Table of Contents
Introduction
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- Definition
- Abbreviations
Executive Summary
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- The market
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- Figure 1: Retail sales/new registrations of motorcycles and scooters, at current prices, 2008-18
- Market factors
- Companies, brands and innovation
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- Figure 2: Brand shares of the UK motorcycle and scooter market, by number of new registrations, 2012
- The consumer
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- Figure 3: Motorcycle and scooter ownership, September 2013
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- Figure 4: Factors considered important when buying a motorcycle or scooter, September 2013
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- Figure 5: Main reasons for using a motorcycle, moped or scooter, September 2013
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- Figure 6: Power of motorcycle, moped or scooter, September 2013
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- Figure 7: Attitudes towards motorcycles, mopeds and scooters, September 2013
- What we think
Issues in the Market
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- How can sales be stimulated?
- What future for scooters?
- Overcoming the threat of low-cost imports?
- Can UK manufacturing bounce back?
- Marketing with a reduced on-the-ground presence?
Trend Application
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- Trend: Rebirth of Cities
- Trend: The Unfairer Sex
- Trend: Generation Next
Internal Market Environment
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- Key points
- Motorcycle use has shown a downward trend over the past 50 years
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- Figure 8: Road traffic (billion kilometres), by motorcycles and cars/taxis, 1960-2011
- Recent years show evidence of stability within market
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- Figure 9: Number of motorcycles licensed, 2007-12
- Fuel prices record a significant increase
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- Figure 10: Index of premium unleaded and diesel fuel prices, 2000-12
- Risks from riding motorcycles remain a concern
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- Figure 11: Road casualty statistics, 2007-12
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- Figure 12: KSI and slightly injured per billion km, 2007-12
- Imports, especially from Japan, suffer from Sterling’s weakness
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- Figure 13: Sterling exchange rate against Japanese Yen, US Dollar and euro (June average), 2007-13
Broader Market Environment
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- Key points
- UK economy showing signs of recovery
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- Figure 14: GDP, PDI, consumer expenditure and savings, at constant 2008 prices, 2008-18
- GDP growth will take time to strengthen
- Forecasts for consumer expenditure present a more positive picture
- Fragility of GDP growth evident since 2006
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- Figure 15: GDP quarterly percentage change, Q1 2006-Q2 2013
- Consumer confidence is as low now as it was in the early 1990s
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- Figure 16: GfK NOP Consumer Confidence Index, January 1988-January 2013
- Could growth in less affluent bring opportunities?
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- Figure 17: Forecast adult population trends, by socio-economic group, 2008-18
- UK population continues to age
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- Figure 18: Trends in the age structure of the UK population, 2008-18
Competitive Context
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- Key points
- Sales of motorcycle and scooters lag behind those of cars
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- Figure 19: New car registrations, used car and new motorcycle and scooter sales, 2008-13
- What role for motorcycles and scooters?
Who’s Innovating?
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- Key points
- Offers to tempt buyers
- Rider safety
- High-tech improvements
Strengths and Weaknesses in the Market
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- Strengths
- Weaknesses
Market Size and Forecast
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- Key points
- Motorcycle and scooter sales hit badly by economic slowdown
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- Figure 20: Retail sales/new registrations of motorcycles and scooters, 2008-13
- Sales in freefall as recession and then the economic slowdown both bite
- Seeds of recovery not yet evident
- Used sales also soften
- Moped and scooter sales suffering most from falling sales
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- Figure 21: New registrations of two-wheeled vehicles, by type, 2009-12
- The future
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- Figure 22: Retail sales/new registrations of motorcycles and scooters, at current prices, 2008-18
- Forecast
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- Figure 23: Retail sales/new registrations of motorcycles and scooters, at current prices, 2008-18
Segment Performance
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- Key points
- Scooter and adventure sport motorcycles are star performers
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- Figure 24: New motorcycle and scooter registrations, by type, 2009-12
- Motorcycle scooters and adventure sport bikes perform well
- Other sectors suffer a collapse in sales
- Naked and trial enduro bikes show some promise
- 125cc sector spearheading growth in sales
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- Figure 25: New motorcycle and scooter registrations, by engine size, 2009-12
- 101-125cc motorcycle sales record strong growth
- Sales of higher-powered machines fall back...
- ... with poorest sales for the least powerful bikes
- Lowest-powered machines are falling out of favour with riders
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- Figure 26: Two-wheeled vehicles* in use, by engine size, 2009-12
- 51-150cc bikes now dominate the market
- Mid-powered motorbikes continue to suffer
- Highest-powered machines make some progress
Market Share
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- Key points
- Honda continues to dominate while other Japanese manufacturers suffer
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- Figure 27: Manufacturer shares of the UK motorcycle and scooter market, by number of new registrations, 2011 and 2012
- Honda continues to dominate the market
- Smaller manufacturers improve their position in the market
- Smaller brands making the greatest strides
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- Figure 28: Brand shares of the UK motorcycle and scooter market, by number of new registrations, 2009-12
- Lexmoto sales performing the strongest
- Scooters continue to suffer
- Imports continue to outstrip exports
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- Figure 29: Volume of imports and exports of motorcycles, 2007-12
- Imports stage a recovery
- Exports are also ahead
- Motorcycles increasingly dominate trade
Brand Communication and Promotion
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- Key points
- Promotional spend slipping back
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- Figure 30: Main monitored media advertising expenditure on motorcycles, 2009-13
- Motorcycle expenditure dominates the market
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- Figure 31: Advertising expenditure on motorcycles, by product category, 2009-13
- Harley-Davidson leads the market in 2012
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- Figure 32: Advertising expenditure on motorcycles, % share by company, 2009-13
- Press advertising increasingly dominates
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- Figure 33: Advertising expenditure on motorcycles and scooters, % share by media, 2009-13
- Multiple channels are used by most of the major advertisers
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- Figure 34: Selected leading advertisers of motorcycles, by media type, 2009-13
- Press and the internet dominate expenditure
- Direct mail and television important to some
Channels to Market
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- Key points
- Dealer fortunes reflect performance in the market
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- Figure 35: Number of motorcycle and scooter dealerships, by manufacturer, 2011 and 2012
- BMW dealers benefiting most amongst major brands
- Consolidation appears a profitable route
Companies and Products
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- BMW
- Company description
- Product range
- Key financial data
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- Figure 36: Key financials BMW UK Ltd, 2011 and 2012
- Recent developments
- Marketing activity and promotion
- Harley-Davidson
- Company description
- Product range
- Key financial data
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- Figure 37: Key financials for Harley-Davidson Europe Ltd, 2011 and 2012
- Recent developments
- Marketing activity and promotion
- Honda (UK) Ltd
- Company description
- Product range
- Key financial data
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- Figure 38: Key financials for Honda Motors Europe Ltd, 2011 and 2012
- Recent developments
- Marketing activity and promotion
- Kawasaki
- Company description
- Product range
- Key financial data
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- Figure 39: Key financials for Kawasaki Heavy Industries, 2011 and 2012
- Recent developments
- Marketing activity and promotion
- KTM
- Company description
- Product range
- Key financial data
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- Figure 40: Key financials for KTM AG, 2011 and 2012
- Recent developments
- Marketing activity and promotion
- Peugeot
- Company description
- Product range
- Financial information
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- Figure 41: Key financials for PSA Peugeot Citroën, 2011 and 2012
- Recent developments
- Marketing activity and promotion
- Piaggio UK
- Company description
- Product range
- Key financial data
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- Figure 42: Key financials for Piaggio Ltd, 2011 and 2012
- Recent developments
- Marketing activity and promotion
- Suzuki
- Company description
- Product range
- Key financial data
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- Figure 43: Key financials for Suzuki GB plc, 2011-13
- Recent developments
- Marketing activity and promotion
- Triumph
- Company description
- Product range
- Key financial data
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- Figure 44: Key financials for Triumph Motorcycles Ltd, 2011 and 2012
- Recent developments
- Marketing activity and promotion
- Yamaha
- Company description
- Product range
- Key financial data
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- Figure 45: Key financials for Yamaha Motors UK Ltd, 2011 and 2012
- Recent developments
- Marketing activity and promotion
The Consumer – Ownership of Motorcycles and Scooters
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- Key points
- Ownership remains niche
- Two thirds of adults have no interest in motorcycles, scooters and mopeds
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- Figure 46: Motorcycle and scooter ownership, September 2013
- Only 7% of adults own a motorcycle, scooter or moped
- Just under a fifth of adults would consider owning one in the future
- Males are most likely to own a motorcycle or scooter
- Young adults are most important owner group now and potentially in the future
- London and urban areas appear attractive markets
- Income polarisation between current and future owners
The Consumer – Factors Influencing Ownership
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- Key points
- Costs are uppermost when it comes to ownership
- Purchase costs are the most important factor affecting ownership
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- Figure 47: Factors considered important when buying a motorcycle or scooter, September 2013
- Overall costs of ownership are critical
- Comfort is the most notable non-price factor
- Men look at what they are getting while women delve a bit deeper
- Older and younger buyers want different things
- Direct and indirect costs are an issue for those on lower incomes
- Buyers appear to be less concerned about purchase factors
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- Figure 48: Selected factors considered important when buying a motorcycle or scooter, 2011-13
- Importance of insurance cost falls back markedly
- Different demands from those with and without a bike
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- Figure 49: Importance of factors when purchasing a motorcycle, moped or scooter, by ownership of motorcycles, mopeds and scooters, September 2013
- Existing owners focus on aesthetics
- Those without a bike show a strong interest in costs
The Consumer – Reasons for Using a Motorcycle or Scooter
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- Key points
- Motorcycles and scooters have a variety of uses
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- Figure 50: Main reasons for using a motorcycle, moped or scooter, September 2013
- Fun dominates over more practical uses
- Women have purpose
- Young and old see different uses
The Consumer – Power of Motorcycle or Scooter Sought
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- Key points
- Lower-powered machines more important to purchasers
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- Figure 51: Power of motorcycle, moped or scooter, September 2013
- 126-650cc power bracket is most popular
- Higher-powered bikes have limited interest
- Men opt for more powerful bikes
- Highest-income owners want more power
- Different power demands for different needs
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- Figure 52: Power of motorcycle, moped or scooter, by main reasons for using a motorcycle, moped or scooter, September 2013
- Recreational users focus on higher-powered machines
- Commuters and those using bikes for running errands happy for less power
- Existing owners most likely to look at most powerful bikes
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- Figure 53: Power of motorcycle, moped or scooter, by ownership of motorcycles, mopeds and scooters, September 2013
- Highest-powered bikes popular with current owners
- Choice also depends on past ownership
The Consumer – Brand Preferences
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- Key points
- Japanese brands are the most popular
- Japanese brands take the top three positions
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- Figure 54: Brands consider buying, September 2013
- Honda leads the market in terms of desirability
- Traditional brands also hold interest
- Few differences evident by sex and age when it comes to brand preferences
- Certain brands appear well positioned by socio-economic status and income
- Brand appeal is steady over time
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- Figure 55: Brand considered buying, 2011-13
- Honda and Yamaha show some variability over this period
- Interest in specific brands appears weaker in 2013
- Ownership impacts on brand popularity
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- Figure 56: Brand preferences for motorcycles, mopeds and scooters, by ownership of motorcycles, mopeds and scooters, September 2013
- Current owners record broadest interest in brands
- Former owners and those considering ownership show a much narrower interest
- A pecking order of brands exists when to comes to power required
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- Figure 57: Brand preferences for motorcycles, mopeds and scooters, by power of motorcycle, moped or scooter, September 2013
- Three distinct markets
The Consumer – Attitudes Towards Motorcycles and Scooters
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- Key points
- Polarising views towards two wheelers depending on interest
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- Figure 58: Attitudes towards motorcycles, mopeds and scooters, September 2013
- Wider public focus on benefits despite risk being a major concern
- Older adults see mixed benefits
- Concerns over testing regime an issue for some
- Current, past and potential users note a number of positives
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- Figure 59: Attitudes towards motorcycles, mopeds and scooters, September 2013
- Enthusiasts highlight excitement and ease of maintenance
- Men want excitement and all-round use
- Older adults with an interest in bikes are more positive
- Those with no interest in motorcycles and scooters record greatest concerns about their risks
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- Figure 60: Attitudes towards motorcycles, mopeds and scooters, by ownership of motorcycles, mopeds and scooters, September 2013
- Risks outweigh benefits for those with no interest in motorcycles and scooters
- Economic and environmental benefits highlighted by former and potential users
- Current owners are more positive about benefits
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- Figure 61: Attitudes towards motorcycles, mopeds and scooters, by ownership of motorcycles, mopeds and scooters, September 2013
- Current owners value excitement and recreational benefits
- Others look for different things
Appendix – The Consumer – Ownership of Motorcycles and Scooters
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- Figure 62: Ownership of motorcycles, mopeds and scooters, by demographics, September 2013
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Appendix – The Consumer – Factors Influencing Ownership
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- Figure 63: Most popular importance of factors when purchasing a motorcycle, moped or scooter, by demographics, September 2013
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- Figure 64: Next most popular importance of factors when purchasing a motorcycle, moped or scooter, by demographics, September 2013
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- Figure 65: Other importance of factors when purchasing a motorcycle, moped or scooter, by demographics, September 2013
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Appendix – The Consumer – Reasons For Using a Motorcycle or Scooter
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- Figure 66: Most popular main reasons for using a motorcycle, moped or scooter, by demographics, September 2013
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- Figure 67: Next most popular main reasons for using a motorcycle, moped or scooter, by demographics, September 2013
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Appendix – The Consumer – Power of Motorcycle or Scooter Sought
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- Figure 68: Power of motorcycle, moped or scooter, by demographics, September 2013
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Appendix – The Consumer – Brand Preferences
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- Figure 69: Most popular brand preferences for motorcycles, mopeds and scooters, by demographics, September 2013
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- Figure 70: Next most popular brand preferences for motorcycles, mopeds and scooters, by demographics, September 2013
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- Figure 71: Other brand preferences for motorcycles, mopeds and scooters, by demographics, September 2013
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Appendix – The Consumer – Attitudes Towards Motorcycles and Scooters
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- Figure 72: Most popular attitudes towards motorcycles, mopeds and scooters, by demographics, September 2013
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- Figure 73: Next most popular attitudes towards motorcycles, mopeds and scooters, by demographics, September 2013
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- Figure 74: Attitudes towards motorcycles, mopeds and scooters, by demographics, September 2013
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