US motorcycle sales slump

As motorcycle sales in Australia begin to show signs of a recovery, one of the world's largest bike markets has once again witnessed a sales drop.

The North American motorcycle market contracted by 14.1 per cent (compared to the same time last year) in the third quarter of 2010, which makes it the 15th consecutive quarter of decline.

Such inexorable decay in US motorcycle is hurting a lot of local manufacturers, including Harley-Davidson, which is reporting drops of between five and seven per cent compared to 2009. Harley-Davidson's chief executive, Keith Wandell, commented on the recent sales date last week, saying "...the economy has yet to turn around in a convincing way and many consumers remain on the sidelines".

In 2010, sales are forecast to be less than half of what they were in 2006, and are expected to be slightly lower than the 2009 sales tally of 383,000.

Unlike Europe and Asia where motorcycles are used for commuting and are essential tools of trade, motorcycles are mainly bought and ridden for recreational and sporting purposes in the USA, and as such they are first things to be crossed off discretionary lists when hard times hit.

Much like the US car industry in 2009, Harley-Davidson has had to close several dealerships in the USA, around 40 at last count, and the company will be looking at shutting more in line with the current market forecasts.

All motorcycle brands in the USA are feeling the pinch, including the big Japanese marques Honda, Kawaksai, Suzuki and Yamaha, and the slowing of global motorcycle sales has forced these brands to postpone the launch of their 2010 models, and we're only now seeing new 2011 metal.

While the Australian market can expect to see a rise in sales over the southern summer months of December, January and February, the US market isn't expected to turnaround until at least mid 2011.