Husqvarna Motorcycles North America reports that 2011 was a landmark year. Without disclosing sales numbers, the company claims that by the middle of November, it had set an all-time sales record under BMW care for the calendar year.
Husqvarna also announced a worldwide market share gain from December 2008 to December 2011, from 1.09 percent to nearly 2 percent, taking into account all 51cc-to-750cc on- and off-highway retail registrations reported through national motorcycle manufacturers associations in North America, Europe and Australia.
Dealers worldwide sold 11,243 Husqvarna motorcycles in 2011.
“The U.S. market was definitely a bright spot on Husqvarna’s global scope in 2011,” says HMNA president Kris Odwarka. “Our retail registrations were up over 60 percent for 2011, and additionally, in our relevant segments of off-road and dual-purpose, we increased by 66 percent.”
The HMNA dealer network also grew last year. Dealership locations increased by more than 20 percent in 2011, the company reports, and 78 dealers are now listed on its website. “Putting a number value on our dealer network doesn’t reflect the quality of our dealers, which is far more important than the sheer quantity,” says national sales manager Revelle Harrison. “We’ve been fortunate enough to partner with great dealerships in the past several months. We’re proud to be able to support them with a solid network of field staff now in place, and top-level parts fulfillment through BMW.”
The Husqvarna TE511 was one of the biggest sellers of 2011, the company says.
The economic slump left many dealerships with excess inventory, but Husqvarna says it responded to the needs of dealers by way of three key strategies:
- Sales to dealers were intentionally scaled back in 2011.
- Through the support of BMW Financial Services, Husqvarna ran unparalleled sales promotions.
- The 2012 model line was introduced, and made available to dealers, much earlier in the season compared to previous years.
“It’s important for us to take care of our dealers because they’re the ones who support the customer,” said national marketing manager Corey Eastman. “With our market share up and our dealer network stronger than ever, it’s a great jumping off point for the North American market. Our momentum has already carried over into 2012; January sales rose 122 percent over January 2011, which is traditionally a slower month for retail registrations.
“We are very excited about future projects at Husqvarna,” Eastman continues. “Along with our concept bikes that have recently surfaced, we also have a lot of R&D going into our existing line. All models currently available in the U.S. will be all-new by model year 2015.”
Posted by Arlo Redwine
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