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Motorcycles - UK - December 2017

“Motorcycles have recently seen growing sales after what had been a period of decline. Yet with volumes set to fall in 2017 and market value being hit by the growing presence of low cost manufacturers, the future for the market remains to some extent uncertain. Opportunities exist yet it is up to the industry to grasp them.”

– Neil Mason, Head of Retail Research

This report examines the following issues:

  • Sales need to be further stimulated
  • Young adults are an important potential market
  • Women remain a challenge for the industry

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Table of contents

  1. Overview

    • What you need to know
      • Products covered in this Report
      • Executive Summary

          • The market
            • Sales have been increasing in recent years
              • Figure 1: New registrations of motorcycles and scooters, value, 2012-22
              • Figure 2: New registrations of motorcycles and scooters, volume, 2012-22
            • Motorcycles increasingly dominate new sales
              • Figure 3: New registrations of motorcycles and scooters, by type (volume), 2012-17
            • Retro naked motorcycles lead the market in terms of sales
              • Figure 4: New motorcycle and scooter registrations, by style (volume), 2012 and 2017
            • Distance travelled shows stability after falling back
              • Figure 5: Road traffic (billion kilometres), by motorcycles, 1990-2016
            • Companies and brands
              • Japanese companies Honda and Yamaha dominate the market
                • Figure 6: Manufacturer shares in motorcycle and scooter market, by number of new registrations, 2013 and 2016
              • Manufacturers increasingly look at global opportunities
                • Riding Assist is typical of the innovations being seen in the market
                  • Advertising revenues up in 2016
                    • Figure 7: Total above-the-line, online display and direct mail advertising expenditure on motorcycles and scooters, 2012-16
                  • The consumer
                    • Only 6% of adults currently own a motorcycle, moped or scooter
                      • Figure 8: Motorcycle, moped and scooter ownership, September 2017
                    • Leisure is the most popular use for two-wheelers
                      • Figure 9: Motorcycle, moped and scooter use, September 2017
                    • Cost dominates when it comes to purchasing
                      • Figure 10: Factors important when purchasing a motorcycle, moped or scooter, September 2017
                    • Lack of interest is key reason for not owning a motorcycle, moped or scooter
                      • Figure 11: Reasons for no interest in owning a motorcycle, moped or scooter, September 2017
                    • Motorcycles, moped and scooters are seen as offering a number of advantages
                      • Figure 12: Attitudes towards motorcycles, mopeds and scooters, September 2017
                    • Mixed response when the impact of Brexit on possible price rises is considered
                      • Figure 13: Implications of Brexit for motorcycles, mopeds and scooters, September 2017
                    • What we think
                    • Issues and Insights

                      • Sales need to be further stimulated
                        • The facts
                          • The implications
                            • Young adults are an important potential market
                              • The facts
                                • The implications
                                  • Women remain a challenge for the industry
                                    • The facts
                                      • The implications
                                      • The Market – What You Need to Know

                                        • Sales boosted ahead of new Euro 4 emission regulations
                                          • Motorcycles are preferred to mopeds and scooters
                                            • Riders increasingly opt to ‘go naked’
                                              • Cars increasingly preferred for travel
                                                • Motorcycles are riskier choice of vehicle
                                                • Market Size and Forecast

                                                  • New sales are on the up
                                                    • Figure 14: New registrations of motorcycles and scooters, value, 2012-22
                                                    • Figure 15: New registrations of motorcycles and scooters, volume, 2012-22
                                                    • Figure 16: New registrations of motorcycles and scooters, 2012-22
                                                  • Mopeds and scooter sales suffer as demand collapses
                                                    • Figure 17: New registrations of motorcycles and scooters, by type (volume), 2012-17
                                                  • Used sales also see recovery
                                                    • Forecast methodology
                                                    • Market Segmentation

                                                      • Retro interest from buyers boost some sectors over others
                                                        • Figure 18: New motorcycle and scooter registrations, by style (volume), 2012-17
                                                      • Sub 125cc machines appear out of favour with new buyers …
                                                        • Figure 19: New motorcycle and scooter registrations, by engine size (volume), 2012-17
                                                      • …although are still significant when it comes to two-wheelers in use
                                                        • Figure 20: Two-wheeled vehicles* in use, by engine size (volume), UK, 2012-17
                                                      • Electric bikes fail as yet to make an impact
                                                      • Channels to Market

                                                        • Dealer network varies by manufacturer
                                                          • Figure 21: Number of motorcycle and scooter dealerships, by manufacturer, 2012 and 2016
                                                        • Internet has limited role as a sales channel
                                                        • Market Drivers

                                                          • Cars overtake motorcycles as the vehicle of choice
                                                            • Figure 22: Road traffic (billion kilometres), by motorcycles and cars/taxis, 1990-2016
                                                          • Two-wheel parc remains relatively stable
                                                            • Figure 23: Licensed motorcycles, mopeds and scooters, 2012-16
                                                          • Urban streets benefit most from recent increase in motorcycle use
                                                            • Figure 24: Road traffic (billion kilometres) by type of road (motorcycles), 2013-16
                                                          • Weekly use of motorcycles records worrying decline…
                                                            • Figure 25: Motorcycle trips per rider per week (England), 2011-15
                                                          • …with less than one in 40 households currently owning a motorcycle
                                                            • Figure 26: Households with a motorcycle (England), 2011-15
                                                          • Motorcycles remain a riskier choice of vehicle
                                                            • Figure 27: Road casualty statistics, cyclists, motorcycles and cars, 2012-16
                                                            • Figure 28: KSI and slightly injured per billion km, motorcycles and cars, 2012-16
                                                          • Overall average prices appear largely stable
                                                            • Figure 29: Average price for a new motorcycle or scooter, 2012-17
                                                          • New emissions regulations impact on sales
                                                            • Impact of depreciation in Sterling more of a problem following Brexit vote
                                                              • Figure 30: Month-end Sterling average values versus US Dollar and euro, Jan 2016 to Oct 2017
                                                            • Concerns regarding leaving the EU also appear to be growing
                                                              • Figure 31: Level of concern over the impact of the EU referendum, July 2016-June 2017
                                                            • Lack of interest is a major barrier to ownership
                                                              • Figure 32: Reasons for no interest in owning a motorcycle, moped and scooters, September 2017
                                                            • A growing an ageing population should present opportunities …
                                                              • Figure 33: Trends in the age structure of the UK population, 2011-21
                                                          • Companies and Brands – What You Need to Know

                                                            • Honda dominates while Lexmoto increasingly challenges
                                                              • International ventures popular with UK companies
                                                                • Technology increases its presence within the market
                                                                  • Advertising revenues up in 2016
                                                                  • Market Share

                                                                    • Honda dominates despite losing share
                                                                      • Figure 34: Manufacturer shares in motorcycle and scooter market, by number of new registrations, 2013-16
                                                                    • 125cc models are especially strong sellers
                                                                      • Figure 35: Leading motorcycle and scooter models, by registration, 2016
                                                                  • Competitive Strategies

                                                                    • UM Motorcycles launches in the UK
                                                                      • Triumph enters into partnership with Bajaj Auto India
                                                                        • Norton looks at Chinese joint venture
                                                                          • Audi set to part company with Ducati
                                                                          • Launch Activity and Innovation

                                                                            • Honda unveils a self-balancing motorcycle
                                                                              • Figure 36: Honda Riding Assist, 2017
                                                                            • Electric bikes look to go even further
                                                                              • BMW launches a connected scooter
                                                                                • Vespa goes electric
                                                                                • Advertising and Marketing Activity

                                                                                  • Promotional expenditure peaks in 2016
                                                                                    • Figure 37: Total above-the-line, online display and direct mail advertising expenditure on motorcycles and scooters, 2012-17
                                                                                  • Motorcycles dominate expenditure
                                                                                    • Figure 38: Advertising expenditure on motorcycles and scooters, by product category, 2012-17
                                                                                  • Triumph and Harley-Davidson up expenditure during 2016
                                                                                    • Figure 39: Recorded above-the-line, online display and direct mail total advertising expenditure on motorcycles and scooters, by company 2013-16
                                                                                  • Support for new models dominates investment activity
                                                                                    • Figure 40: Recorded above-the-line, online display and direct mail total advertising expenditure on motorcycles and scooters, by brand, 2016
                                                                                  • Digital overtakes press as preferred media choice
                                                                                    • Figure 41: Recorded above-the-line, online display and direct mail total advertising expenditure on motorcycles and scooters, by media type, 2013-16
                                                                                  • Nielsen Ad Intel coverage
                                                                                  • The Consumer – What You Need to Know

                                                                                    • Motorcycle owners are in the minority
                                                                                      • Leisure is a popular use of a motorcycle
                                                                                        • Cost dominates when it comes to purchasing
                                                                                          • Lack of interest is key factor in non-ownership
                                                                                            • Practical aspects of motorcycles are seen as advantageous
                                                                                              • Mixed concerns towards possible Brexit price increases
                                                                                              • Motorcycle Ownership

                                                                                                • Relatively few adults own a two-wheeler
                                                                                                  • Figure 42: Motorcycle, moped and scooter ownership, September 2017
                                                                                                • Men are more likely to be current, former and future owners
                                                                                                  • Young adults are an important potential user group
                                                                                                    • London boasts a high level of current interest
                                                                                                      • Socio-economic status on current and future ownership
                                                                                                        • Growing number of adults signal no intention of owning
                                                                                                          • Figure 43: Motorcycle and scooter ownership, 2013 and 2017
                                                                                                      • Motorcycle Use

                                                                                                        • Leisure is the most popular use for two-wheelers
                                                                                                          • Figure 44: Motorcycle, moped and scooter use, September 2017
                                                                                                        • Men find the social side of two-wheelers important
                                                                                                          • Younger adults and urban dwellers have more practical needs
                                                                                                            • Existing and potential owners hold different views on use
                                                                                                              • Figure 45: Motorcycle, moped and scooter use, (currently own and consider owning), September 2017
                                                                                                            • Fun and practical aspects dominate uses by former owners
                                                                                                              • Versatility in use is sought more by affluent and urban owners
                                                                                                              • Importance of Factors when Purchasing

                                                                                                                • Costs are key factors for purchasers
                                                                                                                  • Figure 46: Factors important when purchasing a motorcycle, moped or scooter, September 2017
                                                                                                                • Older adults want it all
                                                                                                                  • Comfort and security sought by women
                                                                                                                    • Alternative fuels are popular with urban dwellers
                                                                                                                      • Cost is a key factor for non-owners
                                                                                                                      • Reasons for no Interest in Motorcycles

                                                                                                                        • Lack of interest and risk of injury dominate reasons for not owning
                                                                                                                          • Figure 47: Reasons for no interest in owning a motorcycle, moped or scooter, September 2017
                                                                                                                        • Young worries
                                                                                                                          • Lack of interest from many women
                                                                                                                            • Exposure to weather is a key concern for former owners
                                                                                                                            • Attitudes towards Motorcycles

                                                                                                                              • Advantages and disadvantages both feature strongly amongst attitudes
                                                                                                                                • Figure 48: Attitudes towards motorcycles, mopeds and scooters, September 2017
                                                                                                                              • Men hold more positive attitudes
                                                                                                                                • Young need to be convinced about cost benefits
                                                                                                                                  • Affluent adults are strongly attracted by benefits associated with a motorcycle
                                                                                                                                    • Current owners are more likely to view motorcycles as offering advantages
                                                                                                                                      • Young adults see advantages but also risks
                                                                                                                                      • Impact of Brexit

                                                                                                                                        • Brexit induced price rises are a concern to a sizeable minority of current and potential owners
                                                                                                                                          • Figure 49: Implications of Brexit for motorcycles, mopeds and scooters, September 2017
                                                                                                                                        • Price increases are more of a concern for younger and more affluent adults
                                                                                                                                          • Current owners are more concerned about possible Brexit price rises
                                                                                                                                          • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                                                                            • Data sources
                                                                                                                                              • Abbreviations
                                                                                                                                                • Consumer research methodology
                                                                                                                                                • Appendix – Market Size and Forecast

                                                                                                                                                  • Market sizing and segment performance
                                                                                                                                                    • Forecast methodology
                                                                                                                                                      • Forecast data
                                                                                                                                                        • Figure 50: Forecast of motorcycle, moped and scooter market (volume) – best- and worst-case scenarios, 2017-22
                                                                                                                                                        • Figure 51: Forecast of motorcycle, moped and scooter market (value) – best- and worst-case scenarios, 2017-22

                                                                                                                                                    Motorcycles - UK - December 2017

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