ACCORDING to data released by ACEM (Association des Constructeurs
Européens de Motocycles) in early September, the EU saw sales of 779,588 PTWs
during the first seven months of 2014 - an increase of 1.5 percent over the
same period in 2013.
ACEM say that "most of the largest European markets performed
positively, with sales increasing in Spain (+17.5 percent), UK (+11.6 percent)
and Germany (+2.6 percent). Sales grew by 0.6 percent in France, and went down
by 0.3 percent in Italy".
In terms of motorcycle sales, the news is even better, with the first
seven months of this year up by 7.4 percent compared to the same period in 2013
- 559,937 units.
Year-on-year sales increased in key European markets including Spain
(+21.6 percent), UK (+13.4 percent), Germany (+8.3 percent), France (+5.6
percent) and Italy (+2.7 percent).
With ACEM's own research showing that nearly three quarters of industry
revenues are accounted for by larger displacement machines, it would appear
that the market is benefitting from delayed spending, but some observers are
suggesting that with nearly a year's worth of increased monthly motorcycle
sales in most major markets, the industry may now also be seeing the first
evidence of a genuine long-term return to growth.
However, with structural motorcycle industry issues such as licensing
and training still a major concern, and youth unemployment still unacceptably
high throughout the EU, the 11 percent decline seen across Europe in moped
sales for the year to date (219,661 units) suggests that any such optimism may
still be premature.
Moped registrations have fallen by -17 percent in Germany so far this
year, -15.8 percent in Italy, -7.5 percent in France, -6.9 percent in Spain and
-2.9 percent in the UK, resurrecting pre-recessionary fears that the motorcycle
industry's demographic and access issues have not gone away.
More recent country-specific data is becoming available from some of the
national motorcycle industry trade associations that are part of ACEM. For
example, August data released by the MCIA (Motorcycle Industry Association)
show UK new motorcycle registrations up by 7.4 percent (6,038 units, up from
5,620 in August 2013), meaning that the United Kingdom has seen monthly growth
in all except for two of the last 16 months.
For the eight months of 2014 so far, sales in the UK are up by 12.53
percent, at 63,974 units (up from 56,849 in the year ago period), the best
sales performance that the UK has seen at this stage of the year since 2009.
In total PTW terms, the UK was up by 6.7 percent in August, and at
78,680 units is up by 10.9 percent for the year to date - also the best level
seen since 2009.
In Spain, ANESDOR has reported that while August PTW total registrations
were only up by 3.6 percent, motorcycle registrations were up by 4.5 percent,
confirming that even in such a badly hit market such as Spain, higher price displacement
machines are returning to growth more strongly than small displacement units.
ANESDOR's data puts Spain's total PTW sales for the first eight months
of 2014 at 15.3 percent up over the January-August period of last year, with
motorcycle sales for the same period up by 18.4 percent (74,132 units).
So far, all eight months of this year have seen substantial growth
compared to the corresponding months of 2013.
In additional good news to emerge from Spain, ANESDOR reports that
motorcycle accident rates have decreased significantly in recent months, and
done so at a higher rate than for other vehicle types.
Motorcycle fatalities were down by 18 percent during July and August
(compared to 2013) despite a 3 percent increase in the total number of trips
made.
At 6,537 units the latest data from the IVM (Industrie-Verband Motorrad),
the German motorcycle industry association, puts August motorcycle sales there
down by -2.5 percent. This is only the second time since September last year
that like for like sales have been down in Germany (-3.8 percent in April) and
the market remains up by 8.4 percent (82,514 units) for the first eight months
of the year, meaning that it is fairly certain that Germany will see full year
growth - for at least the fourth consecutive year and may well beat the 86,000
registrations seen in 2009.
In total PTW terms, Germany was down by -5.0 percent in August (11,169
units) but remains up by 6.3 percent for the year to date at 117,738 units.
In other news from Germany, BMW announced that its total sales for the
first eight months of the year were up by 7.6 percent (90,226 units) despite
being down by -1.6 percent in August.
Heiner Faust, BMW Motorrad Head of Sales and Marketing, said that "eight
months into the year we are doing very well. 90,226 vehicles sold between
January and August is a new record for this period. We remain firmly on course
to set a new all-time sales high for the entire year of 2014".
The news from Italy remains mixed, with the positive trends seen in the
spring appearing to soften, as we head into the second half of the year.
At 122,152 units, total PTW new registrations over 50cc are 1.4 percent
up for the first eight months of the year compared to 2013, with scooters
(77,699 units) at -0.04 percent, but motorcycles (44,453 units) at +4.1
percent.
However, July saw total PTWs dip by -5.1 percent compared to July 2013,
and for August they are down by -16.5 percent at 7,210 units.
The best performing motorcycle sector in Italy are "Naked"
style machines, which at 15,174 account for some 35 percent of new motorcycle sales
in Italy, up by nearly 20 percent over the first eight months of 2013.
Enduro models (14,796 units/+6.3 percent) are the second strongest
market sector, with sales of sportbikes, Supermotard models, tourers, customs,
trial bikes and others only accounting for one third of a market that remains
historically associated with high performance street bikes.
Indeed, although low in volume at around 10 percent of the total market
(4,818 units), custom style motorcycles have been the third largest sector in
Italy for the first eight months of the year so far, with touring models the
fourth largest (3,898 units).
The top three selling PTWs in Italy so far this year have been Honda's
SH 125, 150, and 300 models, with the BMW R 1200 GS the top selling Enduro model,
and Yamaha's MT-07 and 09s the top selling "Naked" style bikes.
By way of background, last year’s total PTW registrations in Italy were
153,863 units for the full year, which was down from 206,522 in 2012. The
second quarter of 2014 (at 59,219 units) is just some 251 units less than the
second quarter of 2013, but to put it in context, the second quarter in year
2000 was worth 219,867 units on its own, on the way to recording 524,619 units
for the full year. Quarterly and annual new PTW registrations have tumbled ever
since.
In terms of Japanese motorcycle manufacturer exports to Europe, the
growth seen ever since October last year, and in particular the huge percentage
increase seen during June, has sustained through July - Japanese 250cc+ unit
shipments to their dealers in Europe were up by 59.7 percent in July at 9,534
units.
For the first seven months of this year, Japanese manufacturer exports
to Europe are up by 23.4 percent at 93,846 units for the year to date.
In total PTW terms, import units from the Japanese manufacturers were up
by 73.2 percent in July, and are running at 22.8 percent up for the year to
date (102,268 units).
