Italy - Motorcycles approx. +7.5% in 2024
In statistical terms it's "that time of year again". The time of year when the motorcycle registration data in Europe needs to be viewed with a high degree of caution as manufacturers close out the prior calendar year by 'channel stuffing' pre-registered excess inventory in November and December.
This time around it is even worse than usual, with the impacts of the enhanced Euro 5+ regulations taking effect on 1st January, 2025.
No, the Italian motorcycle market was NOT up by 14.48% in 2024, but that's what the latest data from ANCMA, the motorcycle industry trade association for Italy suggests - as a result of an unseasonal 16,766 units registered in December appears to have pushed the final month of the year to a ridiculous +283.22% unit growth.
Going by 'normal' Decembers and the average rate of growth seen in 2024 in Italy, it is more likely that December was worth more like 4,700 units (at best) and even that would mean something like a rather high10% growth for the pre-Christmas month.
That would put a 'real' annual figure at around +8% with the 2024 full year closing out at approximately 153,000 units, with an excellent annual Italian market growth rate of around +7.3% - which is still very good, and a best for 20 years or even longer.
The equally distorted total PTW registrations number for 2024 in Italy was 353,093 units (probably some 12,000 to 15,000 too high) with annual growth calculated at 10.70% (7.5% is more realistic).
The top-selling motorcycle YTD remains the Benelli TRK 702/X (7,344 units theoretically sold) - placing it ahead of many traditionally (and still) strong selling scooter brands and models - such as the Honda X-ADV 750 and ADV 350, Piaggio Beverly 300 ABS and Yamaha TMAX and XMAX 300.
Indeed, the Benelli is also ahead of the BMW 1300 GS, which is the second bestselling motorcycle in Italy (4,701 units 'sold') and Honda’s Africa Twin, third with 3,629 units 'sold'.
Hondas SH 125, 150 and 350 were the top-sellers overall, followed by the Kymco Agility 125 R16 in fourth and Piaggio Liberty 125 ABS in fifth. Maxi and ADV style scooters, and ADV style motorcycles continue to dominate the market in Italy. Total Scooter sales were said to be 186,639 units (+7.54%) in Italy - which does 'sound' a little high.
For the record - the rather more reliable 2023 motorcycle sales data were 145,403 units sold (+14.88%) with all months in positive territory - the best Italian annual market numbers since before the 2007/2008 Financial Crisis and the resulting Great Recession. In total PTW terms, the Italian market was +17.94% in 2023 with a massive 318,955 units registered. Scooters were up by +20.64% at 173,543 units. The top selling motorcycle in 2023 was the Benelli TRK 502/X (4,075 units), followed by the Honda Africa Twin (3,880).
