Japanese Motorcycle Market is struggling. In the third quarter 2024 the demand was much lower than expected and sales declined in double-digit both in July and August, with Year to date August figures at 239.192 (-10.8%).
Japan’s Motorcycle Market Trend and Perspectives
Today, the use of motorcycles and scooters in Japan is limited to a small portion of the population, as alternative commuting devices are preferred. In the first eight months of 2024, the Japanese motorcycle market has experienced significant shifts.
Despite a general global increase in motorcycle sales, and after last year’s nearly flat performance, Japan’s market faced challenges with a -9.1% decline in sales year-over-year in the first quarter. That improved slightly to a -8.7% drop by mid-year, corresponding to 186.011 units sold in the first half of 2024.
In the third quarter the demand was much lower than expected and sales declined in double-digit both in July and August, with Year to date August figures at 239.192 (-10.8%).
In defiance of the overall negative trend, the electric L1 category saw an 57.7% year-over-year increase. However, the electric L3 class decreased by 30.7%.
Looking at top manufacturer’s performance year to date, all show a decline, with Honda at -14.5%, Suzuki at -10.3% and Yamaha with a -11.4%.
However, immediately behind them, Kawasaki gained an impressive 12.0%, and Harley-Davidson rebounded from last year’s slight negative bump and is now up 0.1%. Other notable figures are Triumph, up 28.1% year-over-year, and KTM, gaining marginally.
Japan’s Motorcycle Market Overview
Japan’s motorcycle market ranks among the top 20 globally. As of 2023, there were approximately 10.31 million motorcycles in use, down from 11.82 million in 2013. The market primarily consists of smaller engine motorcycles, especially those under 50 cc.
Dominated by leading domestic brands such as Honda, Suzuki, Yamaha, and Kawasaki, Honda notably excels in production and sales volume. Regardless of the overall market decline, Japan remains a crucial global player, contributing significantly to technological advancements and maintaining high production standards.
