Table of Contents
Introduction
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- Definition
- Abbreviations
Executive Summary
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- The Market
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- Figure 1: Best- and worst-case forecast of volume sales/new registrations of motorcycles and scooters, 2006-16
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- Figure 2: New registrations of motorcycles and scooters and price of unleaded 95 octane fuel*, 2007-11
- Companies
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- Figure 3: Manufacturers’ shares in sales of motorbikes and scooters, January-October 2011
- The consumer
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- Figure 4: Ownership of motorbikes or scooters, October 2011
- Figure 5: Factors influencing potential purchase of a motorbike or scooter, by gender, October 2011
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- Figure 6: Occasions or reasons to use a motorcycle or scooter, October 2011
- What we think
Issues in the Market
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- How has the recession impacted on sales of motorbikes and scooters?
- Has the stricter training and testing regime had an impact on the market?
- What proportion of adults is interested in owning a motorcycle or scooter in future?
- What factors are most likely to be considered before buying a motorbike or scooter?
Future Opportunities
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- Transumers
- Boomerang Generation
Internal Market Environment
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- Key points
- A small market in terms of ownership
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- Figure 7: Ownership of motorcycles, 2010 and 2011
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- Figure 8: Type of motorcycle bought in the last 12 months, 2010 and 2011
- Sales still some way off those in the 1980s
- Number of licenced motorcycles is up
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- Figure 9: Number of motorcycles licensed, 2006-10
- Lower purchase and running costs make two-wheelers an attractive alternative
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- Figure 10: Trends in the average price of unleaded 95 octane fuel in the UK, 2007-11
- Buyers moving away from higher-powered machines
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- Figure 11: Engine size of motorcycles bought in the last 12 months, 2010 and 2011
- Motorcyclists remain more at risk of road accidents
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- Figure 12: Road casualty rates (per billion vehicle miles) for vehicles, 2003-10
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- Figure 13: Road casualty statistics for motorcycles, 2003-10
- Tighter regulation over who is allowed to ride
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- Figure 14: Proposed changes under the EU Third Directive on Driving Licences, 2013
- Depreciation of Sterling an issue for importers
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- Figure 15: Sterling exchange rate to Japanese Yen and euro (June average), 2006-11
Broader Market Environment
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- UK economic recovery from recession falters
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- Figure 16: GDP quarterly percentage change, Q1 2004-Q2 2011
- Unemployment set to moderate from current levels
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- Figure 17: Employment and unemployment, by gender, 2006-16
- Britain continues to become a more affluent society
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- Figure 18: Forecast adult population trends, by socio-economic group, 2006-16
- An ageing population could bring new opportunities for sector
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- Figure 19: Trends in the age structure of the UK population, 2006-16
Competitive Context
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- Amount spent on two-wheelers illustrates their marginal role
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- Figure 20: Spending on personal transport, at current prices, 2000 and 2010
- Rising cost of fuel affects all means of transport
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- Figure 21: Escalation of price of motor fuel in recent years, January 2009-May 2011
- Recent car scrappage scheme bypasses two-wheeled sector
- A changing role for motorcycles?
Strengths and Weaknesses in the Market
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- Strengths
- Weaknesses
Who’s Innovating?
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- Key points
- Electric two-wheelers continue to develop
- Catering to the enthusiast
- Lightweights
- Renewed focus on tourers
- Exploiting new media
Market Size and Forecast
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- Key points
- Motorcycle sales are hit badly by recent recession
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- Figure 22: Retail volume sales/new registrations of motorcycles and scooters, 2006-16
- Figure 23: Retail value sales/new registrations of motorcycles and scooters, at current and constant prices, 2006-16
- New sales suffer badly between 2007 and 2010
- Are poor summers also to blame?
- Signs that 2011 may signal the low point for the market
- Used sales remain relatively buoyant
- Scooters suffer most from recent downturn in sales
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- Figure 24: New registrations (volume) of two-wheeled vehicles, by type, 2005-10
- Forecast
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- Figure 25: Best- and worst-case forecast of volume sales/new registrations of motorcycles and scooters, (000) 2006-16
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- Figure 26: Best- and worst-case forecast of value sales/new registrations of motorcycles and scooters, 2006-16
Segment Performance
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- Key points
- Poor performance of certain sectors helps depress market further
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- Figure 27: New motorcycle and scooter registrations (volume), by type, 2007-10
- Supersport falling out of favour
- Trail/enduro bikes and mopeds also post poor performance
- Going naked signals a revival in traditional values
- Adventure sport and touring bikes also proving popular
- Scooters strengthen presence in the market
- Smaller engine models suffer most from current slowdown
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- Figure 28: New motorcycle registrations, by engine size, 2007-10
- Sub-100cc market suffers steep decline in sales
- 101cc-125cc sales performing well
- 701cc and above sector also sees good performance
- A market polarising?
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- Figure 29: Two-wheeled vehicles in use, by engine size, 2007-10
Market Share
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- Key points
- Japanese manufacturers suffer most as market contracts
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- Figure 30: Manufacturer shares of the UK motorcycle and scooter market, by number of new registrations, 2007-11
- Suzuki sees its share of the market collapse
- British and European manufacturers benefit from rising prices
- Scooter manufacturers see mixed fortunes
- Smaller importers doing well
- Exports remain strong despite sales downturn
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- Figure 31: Value of imports and exports of motorcycles, 2006-10
- The role of Sterling within the market
Brand Communication and Promotion
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- Key points
- Sluggish investment in advertising mirrors poor industry sales
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- Figure 32: Main monitored media advertising expenditure on motorcycles, 2007-11
- Motorcycles dominate expenditure
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- Figure 33: Advertising expenditure on motorcycles, by product category, 2007-11
- Small number of companies dominate the market
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- Figure 34: Advertising expenditure on motorcycles, % share by company, 2007-11
- Honda, Suzuki and Harley-Davidson are currently the three largest advertisers
- Japanese and European manufacturers show contrasting ambitions
- Press dominates expenditure
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- Figure 35: Advertising expenditure on motorcycles, % share by media type, 2007-11
- Profile of press advertising appears to be in decline
- Internet grows to take second place
- TV and direct mail succumb to changes in the use of promotional channels
- Sponsorship also facing a challenge
Channels to Market
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- Key points
- Sales per dealer vary considerably
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- Figure 36: Number of motorcycle and scooter dealerships, by manufacturer, 2009 and 2011
- Role of dealers
Companies and Products
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- BMW
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- Figure 37: Key financials for BMW (UK) Limited, 2009 and 2010
- Harley-Davidson
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- Figure 38: Key financials for Harley-Davidson Europe Limited, 2009 and 2010
- Honda (UK) Ltd
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- Figure 39: Key financials for Honda Motors Europe Ltd., 2010 and 2011
- Kawasaki
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- Figure 40: Key financials for motorcycle segment of Kawasaki Heavy Industries, 2010 and 2011
- KTM
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- Figure 41: Key Financials for KTM Power Sports AG, 2009 and 2010
- Peugeot
- Piaggio
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- Figure 42: Key financials for Piaggio Limited, 2009 and 2010
- Suzuki
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- Figure 43: Key financials for Suzuki GB Plc, 2010 and 2011
- Triumph
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- Figure 44: Key financials for Triumph Motorcycles Limited, 2009 and 2010
- Yamaha
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- Figure 45: Key Financials for Yamaha Motors UK Ltd., 2009 and 2010
The Consumer – Ownership of Motorcycles and Scooters
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- Key points
- Ownership of motorcycles and scooters is relatively low
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- Figure 46: Ownership of motorcycles and scooters, October 2011
- Men are important to the two-wheeler market
- Potential for female scooter riders
- London is a key future market for two-wheelers
The Consumer – Occasions for Using Motorcycles and Scooters
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- Key points
- Existing bikers say their use is greatest in the summer
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- Figure 47: Occasions for using motorcycles or scooters, October 2011
- Potential bikers record a strong interest in their use for travelling to work
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- Figure 48: Occasions for using motorcycles or scooters, October 2011
- Older riders look for occasional use
- Motorcycles and scooters could have an important transport role for mid-income purchasers
The Consumer – Factors Influencing Choice
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- Key points
- Costs and appearance are the most important factors for potential purchasers
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- Figure 49: Most important factors likely to influence choice of motorcycle or scooter, October 2011
- Women are more picky than men
- Older purchasers are influenced more by quality issues
- Image more of an issue with wealthier purchasers
- Scooter purchasers have greater demands
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- Figure 50: Most important factors likely to influence choice of motorcycle or scooter, by ownership of motorcycles and scooters, October 2011
- Cost of insurance and style/appearance are most critical factors for those purchasing a scooter...
- ...with style/appearance and brand/make important for those purchasing a motorcycle
The Consumer – Choice of Motorcycle or Scooter Brand
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- Key points
- Japanese brands dominate potential preferences
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- Figure 51: Motorbike or scooter brands most likely to be considered if buying, October 2011
- Men opt for Japan, women for Europe
- High earners also tend to shun Japanese makes
- Existing owners appear more likely to choose smaller brands
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- Figure 52: Motorbike or scooter brands most likely to be considered if buying, by ownership of motorcycles and scooters, October 2011
Appendix
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- Figure 53: Engine size of motorcycles owned, 2010 and 2011
- Figure 54: Most popular ownership of motorcycles and scooters, by demographics, October 2011
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- Figure 55: Next most popular ownership of motorcycles and scooters, by demographics, October 2011
- Figure 56: Most popular ownership of motorcycles, by demographics, October 2011
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- Figure 57: Next most popular ownership of motorcycles, by demographics, October 2011
- Figure 58: Ownership of scooters, by demographics, October 2011
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- Figure 59: Occasions for using motorcycles or scooters, by demographics, October 2011
- Figure 60: Most popular factors likely to influence choice of motorcycle or scooter, by demographics, October 2011
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- Figure 61: Next most popular factors likely to influence choice of motorcycle or scooter, by demographics, October 2011
- Figure 62: Motorbike or scooter brands most likely to be considered if buying, by demographics, October 2011
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