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Motorcycles and Scooters - UK - December 2012

“The motorcycle and scooter market faces a number of challenges if sales are to recover to pre-recessionary levels. Many challenges persist for those in the market, most notably extending the user base as well as overcoming the existing risk perceptions of two wheels over four.”

– Neil Mason, Head of Retail Research

Some questions answered in this report include:

  • How can the size of the market be increased?
  • Is it possible to the extend the use of many motorbikes and scooters beyond purely leisure use?
  • Is the UK market ready for a second Far East invasion?
  • Can the perception of bikes being dangerous to ride be minimised?
  • Can the industry benefit further from older riders?

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Table of contents

  1. Introduction

      • Definition
        • Abbreviations
        • Executive Summary

            • The market
              • Figure 1: Retail sales/new registrations of motorcycles and scooters, at current prices, 2007-17
              • Figure 2: New motorcycle and scooter registrations, by type, 2007 and 2011
            • Market factors
              • Companies, brands and innovation
                • Figure 3: Brand shares of the UK motorcycle and scooter market, by number of new registrations, 2011
              • The consumer
                • Figure 4: Motorcycle and scooter ownership, October 2012
                • Figure 5: Usage of motorcycle or scooter, October 2012
                • Figure 6: Factors considered important when buying a motorcycle or scooter, October 2012
                • Figure 7: Consumer attitudes towards motorcycles and scooters, October 2012
              • What we think
              • Issues in the Market

                  • How can the size of the market be increased?
                    • Is it possible to the extend the use of many motorbikes and scooters beyond purely leisure use?
                      • Is the UK market ready for a second Far East invasion?
                        • Can the perception of bikes being dangerous to ride be minimised?
                          • Can the industry benefit further from older riders?
                          • Trend Application

                              • Prepare for the Worst
                                • Rebirth of Cities
                                  • Trend 2015: East Meets West
                                  • Internal Market Environment

                                    • Key points
                                      • Motorcycle ownership remains niche...
                                        • Figure 8: Ownership of motorcycles, 2010-12
                                      • ... with their popularity fluctuating in recent decades
                                        • Motorbikes prove the more popular purchase
                                          • Figure 9: Type of motorcycle bought in the last 12 months, 2010-12
                                        • New registrations suffer decline
                                          • Figure 10: Number of motorcycles licensed, 2006-11
                                        • New licencing rules for motorcyclists to be implemented from 19 January 2013
                                          • Rising fuel prices should in theory be stimulating new sales
                                            • Figure 11: Monthly UK petrol diesel and oil price trends, 2009-12 *
                                          • Consumers looking at cost and convenience
                                            • Are the risks associated with motorcycles hampering sales?
                                              • Figure 12: Road Casualty Statistics, 2007-11
                                            • Weakness of Sterling likely to be hitting imports
                                              • Figure 13: Sterling exchange rate against Japanese Yen, US Dollar and Euro (June Average), 2007-12
                                          • Broader Market Environment

                                            • Key points
                                              • UK economy remains fragile
                                                • Figure 14: GDP, PDI, consumer expenditure and savings, at constant 2007 prices, 2007-17
                                              • Lower socio-economic groups set to expand
                                                • Figure 15: Forecast adult population trends, by socio-economic group, 2007-17
                                              • UK population continues to age
                                                • Figure 16: Trends in the age structure of the UK population, 2007-17
                                            • Competitive Context

                                              • Key points
                                                • Spending on two-wheelers is up...
                                                  • Figure 17: Spending on personal transport, at current prices, 2001 and 2011
                                                • ... although cars are the dominant force when it comes to personal transport
                                                  • Figure 18: Private new car registrations and used car sales, 2007-12
                                                • Leisure role for two wheelers may also be hampering their profile ...
                                                  • ... although general public see two wheelers as having distinct advantages
                                                  • Who’s Innovating?

                                                    • Key points
                                                      • Innovations for the enthusiast…
                                                        • … and the everyday rider
                                                          • Electric and concept
                                                            • Promotional efforts
                                                              • Finance offers to attract potential purchasers
                                                              • Strengths and Weaknesses in the Market

                                                                • Strengths
                                                                  • Weaknesses
                                                                  • Market Size and Forecast

                                                                    • Key points
                                                                      • Motorcycle sales are hit badly by recent recession
                                                                        • Figure 19: Retail sales/new registrations of motorcycles and scooters, 2007-12
                                                                      • Current sales are a third down on their recent high
                                                                        • Little evidence of any recovery soon
                                                                          • Used sales also soften
                                                                            • Stable moped and scooter sales after period of decline
                                                                              • Figure 20: New registrations of two-wheeled vehicles, by type, 2007-11
                                                                            • The future
                                                                              • Figure 21: Retail sales/new registrations of motorcycles and scooters, at current prices, 2007-17
                                                                            • Forecast
                                                                              • Figure 22: Retail sales/new registrations of motorcycles and scooters, at current prices, 2007-17
                                                                          • Segment Performance

                                                                            • Key points
                                                                              • Poor performance of certain sectors depresses overall market
                                                                                • Figure 23: New motorcycle and scooter registrations, by type, 2007-11
                                                                              • Touring, trial and supersport bikes all continue to suffer from falling sales
                                                                                • Mopeds also register disappointing performance
                                                                                  • Scooter segment of motorcycle market continue to strengthen their presence
                                                                                    • Adventure sport bikes are also proving popular
                                                                                      • Low-powered motorcycles take a declining share of sales...
                                                                                        • Figure 24: Engine size of motorcycles bought in the last 12 months, 2011-12
                                                                                      • ... with a collapse in the 0-100cc market
                                                                                        • Figure 25: Two-wheeled vehicles in use, by engine size, 2007-11
                                                                                      • Long term, mid- to higher-powered market has shown best growth
                                                                                        • Figure 26: New motorcycle and scooter registrations, by engine size, 2007-11
                                                                                      • 700-900cc segment performs the strongest overall
                                                                                        • Diverging fortunes in the sub 125cc market
                                                                                          • Market polarisation
                                                                                          • Market Share

                                                                                            • Key points
                                                                                              • Japanese manufacturers dominate
                                                                                                • Figure 27: Brand shares of the UK motorcycle and scooter market, by number of new registrations, 2011 and 2012 *
                                                                                              • Honda and Yamaha capture around 30% of sales
                                                                                                • Slowdown in sales brings mixed fortunes for individual brands
                                                                                                  • Figure 28: Brand shares of the UK motorcycle and scooter market, by number of new registrations, 2007-11
                                                                                                • Triumph makes good progress in a difficult market
                                                                                                  • Scooter brands suffering badly
                                                                                                    • Smaller brands taking a greater market
                                                                                                      • Exports are up in the face of falling demand
                                                                                                        • Figure 29: Value of imports and exports of motorcycles, 2007-11
                                                                                                      • Depreciation in Sterling prove helpful
                                                                                                      • Brand Communication and Promotion

                                                                                                        • Key points
                                                                                                          • Expenditure at a high in 2011
                                                                                                            • Figure 30: Main monitored media advertising expenditure on motorcycles, 2008-12*
                                                                                                          • Motorcycles take the lion’s share of adspend
                                                                                                            • Figure 31: Advertising expenditure on motorcycles, by product category, 2008-12
                                                                                                          • Top ten manufacturers dominate expenditure
                                                                                                            • Figure 32: Advertising expenditure on motorcycles, % share by company, 2008-12*
                                                                                                          • Press is the most popular channel overall
                                                                                                            • Figure 33: Advertising expenditure on motorcycles and scooters, % share by media, 2008-12*
                                                                                                          • Channel strategies vary by motorcycle manufacturer
                                                                                                            • Figure 34: Selected leading advertisers of motorcycles by media type, 2008-12
                                                                                                          • BMW and Honda focus on press advertising...
                                                                                                            • ... while Suzuki and Triumph experiment with new media
                                                                                                            • Channels to Market

                                                                                                              • Key points
                                                                                                                • Dealers record variable performance when it comes to sales
                                                                                                                  • Figure 35: Number of motorcycle and scooter dealerships, by manufacturer, 2011* and 2012*
                                                                                                                • Dealer performance poorest with smaller brands
                                                                                                                • Companies and Products

                                                                                                                  • BMW
                                                                                                                    • Company description
                                                                                                                      • Product range
                                                                                                                        • Key financial data
                                                                                                                          • Figure 36: Key financials for BMW (UK) Ltd, 2010 and 2011
                                                                                                                        • Recent developments
                                                                                                                          • Marketing activity and promotion
                                                                                                                            • Harley-Davidson
                                                                                                                              • Company description
                                                                                                                                • Product range
                                                                                                                                  • Key financial data
                                                                                                                                    • Figure 37: Key financials for Harley-Davidson Europe Ltd, 2010 and 2011
                                                                                                                                  • Recent developments
                                                                                                                                    • Marketing activity and promotion
                                                                                                                                      • Honda (UK) Ltd
                                                                                                                                        • Company description
                                                                                                                                          • Product range
                                                                                                                                            • Key financial data
                                                                                                                                              • Figure 38: Key financials for Honda Motors Europe Ltd, 2010 and 2011
                                                                                                                                            • Recent developments
                                                                                                                                              • Marketing activity and promotion
                                                                                                                                                • Kawasaki
                                                                                                                                                  • Company description
                                                                                                                                                    • Product range
                                                                                                                                                      • Key financial data
                                                                                                                                                        • Figure 39: Key financials for Kawasaki Heavy Industries, 2010 and 2011
                                                                                                                                                      • Recent developments
                                                                                                                                                        • Marketing activity and promotion
                                                                                                                                                          • KTM
                                                                                                                                                            • Company description
                                                                                                                                                              • Product range
                                                                                                                                                                • Key financial data
                                                                                                                                                                  • Figure 40: Key financials for KTM AG, 2010 and 2011
                                                                                                                                                                • Recent developments
                                                                                                                                                                  • Marketing activity and promotion
                                                                                                                                                                    • Peugeot
                                                                                                                                                                      • Company description
                                                                                                                                                                        • Product range
                                                                                                                                                                          • Recent developments
                                                                                                                                                                            • Marketing activity and promotion
                                                                                                                                                                              • Piaggio UK
                                                                                                                                                                                • Company description
                                                                                                                                                                                  • Product range
                                                                                                                                                                                    • Key financial data
                                                                                                                                                                                      • Figure 41: Key financials for Piaggio Ltd, 2010 and 2011
                                                                                                                                                                                    • Recent developments
                                                                                                                                                                                      • Marketing activity and promotion
                                                                                                                                                                                        • Suzuki
                                                                                                                                                                                          • Company description
                                                                                                                                                                                            • Product range
                                                                                                                                                                                              • Key financial data
                                                                                                                                                                                                • Figure 42: Key financials for Suzuki GB plc, 2010 and 2011
                                                                                                                                                                                              • Recent developments
                                                                                                                                                                                                • Marketing activity and promotion
                                                                                                                                                                                                  • Triumph
                                                                                                                                                                                                    • Company description
                                                                                                                                                                                                      • Product range
                                                                                                                                                                                                        • Key financial data
                                                                                                                                                                                                          • Figure 43: Key financials for Triumph Motorcycles Ltd, 2010 and 2011
                                                                                                                                                                                                        • Recent developments
                                                                                                                                                                                                          • Marketing activity and promotion
                                                                                                                                                                                                            • Yamaha
                                                                                                                                                                                                              • Company description
                                                                                                                                                                                                                • Product range
                                                                                                                                                                                                                  • Key financial data
                                                                                                                                                                                                                    • Figure 44: Key financials for Yamaha Motors UK Ltd, 2010 and 2011
                                                                                                                                                                                                                  • Recent developments
                                                                                                                                                                                                                    • Marketing activity and promotion
                                                                                                                                                                                                                    • The Consumer – Ownership of Motorcycles and Scooters

                                                                                                                                                                                                                      • Key points
                                                                                                                                                                                                                        • Ownership of motorcycles and scooters is low
                                                                                                                                                                                                                          • Motorcycles are more popular than scooters
                                                                                                                                                                                                                            • Figure 45: Motorcycle and scooter ownership, October 2012
                                                                                                                                                                                                                          • Niche ownership for scooters
                                                                                                                                                                                                                            • Potential for both sectors
                                                                                                                                                                                                                              • Men dominate the motorcycle scene
                                                                                                                                                                                                                                • Income plays an important part in the motorcycle market
                                                                                                                                                                                                                                  • Young adults show significant potential as future motorcycle owners
                                                                                                                                                                                                                                    • Scooters also show youth appeal
                                                                                                                                                                                                                                      • Seasonal and leisure use dominates
                                                                                                                                                                                                                                        • Over half of owners mainly use their bike during the summer months
                                                                                                                                                                                                                                          • Figure 46: Usage of motorcycle or scooter, October 2012
                                                                                                                                                                                                                                        • Leisure use dominates
                                                                                                                                                                                                                                          • Day-to-day use is limited
                                                                                                                                                                                                                                            • Safety is a major concern for riders and non-riders
                                                                                                                                                                                                                                            • The Consumer – Factors Influencing Ownership

                                                                                                                                                                                                                                              • Key points
                                                                                                                                                                                                                                                • Costs of ownership dominate customer thinking
                                                                                                                                                                                                                                                  • Cost of insurance, fuel economy and reputation for reliability are the three most important factors
                                                                                                                                                                                                                                                    • Figure 47: Factors considered important when buying a motorcycle or scooter, October 2012
                                                                                                                                                                                                                                                  • Is economic slowdown changing priorities?
                                                                                                                                                                                                                                                    • Price and non-price factors split the sexes
                                                                                                                                                                                                                                                      • Affluent owners are more likely to look at non-price factors
                                                                                                                                                                                                                                                        • Importance given towards specific factors appears to have fallen
                                                                                                                                                                                                                                                          • Figure 48: Factors considered important when buying a motorcycle or scooter, October 2011 and October 2012
                                                                                                                                                                                                                                                        • Despite decreased interest in particular factors, cost remains significant
                                                                                                                                                                                                                                                        • The Consumer – Brand Preferences

                                                                                                                                                                                                                                                          • Key points
                                                                                                                                                                                                                                                            • Japanese brands dominate
                                                                                                                                                                                                                                                              • Japanese brands take the top three positions
                                                                                                                                                                                                                                                                • Figure 49: Brands consider buying, October 2012
                                                                                                                                                                                                                                                              • Honda is the most desirable brand overall
                                                                                                                                                                                                                                                                • Many other brands continue to hold strong consumer interest
                                                                                                                                                                                                                                                                  • Men show greatest interest in brands – all of which are motorcycles
                                                                                                                                                                                                                                                                    • Brand appeal strongest with lower socio-economic groups
                                                                                                                                                                                                                                                                      • Brand appeal grows over the past 12 months
                                                                                                                                                                                                                                                                        • Figure 50: Brand considered buying, October 2011 and October 2012
                                                                                                                                                                                                                                                                      • Honda and Yamaha register double-digit increases in interest
                                                                                                                                                                                                                                                                        • Consumers view brands differently
                                                                                                                                                                                                                                                                          • Figure 51: Brand considered buying, by most popular factors important when buying a motorcycle or scooter, October 2012
                                                                                                                                                                                                                                                                          • Figure 52: Brand considered buying, by next most popular factors important when buying a motorcycle or scooter, October 2012
                                                                                                                                                                                                                                                                        • Appeal of leading motorcycle brands focuses in on styling and build quality
                                                                                                                                                                                                                                                                        • The Consumer – Attitudes Towards Motorcycles

                                                                                                                                                                                                                                                                          • Key points
                                                                                                                                                                                                                                                                            • Consumers hold mixed views
                                                                                                                                                                                                                                                                              • Support for positive and negative statements command near equal levels of popularity
                                                                                                                                                                                                                                                                                • Figure 53: Consumer attitudes towards motorcycles and scooters, October 2012
                                                                                                                                                                                                                                                                              • Benefits outweigh any negative views
                                                                                                                                                                                                                                                                                • Men are positive towards motorcycles and scooters
                                                                                                                                                                                                                                                                                  • Does older mean wiser?
                                                                                                                                                                                                                                                                                    • Lower socio-economic groups major on speed
                                                                                                                                                                                                                                                                                      • Kawasaki and Vespa brands project different images to the market
                                                                                                                                                                                                                                                                                        • Figure 54: Consumer attitudes towards motorcycles and scooters, by most popular brand considered buying, October 2012
                                                                                                                                                                                                                                                                                        • Figure 55: Consumer attitudes towards motorcycles and scooters, by next most popular brand considered buying, October 2012
                                                                                                                                                                                                                                                                                    • Appendix – The Consumer – Ownership of Motorcycles and Scooters

                                                                                                                                                                                                                                                                                        • Figure 56: Ownership of motorcycles, by demographics, 2012
                                                                                                                                                                                                                                                                                        • Figure 57: Motorcycle ownership, by demographics, October 2012
                                                                                                                                                                                                                                                                                        • Figure 58: Scooter ownership, by demographics, October 2012
                                                                                                                                                                                                                                                                                    • Appendix – The Consumer – Factors Influencing Ownership

                                                                                                                                                                                                                                                                                        • Figure 59: Most popular factors important when buying a motorcycle or scooter, by demographics, October 2012
                                                                                                                                                                                                                                                                                        • Figure 60: Next most popular factors important when buying a motorcycle or scooter, by demographics, October 2012
                                                                                                                                                                                                                                                                                    • Appendix – The Consumer – Brand Preferences

                                                                                                                                                                                                                                                                                        • Figure 61: Most popular brand considered buying, by demographics, October 2012
                                                                                                                                                                                                                                                                                        • Figure 62: Next most popular brand considered buying, by demographics, October 2012
                                                                                                                                                                                                                                                                                    • Appendix – The Consumer – Attitudes Towards Motorcycles

                                                                                                                                                                                                                                                                                        • Figure 63: Most popular consumer attitudes towards motorcycles and scooters, by demographics, October 2012
                                                                                                                                                                                                                                                                                        • Figure 64: Next most popular consumer attitudes towards motorcycles and scooters, by demographics, October 2012

                                                                                                                                                                                                                                                                                    Companies Covered

                                                                                                                                                                                                                                                                                    • Bank of England
                                                                                                                                                                                                                                                                                    • BMW (GB) Ltd
                                                                                                                                                                                                                                                                                    • Harley Davidson, Inc
                                                                                                                                                                                                                                                                                    • Hewlett-Packard Ltd (UK)
                                                                                                                                                                                                                                                                                    • Honda Motor Co. Ltd (UK)
                                                                                                                                                                                                                                                                                    • Kawasaki
                                                                                                                                                                                                                                                                                    • Office for National Statistics
                                                                                                                                                                                                                                                                                    • Peugeot Motor Company Plc
                                                                                                                                                                                                                                                                                    • SuperSport (London) Ltd
                                                                                                                                                                                                                                                                                    • Suzuki GB PLC
                                                                                                                                                                                                                                                                                    • Three Cross Motorcycles Ltd
                                                                                                                                                                                                                                                                                    • Triumph Motorcycles Ltd
                                                                                                                                                                                                                                                                                    • Twitter, Inc.
                                                                                                                                                                                                                                                                                    • Yamaha Corporation

                                                                                                                                                                                                                                                                                    Motorcycles and Scooters - UK - December 2012

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