US Sales Continued to Decline in 2010

Sales are less than half of 2008 figures

By Motorcycle.Com Staff, Jan. 24, 2011
U.S. motorcycle sales decreased 15.8% in 2010, according to data released by the Motorcycle Industry Council.

According to the MIC, which represents 19 manufacturers, U.S. dealers sold 439,678 units in 2010, down from the 521,876 units sold in 2009. The decrease was less dramatic than the 40.8% drop reported in 2009, but 2010 sales are less than 50% of the 879,910 units sold in 2008.

On-highway motorcycle sales decreased 14.3% to 306,702 units compared to 357,691 units in 2009. Off-highway motorcycles had a larger percentage decrease, dropping 23.3% in 2010 to 80,962 units from 24,562 units.

Some manufacturers such as BMW reported increases in 2010, while 2011 will feature a large number of new or updated models enter the market, but it is clear the U.S. motorcycle industry has a long way to go to recover from the recession.

The MICís figures include data reported by 19 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. ATV figures do not include side-by-sides.

2010 Year-End Sales Figures from the Motorcycle Industry Council

Type 2010 2009 Change % Change
ATV 256,750 321,181 -64,431 -20.1%
Dual 23,531 27,210 -3,679 -13.5%
Off-Hwy 80,962 105,103 -41,676 -23.3%
On-Hwy 306,702 357,691 -50,989 -14.3%
Scooter 28,483 31,451 -2,968 -9.4%
Motorcycle
Total
439.678 520,502 -359,408 -15.8%
Grand
Total
696,428 841,683 -492,325 -36.9%

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