Australia 2018. Yamaha reduced the gap to the leader in a market down 8.8%

Australian Motorcycles Market in the 2018 has lost 8.8% falling down the 100.000 units and declining for the third year in a row. While Yamaha has reduced the gap to the leader (Honda) several brands have lost in double-digit. The worse was the Italian Icon, Ducati, down 23.2%

Economic Environment

Australian economy hit the brakes in the third quarter as falling house prices, tightening financing conditions and sluggish wage growth squeezed consumer spending. Nevertheless, according to available indicators, growth should regain some pace in Q4 given that retail sales accelerated, the labor market continued to add jobs in October, consumer confidence improved throughout the quarter, and given the sharp drop in oil prices since early October.

Despite the weak showing in Q3, the IMF acknowledged in mid-November that the economy is successfully completing a rebalancing process which follows the end of the commodity price and investment boom, and praised the government’s responsible fiscal strategy.

Market Trend

Despite a positive Q4, in the 2018 the Australian Motorcycles market has lost two spots in the global ranking falling out of the Top 30, in 32nd place, overtaken by Ecuador and South Korea. Indeed sales fell down the 100.000 units wall at 95.080, down 8.8% and losing for the third year in a row, at the lowest level in this decade.

The trend seems to confirm as the Australians have lost interest for the sector.

The market is dominated by two Japanese brands, Honda and Yamaha, fighting for the leadership. Indeed, Honda is leader since 20 years but the rival is reducing the gap, year after year. In the 2018 race, Honda ended with 22.735 sales (-5.9%) and Yamaha with 21.145 (-1.1%) with the narrower gap in this decade. The 2019 could be the year of surpass!

In third place Kawasaki with 9.376 sales (-6.1%). 

In the 2018 some brands reported heavy lost, like Suzuki (-16.1%), Harley Davidson (-21.2%), Polaris (-17.2%) and Husqvarna (-15.0%). However the worse in absolute was the Italian icon Ducati, losing 23.2%.

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