Issue link: https://read.dmtmag.com/i/303681
PSB FOCUS 16 • May 5, 2014 • Powersports Business www.PowersportsBusiness.com This issue: ATV Next issue: Tire & Wheel ADP Lightspeed data shows importance of keeping new units on show floor BY DAVE McMAHON EDITOR IN CHIEF Sales of new ATVs trump sales of pre-owned ATVs at the retail level by a significant margin, according to data provided to Powersports Business by ADP Lightspeed. Side-by-side sales are not included. The findings, which date from February 2013-February 2014 and are inclusive of deal- erships that are ADP Lightspeed partners, show that new unit ATV sales made up 84 percent (107,041 units) of the total sales volume of 127,731 ATVs sold during the time period. Pre- owned units comprised 16 percent of the total, or 20,690. Furthermore, 90 percent of the sales of new ATVs sold, or 96,173 units, were transacted without a trade. A total of 10,868 new ATVs were purchased with a trade, or 10 percent. What are consumers bringing to the trans- action table when they want to purchase a new ATV? Multi-purpose ATVs top the list at 54.8 percent. Motorcycles are next at 20.9 per- cent, with sport ATVs next at 11.1 percent. Other trade-in prospects while buying a new ATV are a side-by-side (3.8 percent), snowmo- bile (2 percent) and PWC (1.2 percent). Scooters and trailers were part of the transaction for a new ATV in less than 1 percent of the sales. PSB New With Trade 10% New Without Trade 90% New ATV Sales - Trade Used 16% New 84% ATV Sales - New vs Used ATV Multi Purpose 54.8% ATV Sport 11.1% Motorcycle 20.9% Other 4.6% UTV 3.8% Snowmobile 2.0% PWC 1.2% Scooter 0.9% Trailer 0.7% New ATV Sales - Trade In By Type NEW ATV SALES – TRADE NEW ATV SALES – TRADE IN BY TYPE ATV SALES – NEW VS. USED INSIDE FOCUS Honda ATVs are most viewed on KBB.com since 2011 SEE PAGE 27 Gibbs banking on continued growth from Quadski SEE PAGE 21 Mud Nationals growth extends to vendors at Texas event, too SEE PAGE 18 New inventory still key for ATV sales Source: ADP Lightspeed Source: ADP Lightspeed P16x29-PSB6-Focus.indd 16 4/23/14 10:16 AM