Why are motorcycle retail sales in decline?

The motorcycle industry in Australia is going through an extremely tough period. There’s certainly nothing groundbreaking in that statement, but it does open up a discussion about the reasons why it’s in such a fragile state – and more importantly, what can be done to arrest the malaise and increase the popularity of motorcycling?

We’re certainly not going to produce a definitive dossier of change in this forum, but it’s worth questioning why sales are sluggish as the quality of hardware on dealer floors is the best it has ever been. Across all motorcycle categories, the choice of machinery is beyond reproach, and finance rates are extremely competitive.

Bikesales recently touched on this very issue, and some of the questions we posed were:

• Is it a marketing issue?
• Are prospective bike riders – the un-riders – being targeted effectively?
• Are millennials not buying motorcycles because they don’t have the dosh, or have they been turned off by public information campaigns which make them wary to adopt a new and ‘dangerous’ lifestyle?
• Or do millennials prefer public transport, despite the convenience factor of a motorcycle in a big city – especially when you can park for nicks.
• Digging deeper, is punitive speed enforcement across Australia another contributing factor, with many people realising they may not have the discipline to keep their licences?
• Is motorcycling no longer viewed as a ‘cool’ pursuit – especially when learners are made to wear yellow vests? Has that freedom of riding a bike evaporated?
• Is the retail experience where it should be, and are motorcycle media outlets still hitting the spot?
• Are motorcycles now seen as luxury items?
• Are companies spending too little in marketing?

What do you think? Is it one major issue or a combination of many? Have your say in the comments box below.