Issue link: https://read.dmtmag.com/i/575161
FOCUS PSB Metric bikes 20 • October 5, 2015 • Powersports Business www.PowersportsBusiness.com Sales of metric sport bikes are up 8 percent; metric cruisers are down 16 percent A study of metric motorcycle sales from 2011-15 by CDK Global Recreation from deal- erships that use the Lightspeed DMS shows a distinct shift in market share among OEMs. There's also been a significant drop in gross margin among metric dealers, with some gen- erating gross margins of 8 percent on new bike sales. The study is limited to Japanese manufac- turers Honda, Kawasaki, Suzuki and Yamaha. CDK Global Receation analyst Hal Ething- ton uncovered the following nuggets: Sport bikes now consume 34 percent of the metric motorcycle market, an increase of 8 percentage points since Q2 2011. In that same period, metric enduro and dual purpose units were up 3 points each, to 12 percent and 9 percent respectively. Metric motocross bikes now account for 8 percent of the market, a 1-percentage-point increase since Q2 2011. Touring bikes and standard motorcycles have held steady with their market share, at 16 per- cent and 1 percent, respectively. Metric cruisers have seen their share decline to 21 percent, a 16-percentage-point decrease from the 2011 second quarter. When we look at gross margin percentage yield, we note that the touring segment started at 13.5 percent in 2011, rose to 15 percent Sport bikes on the rise; cruisers down See CDK Global, Page 26 PERCENT OF METRIC MARKET BY UNIT SALES BY UNIT TYPE HONDA, KAWASAKI, SUZUKI AND YAMAHA ONLY (TREND: Q1 2011 TO Q2 2015 34% 21% 16% 10% 15% 20% 25% 30% 35% 40% 2011Q1 2011Q2 2011Q3 2011Q4 2012Q1 2012Q2 2012Q3 2012Q4 2013Q1 2013Q2 2013Q3 2013Q4 2014Q1 2014Q2 2014Q3 2014Q4 2015Q1 2015Q2 Cruiser (down 16%) Sport (up 8%) Touring (up 1%) Source: CDK Global Recreation