Europe. First Half 2019 sales up 9.6%. BMW & SYM shine, while Ducati stutters and Harley-Davidson drops


European Motorcycles Market has lost steam during the second quarter, following a booming start. However first half 2019 ended with an encouraging 9.6% with sales close to 950.000 units. Honda is the leader, while BMW and SYM are shining. Ducati is flat, while Harley-Davidson is among the worst.

Market Result in 2019

According to data collected by MotorCyclesData research team, sourcing from local Minister of Transportations or National Statistics agencies and aggregated for 37 European countries (from Portugal to Russia, including Turkey), the start of the 2019 was really positive for the European motorcycles industry, with a level of growth above expectations and driven by the fast development of the electric fueled models.

However, while the start of the year was impressive with a first quarter boomed up 21.6% with 372.175 sales, the second quarter was really calm and sales speed declined to +6.9% in April, +1.1% in May and +0.7% in June, with 192.086 units.

The first half 2019 ended with 947.597 sales, up 9.6%.

Looking at single segments, the motorbike sold year to date have been 431.732 (+6.7%) with the scooter/tricycles over 50 cc have been 261.208 (+7.7%), the 50 cc scooters 156.651 (+15.2%).

Electric segment is booming reporting 46.246 sales (+47.7%) counting 4.9% of the total industry.

At country level, year to date France was again biggest market with 161.563 sales and an outstanding +17.0%.

In second place Italy with 152.282 sales (+5.7%) followed by Germany with 121.40 (+8.6%), Spain with 100.726 (+12.0%), Turkey with 78.099 (-8.8%), Great Britain with 59.470 (+3.0%), the Netherlands with 40.365 (+14.0%) and Belgium with 28.973 (+17.1%).

In nine place Switzerland with 26.542 sales (-3.7%) ahead of Austria with 24.849 units (+6.1%).

Competitive Arena

The European market leader is Honda Motor, having ended the first half 2019 with 134.804 sales (+13.4%) with 14.1% of market share. This is the lowest market share hold by Honda in any region, confirming that despite being the leader, the Japanese giant must fight with a very competitive bulk of rivals.

The second best-selling brand is Yamaha, with 98.998 units (+3.3%), while the third is Piaggio with 84.610 units (+4.5%).

In fourth place BMW with 68.308 (+14.8%), followed by Kawasaki with 43.130 (+8.4%), KTM with 36.666 (+7.1%), Kymco with 35.927 (+0.9%) and SYM with 34.097 (+15.3%).

Triumph is up only 3.4%, while Ducati is flat with 19.925 units and HarleyDavidson is losing 9.3%.


Market Heritage

In the 2018 the continental two-wheeler market had been moderately negative with 1.59 million sales (-1.3%) confirming the reduced rule of this area with the Global industry.

Indeed, during the last decade, the European market become marginal in the Global Motorcycles scenario, having lost steam while all the others regions – a part North America – grew up. As result, Europe (37 countries including Russia, Ukraine and Turkey) actually covers only the 2.4% of the motorcycles global market.

Total continental sales fell down from 1.89 million units in the 2012 to 1.59 million in the 2018, when sales fell down for the third year in a row.

Looking at the single market, in the 2018 France confirmed the rule as largest market, despite losing 6.4% at 266.656 units.

The second market was Italy, with 247.940 sales (+4.3%) followed by Germany with 184.501 (+4.%) Spain with 182.800 (+12.3%) and Turkey with 159.337 (+1.0%).

In sixth place the Great Britain with 105.816 (+0.3%) ahead of the Netherlands with 72.883, down 27.0%, the worse performance for the Top 20 markets, Belgium with 46.979 (+12.3%), Switzerland with 44.085 (-7.3%) and in 10th place Austria with 38.142 units (-6.4%).

Within the segments, the motorbikes is growing while the below 50 cc scooter are heavily losing. The electric 2 wheeler vehicles were still marginal, but small scooters segment is growing, mainly in France and Spain, with Ev total sales at 56.000.


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