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The U.S. Motorcycle Market

The $14.6 billion U.S. market for motorcycles is set to see its 13th consecutive growth year with the support of the of a key consumer bloc. Baby boomers are heading out on the highway in droves. This Packaged Facts report covers the explosive market for motorcycles, including cruisers, sport bikes, touring and dirt bikes, which accounted for about 91% of motorcycle sales in 2004 and scooters, standard bikes and dual-purpose bikes, which accounted for the rest of the market. All segments will get a boost in the coming year, due to skyrocketing gas prices, bringing more cycle devotees into the core user group and further changing the face of the motorcycle consumer. This all new Packaged Facts report looks into distribution and retail growth areas, such as alternate forms of financing for distributors.

The report combines sales data with extensive research and analysis to provide complete coverage of all types of motorcycles. The report documents market size and composition, details marketing and retail trends like customization, forecasts market developments through 2010, and profiles motorcycle consumers using the most current Simmons Market Research Bureau data available.

Report Methodology
The information in The U.S. Market for Motorcycles is based on both primary and secondary research. Primary research involved an examination of the retail milieu, interviews with marketing, public relations and industry analysts within the motorcycle market and consultants to the industry. Secondary research entailed data-gathering from relevant trade, business, and government sources, including company literature. The report utilizes data from Bureau of Transportation Statistics and the Motorcycle Industry Council (MIC), which tracks category sales, marketer sales as well as trends affecting the industry and the U.S. Census Bureau for estimating the market size and shares of various categories. Data pertaining to foreign trade and shipment values are also obtained from the Census Bureau. Figures provided on national consumer advertising expenditures are based primarily on data compiled by TNS Media Intelligence, the leading provider of strategic advertising and marketing communications intelligence. The analysis of consumer demographics derives from Simmons Market Research Bureau survey data for spring 2005.

The report looks at every segment of the motorcycle market, examining trends for growth and projecting sales of products through 2010. It analyzes consumer demographics and their current and projected impact on sales of motorcycles. It provides up-to-date competitive profiles of marketers of motorcycle products and discusses the influence of demographic trends as a driver of retail trends. The report also spotlights new products and current distribution trends, and offers readers trends and marketing opportunities within the transportation industry.

What You’ll Get in this Report
The U.S. Market for Motorcycles makes important predictions and recommendations regarding the future of this market, and pinpoints ways current and prospective marketers can capitalize on current trends and spearhead new ones. No other market research report provides both the comprehensive analysis and extensive data that The U.S. Market for Motorcycles offers. The report addresses the following segments:

  • The Market (including market size and composition, and projected market growth)
  • The Marketers (including discussions of specific marketer brand and market shares)
  • Competitive Profiles (of the mainstream motorcycle marketers, specialists and up-and-coming niche players, and analyses of the products they market)
  • Retail Strategies
  • The Consumer (who’s buying what, and where)
  • The Products
  • Trends and Opportunities

Plus, you’ll benefit from extensive data, presented in easy-to-read and practical charts, tables and graphs.

Scroll down to see a more detailed outline of the contents of this report.

How You Will Benefit from this Report
If your company is already competing in the motorcycle market, or is considering making the leap, you will find this report invaluable, as it provides a comprehensive package of information and insight not offered in any other single source. You will gain a thorough understanding of the current market for motorcycle products, as well as projected sales and trends through 2010. Contributing to that understanding will be a complete analysis of sales data from published and trade sources, a detailed discussion of the consumer for motorcycles based on Simmons data.

This report will help:

  • Marketing Managers identify market opportunities and develop targeted promotion plans for motorcycle products
  • Research and development professionals stay on top of competitor initiatives and explore demand for products in the motorcycle arena.
  • Advertising agencies working with clients in the motorcycle and related industries to understand the product buyer to develop messages and images that compel consumers to purchase these products.
  • Business development executives understand the dynamics of the market and identify possible partnerships.
  • Information and research center librarians provide market researchers, brand and product managers and other colleagues with the vital information they need to do their jobs more effectively.


  • Executive Summary
    • Report Scope and Methodology
      • Scope
      • Methodology
    • The Product
      • Motorcycles
      • Brief History
      • Industry Characteristics
      • The Motorcycle Industry Council
      • Motorcycle Types
    • The Market
      • Industry Overview
        • Table U.S. Retail Sales of Motorcycles, Parts and Accessories, 2000-2005 (E) (in billion $)
        • Table U.S. Motorcycle Sales, 1999-2004 (in thousands)
      • Market Composition
        • Table U.S. Motorcycle Sales by Category, 2004 (in thousands)
      • Cruisers – Market Drivers
      • Dirt Bikes
      • Sports Bikes
      • Touring Bikes
      • Scooters Show Revival
      • Dual-Purpose & Standard Motorcycles
    • Key Trends & Factors to Growth
      • More Women Riding Bikes
      • Baby Boomers to Fuel Growth
      • Fuel Efficiency, Rising Gasoline Prices to Benefit Industry
        • Table U.S. Regular Conventional Retail Gasoline Prices (2001-2005)
      • Product Segmentation – Key Growth Driver
      • Convenience, Gas Mileage benefits Prop Scooter Sales
    • Major Challenges
      • Motorcycle Accident Rates go up
      • New and Used Cars still a Threat
      • Market Forecast
        • Table Projected U.S. Retail Sales of Motorcycles, Parts and Accessories, 2005-2010 (in billion $)
    • The Marketers
      • Marketing Dynamics
    • Innovation
      • Two-Wheel Drive Bikes
      • Honda Produces First Motorcycle Airbag System
      • The Consumer
      • Outlook
      • Harley Faces Major Challenge
      • Generation Y is the Future
  • The Market
    • The Product
      • Motorcycle
      • Brief History
      • Industry Characteristics
      • The Motorcycle Industry Council
    • Bike Construction
      • Chassis
      • Engines
      • Displacement
      • Number of Cylinders
      • Cooling System: Water-cooled Engines or Air-cooled Engines
      • Transmission
      • Clutch
      • Gearbox
      • Final Drive
      • Suspension
      • Brakes
      • Tires
      • Instruments
      • Other Components
    • Motorcycle Types
      • Cruisers
      • Touring and Sport Touring
      • Sports Bikes
      • Standard/Street Bikes
      • Off-Road Bikes
      • Scooters
      • Mopeds
      • Dual-Purpose Bikes
    • The Market
      • Industry Overview
        • Table U.S. Motorcycle Sales, 1991-2004 (in thousands)
      • Market Composition
        • Table U.S. Motorcycle Sales by Category, 1999-2004 (in thousand units)
      • Cruisers – Market Drivers
        • Table U.S. Motorcycle Category Shares, based on Unit Sales, 1999-2004 (%)
      • Dirt Bikes
        • Table U.S. Select Age Group and Dirt Bike Sales Trends, 2000-2004
      • Sports Bikes
      • Touring Bikes
      • Scooters Show Revival
      • Dual-Purpose & Standard Motorcycles
    • Key Trends & Factors to Growth
      • More Women Riding Bikes
      • Baby Boomers to Fuel Growth
        • Table U.S. Select Age Group Populations, 2000-2010 (in millions)
      • Rising Gasoline Prices
      • Product Segmentation – Key Growth Driver
      • Convenience, Gas Mileage benefits Prop Scooter Sales
      • Choppers Carve a Niche
      • Motorcycle Culture Clubs
    • Market Challenges
      • Motorcycle Accident Rates Increase
        • Table U.S. Motorcycle Mileage, 1997-2002 (in million miles)
        • Table Motorcycle Helmet Use Laws, by State, 20041
      • New and Used Cars still a Threat
        • Table U.S. Used Car Sales, 1995-2003 (in billion $)
    • Market Projections
  • The Marketers
    • Introduction
      • Honda Leads
        • Table Retail Sales of Top U.S. Motorcycle Marketers, 2003-2004 (in thousand units)
      • Harley-Davidson
      • Japanese Big Four Dominate
    • Company Profiles
      • American Honda Motor Co.
      • History
        • Table History
      • Operations Overview
        • Table Sales for Honda Motor Co., Ltd. by Region, 2005 (in billion $)
        • Table Sales for Honda Motor Co., Ltd. by Product Line, 2005 (in billion $)
      • Performance
      • Key Initiatives
      • Products
        • Table List of Honda Models in Different Categories of Two-Wheeled Vehicles
    • Harley-Davidson, Inc.
      • History
        • Table History
      • Operations Overview
      • 2004
      • 2005
      • Key Initiatives
      • Products
        • Table List of Harley-Davidson Motorcycles Models, 2005
        • Table List of Buell Motorcycles Models
    • American Suzuki Motor Corp.
      • History
        • Table History
      • Operations Overview
      • Performance
      • Products
        • Table List of Suzuki Motorcycle Models
    • Yamaha Motor Corporation, U.S.A.
      • History
        • Table History
      • Operations Overview
      • Performance
      • Key Initiatives
      • Products
        • Table List of Yamaha Motorcycle Models
    • Kawasaki Motors Corp. U.S.A.
      • History
        • Table History
      • Operations Overview
      • Performance
      • Products
        • Table List of Kawasaki Motorcycle Models
    • Triumph Motorcycles Limited
      • History
      • Operations Overview
      • Performance
      • Key Initiatives
      • Products
        • Table List of Triumph Motorcycle Models
    • Big Dog Motorcycles LLC
      • History
      • Operations Overview
      • Performance
      • Key Initiatives
      • Products
    • American IronHorse Motorcycle Company
      • History
      • Key Initiatives
      • Products
    • Aprilia Spa
      • Aprilia World Service U.S.A. Inc.
      • History
      • Performance
      • Key Initiatives
      • Products
        • Table List of Aprilia Motorcycle Models
    • KTM Sportmotorcycle AG
      • History
        • Table History
      • Operations Overview
      • Key Initiatives
      • Products
        • Table List of KTM Motorcycle Models
    • Polaris Industries Inc. (Victory Motorcycles)
      • History
      • Key Initiatives
      • Performance
      • Products
    • Bayerische Motoren Werke AG (BMW)
    • BMW of North America LLC
      • History
        • Table History
      • Operations Overview
      • Key Initiatives
      • Performance
      • Products
        • Table List of BMW Motorcycle Models
    • Ducati Motor Holding S.p.A.
      • History
        • Table History
      • Strategy
      • Key Initiatives
      • Products
        • Table List of BMW Motorcycle Models
  • Marketing Dynamics
    • Events
      • Las Vegas Bike Fest 2005
      • The Sturgis Rally
    • Advertising and Promotion
      • McKinney & Silver Bags Polaris Account
      • Piaggio Returns with Vespa
      • Yamaha Celebrates its 50th Year
      • Harley-Davidson's Let There be Dark' Campaign
      • BMW Ups Communication Efforts
      • Team Green Kawasaki
      • Boulevard & Star Launch
      • Victory's `Fantastic Four' Campaign
      • Suzuki GSX-R Turns 20
    • Distribution and Retailing Dynamics
      • GE Finances Harley-Davidson Dealers
      • Easy Financing Options for Buyers
      • Harley-Davidson Dealers offer Training Programs
    • New Product Introductions
      • Table U.S. Select Cruiser-Class Motorcycle Launches, 2005-06
      • Table U.S. Select Sports Motorcycle Launches, 2005-06
      • Table U.S. Select Standard/Touring Motorcycle Launches, 2005-06
      • Table U.S. Select Dirt Motorcycle Launches, 2005-06
      • Table U.S. Select Dual-purpose Motorcycle Launches, 2005-06
      • Table U.S. Select Scooter Launches, 2005-06
    • Innovation
      • Two-Wheel Drive Bikes
      • Satellite Radios Climb on to Motorcycles
      • Honda Produces First Motorcycle Airbag System
  • The Consumer
    • Simmons Survey
      • Overview
      • Motorcycle Ownership
        • Table Demographic Characteristics of U.S. Households With Motorcycles, 2005
      • New/Used Bikes
      • License Ownership
        • Table Demographic Characteristics of U.S. Adults Who Own Motorcycle Drivers' License, 2005
      • Preference by Engine Capacity
        • Table Demographic Characteristics of U.S. Adults Favoring Different Engine Capacities, 2005
      • Preference by Motorcycle Type
        • Table Demographic Characteristics of U.S. Adults Favoring Different Types of Motorcycles, 2005
      • Preference by Brand
        • Table Percentage of Motorcyclists Favoring Different Motorcycle Brands, 2005
        • Table Demographic Characteristics of U.S. Adults Favoring Different Motorcycle Brands, 2005
      • The 2003 Motorcycle/ATV Owner Survey
      • Key Findings
      • How Americans Commute to Work
      • The 2003 Motorcycle Competitive Information Study
      • American Women Taking to Motorcycles
  • Trade Snapshot
    • Shipments on the Rise
      • Table U.S. Shipment Values of Motorcycles and Accessories, 2000-2005(E), (in billion $)
      • Foreign Trade
      • Smaller Motorcycles Dominate Imports
      • Exports – A Converse Trend
      • Japanese Imports Rule the Roost
        • Table Top 20 Countries of U.S. Imports for Motorcycles, 2004
      • Belgium, Canada and Japan – Top Export Destinations
        • Table Top 20 U.S. Export Destinations for Motorcycles, 2004
        • Table U.S. Imports of 50-90cc Motorcycles by Country, 2004
        • Table U.S. Imports of 90-190cc Motorcycles by Country, 2004
        • Table U.S. Imports of 190-250cc Motorcycles by Country, 2004
        • Table U.S. Exports of 50-250cc Motorcycles by Country, 2004
        • Table U.S. Imports of 250-290cc Motorcycles by Country, 2004
        • Table U.S. Imports of 290-490cc Motorcycles by Country, 2004
        • Table U.S. Imports of 490-500cc Motorcycles by Country, 2004
        • Table U.S. Exports of 250-500cc Motorcycles by Country, 2004
        • Table U.S. Imports of 500-700cc Motorcycles by Country, 2004
        • Table U.S. Imports of 700-790cc Motorcycles by Country, 2004
        • Table U.S. Imports of 790-800cc Motorcycles by Country, 2004
        • Table U.S. Exports of 500-800cc Motorcycles by Country, 2004
        • Table U.S. Imports of 800-970cc Motorcycles by Country, 2004
        • Table U.S. Imports of 970cc+ Motorcycles by Country, 2004
        • Table U.S. Exports of 800cc+ Motorcycles by Country, 2004
  • Appendix: Addresses of Selected Marketers

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