Issue link: https://read.dmtmag.com/i/657286
FOCUS PSB V-twin Motorcycle 14 • April 4, 2016 • Powersports Business www.PowersportsBusiness.com CDK Global study of Lightspeed DMS users shows 168K units sold in 2011; 137K sold in 2015 Editor's note: Since it has become difficult to define dealerships as either "metric" or "V-twin," this study is focused on and confined to units that have been defined by the Motorcycle Industry Council (MIC) as "cruisers," regard- less of their point of sale. Cruisers generally use a V-twin-type engine and are further described by the MIC as: "Usu- ally includes a full-view engine, swept-back and/or high handlebars with forward set foot- pegs 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." New unit sales of cruiser models in the U.S. have dropped 19 percent in the four years from 2011-15, according to the latest data from CDK Global Recreation of Lightspeed DMS users that was provided exclusively to Powersports Business. The data, supplied by CDK Global senior analyst Hal Ethington, also finds that the West Region has consistently been highest in the nation for the average selling price of new cruis- ers (Chart A). Pricing is the unit price only, without accessories. The South and Northeast regions of the country have run 7-10 percent less than other parts of the country in selling price. Just as the West Region leads in average selling price of new cruiser units, the region leads in the mea- sure of units sold per dealer per year (Chart B). The average CDK dealer in the West Region selling cruisers sold 201 units per year in 2013. That has now dropped to 169 units in 2015, but is still the highest in the country. The Northeast again struggles to gain strength in the cruiser space. There was a mod- est start of 90 new cruiser units sold per dealer per year on average in 2012, decreasing to just 70 units per dealer per year in 2015. Building nicely, the California region has Cruiser sales down 19 percent since 2011: Study See CDK, Page 17 AVERAGE SELLING PRICE, NEW CRUISERS 2012-15 Sample: 584,000 units from 1,344 dealers CHART A NEW CRUISER SALES PER DEALER PER YEAR 2012-15 Sample: 584,000 units from 1,344 dealers CHART B $13,832 $15,461 $14,400 $14,854 $13,549 $14,771 $11,000 $11,500 $12,000 $12,500 $13,000 $13,500 $14,000 $14,500 $15,000 $15,500 $16,000 California Midwest Northeast Northwest South West Year 2012 Year 2013 Year 2014 Year 2015 115 116 90 106 110 174 130 118 88 69 104 201 150 107 71 74 98 186 150 99 70 78 89 169 50 70 90 110 130 150 170 190 210 California Midwest Northeast Northwest South West Year 2015 Year 2014 Year 2013 Year 2012 Source: CDK Global Recreation