Germany March. BMW boomed in a market up 15%

Germany Motorcycles Market in the first quarter 2019 was pulled up by the outstanding success of the new BMW 1.250 GS which already represent 7.4% of market share, boosting the brand sales on top of the list with a wide gap to all others. Honda is second place is ahead of the 2018 market leader, Piaggio, but the fight just started.

 

Economic Environment

After narrowly avoiding a technical recession last year, data from the first quarter of 2019 is mixed. The domestic economy should have benefited from low unemployment through February, robust service sector activity through March and improving consumer confidence in the quarter. The export-orientated manufacturing sector, however, suffered amid a more challenging economic climate in the Eurozone and more broadly.

Robust domestic demand, in part due to the government’s more fiscally expansionary budget that includes a higher minimum wage, should support economic growth this year. A strong labor market will further underpin resilient private consumption. Global trade tensions, a slowdown in China and Brexit uncertainty cloud the outlook, however. 

 

Market Trend

According to data released by the German Minister of Transportations, the start of the 2019 was positive for the two-wheeler industry in Germany as in all the rest of Europe. Sales grew up 3.3% in January, 58.8% in February and 3.3% in March with first quarter figures at 47.301, up a solid 15.5%, despite the surrounding economic environment is not so positive.

Let us to highlight as the German motorcycles market last year gained 3.3% of volume with 182.825 registrations, standing within the recent years boundaries, with the market fluctuating between 174.617 units (2012) and 212.153 (2016). 

Looking at the segment mix, the motorbike is gaining terrain year after year while scooters are suffering, mainly to the lost of 0-50 cc segment. The electric segment is still small with 3.5k units sold in the 2018 over the double than two years before but still marginal in the industry.

Actually the German market stands as the third biggest in Europe,  after France and Italy and ahead of  Spain and Turkey.

At Global level the market is only 24th, ahead of Spain and Guatemala and behind Democratic republic of Congo and Kenya.

 

Competitive Arena

The market is almost concentrated with the Top 10 brands holding 79% of the total volume, while 239 brands have registered at least one units in the 2018.

Following the huge surprise reported for the 2018, when Piaggio ended as market leader overtaking the local icon BMW, in the first quarter of 2019 the R1250GS launch – with a dramatic immediate success in Germany as in the rest of Europe – restored the natural ranking and BMW was back on top of the list, even with a wide gap over all followers, having ended the Q1 with 9.956 sales (+33.3%) with the new R1250GS at 3.541, with 7.4% of total market share.

In second place Honda sold 4.946 units (+16.3%) with 10.2% of market share, overtaking for few units the former leader, Piaggio, actually third with 4.896 sales (+27.0%) and 10.1% of share.

KTM is fast growing in fourth place with 4.549 sales (+33.2%) followed by Kawasaki with 4.486 units (+27.8%) and Yamaha with 3.940 units (+12.4%).

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