There are 10,428 retail outlets in the United States that conduct business related to motorcycles, scooters or ATVs. And about half carry at least one major brand of new vehicles.
These were the principle findings of the MIC 2010 Retail Outlet Audit, a summary of which the council sent to its members this week. The audit was completed in December 2010.
As suggested, the report broke down the total by the number of retailers that sell new major-brand vehicles — 5,134, or 49.2 percent — and the number of retailers not selling new vehicles, but specializing in parts, accessories, apparel, used vehicles or service: 5,294, or 50.8 percent. Note that the study recognized only new motorcycles, scooters or ATVs made by Arctic Cat, BMW, Can-Am, Ducati, Harley-Davidson/Buell, Honda, Kawasaki, KTM, Piaggio, Polaris/Victory, Suzuki, Triumph and Yamaha. Any retailer not carrying at least one of these brands was designated as not selling new vehicles, even if it sold new vehicles of another brand.
The MIC conducted its research by collecting information from all the manufacturers above, as well as from the trade magazines Dealernews and Motorcycle Product News. Because the study’s sources vary from year to year, the MIC warns that comparisons with previous years are subject to “considerable error.” Readers should keep this in mind when considering the following table:
The report further indicates that 58.8 percent of the new vehicle retail outlets carry only one of the 13 major brands. Slightly less than one-fifth are dual-line outlets, and 21.9 percent carry three or more of the major brands. The total number of franchises distributed among the 5,134 new vehicle outlets declined 5.6 percent to 9,182 from 9,731 in 2009.