Industry Sales down 23% in Q1 2010

March sales down only 5.6%

By Motorcycle.Com Staff, Apr. 26, 2010
New motorcycle, scooter and ATV sales were down 22.7% over the first quarter of 2010, reports the Motorcycle Industry Council.

Dealers sold 152,431 units in the first quarter of 2010, down from the 197,249 units sold over the same period in 2009. The decrease, however, was smaller than the 32% drop from the first quarters of 2008 to 2009, as well as the 37% decrease in all of 2009.

This suggests things are beginning to turn around for the industry. March 2010 sales figures support that idea as dealers sold only 5.6% fewer units during the month compared to last year.

Setting aside ATV sales figures (which do not include side-by-sides), motorcycle sales decreased only 4.6% in March and 20.9% over the first quarter. Broken down by motorcycle segment, off-highway sales increased 7.6% in March while dual-sport motorcycles were about even, though they continue to be down for the entire quarter.

The MIC’s figures include data from 19 reporting manufacturers: Aprilia, Arctic Cat, BMW, Buell, Can-Am, Ducati, Harley-Davidson, Honda, Husaberg, Kawasaki, KTM, Moto Guzzi, Piaggio, Polaris, Suzuki, Triumph, Vespa, Victory and Yamaha.

2010 Q1 Figures from the Motorcycle Industry Council
Type 2010 Q1 2009 Q1 Change % Change
ATV 56,875 76,455 -19,580 -25.6%
Dual 5,309 6,020 -711 -11.8%
Off-Hwy 19,749 28,876 -5,127 -20.6%
On-Hwy 66,322 84,576 -18,254 -21.6%
Scooter 4,176 5,322 -1,146 -21.5%
Motorcycle
Total
95,556 120,794 -25,238 -20.9%
Grand
Total
152,431 197,249 -44,818 -22.7%

March 2010 Figures from the Motorcycle Industry Council
Type March 2010 March 2009 Change % Change
ATV 28,601 30,910 -2,309 -7.5%
Dual 3,134 3,129 +5 +0.2%
Off-Hwy 9,715 9,030 +685 +7.6%
On-Hwy 39,107 42,042 -2,935 -7.0%
Scooter 2,240 2,583 -343 -13.3%
Motorcycle
Total
54,196 56,7844 -2,588 -4.6%
Grand
Total
152,431 197,249 -44,818 -22.7%

Related Reading
Motorcycle sales down 40.8% in 2009