Issue link: https://read.dmtmag.com/i/208245
Helmet & Apparel PSB FOCUS 20 • November 4, 2013 • Powersports Business www.PowersportsBusiness.com Helmet pricetag that sells most? Under $200 NORTH AMERICAN MOTORCYCLE HELMET SALES MOTORCYCLE HELMET SALES / METRIC PERCENT OF HELMETS SOLD AT PRICE RANGE, SEPTEMBER 2012 TO SEPTEMBER 2013 1,593 NORTH AMERICAN METRIC, V-TWIN DEALERS: 517,847 UNIT SALES SUPPLIERS BY PERCENT OF SALES SEPTEMBER 2012 TO SEPTEMBER 2013 1,264 METRIC DEALERS: 428,923 UNIT SALES, $61.5 MILLION Over $500 2% $20 to $50 7% $400 to $500 2% $300 to $400 3% Other 6% Vega Helmet 1% $200 to $300 7% Ducati 2% Fulmer Helmets 2% Helmet House 29% Scorpion Sports 3% $100 to $200 40% $50 to $100 38% Castle Sales Company Inc. 4% Parts Unlimited 10% Fox Racing 7% Western Power Sports Sullivans 11% 11% ADP Lightspeed data uncovers helmet retail trends BY DAVE McMAHON EDITOR IN CHIEF Nearly 80 percent of all helmets sold at just shy of 1,600 North American dealerships retail for less than $200, according to data provided to Powersports Business exclusively from ADP Lightspeed analyst Hal Ethington. Data from the study was taken from 1,264 metric dealers in the U.S., 216 V-twin dealers in the U.S., and 113 Canadian dealers. Data was based on helmet sales from September 2012-September 2013 from dealers who used ADP Lightspeed's DMS. The helmet study shows helmets priced $50-$200 account for 78 percent of all sales. Helmets priced over $500 produce 2 percent of sales. MOTORCYCLE HELMET SALES / V-TWIN SUPPLIERS BY PERCENT OF SALES SEPTEMBER 2012 TO SEPTEMBER 2013 216 V-TWIN DEALERS: 73,728 UNIT SALES, $9.9 MILLION HERE ARE SOME OTHER FINDINGS: Harley-Davidson supplies 80 percent of helmet sales at Harley-Davidson dealerships. The average sale price was $135. Forty percent of all helmet sales occur from April-July. December accounts for 8 percent of sales. Helmet House is the largest supplier of helmets in the metric market, with 29 percent of all unit sales. The average sale price for all helmets sold at 1,264 metric dealerships was $143. Tucker Rocky Distributing took second for helmet sales at 15 percent, with Sullivans and WPS both at 11 percent. Parts Unlimited (10 percent), Fox Racing (7), Castle Sales (4), Scorpion Sports (3), Fulmer (2), Ducati (2) and Vega (1) also took part of the market share. In Canada, Parts Canada (28 percent), Motovan Motorsports (24) and Gamma Sales (20) supplied 72 percent of all Canadian helmet unit sales. The average selling price for all helmets in Canada was $152 Canadian dollars. Parts Unlimited 3% Tucker Rocky 4% Helmet House 4% HarleyDavidson 80% SEPTEMBER 2012 TO SEPTEMBER 2013 1,593 NORTH AMERICAN METRIC, V-TWIN DEALERS: $73.5 MILLION IN SALES Other 9% 12% Ski-Doo 9% 11% 10% 10% 8% Motovan Motorsports 24% Other 3% NORTH AMERICAN MOTORCYCLE HELMET AND HELMET ACCESSORIES SALES BY MONTH Sea Doo ATV 2% Sea-Doo Water 5% Fulmer Helmets 1% Western Power Sports 2% SUPPLIERS BY PERCENT OF SALES SEPTEMBER 2012 TO SEPTEMBER 2013 113 CANADIAN DEALERS: 13,879 UNITS SOLD; $2.1 MILLION CANADIAN Polaris 4% Fox Racing 1% Sullivans 1% MOTORCYCLE HELMETS SALES / CANADA Kimpex 4% Tucker Rocky 15% 10% 9% 8% 9% 7% 8% 6% 6% 6% 6% 6% 5% 4% Sept '13 Aug '13 July '13 June '13 May '13 Apr '13 Mar '13 Feb '13 Jan '13 Dec '12 0% Nov '12 Parts Canada 28% Oct '12 Gamma Sales 20% Sept '12 2% Source: ADP Lightspeed P15x23-PSB14-Focus.indd 20 10/30/13 12:20 PM