Europe. August 2019 sales declined 2%. Harley-Davidson is the worst performing brand this year

European Motorcycles Market in August 2019 declined 2.2%, first time in the year, while Year to Date sales were up a robust 9.0% projecting the entire year at 1.75 million units. Honda is the leader, while BMW and SYM are shining. Ducati is flat, while HarleyDavidson is among the worst.


Perimeter & Sources

European Sales reported by MotorCyclesData, cover a wide range of 37 countries, both in European Community area (28 countries) and in East Europe (Bosnia, Serbia, Macedonia, Russia, Ukraine, Turkey, Moldova). Data do not include other CIS countries (like Belarus and Kazakhstan) for which anyhow, we have sales figures (available under subscription if you are interested.

Data are sourced by single country local Authorities for vehicles registrations and aggregated/standardized/segmented by our team.

Data regard all registered two-wheelers (moped, scooter, motorcycles, ATV, others) and Three/Four-wheelers usually included in this industry, for each engine category (including all electric scooters/motorbike).

In this report, as usual, we provide a general view of the market, while detailed analysis are available under subscription.


2019 Market Trend

Following the recent years recovery, European Two-wheeler market started the 2019 with a booming volume before to progressively losing steam, while keeping a positive profile.

Indeed, while the start of the year was impressive with Q1 sales accelerating by 21.6% with 372.175 sales, in the Q2 sales speed cooled with April +6.9%, May +1.1% and June +0.7%, ending the first half with 947.597 sales, up 9.6%.

In July total sales have been 206.087, up a robust 13% while in August declined 2.2% (with 136.550 units) with year to date 2019 figures at 1.292.000 units (+9.0%).

Looking at single segments, the motorbike sold year to date have been 568.126 (+7.4%) with the scooter/tricycles over 50 cc have been 358.748 (+6.0%), the 50 cc scooters 225.936 (+11.9%). The Electric segment is booming as reported in a separate post.

Sales for the Top 10 countries confirm the leadership of France with Year to Date figures at 220.271 sales, up an outstanding +19.2%.

In second place Italy with 198.833 sales (+5.9%) followed by Germany with 160.366 (+7.4%), Spain with 138.030 (+11.6%), Turkey with 113.360 (-6.9%), Great Britain with 76.305 (+2.1%), the Netherlands with 56.637 (+7.5%) and Belgium with 39.506 (+15.2%).

Behind, Switzerland with 35.245 sales (-3.1%) ahead of Austria with 35.546 units (+9.3%).

Competitive Arena

The European market leader is Honda Motor with Year to Date August sales a 179.075 (+10.1%) 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 132.270 units (+2.4%), while the third is Piaggio with 117.602 units (+2.9%).

In fourth place BMW with 85.034 (+14.0%) followed by Kawasaki with 55.581 (+9.7%), Kymco with 50.425 (+2.1%), SYM with 48.078 (+12.5%), KTM with 48.219 (+8.3%) and Peugeot with 34.793 (+10.7%).

Triumph is up only 3.7%, while Ducati is +0.5% and HarleyDavidson is losing 8.2%.


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%).


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