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New and Used Motorcycles - UK - January 2010

  • Although there are only 1.16 million motorcycles and scooters in use compared with 30.3 million cars, the number of motorcycles in use has increased at a faster rate of 71% between 1998 and 2008, compared with a 24% increase in the number of cars.
  • Motorcycle ownership and usage reached a peak in 1960 when 1.58 million machines were in use and 10 billion kilometres were travelled by motorcycle. Motorcycle ownership and usage then fell but is rising again although the mileage ridden is not reaching the same levels as before.
  • Motorcycles and scooters have declined in use as a means of regular daily transport and particularly for larger machines, which account for the bulk of the market, their use is more related to leisure rather than daily transport.
  • As usage shifts from transport to leisure, spending on motorcycles has shifted from essential to more of a discretionary spend. This means spending on motorcycles competes with other areas of discretionary leisure spend.
  • While only 6% of all adults currently own a motorcycle or scooter, 18% of all adults are lapsed or former owners. Furthermore, 12% of adults are lapsed or former owners who would like to own a motorcycle or scooter again and these present the main opportunity to increase sales in the future.
  • Even a significant proportion of people who have never owned a motorcycle or scooter before at 13%, like the idea of owning one. Unlike lapsed owners, non-owners who like the idea of motorcycle or scooter ownership tend to be younger and under the age of 35 with a high proportion aged 16-24.

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Table of contents

  1. Issues in the Market

      • Main issues
        • Definition
          • Abbreviations
          • Future Opportunities

            • Addressing safety concerns
              • If you can’t beat them, join them
                • Born to be…green?
                  • Changing attitudes in a traditional market
                    • Get your own nostalgia
                    • Market in Brief

                      • Low levels of ownership
                        • Change in use
                          • Nostalgia important
                            • Motorcycle and scooter sales decline
                              • New market expected to grow faster than used
                                • Custom, touring and sport touring increase share
                                  • Yamaha takes market leadership from Honda
                                    • Prospects look good for Triumph…and Norton
                                      • Lapsed owners still the best opportunity
                                      • Internal Market Environment

                                        • Key points
                                          • Low levels of ownership
                                            • Figure 1: Own new or second-hand motorcycle, 2009
                                            • Figure 2: Number of cars and motorcycles licensed in the UK, 1998-2008
                                          • Buying new
                                            • Figure 3: Bought new in the last 12 months, 2009
                                          • The decline of motorcycles as a means of transport
                                            • Cult and fashion a significant influence
                                              • Nostalgia important too
                                                • Risk of being killed or injured still high
                                                  • Figure 4: Road casualty rates* for vehicles, 1994-98 and 2003-08
                                                  • Figure 5: Road casualty statistics for motorcycles, 2003-08
                                                • Road safety legislation
                                                  • Figure 6: Proposed changes under the EU Third Directive on Driving Licences
                                                • High insurance and running costs discourage car ownership
                                                • Broader Market Environment

                                                  • Key points
                                                    • Moving out of recession?
                                                      • Figure 7: GDP quarterly percentage change, 2004-09
                                                    • Growth to resume out of recession
                                                      • Figure 8: GDP, PDI, consumer expenditure and savings, at constant 2004 prices, 2004-14
                                                    • Rising affluence
                                                      • Figure 9: Forecast adult population trends, by socio-economic group, 2004-14
                                                    • Older riders are the main opportunity
                                                      • Figure 10: Trends in the age structure of the UK population, by gender, 2004-14
                                                    • Growth in employment
                                                      • Figure 11: Employment and unemployment, by gender, 2004-14
                                                  • Competitive Context

                                                    • Key points
                                                      • Spending on personal transport
                                                        • Figure 12: Spending on personal transport at current prices, 2009
                                                      • Car scrappage scheme may have diverted spending from motorcycles
                                                        • Cars more expensive to maintain?
                                                          • Motorcycles more of a leisure pursuit?
                                                          • Strengths and Weaknesses in the Market

                                                              • Strengths
                                                                • Weaknesses
                                                                • Who’s Innovating?

                                                                  • Key points
                                                                    • Honda stop-start scooter and clutchless motorcycle
                                                                      • A chopper too…
                                                                        • …and an electric moped
                                                                          • Piaggio MP3 Hybrid
                                                                            • Suzuki zero-emission scooter
                                                                              • Yamaha hybrid scooter
                                                                              • Market Size and Forecast

                                                                                • Key points
                                                                                  • Market succumbs to recession
                                                                                    • Figure 13: Sales of new and used motorcycles and scooters, 2004-09
                                                                                  • Used market more stable than new
                                                                                    • Figure 14: Sales of new and used motorcycles and scooters, 2004-09
                                                                                  • Forecast
                                                                                    • Figure 15: Sales of new and used motorcycles and scooters, 2004-14
                                                                                  • Market value to grow faster than volume
                                                                                    • Figure 16: Sales of motorcycles and scooters, by volume and value, 2004-14
                                                                                  • Factors used in the forecast
                                                                                  • Segment Performance

                                                                                    • Key points
                                                                                      • New scooters and mopeds fare worse than motorcycles
                                                                                        • Figure 17: New registrations of two-wheeled vehicles, by type, 2007-09
                                                                                      • New registrations by type
                                                                                        • Figure 18: New motorcycle registrations, by type, 2007-09
                                                                                      • Naked bikes usurp supersports
                                                                                        • Will supersports rise again?
                                                                                          • Custom, touring and sport touring increase market share
                                                                                            • New registrations by engine capacity
                                                                                              • Figure 19: New motorcycle registrations, by engine size, 2007-09
                                                                                            • Decline in small-capacity machines
                                                                                              • Used sales by type
                                                                                                • Figure 20: Used motorcycle sales, by type, 2008 and 2009
                                                                                              • Used sales by engine capacity
                                                                                                • Figure 21: Used motorcycle sales, by engine size, 2008 and 2009
                                                                                              • Used sales by age of motorcycle
                                                                                                • Figure 22: Used motorcycle sales, by age, 2008 and 2009
                                                                                            • Market Share

                                                                                              • Key points
                                                                                                • Manufacturer share of new registrations
                                                                                                  • Figure 23: Manufacturer shares of the UK motorcycle and scooter market, by number of new registrations, 2005-09
                                                                                                • Yamaha takes over at the top
                                                                                                  • Triumph and BMW perform strongly
                                                                                                    • Norton revival
                                                                                                      • Exports rise and imports fall
                                                                                                        • Figure 24: Volume of UK production, imports and exports of motorcycles and mopeds, 2004-08
                                                                                                      • Sterling weakness and price increases
                                                                                                        • Rising market share for European brands?
                                                                                                        • Companies and Products

                                                                                                          • Key points
                                                                                                            • Major players
                                                                                                              • BMW
                                                                                                                  • Figure 25: BMW Group motorcycles segment financial data, 2008 and 2009
                                                                                                                • Harley-Davidson
                                                                                                                    • Figure 26: Harley-Davidson Group's motorcycles segment financial performance, 2007-09
                                                                                                                    • Figure 27: Harley-Davidson's wholesale motorcycle unit shipments for the motorcycles segment, 2007-09
                                                                                                                  • Honda
                                                                                                                      • Figure 28: Honda Motor Company Limited motorcycles business key performance indicators, 2008 and 2009
                                                                                                                    • Kawasaki
                                                                                                                      • Piaggio
                                                                                                                          • Figure 29: Piaggio Limited (UK) financial performance, 2007 and 2008
                                                                                                                        • Suzuki
                                                                                                                            • Figure 30: Suzuki Motor Corporation motorcycle* segment financials, 2008 and 2009
                                                                                                                          • Triumph
                                                                                                                              • Figure 31: Triumph Motorcycles Limited key financial indicators, 2007 and 2008
                                                                                                                            • Yamaha
                                                                                                                                • Figure 32: Yamaha Motors (UK) Limited financials, 2007 and 2008
                                                                                                                                • Figure 33: Yamaha Motors Company Limited-Group motorcycles* segment financials, 2008 and 2009
                                                                                                                            • Brand Communication and Promotion

                                                                                                                              • Key points
                                                                                                                                • Main media advertising remains subdued
                                                                                                                                  • Figure 34: Advertising spend on motorcycles, by advertiser, 2005-09
                                                                                                                                • Spend by media type
                                                                                                                                  • Figure 35: Advertising spend, by media type, 2005-09
                                                                                                                                • Press accounts for highest spend
                                                                                                                                  • Press and TV giving way to direct mail and internet?
                                                                                                                                    • Racing remains important for superbike brands
                                                                                                                                    • Channels to Market

                                                                                                                                      • Key points
                                                                                                                                        • Motorcycle dealer networks
                                                                                                                                          • Figure 36: Number of motorcycle and scooter dealerships, by manufacturer, 2007 and 2009
                                                                                                                                      • The Consumer – Attitudes towards Ownership of Motorcycles and Scooters

                                                                                                                                        • Key points
                                                                                                                                          • Motorcycle ownership
                                                                                                                                            • Figure 37: Motorcycle and scooter ownership, December 2009
                                                                                                                                          • Lapsed riders fit the stereotype
                                                                                                                                            • Figure 38: Ownership of motorcycles and scooters, by gender, age and socio-economic group, December 2009
                                                                                                                                          • Making dreams a reality
                                                                                                                                            • Potential demand
                                                                                                                                              • Figure 39: Attitudes towards motorcycle and scooter ownership, December 2009
                                                                                                                                            • The young want to try
                                                                                                                                              • Figure 40: Attitudes towards motorcycle and scooter ownership, by gender, age and socio-economic group, December 2009
                                                                                                                                            • Shiny brand new?
                                                                                                                                              • Born to ride or born to dream?
                                                                                                                                                • Reviving an old flame
                                                                                                                                                • The Consumer – Purchasing of New and Used Motorcycles and Scooters

                                                                                                                                                  • Key points
                                                                                                                                                    • A new or used purchase?
                                                                                                                                                      • Figure 41: Motorcycle and scooter purchasing, December 2009
                                                                                                                                                      • Figure 42: Motorcycle and scooter purchasing, by gender, age and socio-economic group, December 2009
                                                                                                                                                    • Never owned more likely to buy used
                                                                                                                                                      • Figure 43: Motorcycle and scooter purchasing, December 2009
                                                                                                                                                    • Brand preference
                                                                                                                                                      • Figure 44: Motorcycle and scooter brand preference, December 2009
                                                                                                                                                    • Japanese brands most preferred
                                                                                                                                                      • European brands stronger new purchases?
                                                                                                                                                        • Harley-Davidson a strong new purchase
                                                                                                                                                          • Triumph a neutral brand?
                                                                                                                                                            • Target profiles
                                                                                                                                                              • Figure 45: Brand of motorcycle or scooter likely to be purchased in next 12 months, by demographics, December 2009
                                                                                                                                                          • Appendix – Motorcycle Ownership Demographics

                                                                                                                                                              • Figure 46: Ownership of motorcycles and scooters, by demographics, December 2009
                                                                                                                                                          • Appendix – Attitudes towards Motorcycle Ownership by Demographics

                                                                                                                                                              • Figure 47: Attitudes towards motorcycle and scooter ownership, by demographics, December 2009
                                                                                                                                                          • Appendix – Purchasing of New and Used Motorcycles by Demographics

                                                                                                                                                              • Figure 48: Motorcycle and scooter purchasing, by demographics, December 2009
                                                                                                                                                          • Appendix – Motorcycle or Scooter Brand Purchasing by Demographics

                                                                                                                                                              • Figure 49: Brand of motorcycle or scooter likely to be purchased in next 12 months, by demographics, December 2009
                                                                                                                                                              • Figure 50: Brand of motorcycle or scooter likely to be purchased in next 12 months, by demographics, December 2009 (continued)

                                                                                                                                                          Companies Covered

                                                                                                                                                          • Aldi Stores Ltd (UK & Ireland)
                                                                                                                                                          • Asda Group Ltd
                                                                                                                                                          • BMW (GB) Ltd
                                                                                                                                                          • British Market Research Bureau (BMRB)
                                                                                                                                                          • British Sky Broadcasting Group plc (BSkyB)
                                                                                                                                                          • Co-operative Group
                                                                                                                                                          • Department for Transport
                                                                                                                                                          • Driver and Vehicle Licensing Agency
                                                                                                                                                          • Driving Standards Agency
                                                                                                                                                          • Ducati
                                                                                                                                                          • Facebook, Inc.
                                                                                                                                                          • Flickr
                                                                                                                                                          • Government Actuary's Department (GAD)
                                                                                                                                                          • Harley Davidson, Inc
                                                                                                                                                          • Honda Motor Co. Ltd (UK)
                                                                                                                                                          • Husqvarna AB
                                                                                                                                                          • J. Sainsbury
                                                                                                                                                          • Kawasaki
                                                                                                                                                          • Lidl (UK)
                                                                                                                                                          • Marks & Spencer
                                                                                                                                                          • mmO2 plc
                                                                                                                                                          • Netto Foodstores Ltd
                                                                                                                                                          • Orange Retail Ltd
                                                                                                                                                          • Peugeot Motor Company Plc
                                                                                                                                                          • Piaggio SpA
                                                                                                                                                          • Sony BMG Music Entertainment
                                                                                                                                                          • SuperSport (London) Ltd
                                                                                                                                                          • Suzuki GB PLC
                                                                                                                                                          • T-Mobile (UK) Ltd
                                                                                                                                                          • Tesco Plc
                                                                                                                                                          • The NEC Group
                                                                                                                                                          • Three Cross Motorcycles Ltd
                                                                                                                                                          • Triumph Motorcycles Ltd
                                                                                                                                                          • Virgin Media Ltd
                                                                                                                                                          • Virgin Mobile
                                                                                                                                                          • Vodafone Group Plc (UK)
                                                                                                                                                          • Waitrose
                                                                                                                                                          • Wm Morrison Supermarkets
                                                                                                                                                          • Yamaha Motor Co., Ltd
                                                                                                                                                          • YouTube, Inc.

                                                                                                                                                          New and Used Motorcycles - UK - January 2010

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