Issue link: https://read.dmtmag.com/i/711372
FOCUS PSB Adventure Touring www.PowersportsBusiness.com Powersports Business • August 15, 2016 • 17 $107 $264 $411 $559 $770 $934 $913 $920 $1,004 $1,080 $1,066 $100 $600 $1,100 $1,600 $2,100 18-19 20-24 25-29 30-34 35-39 40-44 45-49 50-54 55-59 60-64 65-69 70-74 Age Range $1,088 $2,137.50 $3,028.81 $4,180.22 $4,614.26 $5,388.72 $5,734.90 $6,065.24 $6,351.88 $6,032.22 $6,232.77 $6,554.55 $5,789.00 $0 $1,000 $2,000 $3,000 $4,000 $5,000 $6,000 $7,000 18-19 20-24 25-29 30-34 35-39 40-44 45-49 50-54 55-59 60-64 65-69 70-74 Age Range AVERAGE TRADE VALUE BY AGE GROUP AVERAGE ACCESSORY RETAIL $ WHEN ACCESSORIES ARE SOLD 0 500 1,000 1,500 2,000 2,500 3,000 3,500 4,000 4,500 5,000 5,500 6,000 6,500 7,000 7,500 8,000 8,500 2016 Average trade ACV: $5,799.31 Units Sold Total Units sold in sample 7,638 Units sold with trades: 1,546 PERCENT OF DEALS WITH TRADES AND AVERAGE ACTUAL CASH VALUE 5.4% 6.8% 8.2% 8.5% 9.1% 10.0% 5% 6% 7% 8% 9% 10% 11% 2011 2012 2013 2014 2015 2016 PERCENT OF ADVENTURE TOURING SALES COMPARED TO ALL NEW MOTORCYCLE SALES per unit, the CDK study conducted by Hal Ethington shows. There's no doubt the seg- ment continues to grow. In 2011, adventure touring bike sales made up 5.4 percent of the new motorcycle market. By May 2016, adven- ture touring had grown to 10 percent of all new motorcycle units sold. The average age for all buyers of adventure touring bikes during the January-May 2016 time frame from dealers who use the Light- speed DMS was 47. Buyers over age 55 show increased accessory purchases. Knowing the buyer's age is a critical component when con- sidering targeted marketing for the various age groups. The data presented here suggests that advertising directed toward mature audiences would be most effective. PSB CDK GLOBAL CONTINUED FROM PAGE 16 Source: CDK Global Recreation Source: CDK Global Recreation