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Honda Motorcycles: 2010 Global Sales Up
Click the images below for bigger versions:honda-motorcycle-2010-global-sales-up 1.jpg "Honda Motorcycles: 2010 Global Sales Up")
honda-motorcycle-2010-global-sales-up 2.jpg "Honda Motorcycles: 2010 Global Sales Up")
honda-motorcycle-2010-global-sales-up 3.jpg "Honda Motorcycles: 2010 Global Sales Up")
honda-motorcycle-2010-global-sales-up 4.jpg "Honda Motorcycles: 2010 Global Sales Up")
honda-motorcycle-2010-global-sales-up 5.jpg "Honda Motorcycles: 2010 Global Sales Up")
2010 Motorcycle Sales
Honda released its overall 2010 sales numbers this week, showing a 16.2 percent increase in global sales, but an 8.6 percent drop in North American sales.
Globally, Honda sold 17.9 million motorcycles in 2010, compared to 15 million in 2009. In North America, 192,000 bikes were sold in 2010, compared to 210,000 in 2009.
Besides North America, sales have also descended in Europe and China. In Europe, sales were down 1.2 percent (258,000 motorcycles sold 2010; 261,000 sold 2009). In China, sales were done 1.6 percent (1.2 million motorcycles sold 2010; 1.3 million sold 2009).
But there's a different trend in Asia and Oceania, where smaller displacement motorcycles are mostly sold. Honda broke records there; sales were up 18.7 percent, with 14.3 million motorcycles sold in 2010 compared to 11.7 million sold in 2009.
Following is a breakdown of global sales/production numbers from Honda.
| Honda Motorcycle Sales: Year-to-Year Changes |
| 2009 | 2010 | ||||
| Jan.-Dec. Result |
Jan.-Dec. Result |
% Change | |||
| Global Sales | 15,047,000 | 17,952,000* | 16.2% | ||
| Domestic | 181,000 | 196,000 | 7.7% | ||
| Overseas | 14,865,000 | 17,755,000* | 16.3% | ||
| North America | 210,000 | 192,000 | -8.6% | ||
| South America | 1,387,000 | 1,640,000 | 15.5% | ||
| Europe, the Middle & Near East and Africa | 261,000 | 258,000 | -1.2% | ||
| Asia and Oceania | 11,702,000* | 14,378,000* | 18.7% | ||
| China | 1,303,000 | 1,285,000 | -1.6% | ||
| Global Production | 14,847,000 | 18,111,000* | 18.1% | ||
| Domestic | 189,000 | 190,000 | 0.6% | ||
| Overseas | 14,657,000 | 17,921,000* | 18.3% | ||
| · | Motorcycles: including ATVs |
*New record
|
| · | North America: including Mexico | |
| · | Domestic production: Completely built unit (CBU) + complete knock-down (CKD) | |
| · |
Overseas production: CBU at local plants (excluding CKD)
|
|
Comments
Here are some reasons for the N/A sales drop:
* Honda in Britain has more OEM accessories and more apealing colors, as well as a much greater model selection than the USA. A recent magazine write up had the editor ordering OEM accesories from Britain because they were unavailable in N/A
* Honda prices their N/A models at a premium compared to other Japanese motorcycles, but the Honda models offer no clear advantage to their Japanese competition.
* Honda has only a few stale entry level models in N/A and offers no mid-range models (300CC to 550cc).
* Honda does not advertise in mainstream media.
* Honda is either very late to offer incentives on non-current models or offers no incentives at all. Several local N/A dealers have 2006-2008 non-current models in stock, with no incentives at all!
* Interesting models take years to come to N/A after they reach the British market.
* Honda "sales" reps claim that the reason for this is that the British market is more enthusiastic. I ask: Which comes first, the enthusiasticly mareted product or the enthusiasm for that product???
* The new VFR1200, for example: Every N/A dealer has several in stock, with no incentives, a premium price, with out any premium accesories (no heated grips, center stand, adjustable windscreen, etc...an only one color...even Canada gets 2!) Hint to Honda: Free centerstand and heated grips, plus a permanent $1000 price reduction...you will sell them all.