Registrations of new motorcycles boomed in 2007 after several flat years. Rising fuel prices and increased road congestion are two factors contributing to this. Media coverage has also inspired more people to look at a two-wheeler as a tool for adventure and fun.

The market continues to be led by the high-performance supersports models, but there are signs of polarisation, with strong growth at the bottom end of the market, with small capacity bikes targeting the commuter sector, while sales of more versatile adventure sports machines outstripped the rest of the market, growing by almost one third in 2007. The market remains very male-dominated, with safety issues being of major concern to potential female buyers, so the challenge for manufacturers and government in the next five years is to further reduce casualty numbers and make motorcycling a safer and more attractive alternative to other forms of transport.

This report examines the market for all powered two-wheelers, including motorcycles and scooters. It considers the factors driving or restricting demand, looks at annual trends in registrations, by type of machine and engine size, profiles the major players in the market and assesses consumer attitudes towards a variety of different aspects of motorcycling.

It considers the hypothesis that ‘although short term factors such as fuel prices may give registrations a lift, in order to significantly expand the market for motorcycles in the long term, manufacturers and government will need to work together to address safety concerns and try to further reduce the casualty rate.’

Main themes of the report:

How new regulations affecting rider testing will affect demand for motorcycles and scooters in the future.

The impact of the credit crunch and how manufacturers are responding to it.

What will the new motorcycle and scooter buyer look like in the future?

With the increasingly congested roads, especially in and surrounding cities, can motorcycles target the consumer looking to ‘beat the traffic’ more effectively?

As we are increasingly concerned about green issues and car exhausts, can motorcycles effectively position themselves in consumer mindsets as an eco-friendly drive?

In a male-dominated market, can the biking industry ‘do a Nintendo’ (attracting female gamers with the Wii) and make biking a more attractive, relevant, form of transport for women?