Motorcycles - US - December 2013
“After suffering a calamitous drop in sales during the recession, motorcycle sales are still in decline. The latest crises hitting the industry are more demographic than macroeconomic, with the motorcycle industry struggling with its dependence on an aging male client base. ”
– Colin Bird, Automotive Analyst
This report will look at the following areas:
- The motorcycle industry must reach a younger audience or risk continuing declining sales
- The motorcycle industry is overwhelmingly reliant on men, despite recent outreach to women
This report explores the motorcycle market in the US. It provides insight into the external and internal factors affecting motorcycle sales, consumption, and ridership trends and what they mean for future sales, promotional campaigns, and industry innovations.
The report focuses on the challenges of motorcycle manufacturers in reaching new first-time buyers who are younger, more urban, more racially diverse and include more women. Mintel also discusses varying perceptions of motorcyclists and motorcycling and whether certain basis or misconceptions are inhibiting new would be motorcyclists from making their first purchase. This report also delves into motorcycle ownership, uses of motorcycles, and who is primarily involved in the purchase of a motorcycle in a household.
For the purposes of this report, Mintel has used the following definitions:
A motorcycle is a two-wheeled or three-wheeled motorized vehicle capable of traveling faster than 30 mph. A scooter may be either a moped or a motorcycle depending on its size. A moped has an engine displacement not exceeding 100cc, no manual gearshift, and is capable of no more than 30 mph on a level surface.
For the purposes of this report, mopeds will not be covered, nor will there be explicit coverage of “step-through framed” scooters that classify as motorcycles.
The primary focus of this report is new domestic motorcycle sales and trends. Motorcycle market size figures throughout this report apply to new (not used) bikes unless otherwise stated. Estimates do not include “nonstore” (primarily defined as internet) sales.
What you get
This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.
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* This is a sample representation of the report layout and does not reflect the research included in this report.
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