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Who Buys Source

According to a first-quarter 2012 study by Baird Wealth Management, among new heavyweight motorcycle buyers in the U.S., Harley owned a market share of almost 50% for under-35 customers, an approximately 66% market share for women buyers, a market share of more than 50% for African-American customers, and a market share of almost 60% for Hispanic buyers.

Powersports Business, 2012

A Dealernews survey of 100 of the top motorcycle dealers in the U.S. showed that 76.5% of their customers were men, while 23.5% were women. The average age of these customers was 41 years.

Dealernews, 2012

According to a survey of its membership, the average age of an American Motorcyclist Association member is 48, with an average household income of $100,000. Ninety-four percent of AMA members are male, and 29% of them have a four-year college degree or higher.

American Motorcyclist Association, 2012

The typical all-terrain vehicle owner is male (81%), with a median household income of $52,220 and a median age of 36 years.

Specialty Vehicle Institute of America, 2012

Profiling those adults 18+ whose household owns either a motorcycle or an all-terrain/utility terrain vehicle:
 

GfK MRI, 2011

Of those adults 18+ whose household owns a motorcycle, 55.0% are men and 45.0% are women.

GfK MRI, 2011

Adults 18+ whose household owns a motorcycle, by age group: 18-24, 13.5%; 25-34, 16.3%; 35-44, 20.0%; 45-54, 27.2%; 55-64, 15.8%; 65+, 7.2%.

GfK MRI, 2011

Adults 18+ whose household owns a motorcycle, by income level: $100,000+, 32.8%; $75-99,999, 17.3%; $60-74,999, 12.3%; $50-59,999, 9.5%; $40-49,999, 8.3%; $30-39,999, 8.2%; $20-29,999, 6.0%; under $20,000, 5.6%.

GfK MRI, 2011

Adults 18+ whose household owns a motorcycle, by race: White, 84.6%; Black, 6.5%; Other, 8.9%; Hispanic origin, 10.3%.

GfK MRI, 2011

Adults 18+ whose household owns a motorcycle, by region: Northeast, 16.5%; Midwest, 23.1%; South, 33.0%; West, 27.4%.

GfK MRI, 2011

Adults 18+ whose household owns a motorcycle, by marital status: Single, 23.8%; married, 62.0%; separated/widowed/divorced, 14.2%.

GfK MRI, 2011

Of those adults 18+ whose household owns an ATV/UTV, 52.6% are men and 47.4% are women.

GfK MRI, 2011

Adults 18+ whose household owns an ATV/UTV, by age range: 18-24, 12.4%; 25-34, 16.0%; 35-44, 24.9%; 45-54, 22.5%; 55-64, 13.6%; 65+, 10.6%.

GfK MRI, 2011

Adults 18+ whose household owns an ATV/UTV, by income bracket: $100,000+, 30.5%; $75-99,999, 14.4%; $60-74,999, 14.5%; $50-59,999, 9.7%; $40-49,999, 9.1%; $30-39,999, 8.5%; $20-29,999, 8.0%; under $20,000, 5.3%.

GfK MRI, 2011

Adults 18+ whose household owns an ATV/UTV, by race: White, 89.8%; Black, 3.8%; Other, 6.4%; Hispanic origin, 8.0%.

GfK MRI, 2011

Adults 18+ whose household owns an ATV/UTV, by region: Northeast, 14.7%; Midwest, 25.6%; South, 38.1%; West, 21.6%.

GfK MRI, 2011

Adults 18+ whose household owns an ATV/UTV, by marital status: Single, 18.8%; married, 69.2%; separated/widowed/divorced, 12.0%.

GfK MRI, 2011

When They Buy Source

May is Motorcycle Safety Awareness Month.

Dealernews, 2012

The peak selling season for motorcycles historically runs from March through October.

Motorcycle Industry Council, 2011

Why They Buy Source

Based on research by the American Motorcyclist Association, the most popular uses for motorcycles (more than one answer possible): On-road riding, 76%; off-road riding, 40%; on-road and off-road riding, 26%; off-road/motocross racing, 23%; roadracing, 5%.

American Motorcyclist Association, 2012

According to a survey commissioned by the Specialty Vehicle Institute of America, 77% respondents with children age 16-under said they ride ATVs as a family recreation activity.

Specialty Vehicle Institute of America, 2012

According to a survey conducted by Powersports Business, more than one-quarter of motorcycle dealers who experienced new-unit sales increases in 2010 held six or more in-store promotional events during the year. Only 8% of dealers held no events at all.

Powersports Business, 2011

According to a 2011 study by J.D. Power and Associates, the six major contributors to the satisfaction of motorcycle owners are: Product; build quality; cost of ownership; sales; service; and warranty.

J.D. Power and Associates, 2011

According to a survey by the Motorcycle Industry Council, test rides are the most important factor in the customer's decision to buy a particular motorcycle, followed by dealership visits and advice from family and friends.

Motorcycle Industry Council, 2011

How They Buy Source

Based on research by J.D. Power and Associates, the average price paid for a new motorcycle in 2011 was $16,125, nearly $2,000 higher than in 2010.

J.D. Power and Associates, 2011

According to a study by J.D. Power and Associates, motorcycle owners spent an average of $1,340 on parts and accessories and $439 on riding gear in 2011, considerably more than in 2010.

J.D. Power and Associates, 2011

What They Buy Source

Harley-Davidson commands a market share of around 55% in the sale of heavyweight motorcycle sales in the U.S.

Hoover's, 2012

Share of motorcycles sold in 2011, by category: On-Highway, 70.8%; Off-Highway, 15.9%; Scooter, 7.2%; Dual-Sport, 6.1%. 

Motorcycle Industry Council, 2012

Based on 2012 research by the Motorcycle Industry Council, spending on maintenance and repairs has been rising since early 2010, suggesting that the market for consumers taking care of bikes they've long owned, or improving used bikes they've recently purchased, could continue to improve.

Motorcycle Industry Council, 2012

A survey by the Motorcycle Industry Council showed that motorcycle replacement tire purchases increased 9.6% in 2011.

Motorcycle Industry Council, 2012

Based on a survey of 100 of the top motorcycle retailers in the U.S., conducted by Dealernews, the share of these dealers' income by department: New units, 42%; used bikes, 18%; parts & accessories, 15%; service work, 10%; gear & apparel, 9%; F&I, 6%.

Dealernews, 2011

Recommended ATV size, according to age of rider: Over 90cc, 16 years and older; 70cc-90cc, 12 years and older; under 70cc, 6 years and older.

Specialty Vehicle Institute of America, 2011

A 2011 study by J.D. Power and Associates ranked Arai motorcycle helmets highest in consumer satisfaction for the 13th straight year. Icon ranked second overall, followed by Shoei, Harley-Davidson and Scorpion.

J.D. Power and Associates, 2011

Where They Buy Source

According to the 2012 Piep Piper Prospect Satisfaction Index, which measures how motorcycle dealers treat prospective customers, Harley-Davidson achieved the top ranking. Tied for second in the ratings were BMW and Ducati, followed by a three-way tie among Indian, Triumph and Victory, all of whom scored above the industry average.

Dealernews, 2012

A 2011 study by J.D. Power and Associates found that 23% of motorcycle helmet owners purchase their helmets on the Internet, compared to 20% in 2010 and 4% in 2002.

J.D. Power and Associates, 2011

Business Trends Source

According to the Motorcycle Industry Council, 2011 sales of motorcycles and scooters totaled 440,899, up 0.3% from 2010 (representing the first year-over-year increase in five years). Change in sales from 2010 to 2011, by category: Dual-Sport, +14.2%; Off-Highway, -13.5%; On-Highway, +1.8%; Scooter, +11.8%.

Motorcycle Industry Council, 2012

Sales of ATVs were off 13.5% in 2011, to 222,032 units.

Motorcycle Industry Council, 2012

Motorcycle sales among major brands rose 6.7% in the first quarter of 2012. The scooter segment saw the biggest gain, increasing 16.9% when compared to the first quarter of 2011. Sales of dual-purpose bikes were up 12.7% during the first three months of 2011, while on-highway bike sales rose 8.8% and sales of off-highway units were down 6.7%. Also in the first quarter of 2012, sales of ATVs grew 5.0%.

Motorcycle Industry Council, 2012

A report by the Motorcycle Industry Council predicts a modest decline in the sales of new motorcycles and ATVs in 2012.

Motorcycle Industry Council, 2012

A survey conducted by Powersports Business asked a group of more than 325 motorcycle dealers to compare their new-unit sales in 2011 with the previous year: 2011 sales increased by 10% or more, 23%; sales increased by 1-10%, 26%; sales stayed the same, 16%; sales decreased by 1-10%, 19%; sales decreased by 10% or more, 16%.

Powersports Business, 2012

Research by J.D. Power and Associates determined that 74% of new-motorcycle buyers in 2011 traded in an old unit when purchasing their new model, up from 57% in 2010 and only 39% in 2006 who did the same.

J.D. Power and Associates, 2012

A survey by Powersports Business magazine asked a group of more than 325 motorcycle dealers to compare their 2011 sales of pre-owned bikes to the prior year: 2011 sales increased by 10% or more, 29%; sales increased by 1-10%, 26%; sales stayed the same, 26%; sales decreased by 1-10%, 10%; sales decreased by 10% or more, 9%.

Powersports Business, 2012