Motorcycle Market 2024: Which Manufacturers Are Thriving?
In the midst of a challenging environment, the motorcycle market manages to hold its ground, thanks to strong sales of large-displacement bikes and popular models. Some manufacturers are doing exceptionally well, while others are struggling. The spring balance sheet is mixed, but the overall transaction volume remains positive.
After a difficult COVID period and an equally tumultuous post-COVID phase marked by euphoric sales and complicated deliveries, the motorcycle market now seeks a vitality and stability that hasn’t fully materialized by the end of the first four months of 2024.
Encouraging Indicators and Regional Shifts
Despite the challenges, several indicators are promising. The demand for motorcycle licenses through the CPF (Compte Personnel de Formation) is unexpectedly high, prompting a review of the situation. Major motorcycle events are seeing record attendance, which is a good sign. However, the used motorcycle market is struggling due to the introduction of the Motorcycle Technical Inspection (Contrôle Technique Moto).
In the Paris region, the motorcycle and scooter market is declining, with the Rhône-Alpes region emerging as the new stronghold. France loves motorcycles, but it sometimes seems like motorcycles don’t enjoy unanimous support. Since the start of 2024, the market has been quite tense, and only those manufacturers investing heavily in new products, event participation, and targeted operations are truly thriving.
The Importance of Comprehensive Marketing Plans
In 2024, launching a new model alone isn’t enough. The top five manufacturers agree that a comprehensive plan to promote new models is essential. From January to the end of April 2024, there were 66,852 registrations, reflecting a steady market compared to last year (+1.5%). However, the first two months of the year were poor in sales. By the end of April, Honda leads the pack, followed by Yamaha and BMW.
Performance of Major Manufacturers (Up to April 2024)
Let’s break down the performance of key manufacturers in the motorcycle and scooter market (excluding mopeds):
- Aprilia: 1,128 registrations (-3.8%)
- BMW: 7,149 registrations (+2.8%) – 3rd place
- Benelli: 638 registrations (+28.1%)
- CF Moto: 776 registrations (NC)
- Ducati: 1,503 registrations (-0.9%)
- Gas Gas: 237 registrations (-40.6%)
- Harley-Davidson: 1,540 registrations (-6.8%)
- Honda: 14,994 registrations (+1.1%) – 1st place
- Husqvarna: 807 registrations (-9.2%)
- Indian: 498 registrations (-11.1%)
- Kawasaki: 5,840 registrations (+24.6%)
- KTM: 3,152 registrations (-6.7%)
- Kymco: 720 registrations (-22.8%)
- MV Agusta: 58 registrations (-37.6%)
- Mash: 309 registrations (+3.7%)
- Moto Guzzi: 734 registrations (-0.8%)
- Orcal: 165 registrations (-85.1%)
- Peugeot: 428 registrations (-13%)
- Piaggio: 1,386 registrations (-3.4%)
- Royal Enfield: 979 registrations (-27.7%)
- Sherco: 351 registrations (-14.6%)
- Suzuki: 2,701 registrations (+40.8%)
- Sym: 552 registrations (+2.4%)
- Triumph: 3,777 registrations (+18.3%)
- Voge: 652 registrations (+87.4%)
- Yamaha: 10,132 registrations (+2.8%) – 2nd place
- Zero Motorcycle: 156 registrations (+51.5%)
- Zontes: 869 registrations (+2%)
What’s Next for the Motorcycle Market?
Looking ahead, manufacturers need to focus on innovation, aggressive marketing, and participating in major events to stay competitive. The market dynamics are shifting, and adaptability will be key to thriving in 2024 and beyond.
FAQs
Q: Which manufacturer is currently leading the market?
A: Honda is leading the market with the highest number of registrations.
Q: What are the main challenges the motorcycle market faces in 2024?
A: The main challenges include market stability, the impact of the Motorcycle Technical Inspection, and regional shifts in market dominance.
Q: How important are marketing and event participation for manufacturers?
A: Marketing and event participation are crucial for manufacturers to promote new models and stay competitive.
Wrapping Up
The motorcycle market in 2024 shows resilience amid challenges. With strategic investments and comprehensive marketing plans, manufacturers like Honda, Yamaha, and BMW are leading the way. As the year progresses, adaptability and innovation will be vital for success in this dynamic market.
