Issue link: https://read.dmtmag.com/i/410969
FOCUS PSB Helmet & Apparel 22 • November 3, 2014 • Powersports Business www.PowersportsBusiness.com CDK Global Recreation data uncovers helmet retail trends BY DAVE McMAHON EDITOR IN CHIEF Helmets retailing between $50 and $200 account for 78 percent of all helmet sales in 2014, according to data provided to Powers- ports Business exclusively from CDK Global analyst Hal Ethington. Data from the study was taken from 1,439 metric dealers in the U.S., 212 V-twin dealers in the U.S. and 152 Canadian dealers. Data was based on helmet sales from September 2013-September 2014 from the 1,803 dealers who used CDK Global's Lightspeed DMS. The helmet study shows helmets priced over $500 produce 3 percent of sales, up from 2 percent just a year ago. HERE ARE SOME OTHER FINDINGS: Harley-Davidson supplies 80 percent of hel- met sales at V-twin dealerships. The average sale price was $144, up from the $135 retail average last year. Helmet House (5 percent), Biker's Choice (4 percent) and Drag Specialties (3 percent) are the other major sellers at V-twin stores. Interestingly, the 1,439 metric dealers surveyed sold their helmets at an average price of $144 as well, up $1 from a year ago. More than half of all helmets are retailed from March through August. December accounts for 9 percent of sales, up from the 8 percent that were sold in the month last year. Helmet House maintains its status as the larg- est supplier of helmets in the metric market, with 27 percent of all unit sales. Tucker Rocky Distributing (15 percent a year ago) slipped to 13 percent, with Western Power Sports and Sullivans tied for third with 11 percent of the market apiece. $200 is still the sweet spot for helmet pricing See CDK Global, Page 23 $50 to $100 37% $100 to $200 41% Tucker Rocky 13% Helmet House 27% Western Power Sports 11% 6.4% 6% 5.5% 8.5% 5.9% 6.2% 8.2% 10% 11% 9.4% 8.8% 8% 6.1% 2% 4% 6% 8% 10% 12% Sept '13 Oct '13 Nov '13 Dec '13 Jan '14 Feb '14 Mar '14 Apr '14 May '14 June '14 July '14 Aug '14 Sept '14 NORTH AMERICAN MOTORCYCLE HELMET SALES BY RETAIL PRICE RANGE PERCENT OF HELMETS SOLD AT PRICE RANGE; SEPTEMBER 2013 TO SEPTEMBER 2014 1,803 NORTH AMERICAN METRIC AND V-TWIN DEALERS; 602,778 UNIT SALES MOTORCYCLE HELMET SALES / METRIC SUPPLIERS BY PERCENT OF SALES SEPTEMBER 2013 TO SEPTEMBER 2014 1,439 METRIC DEALERS: 498,536 UNIT SALES, $71.5 MILLION $400 to $500 2% $300 to $400 3% $200 to $300 7% Over $500 3% $20 to $50 7% Other 7% Ducati 2% Bell Sports 2% Fulmer Helmets 2% Scorpion Sports 3% Castle Sales Company Inc. 5% Fox Racing 8% Parts Unlimited 9% Sullivans 11% Source: CDK Global Recreation NORTH AMERICAN MOTORCYCLE HELMET AND HELMET ACCESSORY SALES BY MONTH SEPTEMBER 2013 TO SEPTEMBER 2014 1,803 DEALERS: $87 MILLION IN SALES, ALL DEALER TYPES COMBINED