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Motorcycles and Scooters - UK - December 2011

“Mintel’s research amongst men and women illustrates the future opportunities that exist to attract new owners to two-wheelers. With around one in five adults saying they would consider owning a bike or scooter, this equates to some 11 million adults.”

– Michelle Strutton, Senior Consumer Analyst

Some questions answered in this report include:

  • How has the recession impacted on sales of motorbikes and scooters?
  • Has the stricter training and testing regime had an impact on the market?
  • What proportion of adults is interested in owning a motorcycle or scooter in future?
  • What factors are most likely to be considered before buying a motorbike or scooter?

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Table of contents

  1. Introduction

      • Definition
        • Abbreviations
        • Executive Summary

            • The Market
              • Figure 1: Best- and worst-case forecast of volume sales/new registrations of motorcycles and scooters, 2006-16
              • Figure 2: New registrations of motorcycles and scooters and price of unleaded 95 octane fuel*, 2007-11
            • Companies
              • Figure 3: Manufacturers’ shares in sales of motorbikes and scooters, January-October 2011
            • The consumer
              • Figure 4: Ownership of motorbikes or scooters, October 2011
              • Figure 5: Factors influencing potential purchase of a motorbike or scooter, by gender, October 2011
              • Figure 6: Occasions or reasons to use a motorcycle or scooter, October 2011
            • What we think
            • Issues in the Market

                • How has the recession impacted on sales of motorbikes and scooters?
                  • Has the stricter training and testing regime had an impact on the market?
                    • What proportion of adults is interested in owning a motorcycle or scooter in future?
                      • What factors are most likely to be considered before buying a motorbike or scooter?
                      • Future Opportunities

                          • Transumers
                            • Boomerang Generation
                            • Internal Market Environment

                              • Key points
                                • A small market in terms of ownership
                                  • Figure 7: Ownership of motorcycles, 2010 and 2011
                                  • Figure 8: Type of motorcycle bought in the last 12 months, 2010 and 2011
                                • Sales still some way off those in the 1980s
                                  • Number of licenced motorcycles is up
                                    • Figure 9: Number of motorcycles licensed, 2006-10
                                  • Lower purchase and running costs make two-wheelers an attractive alternative
                                    • Figure 10: Trends in the average price of unleaded 95 octane fuel in the UK, 2007-11
                                  • Buyers moving away from higher-powered machines
                                    • Figure 11: Engine size of motorcycles bought in the last 12 months, 2010 and 2011
                                  • Motorcyclists remain more at risk of road accidents
                                    • Figure 12: Road casualty rates (per billion vehicle miles) for vehicles, 2003-10
                                    • Figure 13: Road casualty statistics for motorcycles, 2003-10
                                  • Tighter regulation over who is allowed to ride
                                    • Figure 14: Proposed changes under the EU Third Directive on Driving Licences, 2013
                                  • Depreciation of Sterling an issue for importers
                                    • Figure 15: Sterling exchange rate to Japanese Yen and euro (June average), 2006-11
                                • Broader Market Environment

                                    • UK economic recovery from recession falters
                                      • Figure 16: GDP quarterly percentage change, Q1 2004-Q2 2011
                                    • Unemployment set to moderate from current levels
                                      • Figure 17: Employment and unemployment, by gender, 2006-16
                                    • Britain continues to become a more affluent society
                                      • Figure 18: Forecast adult population trends, by socio-economic group, 2006-16
                                    • An ageing population could bring new opportunities for sector
                                      • Figure 19: Trends in the age structure of the UK population, 2006-16
                                  • Competitive Context

                                      • Amount spent on two-wheelers illustrates their marginal role
                                        • Figure 20: Spending on personal transport, at current prices, 2000 and 2010
                                      • Rising cost of fuel affects all means of transport
                                        • Figure 21: Escalation of price of motor fuel in recent years, January 2009-May 2011
                                      • Recent car scrappage scheme bypasses two-wheeled sector
                                        • A changing role for motorcycles?
                                        • Strengths and Weaknesses in the Market

                                          • Strengths
                                            • Weaknesses
                                            • Who’s Innovating?

                                              • Key points
                                                • Electric two-wheelers continue to develop
                                                  • Catering to the enthusiast
                                                    • Lightweights
                                                      • Renewed focus on tourers
                                                        • Exploiting new media
                                                        • Market Size and Forecast

                                                          • Key points
                                                            • Motorcycle sales are hit badly by recent recession
                                                              • Figure 22: Retail volume sales/new registrations of motorcycles and scooters, 2006-16
                                                              • Figure 23: Retail value sales/new registrations of motorcycles and scooters, at current and constant prices, 2006-16
                                                            • New sales suffer badly between 2007 and 2010
                                                              • Are poor summers also to blame?
                                                                • Signs that 2011 may signal the low point for the market
                                                                  • Used sales remain relatively buoyant
                                                                    • Scooters suffer most from recent downturn in sales
                                                                      • Figure 24: New registrations (volume) of two-wheeled vehicles, by type, 2005-10
                                                                    • Forecast
                                                                      • Figure 25: Best- and worst-case forecast of volume sales/new registrations of motorcycles and scooters, (000) 2006-16
                                                                      • Figure 26: Best- and worst-case forecast of value sales/new registrations of motorcycles and scooters, 2006-16
                                                                  • Segment Performance

                                                                    • Key points
                                                                      • Poor performance of certain sectors helps depress market further
                                                                        • Figure 27: New motorcycle and scooter registrations (volume), by type, 2007-10
                                                                      • Supersport falling out of favour
                                                                        • Trail/enduro bikes and mopeds also post poor performance
                                                                          • Going naked signals a revival in traditional values
                                                                            • Adventure sport and touring bikes also proving popular
                                                                              • Scooters strengthen presence in the market
                                                                                • Smaller engine models suffer most from current slowdown
                                                                                  • Figure 28: New motorcycle registrations, by engine size, 2007-10
                                                                                • Sub-100cc market suffers steep decline in sales
                                                                                  • 101cc-125cc sales performing well
                                                                                    • 701cc and above sector also sees good performance
                                                                                      • A market polarising?
                                                                                        • Figure 29: Two-wheeled vehicles in use, by engine size, 2007-10
                                                                                    • Market Share

                                                                                      • Key points
                                                                                        • Japanese manufacturers suffer most as market contracts
                                                                                          • Figure 30: Manufacturer shares of the UK motorcycle and scooter market, by number of new registrations, 2007-11
                                                                                        • Suzuki sees its share of the market collapse
                                                                                          • British and European manufacturers benefit from rising prices
                                                                                            • Scooter manufacturers see mixed fortunes
                                                                                              • Smaller importers doing well
                                                                                                • Exports remain strong despite sales downturn
                                                                                                  • Figure 31: Value of imports and exports of motorcycles, 2006-10
                                                                                                • The role of Sterling within the market
                                                                                                • Brand Communication and Promotion

                                                                                                  • Key points
                                                                                                    • Sluggish investment in advertising mirrors poor industry sales
                                                                                                      • Figure 32: Main monitored media advertising expenditure on motorcycles, 2007-11
                                                                                                    • Motorcycles dominate expenditure
                                                                                                      • Figure 33: Advertising expenditure on motorcycles, by product category, 2007-11
                                                                                                    • Small number of companies dominate the market
                                                                                                      • Figure 34: Advertising expenditure on motorcycles, % share by company, 2007-11
                                                                                                    • Honda, Suzuki and Harley-Davidson are currently the three largest advertisers
                                                                                                      • Japanese and European manufacturers show contrasting ambitions
                                                                                                        • Press dominates expenditure
                                                                                                          • Figure 35: Advertising expenditure on motorcycles, % share by media type, 2007-11
                                                                                                        • Profile of press advertising appears to be in decline
                                                                                                          • Internet grows to take second place
                                                                                                            • TV and direct mail succumb to changes in the use of promotional channels
                                                                                                              • Sponsorship also facing a challenge
                                                                                                              • Channels to Market

                                                                                                                • Key points
                                                                                                                  • Sales per dealer vary considerably
                                                                                                                    • Figure 36: Number of motorcycle and scooter dealerships, by manufacturer, 2009 and 2011
                                                                                                                  • Role of dealers
                                                                                                                  • Companies and Products

                                                                                                                    • BMW
                                                                                                                        • Figure 37: Key financials for BMW (UK) Limited, 2009 and 2010
                                                                                                                      • Harley-Davidson
                                                                                                                          • Figure 38: Key financials for Harley-Davidson Europe Limited, 2009 and 2010
                                                                                                                        • Honda (UK) Ltd
                                                                                                                            • Figure 39: Key financials for Honda Motors Europe Ltd., 2010 and 2011
                                                                                                                          • Kawasaki
                                                                                                                              • Figure 40: Key financials for motorcycle segment of Kawasaki Heavy Industries, 2010 and 2011
                                                                                                                            • KTM
                                                                                                                                • Figure 41: Key Financials for KTM Power Sports AG, 2009 and 2010
                                                                                                                              • Peugeot
                                                                                                                                • Piaggio
                                                                                                                                    • Figure 42: Key financials for Piaggio Limited, 2009 and 2010
                                                                                                                                  • Suzuki
                                                                                                                                      • Figure 43: Key financials for Suzuki GB Plc, 2010 and 2011
                                                                                                                                    • Triumph
                                                                                                                                        • Figure 44: Key financials for Triumph Motorcycles Limited, 2009 and 2010
                                                                                                                                      • Yamaha
                                                                                                                                          • Figure 45: Key Financials for Yamaha Motors UK Ltd., 2009 and 2010
                                                                                                                                      • The Consumer – Ownership of Motorcycles and Scooters

                                                                                                                                        • Key points
                                                                                                                                          • Ownership of motorcycles and scooters is relatively low
                                                                                                                                              • Figure 46: Ownership of motorcycles and scooters, October 2011
                                                                                                                                            • Men are important to the two-wheeler market
                                                                                                                                              • Potential for female scooter riders
                                                                                                                                                • London is a key future market for two-wheelers
                                                                                                                                                • The Consumer – Occasions for Using Motorcycles and Scooters

                                                                                                                                                  • Key points
                                                                                                                                                    • Existing bikers say their use is greatest in the summer
                                                                                                                                                        • Figure 47: Occasions for using motorcycles or scooters, October 2011
                                                                                                                                                      • Potential bikers record a strong interest in their use for travelling to work
                                                                                                                                                          • Figure 48: Occasions for using motorcycles or scooters, October 2011
                                                                                                                                                        • Older riders look for occasional use
                                                                                                                                                          • Motorcycles and scooters could have an important transport role for mid-income purchasers
                                                                                                                                                          • The Consumer – Factors Influencing Choice

                                                                                                                                                            • Key points
                                                                                                                                                              • Costs and appearance are the most important factors for potential purchasers
                                                                                                                                                                  • Figure 49: Most important factors likely to influence choice of motorcycle or scooter, October 2011
                                                                                                                                                                • Women are more picky than men
                                                                                                                                                                  • Older purchasers are influenced more by quality issues
                                                                                                                                                                    • Image more of an issue with wealthier purchasers
                                                                                                                                                                      • Scooter purchasers have greater demands
                                                                                                                                                                        • Figure 50: Most important factors likely to influence choice of motorcycle or scooter, by ownership of motorcycles and scooters, October 2011
                                                                                                                                                                      • Cost of insurance and style/appearance are most critical factors for those purchasing a scooter...
                                                                                                                                                                        • ...with style/appearance and brand/make important for those purchasing a motorcycle
                                                                                                                                                                        • The Consumer – Choice of Motorcycle or Scooter Brand

                                                                                                                                                                          • Key points
                                                                                                                                                                            • Japanese brands dominate potential preferences
                                                                                                                                                                                • Figure 51: Motorbike or scooter brands most likely to be considered if buying, October 2011
                                                                                                                                                                              • Men opt for Japan, women for Europe
                                                                                                                                                                                • High earners also tend to shun Japanese makes
                                                                                                                                                                                  • Existing owners appear more likely to choose smaller brands
                                                                                                                                                                                    • Figure 52: Motorbike or scooter brands most likely to be considered if buying, by ownership of motorcycles and scooters, October 2011
                                                                                                                                                                                • Appendix

                                                                                                                                                                                    • Figure 53: Engine size of motorcycles owned, 2010 and 2011
                                                                                                                                                                                    • Figure 54: Most popular ownership of motorcycles and scooters, by demographics, October 2011
                                                                                                                                                                                    • Figure 55: Next most popular ownership of motorcycles and scooters, by demographics, October 2011
                                                                                                                                                                                    • Figure 56: Most popular ownership of motorcycles, by demographics, October 2011
                                                                                                                                                                                    • Figure 57: Next most popular ownership of motorcycles, by demographics, October 2011
                                                                                                                                                                                    • Figure 58: Ownership of scooters, by demographics, October 2011
                                                                                                                                                                                    • Figure 59: Occasions for using motorcycles or scooters, by demographics, October 2011
                                                                                                                                                                                    • Figure 60: Most popular factors likely to influence choice of motorcycle or scooter, by demographics, October 2011
                                                                                                                                                                                    • Figure 61: Next most popular factors likely to influence choice of motorcycle or scooter, by demographics, October 2011
                                                                                                                                                                                    • Figure 62: Motorbike or scooter brands most likely to be considered if buying, by demographics, October 2011

                                                                                                                                                                                Companies Covered

                                                                                                                                                                                • Automobile Association (AA)
                                                                                                                                                                                • BMW (GB) Ltd
                                                                                                                                                                                • Harley Davidson, Inc
                                                                                                                                                                                • Honda Motor Co. Ltd (UK)
                                                                                                                                                                                • Office for National Statistics
                                                                                                                                                                                • Peugeot Motor Company Plc
                                                                                                                                                                                • Piaggio SpA
                                                                                                                                                                                • Suzuki GB PLC
                                                                                                                                                                                • Suzuki Motor Corporation
                                                                                                                                                                                • Yamaha Motor Co., Ltd

                                                                                                                                                                                Motorcycles and Scooters - UK - December 2011

                                                                                                                                                                                £1,995.00 (Excl.Tax)