Issue link: https://read.dmtmag.com/i/657286
FOCUS PSB V-twin Motorcycle www.PowersportsBusiness.com Powersports Business • April 4, 2016 • 17 grown from 115 new cruiser units sold per dealer per year on average for Lightspeed DMS users in 2012, to a solid 150 units in 2014 and 2015. Three of the six regions show a nega- tive growth pattern in new cruiser units sold per dealer per year on average among Lightspeed DMS users. The South, the Northeast and the Midwest all have declined about 20 percent in new cruiser sales since 2012. Chart C shows that the cruiser market has declined 19 percent over the past four years from 2011-15 among CDK Lightspeed DMS users. Total new cruiser units sold went from 168,000 units sold in 2011 to just 137,000 in 2015. Chart D shows that after two strong years in 2013 and 2014, accessory sales in the West returned nearly to 2012 levels of $1,254 per new cruiser unit purchased. The South started low in 2012 at $940 and worked even lower by 2015, when accessory sales with the purchase of a new cruiser have fallen by 10 percent to $863 per bike. Similar to other CDK studies over various time periods, California is lower than all other regions in sales of accessories on units. While improving since 2012, California is still lowest in average cruiser accessory sales per unit per year. How does your dealership that sells cruisers stack up against these norms? PSB CDK CONTINUED FROM PAGE 14 NEW CRUISERS SOLD AS PERCENT OF YEAR 2011 Sample: 755,000 New cruiser motorcycle units sold, 2011-15, CDK Global Lightspeed DMS users only ACCESSORIES PER NEW CRUISER SOLD Sample: 755,000 New cruisers sold, 2012-15, CDK Global Lightspeed DMS user only CHART C CHART D 100% 89% 91% 87% 81% 80% 85% 90% 95% 100% 105% 2011 2012 2013 2014 2015 168,000 units 137,000 units $655 $966 $928 $1,391 $940 $1,254 $613 $1,252 $999 $964 $1,015 $1,435 $809 $1,049 $982 $755 $877 $1,381 $853 $1,109 $1,160 $1,121 $863 $1,230 $600 $700 $800 $900 $1,000 $1,100 $1,200 $1,300 $1,400 $1,500 California Midwest Northeast Northwest South West Year 2015 Year 2014 Year 2013 Year 2012 Source: CDK Global Recreation