Table of Contents
Executive Summary
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- The market
- Sales have been increasing in recent years
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- Figure 1: New registrations of motorcycles and scooters, value, 2012-22
- Figure 2: New registrations of motorcycles and scooters, volume, 2012-22
- Motorcycles increasingly dominate new sales
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- Figure 3: New registrations of motorcycles and scooters, by type (volume), 2012-17
- Retro naked motorcycles lead the market in terms of sales
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- Figure 4: New motorcycle and scooter registrations, by style (volume), 2012 and 2017
- Distance travelled shows stability after falling back
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- Figure 5: Road traffic (billion kilometres), by motorcycles, 1990-2016
- Companies and brands
- Japanese companies Honda and Yamaha dominate the market
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- Figure 6: Manufacturer shares in motorcycle and scooter market, by number of new registrations, 2013 and 2016
- Manufacturers increasingly look at global opportunities
- Riding Assist is typical of the innovations being seen in the market
- Advertising revenues up in 2016
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- Figure 7: Total above-the-line, online display and direct mail advertising expenditure on motorcycles and scooters, 2012-16
- The consumer
- Only 6% of adults currently own a motorcycle, moped or scooter
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- Figure 8: Motorcycle, moped and scooter ownership, September 2017
- Leisure is the most popular use for two-wheelers
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- Figure 9: Motorcycle, moped and scooter use, September 2017
- Cost dominates when it comes to purchasing
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- Figure 10: Factors important when purchasing a motorcycle, moped or scooter, September 2017
- Lack of interest is key reason for not owning a motorcycle, moped or scooter
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- Figure 11: Reasons for no interest in owning a motorcycle, moped or scooter, September 2017
- Motorcycles, moped and scooters are seen as offering a number of advantages
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- Figure 12: Attitudes towards motorcycles, mopeds and scooters, September 2017
- Mixed response when the impact of Brexit on possible price rises is considered
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- Figure 13: Implications of Brexit for motorcycles, mopeds and scooters, September 2017
- What we think
Issues and Insights
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- Sales need to be further stimulated
- The facts
- The implications
- Young adults are an important potential market
- The facts
- The implications
- Women remain a challenge for the industry
- The facts
- The implications
The Market – What You Need to Know
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- Sales boosted ahead of new Euro 4 emission regulations
- Motorcycles are preferred to mopeds and scooters
- Riders increasingly opt to ‘go naked’
- Cars increasingly preferred for travel
- Motorcycles are riskier choice of vehicle
Market Size and Forecast
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- New sales are on the up
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- Figure 14: New registrations of motorcycles and scooters, value, 2012-22
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- Figure 15: New registrations of motorcycles and scooters, volume, 2012-22
- Figure 16: New registrations of motorcycles and scooters, 2012-22
- Mopeds and scooter sales suffer as demand collapses
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- Figure 17: New registrations of motorcycles and scooters, by type (volume), 2012-17
- Used sales also see recovery
- Forecast methodology
Market Segmentation
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- Retro interest from buyers boost some sectors over others
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- Figure 18: New motorcycle and scooter registrations, by style (volume), 2012-17
- Sub 125cc machines appear out of favour with new buyers …
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- Figure 19: New motorcycle and scooter registrations, by engine size (volume), 2012-17
- …although are still significant when it comes to two-wheelers in use
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- Figure 20: Two-wheeled vehicles* in use, by engine size (volume), UK, 2012-17
- Electric bikes fail as yet to make an impact
Channels to Market
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- Dealer network varies by manufacturer
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- Figure 21: Number of motorcycle and scooter dealerships, by manufacturer, 2012 and 2016
- Internet has limited role as a sales channel
Market Drivers
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- Cars overtake motorcycles as the vehicle of choice
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- Figure 22: Road traffic (billion kilometres), by motorcycles and cars/taxis, 1990-2016
- Two-wheel parc remains relatively stable
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- Figure 23: Licensed motorcycles, mopeds and scooters, 2012-16
- Urban streets benefit most from recent increase in motorcycle use
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- Figure 24: Road traffic (billion kilometres) by type of road (motorcycles), 2013-16
- Weekly use of motorcycles records worrying decline…
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- Figure 25: Motorcycle trips per rider per week (England), 2011-15
- …with less than one in 40 households currently owning a motorcycle
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- Figure 26: Households with a motorcycle (England), 2011-15
- Motorcycles remain a riskier choice of vehicle
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- Figure 27: Road casualty statistics, cyclists, motorcycles and cars, 2012-16
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- Figure 28: KSI and slightly injured per billion km, motorcycles and cars, 2012-16
- Overall average prices appear largely stable
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- Figure 29: Average price for a new motorcycle or scooter, 2012-17
- New emissions regulations impact on sales
- Impact of depreciation in Sterling more of a problem following Brexit vote
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- Figure 30: Month-end Sterling average values versus US Dollar and euro, Jan 2016 to Oct 2017
- Concerns regarding leaving the EU also appear to be growing
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- Figure 31: Level of concern over the impact of the EU referendum, July 2016-June 2017
- Lack of interest is a major barrier to ownership
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- Figure 32: Reasons for no interest in owning a motorcycle, moped and scooters, September 2017
- A growing an ageing population should present opportunities …
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- Figure 33: Trends in the age structure of the UK population, 2011-21
Companies and Brands – What You Need to Know
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- Honda dominates while Lexmoto increasingly challenges
- International ventures popular with UK companies
- Technology increases its presence within the market
- Advertising revenues up in 2016
Market Share
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- Honda dominates despite losing share
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- Figure 34: Manufacturer shares in motorcycle and scooter market, by number of new registrations, 2013-16
- 125cc models are especially strong sellers
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- Figure 35: Leading motorcycle and scooter models, by registration, 2016
Competitive Strategies
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- UM Motorcycles launches in the UK
- Triumph enters into partnership with Bajaj Auto India
- Norton looks at Chinese joint venture
- Audi set to part company with Ducati
Launch Activity and Innovation
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- Honda unveils a self-balancing motorcycle
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- Figure 36: Honda Riding Assist, 2017
- Electric bikes look to go even further
- BMW launches a connected scooter
- Vespa goes electric
Advertising and Marketing Activity
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- Promotional expenditure peaks in 2016
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- Figure 37: Total above-the-line, online display and direct mail advertising expenditure on motorcycles and scooters, 2012-17
- Motorcycles dominate expenditure
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- Figure 38: Advertising expenditure on motorcycles and scooters, by product category, 2012-17
- Triumph and Harley-Davidson up expenditure during 2016
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- Figure 39: Recorded above-the-line, online display and direct mail total advertising expenditure on motorcycles and scooters, by company 2013-16
- Support for new models dominates investment activity
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- Figure 40: Recorded above-the-line, online display and direct mail total advertising expenditure on motorcycles and scooters, by brand, 2016
- Digital overtakes press as preferred media choice
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- Figure 41: Recorded above-the-line, online display and direct mail total advertising expenditure on motorcycles and scooters, by media type, 2013-16
- Nielsen Ad Intel coverage
The Consumer – What You Need to Know
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- Motorcycle owners are in the minority
- Leisure is a popular use of a motorcycle
- Cost dominates when it comes to purchasing
- Lack of interest is key factor in non-ownership
- Practical aspects of motorcycles are seen as advantageous
- Mixed concerns towards possible Brexit price increases
Motorcycle Ownership
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- Relatively few adults own a two-wheeler
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- Figure 42: Motorcycle, moped and scooter ownership, September 2017
- Men are more likely to be current, former and future owners
- Young adults are an important potential user group
- London boasts a high level of current interest
- Socio-economic status on current and future ownership
- Growing number of adults signal no intention of owning
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- Figure 43: Motorcycle and scooter ownership, 2013 and 2017
Motorcycle Use
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- Leisure is the most popular use for two-wheelers
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- Figure 44: Motorcycle, moped and scooter use, September 2017
- Men find the social side of two-wheelers important
- Younger adults and urban dwellers have more practical needs
- Existing and potential owners hold different views on use
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- Figure 45: Motorcycle, moped and scooter use, (currently own and consider owning), September 2017
- Fun and practical aspects dominate uses by former owners
- Versatility in use is sought more by affluent and urban owners
Importance of Factors when Purchasing
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- Costs are key factors for purchasers
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- Figure 46: Factors important when purchasing a motorcycle, moped or scooter, September 2017
- Older adults want it all
- Comfort and security sought by women
- Alternative fuels are popular with urban dwellers
- Cost is a key factor for non-owners
Reasons for no Interest in Motorcycles
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- Lack of interest and risk of injury dominate reasons for not owning
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- Figure 47: Reasons for no interest in owning a motorcycle, moped or scooter, September 2017
- Young worries
- Lack of interest from many women
- Exposure to weather is a key concern for former owners
Attitudes towards Motorcycles
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- Advantages and disadvantages both feature strongly amongst attitudes
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- Figure 48: Attitudes towards motorcycles, mopeds and scooters, September 2017
- Men hold more positive attitudes
- Young need to be convinced about cost benefits
- Affluent adults are strongly attracted by benefits associated with a motorcycle
- Current owners are more likely to view motorcycles as offering advantages
- Young adults see advantages but also risks
Impact of Brexit
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- Brexit induced price rises are a concern to a sizeable minority of current and potential owners
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- Figure 49: Implications of Brexit for motorcycles, mopeds and scooters, September 2017
- Price increases are more of a concern for younger and more affluent adults
- Current owners are more concerned about possible Brexit price rises
Appendix – Data Sources, Abbreviations and Supporting Information
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- Data sources
- Abbreviations
- Consumer research methodology
Appendix – Market Size and Forecast
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- Market sizing and segment performance
- Forecast methodology
- Forecast data
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- Figure 50: Forecast of motorcycle, moped and scooter market (volume) – best- and worst-case scenarios, 2017-22
- Figure 51: Forecast of motorcycle, moped and scooter market (value) – best- and worst-case scenarios, 2017-22
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