Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Data sources
- Sales data
- Consumer survey data
- Abbreviations
Executive Summary
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- Overview
- The market
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- Figure 1: Fan chart forecast of total U.S motorcycle sales, 2008-18
- Figure 2: Total US unit sales and forecast of motorcycles, by segment, 2008-13
- Market factors
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- Figure 3: US population, by generation, 2012
- Key players
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- Figure 4: Total US retail sales of motorcycles, by company, 2012
- The consumer
- About 8% of American adults have a motorcycle’s license, most are men
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- Figure 5: Who has a motorcycle license, by gender, May 2012-June 2013
- Males 35-54 show highest motorcycle ownership
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- Figure 6: Currently own a motorcycle, by gender and age, May 2012-June 2013
- Millennials much more influenced by popularity of the model compared to Boomers
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- Figure 7: Importance of key motorcycle features, Millennials versus Boomers, October 2013
- Motorcyclists use bikes to socialize more so than to commute
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- Figure 8: Most often performed activities with a motorcycle, October 2013
- Perception of danger lower among motorcyclists
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- Figure 9: Perceptions of motorcyclists/motorcycling, October 2013
- Trikes and electric motorcycles hold distinct interest among motorcycle owners
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- Figure 10: Perceptions of motorcycling, October 2013
- What we think
Issues and Insights
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- The motorcycle industry must reach a younger audience or risk continuing declining sales
- The issues
- The implications
- The motorcycle industry is overwhelmingly reliant on men, despite recent outreach to women
- The issues
- The implications
Trend Applications
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- Trend: Prepare for the Worst
- Trend: Greenfluencers
- Mintel Futures: Access Anything, Anywhere
Market Size and Forecast
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- Key points
- Motorcycle sales depression ongoing; now in its sixth year
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- Figure 11: Total US unit sales and forecast of motorcycles, 2008-18
- Fan chart forecast
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- Figure 12: Fan chart forecast of total U.S motorcycle sales, 2008-18
Segment Performance
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- Key points
- On-highway motorcycles losing market share, off-highway and dual-purpose rise
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- Figure 13: Total US retail sales of motorcycles, by segment, at current prices, 2011 and 2013
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- Figure 14: Total US unit sales of motorcycles, by segment, 2008-13
- On-highway bike sales perform more poorly than off-highway, dual-purpose
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- Figure 15: Total US retail sales of on-highway motorcycles, at current prices, 2008-13
- Off-highway motorcycles see steady sales increases
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- Figure 16: Total US retail sales of off-highway motorcycles, at current prices, 2008-13
- Dual-purpose allows durability for rugged urban streets, off-road terrain
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- Figure 17: Total US retail sales of dual-purpose motorcycles, at current prices, 2008-13
Market Drivers
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- Key points
- Overall riders getting older, industry struggles to connect with youth, minorities, and women
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- Figure 18: US population, by generation, 2012
- Real disposable income and consumer confidence impact motorcycle sales
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- Figure 19: Real disposable personal income per capita (2009 adjusted dollars), 2008-13
- Figure 20: University of Michigan consumer sentiment, 2007-13
Leading Companies
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- Key points
- Harley-Davidson dominates market share
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- Figure 21: Total US retail sales of motorcycles, by company, 2012
- Harley-Davidson Motor Company
- Yamaha Motor Corporation, U.S.A.
- Star Motorcycles
- Kawasaki Motors Corp., U.S.A.
- Honda Powersports
- American Honda Motor Co. Inc.—Motorcycle Division
- Suzuki Motor of America, Inc.
- Suzuki Motor of America, Inc. MC/ATV
- Bombardier Recreational Products & Vehicles (BRP)
- Can-Am
- Polaris Industries Inc.
- Victory Motorcycles
- Indian Motorcycles
Innovations and Innovators
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- New bikes with automatic transmissions/antilock brakes targeted to novices
- Motorcycle makers targeting new bikes to urban buyers as form of transit
- Revival of storied Indian brand aimed at Harley-Davidson
- Enclosed motorcycles could take market in new direction
- Electric motorcycles
Marketing Strategies
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- Overview of the brand landscape
- Strategy: Reviving the brand
- BMW Motorrad
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- Figure 22: BMW Motorrad “Boots” TV Commercial, June 2013
- Indian Motorcycle
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- Figure 23: Polaris’ 2014 Indian Motorcycle line Print Ad, June 2013
- Strategy: Targeting a new market
- Harley-Davidson
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- Figure 24: Harley-Davidson Street Glide Print Ad, December 2013
- Ducati
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- Figure 25: Motocorsa’s Manigale calendar, November 2013 (1)
- Figure 26: Motocorsa’s Manigale calendar, November 2013 (2)
- Strategy: Beginner programs and incentives
- Can-Am Spyder
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- Figure 27: Can-Am Pin Program, November 2013
- Indian Motorcycle
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- Figure 28: Indian Motorcycle Assurance Program, November 2013
- Harley-Davidson
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- Figure 29: Harley-Davidson Boot Camp, November 2013
- Honda
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- Figure 30: Honda Training Video, November 2013
- Strategy: Military support programs
- Harley-Davidson
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- Figure 31: Harley-Davidson, Bikes Over Baghdad, January 2010
- Strategy: Movie/Television tie-ins
- Kawasaki
- Can-Am Spyder
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- Figure 32: Can-Am Spyder Almost Human Hollywood Experience, November 2013
- Harley-Davidson
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- Figure 33: Marvel’s Captain America: The Winter Soldier, November 2013
- Strategy: Live events and rallies
- Harley-Davidson
Social Media
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- Key points
- Key social media metrics
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- Figure 34: Key performance indicators, November 2013
- Market overview
- Brand usage and awareness
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- Figure 35: Brand usage and awareness of motorcycle brands, October 2013
- Interaction with brands
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- Figure 36: Interaction with motorcycle brands, October 2013
- Online conversations
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- Figure 37: Online mentions, selected motorcycle brands, by week, November 25, 2012-November 24, 2013
- Where are people talking about motorcycle brands?
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- Figure 38: Mentions by page type, selected motorcycle brands, November 25, 2012-November 24, 2013
- What are people talking about online?
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- Figure 39: Mentions by type of conversation, selected motorcycle brands, November 25, 2012-November 24, 2013
- Brand analysis
- Harley-Davidson Motorcycles
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- Figure 40: Harley-Davidson Motorcycles key social media indicators, November 2013
- Key online campaigns
- What we think
- Honda Motorcycles
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- Figure 41: Honda Motorcycles key social media indicators, November 2013
- Key online campaigns
- What we think
- Triumph Motorcycles
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- Figure 42: Triumph Motorcycles key social media indicators, November 2013
- Key online campaigns
- What we think
- Yamaha Motorcycles
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- Figure 43: Yamaha Motorcycles key social media indicators, November 2013
- Key online campaigns
- What we think
- BMW Motorcycles
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- Figure 44: BMW Motorcycles key social media indicators, November 2013
- Key online campaigns
- What we think
- Kawasaki Motorcycles
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- Figure 45: Kawasaki Motorcycles key social media indicators, November 2013
- Key online campaigns
- What we think
The American Motorcyclist
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- Key points
- Some 8% of American adults have a motorcycle license, most are men
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- Figure 46: Who has a motorcycle license, by gender, May 2012-June 2013
- Who owns a motorcycle?
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- Figure 47: Currently own a motorcycle, by gender, May 2012-June 2013
- Figure 48: Currently own a motorcycle, by age, May 2012-June 2013
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- Figure 49: Currently own a motorcycle, by gender and age, May 2012-June 2013
- Figure 50: Currently own a motorcycle, by household income, May 2012-June 2013
- Club/affiliation and work status of motorcycle owners
- Majority of motorcycle owners part of an affiliation, club, or union
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- Figure 51: Club, veteran, labor union affiliations, and motorcycle ownership, by gender, May 2012-June 2013
- Majority of motorcycle owners work full time
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- Figure 52: Employment status and motorcycle ownership, by gender, May 2012-June 2013
Motorcycle Purchase and Ownership
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- Key points
- Motorcycle purchase
- Most motorcycles purchased used
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- Figure 53: Motorcycles purchased new versus those that were purchased used, by age, May 2012-June 2013
- Among those with motorcycles, 30% own more than one
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- Figure 54: Number of motorcycles owned, by gender, May 2012-June 2013
- Figure 55: Number of motorcycles owned, by household income, May 2012-June 2013
- Most recently purchased motorcycle a little over four years old
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- Figure 56: When last motorcycle was purchased, by gender, May 2012-June 2013
- Figure 57: When last motorcycle was purchased, by household income, May 2012-June 2013
- Younger motorcyclists appear more active in the market
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- Figure 58: When last motorcycle was purchased, by age, May 2012-June 2013
- Those with children purchased last bike more recently than those without
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- Figure 59: When last motorcycle was purchased, by presence of children in household, May 2012-June 2013
- Size of motorcycle owned
- Majority of motorcycle owners own larger bikes
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- Figure 60: Engine size of last motorcycle purchased, by gender, May 2012-June 2013
- Younger motorcycle owners own bikes with smaller displacement engines
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- Figure 61: Engine size of last motorcycle purchased, by age, May 2012-June 2013
- Brands of motorcycle owned: Honda and Harley dominate
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- Figure 62: Motorcycle brands currently owned, by gender, May 2012-June 2013
- Figure 63: Motorcycle brands currently owned, by age, May 2012-June 2013
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- Figure 64: Motorcycle brands currently owned, by household income, May 2012-June 2013
- Involvement in the purchase process
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- Figure 65: Involvement in the purchasing of motorcycle owned, by gender and age, October 2013
Importance of Key Motorcycle Features
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- Key points
- Reliability, performance, design most important attributes for those involved in motorcycle purchase
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- Figure 66: Importance of key motorcycle features, October 2013
- Millennials more influenced by popularity of the model
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- Figure 67: Importance of key motorcycle features, by generations, October 2013
- Antilock brakes more important to those with higher incomes
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- Figure 68: Importance of key motorcycle features, by household income, October 2013
Motorcyle Brands Most Often Ridden
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- Key points
- Honda and Harley-Davidson most driven motorcycles
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- Figure 69: Motorcycle brands most often ridden, October 2013
- BMW: brand most ridden among top earners
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- Figure 70: Motorcycle brands most often ridden, by household income, October 2013
- Top brand ridden by Generation X and Baby Boomers is Harley-Davidson
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- Figure 71: Motorcycle brands most often ridden, by generations, October 2013
- Younger Millennials drive Yamaha and Kawasaki most often
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- Figure 72: Motorcycle brands most often ridden, Millennials by age versus non-Millennials, October 2013
Most Often Performed Activities with a Motorcycle
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- Key points
- Motorcycles used more for social and practical reasons
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- Figure 73: Most often performed activities with a motorcycle, October 2013
- Men more likely to use their motorcycles as form of transportation
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- Figure 74: Most often performed activities with a motorcycle, by gender, October 2013
- Millennials more likely to use motorcycles for sport
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- Figure 75: Most often performed activities with a motorcycle, by generations, October 2013
Perceptions of Motorcyclists and Motorcycling
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- Key points
- Perceptions of a motorcyclist
- Average adult views motorcycling as more dangerous than motorcycle owners
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- Figure 76: Perceptions of motorcyclists/motorcycling, all versus owners, October 2013
- Motorcycle owners without children more likely to view motorcycling as independent
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- Figure 77: Perceptions of motorcyclists/motorcycling – own a motorcycle, by presence of children in household, October 2013
- Older respondents more likely to see motorcycling as adventurous and independent
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- Figure 78: Perceptions of motorcyclists/motorcycling – own a motorcycle, by generations, October 2013
- Attitudes to motorcycles and motorcycling
- General populace more than twice as likely as owners to say motorcycles make too much noise
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- Figure 79: Perceptions of motorcycling, all versus owners, October 2013
- Millennials are more likely to view motorcycles as expensive, less likely to see the benefit of full-protective body gear
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- Figure 80: Perceptions of motorcycling— own a motorcycle, Millennials by age versus non-Millennials, October 2013
- Baby Boomers see the importance of protective gear and are more interested in three-wheeled motorcycles when compared to non-Boomers
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- Figure 81: Perceptions of motorcycling— own a motorcycle, Boomers versus non-Boomers, October 2013
Correspondence Analysis
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- Methodology
- Baby Boomers more likely to view motorcyclists as “commuter” and “independent”
- Millennials and Generation X have similar perceptions of motorcyclists as cool, laid back, and environmentalist
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- Figure 82: Perceptions of motorcyclists/motorcycling, by generations—correspondence analysis, December 2013
- Figure 83: Perceptions of motorcyclists/motorcycling, by generations, December 2013
Race and Hispanic Origin
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- Key points
- Hispanic motorcycle owners significantly more swayed by accessories and antilock brakes
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- Figure 84: Importance of key motorcycle features, by race/Hispanic origin, October 2013
- Hispanics show higher ridership for BMWs and Suzukis
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- Figure 85: Motorcycle brands most often ridden, by race/Hispanic origin, October 2013
- Hispanics that own motorcycles are…
- … significantly more likely to view motorcyclists as aggressive or environmentalist
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- Figure 86: Perceptions of motorcyclists/motorcycling— own a motorcycle, by race/Hispanic origin, October 2013
- … twice as likely to say motorcycles make too much noise compared to non-Hispanics
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- Figure 87: Perceptions of motorcycling— own a motorcycle, by race/Hispanic origin, October 2013
Appendix – Other Useful Consumer Tables
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- The American motorcyclist
- Motorcycle ownership
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- Figure 88: Currently own a motorcycle, by race/Hispanic origin, May 2012-June 2013
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- Figure 89: Currently own a motorcycle, by education, May 2012-June 2013
- Incidence of motorcycling in past 12 months
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- Figure 90: Incidence of motorcycling in past 12 months, by gender, May 2012-June 2013
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- Figure 91: Incidence of motorcycling in past 12 months, by age, May 2012-June 2013
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- Figure 92: Incidence of motorcycling in past 12 months, by race/Hispanic origin, May 2012-June 2013
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- Figure 93: Incidence of motorcycling in past 12 months, by household income, May 2012-June 2013
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- Figure 94: Incidence of motorcycling in past 12 months, by education, May 2012-June 2013
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- Figure 95: Incidence of motorcycling in past 12 months, by presence of children in household, May 2012-June 2013
- Motorcycle ownership and purchase
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- Figure 96: Number of motorcycles owned, by education, May 2012-June 2013
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- Figure 97: When last motorcycle was purchased, by marital status, May 2012-June 2013
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- Figure 98: When last motorcycle was purchased, by parent/guardian, May 2012-June 2013
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- Figure 99: Motorcycles purchased new versus used, by household income, May 2012-June 2013
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- Figure 100: Engine size of last motorcycle purchased, by household income, May 2012-June 2013
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- Figure 101: Decision maker for motorcycle purchase, by gender and age, May 2012-June 2013
- Owns a motorcycle
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- Figure 102: Owns a motorcycle, by gender, October 2013
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- Figure 103: Owns a motorcycle, by household income, October 2013
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- Figure 104: Owns a motorcycle, by race/Hispanic origin, October 2013
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- Figure 105: Owns a motorcycle, by presence of children in household, October 2013
- Importance of key motorcycle features
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- Figure 106: Importance of key motorcycle features, by brand used or purchased in last 3 years, October 2013
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- Figure 107: Importance of key motorcycle features, by gender and age, October 2013
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- Figure 108: Importance of key motorcycle features, Millennials by age versus non-Millennials, October 2013
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- Figure 109: Importance of key motorcycle features, Boomers versus non-Boomers, October 2013
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- Figure 110: Importance of key motorcycle features, by marital status, October 2013
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- Figure 111: Importance of key motorcycle features, by presence of children in household, October 2013
- Motorcycle brands most often ridden
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- Figure 112: Motorcycle brands most often ridden, by gender and age, October 2013
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- Figure 113: Motorcycle brands most often ridden, by region, October 2013
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- Figure 114: Motorcycle brands most often ridden, Boomers versus non-Boomers, October 2013
- Most often performed activities with a motorcycle
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- Figure 115: Most often performed activities with a motorcycle, by presence of children in household, October 2013
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- Figure 116: Most often performed activities with a motorcycle, by region, October 2013
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- Figure 117: Most often performed activities with a motorcycle, Boomers versus non-Boomers, October 2013
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- Figure 118: Most often performed activities with a motorcycle, by brand usage, October 2013
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- Figure 119: Most often performed activities with a motorcycle, Millennials by age versus non-Millennials, October 2013
- Perceptions of motorcyclists/motorcycling
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- Figure 120: Perceptions of motorcyclists/motorcycling, all versus motorcycle owners, by gender, October 2013
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- Figure 121: Perceptions of motorcyclists/motorcycling, Boomers versus non-Boomers, October 2013
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- Figure 122: Perceptions of motorcyclists/motorcycling, by household income, October 2013
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- Figure 123: Perceptions of motorcyclists/motorcycling, Millennials by age group versus non-Millennials, October 2013
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- Figure 124: Perceptions of motorcyclists/motorcycling— own a motorcycle, Boomers versus non-Boomers, October 2013
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- Figure 125: Perceptions of motorcyclists/motorcycling— own a motorcycle, Millennials by age versus non-Millennials, October 2013
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- Figure 126: Perceptions of motorcycling, by gender, October 2013
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- Figure 127: Perceptions of motorcycling, by household income, October 2013
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- Figure 128: Perceptions of motorcycling, by presence of children in household, October 2013
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- Figure 129: Perceptions of motorcycling, by generations, October 2013
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- Figure 130: Perceptions of motorcycling, Millennials by age versus non-Millennials, October 2013
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- Figure 131: Perceptions of motorcycling, Boomers versus non-Boomers, October 2013
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- Figure 132: Perceptions of motorcycling, by presence and number of children in household, October 2013
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- Figure 133: Perceptions of motorcycling— own a motorcycle, by region, October 2013
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- Figure 134: Perceptions of motorcycling— own a motorcycle, by household income, October 2013
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- Figure 135: Perceptions of motorcycling—own a motorcycle, by brand usage, October 2013
- Race and Hispanic origin
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- Figure 136: Perceptions of motorcyclists/motorcycling, by race/Hispanic origin, October 2013
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- Figure 137: Perceptions of motorcycling, by race/Hispanic origin, October 2013
Appendix – Social Media
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- Brand usage or awareness
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- Figure 138: Brand usage or awareness, October 2013
- Figure 139: Harley-Davidson motorcycles usage or awareness, by demographics, October 2013
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- Figure 140: Yamaha motorcycles usage or awareness, by demographics, October 2013
- Figure 141: BMW motorcycles usage or awareness, by demographics, October 2013
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- Figure 142: Triumph motorcycles usage or awareness, by demographics, October 2013
- Figure 143: Kawasaki motorcycles usage or awareness, by demographics, October 2013
- Activities done
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- Figure 144: Activities done, October 2013
- Figure 145: Harley-Davidson motorcycles—activities done, by demographics, October 2013
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- Figure 146: Harley-Davidson motorcycles—activities done, by demographics, October 2013
- Figure 147: Yamaha motorcycles—activities done, by demographics, October 2013
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- Figure 148: BMW motorcycles—activities done, by demographics, October 2013
- Figure 149: Triumph motorcycles—activities done, by demographics, October 2013
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- Figure 150: Kawasaki Motorcycles—activities done, by demographics, October 2013
- Online conversations
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- Figure 151: Online mentions, selected motorcycle brands, by week, November 25, 2012-November 24, 2013
- Figure 152: Mentions by page type, selected motorcycle brands, November 25, 2012-November 24, 2013
- Figure 153: Mentions by type of conversation, selected motorcycle brands, November 25, 2012-November 24, 2013
Appendix – Trade Associations
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