Issue link: https://read.dmtmag.com/i/485263
PSB FOCUS 20 • April 6, 2015 • Powersports Business www.PowersportsBusiness.com This issue: V-Twin Motorcycles Next issue: ATVs Cruisers: An inside look CDK Global study shows 52 percent of cruisers sold are H-D models In an exclusive study for Powersports Business readers, CDK Global Recreation data from 2014 shows Harley-Davidson continues to dominate the V-twin cruiser marketplace, with 52 percent of the share last year. Data was taken from 50,000 cruisers sold by 1,392 dealers in the U.S. during 2014, and was provided by CDK analyst Hal Ethington and other staff members. Yamaha secured 14 percent of the market, with Honda and Indian V-twin bikes each grabbing 8 percent of sales. Victory and Suzuki cruisers each took 5 percent of the marketplace, with Kawasaki (3 percent), Triumph (3 per- cent), Ducati (2 percent) and Moto Guzzi (0.2 percent) rounding out the top 10 brands. Since it has become difficult to define dealer- ships as either "metric" or "V-twin," this study is focused on and confined to units that have been defined by the Motorcycle Industry Council as "cruisers," regardless of their point of sale. Cruisers generally use a V-twin type engine, and are further described by the MIC as includ- ing "a full-view engine, swept-back and/or high handlebars with forward set footpegs, and a stepped seat for two, often with a pas- senger support bar. The body styling tends to be heavier in appearance than standard bikes, with chrome trim." HERE'S A LOOK AT THE OTHER CHARTS: Chart A In this study of cruiser unit sales count, low-end units are dominated by a mix of metric brands (see Chart B on Page 24 for detail). Triumph runs See CDK Global, Page 24 Harley-Davidson, 42% Harley-Davidson, 47% Harley-Davidson, 78% Harley-Davidson, 58% Harley-Davidson, 79% Yamaha, 35% Yamaha, 26% Honda, 38% Honda, 18% Honda, 13% Suzuki, 15% Suzuki, 9% Suzuki, 8% Kawasaki, 10% Kawasaki, 10% Indian, 34% Indian, 21% Victory, 15% Triumph, 4% Triumph, 2% Triumph, 5% Ducati, 5% Ducati, 7% Ducati, 0.2% Moto Guzzi, 0.6% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% $ 2-6k $ 7-10k $ 10-11k $ 11-15k $ 15-19k $ 19-25k $ 25k + Harley-Davidson Yamaha Honda Suzuki Kawasaki Indian Victory Triumph Ducati Moto Guzzi Hyosung Kymco Range of Unit Selling Price in Thousands of Dollars PCT of Unit Count Sold by Make PERCENT OF CRUISER UNIT COUNT SALES BY MAKE AND SELLING PRICE SAMPLE: 50,000 CRUISER UNITS SOLD BY 1,392 U.S. DEALERS DURING 2014 Source: CDK Global Chart A Source: CDK Global CRUISER DOLLAR SALES VOLUME BY MAKE SAMPLE: 50,000 CRUISER UNITS SOLD BY 1,392 U.S. DEALERS DURING 2014 !"#$%&! Harley-Davidson, 52% Yamaha, 14% Honda, 8% Indian, 8% Victory, 5% Suzuki, 5% Kawasaki, 3% Triumph, 3% Ducati, 2% Moto Guzzi, 0.2% Harley-Davidson, 42% Harley-Davidson, 47% Harley-Davidson, 78% Harley-Davidson, 58% Harley-Davidson, 79% Yamaha, 35% Yamaha, 26% Honda, 38% Honda, 18% Honda, 13% Suzuki, 15% Suzuki, 9% Suzuki, 8% Kawasaki, 10% Kawasaki, 10% Indian, 34% Indian, 21% Victory, 15% Triumph, 4% Triumph, 2% Triumph, 5% Ducati, 5% Ducati, 7% Ducati, 0.2% Moto Guzzi, 0.6% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% $ 2-6k $ 7-10k $ 10-11k $ 11-15k $ 15-19k $ 19-25k $ 25k + Harley-Davidson Yamaha Honda Suzuki Kawasaki Indian Victory Triumph Ducati Moto Guzzi Hyosung Kymco Range of Unit Selling Price in Thousands of Dollars PCT of Unit Count Sold by Make u