Friday, 13 February 2015

EU new motorcycle registrations

EU new motorcycle registrations up by 8 percent in 2014, with Italy largest market

In line with IDN and ACEM predictions, 2014 finally saw motorcycle sales in Europe start to increase again following continuous decline that has seen them fall by more than 50 percent from 1.524m in 2007 to under 740k in 2013.

Last year the market bounced by 7.9 percent to see 798,328 new motorcycles sold and registered in 21 of the 28 markets of the European Union for which data was available when Brussels based ACEM concluded their provisional research for European market data at the end of January.

There will be a mid-year update, and historic data and current trends suggest that a further 9,000 to 10,000 new motorcycles will be reported as sold at that time. This data doesn't include EFTA nations such as Norway, where 4,128 motorcycles are reported as sold last year (up from 3,979 in 2013) and the impressive Swiss market where sales were up 5 percent to 39,847. Switzerland reputedly has the highest ownership of motorcycles per head of population in Europe and is the 6th largest market in Europe overall.

While a lot of comparisons between National trade association data in Europe can be inconsistent because of varying classification and reporting practices, ACEM's monthly, quarterly and annual data does give a reasonably uniform like-for-like comparison and trend.

The ACEM data places Italy as Europe's largest motorcycle market in 2014 with 156,431 new units reported as registered (+1.62 percent, and 19.59 percent of the total EU number); with France second, 153,324 units (+3.66 percent, and 19.21 percent of the EU total); Germany third, 141,623 units (+9.27 percent, and 17.74 percent of the EU total); the fast recovering Spanish market 4th, 111,460 units (+20.27 percent, and 13.96 percent of the EU total); with the UK 5th, 91,492 units (+ 13.02 percent, and 11.46 percent of the EU total).

These five markets between them account for 82 percent of motorcycle sales in the EU (a total of 654,331 motorcycles). Altogether 16 of the 20 EU markets for which comparable year-on-year data is available are showing increases in registrations.

In total Powered Two Wheeler (PTW) terms the European market is basically flat, having dropped by just 11,645 units/-1.49 percent from 2013 to 1,099,018 units in 2014 (a 55 percent decline from the high of 2,437,928 units seen in 2007) due to the still depressed Moped market in Europe, which saw registrations in the EU fall by 10.6 percent units to 340,468 for the year.

Europe's largest Moped market was France where 98,170 new sales were registered - nearly 30 percent of the total number of Mopeds sold in Europe; The Netherlands was Europe's second largest Moped market (62,940 units, 18 percent of European sales); Poland was the third largest Moped market in Europe in 2014 (40,715 units, 12 percent of European sales).

The top model in Europe in new model sales terms was BMWs R 1200 GS which is reported as having 18,013 registrations in the EU data so far available; among the major markets it was the number one selling model in Germany, and third strongest in the UK.

Six out of the top ten selling models in Europe were in the 500cc+ category; Yamaha's MT-07 was second (13,125 units), their 530cc XP500 TMAX was fifth (7,846 units), with their MT-09 sixth (7,562 units); BMWs R1200RT was eighth (6,625 units) with Kawasaki's Z800 tenth (6,235 units).

Six of the top 10 best sellers in Germany were in the 500cc+ category; in France four were of 500cc or more (the MT-07 was the best seller in the class at third overall); three were over 500cc in the UK, where the R1200GS and R1200GSA were third and seventh respectively with Triumph's Tiger 1200 Explorer ninth; there were two models of over 500cc in the top ten in Italy - with the Kawasaki Z800 in eighth and Yamaha's XP500 TMAX Scooter in ninth.

In Spain, all ten of their top sellers are 125cc motorcycles, with Kymco's Agility City 125 and Super Dink 125 in first and second place.


Andrea Buzzoni returns to Ducati as Sales and Marketing Director

Following the departure of Cristuano Silei, Ducati has announced that Anrea Buzzoni is re-joining the Borgo Panigale (Bologna) based factory as Sales & Marketing Director.

Buzzoni (45) joins after 10 years as the General Manager for BMW Motorrad Italy, having been Ducati's Director in their German branch from 2001 to 2004.
No stranger to racing, while with BMW in Italy he managed their Superstock and Superbike World Championship projects, and subsequently the official BMW World Superbike Championship factory team.

Claudio Domenicali, Ducati CEO, thanked Cristiano Silei for his achievements and commitment to Ducati, recognising the contribution he had made to the record results Ducati has realised, to their successful international expansion, and to the creation of the new Ducati brand, Scrambler.


FEMA appoints new Secretary General

The Directors of the Federation of European Motorcyclists’ Associations (FEMA) are pleased to announce the appointment of a new General Secretary. In February 2015 Dolf Willigers will take over this position from Aline Delhaye, who has been General Secretary since September 2006. Aline Delhaye will remain as Project Coordinator of the RIDERSCAN project until its finalisation in April 2015 and will be available to FEMA until September to ensure that Mr. Willigers is fully briefed on all FEMA business.

Dolf Willigers (58), a Dutch national, has had a legal and economics education and worked for a long period as a business controller in the Netherlands. He has been a rider for many years and became involved in the Motorrijders Actie Groep (MAG) in the Netherlands in 2001. Within MAG Netherlands he held several positions before becoming a member of the Board of Directors in 2005. In 2012 he organised the campaign in the Netherlands against the imposition of a periodical technical inspection for motorcycles by Europe. After resigning from the Board in 2013 he became a FEMA delegate, a specialist on European affairs and editor of Mag-a-zine, the periodical of MAG NL.
Commenting on his appointment Mr. Willigers said: “I am very glad to be able to represent the riders at EU level and to defend their rights as General Secretary of FEMA. Whilst on a global level the use of motorcycles is becoming more important for every day travel, especially urban areas, in Europe motorcycling is under pressure. The use of motorcycles in daily traffic should instead be promoted as a smart and fast alternative for other kinds of travelling and I am looking forward to doing this".
On behalf of the Directors Anna Zee said: “We are pleased to be able to appoint Dolf, someone who has an excellent track record in supporting riders in his home country and already has considerable knowledge of European affairs. We also thank Aline for all the hard work she has put in over the last 8 years, helping to establish FEMA as the ‘go-to’ organisation representing motorcyclists”.
The new FEMA General Secretary will make his first public appearance at the European Parliament session organised in the context of the European Motorcyclists Forum. The Debate-Session entitled "Safer Motorcycling in Europe now! How can we tackle motorcycle safety challenges for the next decade?" aims at discussing RIDERSCAN outcomes in the context of the European Commission’s Mid-term evaluation of road safety policy orientations for 2011-2020. The long awaited OECD/ITF report on motorcycle safety will also be presented and discussed at this occasion.

BMW Motorrad

"Making Life a Ride" in Capetown

Featuring their new brand positioning campaign, the Capetown, South Africa, store opened in November 2014 and represents a three million Euro investment into what the company describes as a "new premium lifestyle and retail experience centre."
Donford Motorrad "offers a 360 degree premium lifestyle and retail experience for motorcycle customers and enthusiasts", and is part of a new BMW Group-wide "Future Retail" programme.

“With the launch of this new concept store, we are striving for a consistent premium retail experience across all our customer touch points. We are creating new and more inspiring opportunities for our customers to experience our products and our brand. Our aim is to set new standards for retail experience in the motorcycle industry”, said Stephan Schaller, Global President of BMW Motorrad, speaking at the opening.
“Customers are changing the way they inform themselves and communicate with us. These changes mean we also have to challenge ourselves always to think and uncompromisingly act from the customer’s perspective,” added Schaller.

The opening of the new concept store in Cape Town also marked the launch of BMW Motorrad’s new brand positioning campaign titled “MAKE LIFE A RIDE”. This new "positioning" is said to " represent all the values of the BMW Motorrad brand, striving to illustrate a more optimistic and active attitude towards life and riding. An attitude characterised by optimism, self-confidence and responsibility", according to the company.
“We want to make the BMW Motorrad brand part of an aspirational lifestyle, because it is more than just a motorcycle brand. We want our existing and prospective customers to forge new paths and pursue personal happiness through riding”, said Heiner Faust, BMW Motorrad’s Global Head of Sales and Marketing.

Faust went on to explain that motorcycle enthusiasts can look forward to an enhanced riding experience with the new range of BMW motorcycles set to launch globally in 2015. “In October BMW Motorrad presented three highly innovative products at the INTERMOT motorcycle show in Cologne with the R 1200 R, the R 1200 RS and the S 1000 RR. Shortly afterwards, two further new products were the centre of attention at EICMA in Milan:  the new S 1000 XR and F 800 R", said Faust.
"With the S 1000 XR, BMW Motorrad is expanding its product portfolio to include a genuine all-rounder in the Adventure Sport segment. The fourth member of the family of high-powered sporty BMW motorcycles with four-cylinder in-line engine unites dynamic touring qualities, sporting performance, great comfort and superior everyday performance.
"The sporty new BMW F 800 R, meanwhile, has a liquid-cooled 2-cylinder engine and offers improved all-round qualities and a new design.
"The launch of the flagship concept store underscores BMW Motorrad’s continued growth and increased market share. BMW Motorrad has retained its strong position in the premium segment worldwide, recording the best third-quarter and ten-month sales volume figures in its entire history. As of October last year worldwide sales had reached an all-time high of 109,052 units delivered to customers, up 7.4 % from the previous year’s 101,530 units delivered to customers".

Husqvarna Motorcycles

Husqvarna Motorcycles achieve record breaking sales and turnover in 2014

Owned by KTM and manufactured in Austria, Husqvarna Motorcycles say that "2014 has been a momentous year for us, with record in sales and turnover figures and a total number of 16,337 motorcycles sold. 

"This meant we passed the magical 100 million Euro mark in turnover -  this growth provided Husqvarna Motorcycles with production and sales figures never before achieved during the iconic brand’s 111 years of motorcycle production.

Husqvarna's new 67hp 701 Supermoto is due to start arriving with dealers in October 2015

Husqvarna say they gained significant market share in the enduro competition segment, as well as making "an outstanding restart into the motocross segment, where close to 6,000 Husqvarna motocross bikes were sold worldwide. As such the brand has re-established its position as a key player within the offroad motorcycle segment."

Irish Motorbike and Scooter Show

Dublin show to be AMD World Championship affiliate again

THE ninth biennial Carole Nash Irish Motorbike and Scooter Show is being staged from 27th February to 1st March at the RDS (Royal Dublin Society) in Dublin, Ireland, this year.
Regularly attracting 27,000 visitors, the organizers say that there is strong recovery in the small but growing Irish market, and that with over 2,000 sqm (approx.10,000 sqft) of booth space already sold, the show is destined to be a sell-out and the biggest for many years.

Exhibitors include company or dealer booths for most of the major manufacturers including Harley-Davidson, Ducati, BMW, Honda, Polaris, Triumph and Yamaha.
Show Director Ruth Lamass told AMD: "When I began organizing this event back in 2003, I had no idea that it would grow to the scale that it has now. For me it is very important that when we put on the show, we improve on the previous years. This policy ensures that people who visit the show will always experience something new, something that has never been seen in Ireland before.
"I have no doubt that visitors to the 2015 show will agree that we achieved this again with an even bigger and more action-packed three-day event. I would like to again thank our headline sponsor Carole Nash Insurance Consultants, who help make it possible to be the best show in Ireland."

We here at AMD Magazine are proud to say that the Irish International Custom Show at the Carole Nash Irish Motorbike and Scooter Show will again be an affiliate to the AMD World Championship of Custom Bike Building.
Two years ago, the Irish Championship was won by ‘Rondine’ from Medaza Cycles, who then went on to scoop that year's 10th annual AMD World Championship for Ireland.

Motorcycle Live

Motorcycle Live - increased attendance in 2014, new date for 2015

The UKs leading annual motorcycle show, Motorcycle Live, staged by the UK's motorcycle industry trade association (MCIA) at the UK's NEC (National Exhibition Centre) near Birmingham in November each year saw attendance up by 10 percent in November 2014 (compared to 2013).

The MCIA has also announced that the show date for 2015 will be one week later in the calendar than usual, from 28th November to 6th December. This is due to the one week later date being used for the 'Milan' Show this year (EICMA - 19th - 22nd November 2015).
EICMA has been delayed because Milan is staging Expo 2015 from May 1st to October 31st - the latest International Exhibitions Bureau (BIE) sanctioned "Universal Exhibition" (aka World Trade Fair).

The last such 'Expo' was held at Shanghai in 2010; after Milan in 2015 the next city to host it will be Dubai in 2020.
Expo 2015 will use the full 200 acre site of the 10 year old award winning Massimiliano Fuskas designed Fiera Milano Rho exhibition centre where EICMA is staged. Some 140 plus countries are set to exhibit, and over 20m visitors are expected during the 6 months the event is open to the public.
Rather more visitors than attend either Motorcycle Live or EICMA, but given the macro economic roller coaster that the motorcycle industry has endured in the past decade both the MCIA and ANCMA have every reason to be pleased with their most recent show attendances!


Polycarbonate VStream screens

ZTECHNIK has announced the availability of its VStream windscreens for use on the new water-cooled BMW R1200RT. Two heights are offered; 64.8cm and 72.4cm.

The new screen, which is designed to replace the stock screen (that is manufactured by ZTechnik’s parent company National Cycle for BMW), has a patented design to provide long-distance touring comfort. The VStream gets its name from its unique shape and the dimensional contours molded into the screen.
VStream windscreens are made from Quantum hardcoated polycarbonate, which is claimed to give 30 times more scratch resistance and 20 times greater crack and impact resistance than other aftermarket windscreens on the market made from commonly used acrylic or aircraft plastic. All ZTechnik windscreens are protected with a three-year warranty against breakage.

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