 sales) ahead of minibikes (14,129) and enduro (14,124).

The agricultural segment was the most popular amongst ATV sales, accounting for 73 percent of that market (14,587 sales).

MANUFACTURER MEDIA RELEASES

HARLEY-DAVIDSON
Harley-Davidson enjoyed a record sales year in 2008 with a solid eight percent growth over 2007. We attribute this in no small part to a superb product line-up that continues to appeal to new customers, along with an increasing realisation of the affordability. When the legendary brand can be obtained from as little as $10,995(plus ORC), there is no need for compromise. Although the more traditional Fatboy remains the highest seller, newer models with less bling (i.e. chrome) such as Nightster (Sportster) and Night Rod Special (V-Rod) are flying out the doors.

HONDA
Whilst many international companies are glad to see the back of 2008 after a less than ideal global economic performance, Honda Australia is reporting good news in regard to the company’s year end motorcycle and scooter sales results. The manufacturer celebrates their 10th consecutive year in the top spot for the industry which grew by 3.2 percent overall, despite the doom and gloom of most retail results in Australia last calendar year. The country’s biggest seller for the year, bar the Honda CT110 used by Australia Post, was also a Honda – the humble CRF50 – which along with its bigger brothers, the CRF70 and CRF100 were the mini bike of choice for many new young riders. The manufacturer’s premier competition motocross bikes, the CRF450R and CRF250R, also experienced strong growth with many dirt bike riders opting for the reliability of a Honda 4-stroke powered machine. Additional hot sellers included the Honda CB400, a popular model within the Learner Approved Motorcycle Scheme (LAMS) segment and the top seller in its class. The CBR125 also performed well with many commuters looking for an economical way to get around town on smaller capacity machines. Honda’s General Manager, Motorcycles, Tony Hinton, said “We are very pleased to have finished in the number one position again, particularly considering the tough market conditions. The results give a strong message that the motorcycle and scooter industry, particularly the road segment of the market, is somewhat immune to the negative forces that are taking place within the automotive industry as a whole. The trend for people to opt for more economical and convenient modes of transport is not slowing down, and although we saw the price of petrol fall in the last quarter, customers are still realising that it is more sensible to rely on a motorcycle or scooter to keep costs down, rather than the unpredictable cost of fuel. Honda has some exciting new models coming in this year as well that will really help to serve this burgeoning part of the market including the LAMS approved VT400 and the SH300i scooter. With more motorcyclists on the road, the need for safety is even greater,” he added. “Honda will remain involved with safety and training through our HART centres in Victoria, New South Wales and now Brisbane. We are also introducing new models in ‘09 fitted with ABS including the CBR1000RR, and will be rolling out a Safety Advisor program whereby new riders can obtain vital information and advice from their local dealer.

YAMAHA
The highlights for Yamaha in 2008 include the marque's race dominance which has contributed to strong retail sales. In particular, both world and Australian enduro champions rode WR450Fs this year which has helped YMA achieve No. 1 sales position in the enduro market segment. Similarly, Yamahas currently holds both world and Australian MX titles and Valentino Rossi continues to act as an effective brand champion by winning yet another Moto GP title. Despite recent exchange rate fluctuations and some areas of the economy suffering, we predict positive retail growth in many market segments. Our LAMS legal XVS650 has jumped to No. 2 in the cruiser category, which looks set to expand. As will the funbike sector and the scooter segment in which Yamaha is the top Japanese manufacturer. Motorcycles in general are largely recession proof because they offer both a cheap means of transport when times are tight and a leisure time pursuit that customers are willing to spend big on when cash is available. Technical advances mean some key models will receive exciting updates and companies like Yamaha who are able to offer reliable products via a trusted dealer network will continue to thrive.

HYOSUNG
Korean motorcycle brand Hyosung continued to provide Australian riders with great value quality motorcycles and registered 5.1% growth in 2008 over 2007. Hyosung continues to hold its No. 7 position in the roadbike segment, only surpassed by the big four Japanese brands, Harley-Davidson and Triumph. Hyosung's speciality is in the entry level of the market with a range of 250cc roadbikes plus 650cc models, all of which can be purchased compliant with the LAMS (Learner Approved Motorcycle Scheme which is now law in all states except WA and Qld. A bonus with Hyosungs LAMS approved models is that their power output can be uncapped once the owner has completed their probationary period and they are permitted to ride a full power motorcycle. It’s like getting two motorcycles for the price of one. “Our owners are pretty straight forward when they tell us why they chose Hyosung. They look great, they’re well priced and you get a lot for your money," said Hyosung Australia Brand Manager, Simon Gloyne. “We have a very positive outlook for the year ahead also. During the recession that we had to have, motorcycle growth was kickstarted and we enjoyed growth into the next two decades. New licence bookings haven’t waned and this is a good indication that people still need to get around, but they want to find a cheaper way to do it. The enjoyment of riding a motorcycle is a bonus."

SYM SCOOTA
For the third year running SYM Scoota hold the proud position of No. 1 brand in Australia and we couldn't be happier! Last year saw a whole new set of challenges with rebranding Australia's favourite scoota from Bolwell Scoota to showcase our manufacturer's marques, SYM and PGO. We introduced the largest scoota in our range, the CityCom300i, as well as the Orbit 50 and 125 and the VS125 continued merrily each month as the number one selling scoota in the country! "We've finished the year in such a great position and are really looking forward to kicking more goals in 2009", says Tim Black National Sales Manager. "As a family business it is paramount that we continually build on the high levels of service, quality and back up everyone's come to expect from us." Set to launch in 2009 are more models to excite riders: a beautiful retro inspired 50cc and 125cc aptly named the "Classic" is due by March. There'll be some bigger capacity models and a few surprises along the way.

HUSQVARNA
The Paul Feeney Group is pleased to announce the Husqvarna brand achieved a record sales volume for 2008 with an increase of 30.8 percent on 2007 sales. This exceptional result is a reflection of Husqvarna's ongoing efforts to supply a consistently high quality product, along with its benchmark warranty periods. Te result is all the more impressive considering the current economic climate that has seen several manufacturers off-road market share reduce in volume. This growth trend is set to continue through 2009 with the release of additional enduro-spec models such as the new TE 310 four-stroke and WR 300 two-stroke variants to the already popular Husqvarna range. The Husqvarna brand's success in 2008 was due in no small part to consistently strong results and reviews in both the Australian and global motorcycle press. With several wins and close placings in comparo-style articles, Husqvarna continues to reinforce its place as a major player in the Australian off-road market. This increased profile should ensure the opportunity for significant growth throughout 2009. The Paul Feeney Group, in cooperation with Husqvarna Srl (Italy), has, at least in the short term, been able to maintain a pricing structure that will see our products in a very competitive position in comparison to other manufacturers in the appropriate market segments.

TRIUMPH
Triumph Australia is particularly pleased with its sales results for 2008. Whilst at a first glance, a 4.1 percent increase may not look too startling, when it is taken into comparison with some of the other major importers, it was a great result, with many importers being well into the negative. Triumph's marketing manager Mal Jarrett said: “The Sprint ST and Tiger both made it into the top 10 in their particular segments, and it was particularly pleasing to see four of our models making it into the top 10 ‘Naked’ segment i.e. the Street Triple at No. 2, the T100 Bonneville at No. 4, the Bonneville atNo. 5 and the Speed Triple at No. 8. It appears that during these tough economic times customers are turning to a brand that can be trusted not only for being a reliable mount, but a brand that will retain its resale value for many years to come."

MA AGUSTA
2008 has seen the MV Agusta brand undergo a huge transformation with the new ownership of the marquee by Harley-Davidson and has reinforced retail market confidence in this prestigious brand. The Paul Feeney Group, as the Australian importer and distributor, and the new owner of MV Agusta have put together both short and long-term goals to achieve consistent future growth for the brand. With the introduction and release of the new Brutale 1078 RR and Brutale 989 R along with the already very popular F4 1078 RR, the future looks extremely positive for the brand. The factory has several exciting new products both on the drawing board and in early development that will see MV Agusta achieve an even broader market appeal. With these initiatives in place the Paul Feeney Group look forward to a strong recovery and consistent sales growth throughout 2009 and beyond.

KAWASAKI
Kawasaki is extremely pleased with the latest FCAI report, indicating the brand's 14.2% increase in sales growth, (the highest of any Japanese manufacturer) compared to the overall national growth of 3.2 percent. Kawasaki attributes the successful result to the brand's reputation in the marketplace for delivering extremely high quality products built to outperform the competition. The public's positive acceptance of new models contributed to Kawasaki's success. These models included the 1400GTR sports tourer, versatile KLR650 and learner legal Ninja 250R. The appointment of new high quality Kawasaki dealers, supplementing our existing hard working dealer network was also a contributing factor. Kawasaki has hit the ground running for 2009 with the release of such models as the all-new fuel injected KX450F, multiple 250cc shootout-winning KX250F, very competitively priced KLX250S, and the all-new and more powerful Ninja ZX-6R, Kawasaki is in good stead to enjoy a healthy first quarter in 2009. With the forthcoming release of the Ninja 650R and all-new Vulcan 1700 cruiser range, Kawasaki is confident of carrying its status as the highest improving Japanese manufacturer into 2010.

SUZUKI
Suzuki Motorcycles has continued its impressive growth in Australia, recording its highest-ever sales figures for a calendar year in 2008. Federal Chamber of Automotive Industries (FCAI) data reports an increase of 6.1 percent in sales of Suzuki motorcycles in 2008 over 2007 figures, almost double the local industry's growth rate of 3.2 percent. The final sales figure of 18,314 units sold is a new record for Suzuki, in a record year for the local industry. "At Suzuki, we arethrilled with our sales results in 2008," Perry Morison, General Manager, Motorcycles, Suzuki Australia said. "Another record year is a testament to our comprehensive product line-up, which is backed by competitive pricing, ongoing promotional activity, our strong dealer network and racing success. Therecord number of motorcyclessold in Australia in 2008is a great indication of the strength of the local industry, which is well-equipped to continue to serve the motorcycling community. The current global economic climate and Australian dollar will continue to place pressure on pricing, but Suzuki is focused on continuing to offer great value to our customers." Roadbikes were the driving force behind Suzuki's successful 2008, as the manufacturer continues to kick goals with its core focus, its big street bike range. Overall, roadbike sales rose by over 10 percent, with Suzuki models now occupying the top four places in the sportstouring category. Suzuki bucked the trend of decreasing off-road motorcycle sales, recording growth of 1.8 percent in a championship-winning year. Well above the industry average of 1.2 percent, sales of Suzuki's ATV range increased by an impressive 7 percent. After a record-breaking 2008, Suzuki is excited about the upcoming year, which will see a range of new models arrive in Australia, headlined by the all-new GSX-R1000 and Gladius SFV650.

Pic: the second biggest selling motorcycle in 2008 -- Honda's CRF50F.