Issue link: https://read.dmtmag.com/i/592917
FOCUS PSB Helmet & Apparel 22 • November 9, 2015 • Powersports Business www.PowersportsBusiness.com CDK Global Recreation study reveals dealer data on helmets Helmets in the $50-$200 price range are the most frequently sold at the dealership level, accounting for 77 percent of helmet sales from September 2014 to August 2015. A study provided to Powersports Business from CDK Global Recreation reveals hel- mets with MSRPs over $200 account for only 16 percent of sales. Helmets under $50 are sold 7 percent of the time. Not surprisingly, the spring and early sum- mer are hot selling seasons for helmets, with 42 percent of helmet sales coming between April and July. March and August bookmark the riding season, with 9 percent of helmet sales coming in each of the two months. A spike is also seen in December, as another 9 percent of helmets are sold in the last month of the year. When looking at which brands of helmets are popular within specific dealership groups, Harley-Davidson helmets lead the pack in V-twin stores, with 80 percent of the market share. The average sales price of a helmet at a V-twin dealership was $147. Though metric dealers have nearly the same average helmet sales price, coming in at $146, the brands of helmets sold are more varied. Hel- met House accounts for a quarter of all helmet sales in metric dealerships. That's followed by Tucker Rocky and Western Power Sports, at 12 percent each. Sullivans accounts for 11 per- cent of helmet sales in metric dealerships, while Fox Racing takes 10 percent of the share, and Parts Unlimited grabs 8 percent. All other helmet brands combined account for 22 percent of sales. Parts Canada leads the helmet market share in Canada, as 32 percent of helmets sold are from Parts. Motovan is second on the list with 18 percent of sales. Gamma Sales has 14 per- cent share, while Fox Racing Canada accounts for 8 percent of sales, and Kimpex has a 7 percent share. All other brands combine for 21 percent of sales. The average selling price for Value-priced helmets remain top sellers MOTORCYCLE HELMET AND HELMET ACCESSORY $ SALES SUPPLIERS BY PERCENT OF SALES, SEPT. 2014 – AUG. 2015 142 DEALERS: 38,197 UNIT SALES, $6.4M, CANADIAN DEALERS ONLY, ALL DEALER TYPES PERCENT OF HELMETS SOLD AT PRICE RANGE SEPT. 2014 – AUG. 2015 1,798 DEALERS: 571,961 UNIT SALES, ALL DEALER TYPES COMBINED $50 to $100 36% $100 to $200 41% Motovan Motorsports 18% Parts Canada 32% Gamma Sales 14% Other 13% $20 to $50 7% $300 to $400 3% $200 to $300 8% over $500 3% Mountain Sports Dist 2% Sea-Doo Water 3% Fullbore 3% Kimpex 7% Fox Racing Canada 8% $400 to $500 2% Source: CDK Global Recreation