Europe. In 2019 Motorcycles Sales up 7.9%. BMW shines, Harley-Davidson struggles

European Motorcycles Market, during the 2019 improved 7.9% at 1.7 million units, at the best level out of last 8 years. Honda is the leader with 13.9% of market share, while BMW, in fourth place, for the first time sold over 100.000 units. KTM was up 6.8%, while other premium brands are stable, like Triumph and Ducati, or struggles, like HarleyDavidson.


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, Turkey,). Data do not include C.I.S. countries (like Russia, Ukraine,Moldova,Belarus and Kazakhstan) for which anyhow, we have sales figures (available under subscription) if you are interested.

Data source come from each country’s Local Authorities and aggregated /standardised/ 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 the 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

In the 2019 the European two-wheeler market kept the positive pace of the previous years.

However, the year started booming, with the first quarter ended up an impressive 21.6%, before to progressively lose steam, ending the first half up 9.6% and the full year with a single digit growth of 7.9% with 1.698.971 units, the highest level in eight years.

Looking at single segments, the motorbike sales have been 701.000 (+7.4%), the scooter/tricycles over 50 cc have been 484.000 (+6.3%) and the 50cc scooters at 318.000 (+9.5%).

The Electric segment is booming 38.6%, as reported in a separate post.

Sales for the Top 10 countries confirm the leadership of France with 2019 at 306.977, up an outstanding +15.1%.

In second place Italy with 260.522 sales (+5.1%) followed by  Spain with 215.327 (+17.8%), Germany with 193.076 (+4.9%), Turkey with 152.196 (-3.1%), Great Britain with 107.551 (+1.7%), the Netherlands with 76.117 (+4.4%) and Belgium with 52.849 (+12.5%).

Behind, Switzerland with 42.731 sales (-3.1%) ahead of Poland advanced in 10th place with 41.782 units (+24.8%).

Competitive Arena

The European market leader is Honda Motor with 2019 sales at 243.463 (+9.4%) with 13.9% of market share. This is the lowest market share hold by Honda in any region, proving 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 170.321 units (+2.7%), while the third is Piaggio with 161.790 units (+2.8%).

In fourth place BMW which broke the milestone of 100.000 sales in the region, with 106.639 units (+13.6%) followed by Kawasaki with 68.512 (+10.9%), Kymco with 70.019 (+1.5%), SYM with 67.516 (+12.1%), KTM with 62.185 (+6.8%) and Peugeot with 48.834 (+9.4%).

Triumph is up only 2.1%, while Ducati is +1.4% and HarleyDavidson has lost 7.0%.



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