Sorry for interrupting, this website uses cookies to improve your experience. We'll assume you're ok with this, but you can opt-out if you wish. Learn more
Accept & Close

Motorcycles and Scooters - US - July 2009

This report explores the motorcycle and scooter market in the US. It provides insight into the external and internal factors affecting motorcycle and scooter sales, consumption, and ridership trends, and what they mean for future sales, promotional campaigns, and industry innovations. Specific questions that are answered in this report include, but are not limited to, the following:

  • What effects do rising gasoline costs and the economic downturn have on the overall market?
  • How can scooter companies use the “green” movement to increase sales?
  • What effect will a federal law concerning lead have on motorcycle sales?
  • What segments of the market are stagnating, and what can be done to increase activity?
  • What companies are driving innovation in their segments, and how can others learn from their success?
  • What can motorcycle companies do to both better target and increase ridership among women?
  • What marketing images are considered stale and how can they be updated to better reach younger riders?
  • What media are industry leaders using to deliver effective marketing campaigns, and what actions need to be taken to improve visibility?

What you get

What's included

Why buy from us?

Succeed

Our reports will provide you with market data, consumer research and competitive intelligence to succeed in your market.

Instant Access

Buy now and you'll have instant access to the information you need to make the right decisions.

Opportunities

Find out what's next in the markets that matter to you: where opportunities lie and what challenges you will face.

Trusted

A business Superbrand, Mintel is a source you can trust. We have been defining and refining the Market Intelligence mix since 1972.

Table of contents

  1. Scope and Themes

    • What you need to know
      • Definition
        • Data sources
          • Sales data
            • Consumer survey data
              • Advertising Creative
                • Abbreviations and terms
                  • Abbreviations
                    • Terms
                    • Executive Summary

                      • Motorcycle industry unit sales in decline; hurt by high gas prices, recession
                        • Off-, on-highway motorcycles losing market share, scooters, dual bikes rise
                          • Scooter unit sales benefited from rising gas prices; sales spiked 42%
                            • Obama stimulus plan offers tax credits for new cycle, scooter purchases
                              • Federal lead legislation affects youth bike sales, $1 billion predicted loss
                                • Ownership up nationally, women taking to motorcycling in particular
                                  • Motorcycle ownership among women on the rise
                                    • Overall riders getting older, industry struggles to connect with youth ridership
                                      • Harley-Davidson dominates market share, although overall sales in decline
                                        • Consumer findings
                                          • Motorcycle/scooter activity
                                            • Motorcycle/scooter retail activity
                                              • Motorcycle/scooter preference
                                                • Motorcycle/scooter brand preference
                                                  • Reasons to purchase
                                                  • Insights and Opportunities

                                                    • Gift cards can generate community strength at scooter, cycle dealerships
                                                      • Emphasize environmental advocacy when promoting cycles, scooters
                                                        • Destination music festivals create chance to target multiple generations
                                                        • Inspire Insights

                                                            • Trend 1: Authenticity
                                                              • The renewed search for authenticity of meaning in our lives
                                                                • Participating in the world increasingly means interacting digitally
                                                                  • Motorcycles put consumers into the world, not observing it virtually
                                                                    • Trend 2: Handled With Care
                                                                      • Feel-Anthropy: The return of the philanthropic feel-good factor
                                                                        • Riding your scooter: Not just good for you, it’s good for everyone
                                                                        • Market Size

                                                                          • Key points
                                                                            • Unit sales of motorcycles, scooters dropping since 2007
                                                                                • Figure 1: Total U.S. unit sales of motorcycles and scooters, 2003-08
                                                                              • Key points
                                                                                • Off-, on-highway motorcycles losing market share, scooters, dual bikes rise
                                                                                  • Figure 2: U.S. unit sales of motorcycles, by segment, 2006 and 2008
                                                                              • Segment Performance – On-Highway

                                                                                • Key points
                                                                                  • On-highway bikes built for performance and size but declining in sales
                                                                                    • Figure 3: U.S. unit sales of on-highway motorcycles, 2003-08
                                                                                • Segment Performance – Off-Highway

                                                                                  • Key points
                                                                                    • Off-highway motorcycles built for trail racing; losses doubling each year
                                                                                        • Figure 4: U.S. unit sales of off-highway motorcycles, 2003-08
                                                                                    • Segment Performance – Scooters

                                                                                      • Key points
                                                                                        • Scooter unit sales benefited from rising gas prices; sales spiked 42%
                                                                                            • Figure 5: U.S. unit sales of scooters, 2003-08
                                                                                        • Segment Performance – Dual-Purpose

                                                                                          • Key points
                                                                                            • Dual-purpose allows durability for rugged urban streets, off-road terrain
                                                                                              • Figure 6: U.S. unit sales of dual-purpose motorcycles, 2003-08
                                                                                          • Market Drivers

                                                                                            • Obama stimulus plan offers tax credits for new cycle, scooter purchases
                                                                                              • Federal lead legislation affects youth bike sales, $1 billion predicted loss
                                                                                                • Ownership up nationally, women taking to motorcycling in particular
                                                                                                  • Ownership among women on the rise; Harley-Davidson responding
                                                                                                    • Overall riders getting older, industry struggles to connect with youth ridership
                                                                                                      • Rising gas prices, car sales downturn to boost fuel-efficient cycle segments
                                                                                                      • Leading Companies

                                                                                                        • Key points
                                                                                                          • Harley-Davidson dominates market share, although overall sales in decline
                                                                                                            • Figure 7: Unit sales of motorcycles/scooters in the U.S., 2006 and 2008
                                                                                                        • Brand Share – Harley-Davidson Motor Company

                                                                                                          • Key points
                                                                                                            • Despite market share dominance and brand name, Harley less high on hog
                                                                                                              • Aging ridership, stale marketing campaigns threatening future sales
                                                                                                                  • Figure 8: Harley-Davidson Motor Company U.S. unit motorcycle sales, 2004-08
                                                                                                                  • Figure 9: Harley-Davidson Motor Company annual U.S. revenues, 2004-08
                                                                                                              • Brand Share – Honda Motor Company

                                                                                                                • Key points
                                                                                                                  • Honda motorcycles declining 10%; known for sport bikes, off-road
                                                                                                                    • Motorcycle production closes for good in U.S., moved to Japan
                                                                                                                      • Figure 10: Honda Motor Company North American motorcycle sales, by unit, 2004-08
                                                                                                                  • Brand Share – Kawasaki Motors Corp., USA

                                                                                                                    • Key points
                                                                                                                      • Kawasaki sales recover from 11% unit sales loss in 2007, declining just 5%
                                                                                                                          • Figure 11: Kawasaki Motors Corp. North American motorcycle sales, by unit, 2004-08
                                                                                                                      • Brand Share – Yamaha Motor Corp., USA

                                                                                                                        • Key points
                                                                                                                          • Yamaha compensating for unit sales loss by shrinking inventory
                                                                                                                            • Figure 12: Yamaha U.S. motorcycle sales, by unit, 2006-08
                                                                                                                        • Brand Share – Suzuki Motor Corp.

                                                                                                                          • Key points
                                                                                                                            • Suzuki Motor Corp. sales in decline; unit sales decreasing 12% in 2008
                                                                                                                                • Figure 13: Suzuki North American motorcycle sales, by unit, 2004-2008
                                                                                                                            • Brand Qualities

                                                                                                                              • Honda Gold Wing combines luxury, cruising to create touring segment
                                                                                                                                • Indian Motorcycle Company finds new life as a premium nostalgic brand
                                                                                                                                  • Piaggio launches Vespa push to change U.S. attitudes towards scooters
                                                                                                                                  • Innovation and Innovators

                                                                                                                                    • Shiftless motorcycles eliminate manual clutch to appeal to scooter riders
                                                                                                                                      • Zero-emission motorcycle targeted to non-motorcyclists; retailing at Best Buy
                                                                                                                                        • Mobile phone technology allows company to interact instantly with riders
                                                                                                                                          • Piaggio launches 12-month buy-back program to lure first-time buyers
                                                                                                                                          • Advertising and Promotion

                                                                                                                                            • Motorcycles, scooters promoted through lifestyle events, messages
                                                                                                                                              • Motorcycle vacations provide opportunities through travel industry
                                                                                                                                                • Rallies, charity rides, biker events connect community of riders
                                                                                                                                                  • Scooter rides, events marketed to urban scooter enthusiasts
                                                                                                                                                    • Analysis of commercial television spots
                                                                                                                                                      • The motorcycle as an alternative to driving cars
                                                                                                                                                        • Figure 14: Honda motorcycles ad, 2009
                                                                                                                                                      • Patriotism and the heritage of manufacturing motorcycles
                                                                                                                                                        • Figure 15: Harley-Davidson ad, 2009
                                                                                                                                                        • Figure 16: Harley-Davidson ad, 2009
                                                                                                                                                      • Motorcycles dependent on visceral images, extreme emotions
                                                                                                                                                        • Figure 17: Harley-Davidson ad, 2009
                                                                                                                                                        • Figure 18: Harley-Davidson ad, 2009
                                                                                                                                                        • Figure 19: Honda motorcycle ad, 2009
                                                                                                                                                    • Motorcycles and Scooters – Ownership

                                                                                                                                                      • Key points
                                                                                                                                                        • More men, wealthier consumers own motorcycles and scooters
                                                                                                                                                            • Figure 20: Motorcycle and scooter ownership, by gender, April 2009
                                                                                                                                                            • Figure 21: Motorcycle and scooter ownership, by age, April 2009
                                                                                                                                                            • Figure 22: Motorcycle and scooter ownership, by household income, April 2009
                                                                                                                                                        • Motorcycles and Scooters – Frequency of Usage

                                                                                                                                                          • Key points
                                                                                                                                                            • Riding mostly on weekends, due to time and practicality
                                                                                                                                                              • Figure 23: Motorcycle or scooter participation, by gender, April 2009
                                                                                                                                                              • Figure 24: Motorcycle or scooter participation, by age, April 2009
                                                                                                                                                              • Figure 25: Motorcycle or scooter participation, by household income, April 2009
                                                                                                                                                          • Motorcycles and Scooters – Retail Preference

                                                                                                                                                            • Key points
                                                                                                                                                              • Women and older consumers buy from dealerships, while others seek value
                                                                                                                                                                  • Figure 26: Where respondents purchase motorcycles or scooters, by gender, April 2009
                                                                                                                                                                  • Figure 27: Where respondents purchase motorcycles or scooters, by age, April 2009
                                                                                                                                                                  • Figure 28: Where respondents purchase motorcycles or scooters, by household income, April 2009
                                                                                                                                                              • Motorcycles – Type Owned

                                                                                                                                                                • Key points
                                                                                                                                                                  • Everyone likes cruisers, wealthier households, men like touring bikes
                                                                                                                                                                    • Figure 29: Type of motorcycle owned, by gender, April 2009
                                                                                                                                                                    • Figure 30: Type of motorcycle owned, by age, April 2009
                                                                                                                                                                    • Figure 31: Type of motorcycle owned, by household income, April 2009
                                                                                                                                                                • Motorcycles and Scooters – Other Vehicle Owned

                                                                                                                                                                  • Key points
                                                                                                                                                                    • Most motorcycle or scooter owners own another vehicle
                                                                                                                                                                      • Figure 32: Other vehicles owned in household, by gender, April 2009
                                                                                                                                                                      • Figure 33: Other vehicles owned in household, by age, April 2009
                                                                                                                                                                      • Figure 34: Other vehicles owned in household, by household income, April 2009
                                                                                                                                                                  • Motorcycles – Brand Preference

                                                                                                                                                                    • Key points
                                                                                                                                                                      • Harley leads, Honda and Yamaha follow, catering to very different targets
                                                                                                                                                                        • Figure 35: Motorcycle brand preference, by gender, April 2009
                                                                                                                                                                        • Figure 36: Motorcycle brand preference, by age, April 2009
                                                                                                                                                                        • Figure 37: Motorcycle brand preference, by household income, April 2009
                                                                                                                                                                    • Scooters – Brand Preference

                                                                                                                                                                      • Key points
                                                                                                                                                                        • Japanese scooter brands dominate
                                                                                                                                                                          • Figure 38: Scooter brand preference, April 2009
                                                                                                                                                                      • Motorcycles and Scooters – Factors Influencing Purchase

                                                                                                                                                                        • Key points
                                                                                                                                                                          • Performance, cost are key, brands are useful, cargo is less relevant
                                                                                                                                                                            • Figure 39: Performance as a factor in motorcycle/scooter purchasing, by gender, age and household income, April 2009
                                                                                                                                                                            • Figure 40: Cost as a factor in motorcycle/scooter purchasing, by gender, age and household income, April 2009
                                                                                                                                                                            • Figure 41: Service maintenance as a factor in motorcycle/scooter purchasing, by gender, age and household income, April 2009
                                                                                                                                                                            • Figure 42: Design as a factor in motorcycle/scooter purchasing, by gender, age and household income, April 2009
                                                                                                                                                                            • Figure 43: Brand name as a factor in motorcycle/scooter purchasing, by gender, age and household income, April 2009
                                                                                                                                                                            • Figure 44: Fuel efficiency as a factor in motorcycle/scooter purchasing, by gender, age and household income, April 2009
                                                                                                                                                                            • Figure 45: Cargo room as a factor in motorcycle/scooter purchasing, by gender, age and household income, April 2009
                                                                                                                                                                        • Motorcycles and Scooters – Activity

                                                                                                                                                                          • Key points
                                                                                                                                                                            • Low cargo capacity means most activity is short, recreational
                                                                                                                                                                                • Figure 46: Motorcycle or scooter activity usage, by gender, April 2009
                                                                                                                                                                                • Figure 47: Motorcycle or scooter activity usage, by age, April 2009
                                                                                                                                                                                • Figure 48: Motorcycle or scooter activity usage, by household income, April 2009
                                                                                                                                                                            • Race and Hispanic Origin

                                                                                                                                                                              • Key points
                                                                                                                                                                                • White, Hispanic consumers more likely to own motorcycles
                                                                                                                                                                                    • Figure 49: Motorcycle and scooter ownership, by race and Hispanic origin, April 2009
                                                                                                                                                                                • Cluster Analysis

                                                                                                                                                                                    • Mostly Motorcycles
                                                                                                                                                                                      • Opportunity
                                                                                                                                                                                        • Regular Riders
                                                                                                                                                                                          • Opportunity
                                                                                                                                                                                            • Simply Scooters
                                                                                                                                                                                              • Opportunity
                                                                                                                                                                                                • Figure 50: Motorcycle or scooter owner clusters, April 2009
                                                                                                                                                                                                • Figure 51: Do you own either of the following? by motorcycle or scooter owner clusters, April 2009
                                                                                                                                                                                                • Figure 52: How often do you ride your motorcycle or scooter? If you own more than motorcycle, please answer for the one you ride the most often by motorcycle or scooter owner clusters, April 2009
                                                                                                                                                                                                • Figure 53: Where did you purchase the last motorcycle or scooter you bought? by motorcycle or scooter owner clusters, April 2009
                                                                                                                                                                                                • Figure 54: What types of vehicles do you have in your household besides a motorcycle or scooter? by motorcycle or scooter owner clusters, April 2009
                                                                                                                                                                                                • Figure 55: Thinking about when you bought your last motorcycle or scooter, please tell us how important each of the following features were in influencing your decision of which motorcycle or scooter to buy using a five-point scale where "1" is "not important at all" and "5" is "very important" by motorcycle or scooter owner clusters, April 2009
                                                                                                                                                                                                • Figure 56: What do you use your motorcycle or scooter for most? by motorcycle or scooter owner clusters, April 2009
                                                                                                                                                                                                • Figure 57: Motorcycle or scooter owner clusters, by gender, April 2009
                                                                                                                                                                                                • Figure 58: Motorcycle or scooter owner clusters, by age group, April 2009
                                                                                                                                                                                                • Figure 59: Motorcycle or scooter owner clusters, by income group, April 2009
                                                                                                                                                                                                • Figure 60: Motorcycle or scooter owner clusters, by race, April 2009
                                                                                                                                                                                                • Figure 61: Motorcycle or scooter owner clusters, by Hispanic origin, April 2009
                                                                                                                                                                                            • Appendix: Trade Associations

                                                                                                                                                                                              Companies Covered

                                                                                                                                                                                              • American Automobile Association (AAA)
                                                                                                                                                                                              • Automotive Industry Action Group (AIAG)
                                                                                                                                                                                              • Bayerische Motoren Werke AG (BMW)
                                                                                                                                                                                              • Best Buy stores (USA)
                                                                                                                                                                                              • Best Western International Inc.
                                                                                                                                                                                              • Chrysler LLC
                                                                                                                                                                                              • Ducati
                                                                                                                                                                                              • Ford Motor Company (USA)
                                                                                                                                                                                              • General Motors Corporation
                                                                                                                                                                                              • Greenfield Online
                                                                                                                                                                                              • Harley Davidson, Inc
                                                                                                                                                                                              • Honda Motor Co., Ltd
                                                                                                                                                                                              • Jaguar Cars North America
                                                                                                                                                                                              • Kawasaki
                                                                                                                                                                                              • Mercedes-Benz USA
                                                                                                                                                                                              • Mitsubishi Motors North America, Inc.
                                                                                                                                                                                              • National Automobile Dealers Association (NADA)
                                                                                                                                                                                              • Piaggio SpA
                                                                                                                                                                                              • Porsche Cars North America, Inc.
                                                                                                                                                                                              • PSA Peugeot Citroën S.A.
                                                                                                                                                                                              • Suzuki Motor Corporation
                                                                                                                                                                                              • Toyota Motor Corporation USA
                                                                                                                                                                                              • Triumph Motorcycles Ltd
                                                                                                                                                                                              • U.S. Bureau of Labor Statistics
                                                                                                                                                                                              • U.S. Consumer Product Safety Commission
                                                                                                                                                                                              • Yamaha Corporation

                                                                                                                                                                                              Motorcycles and Scooters - US - July 2009

                                                                                                                                                                                              £3,277.28 (Excl.Tax)