NADAGuides: Consumer interest in sportbikes up

Publish Date: 
Jun 26, 2014
By Vince Guerrieri

COSTA MESA, Calif. - Sportbike sales are up in the 60-day period ending May 16, according to data collected by the National Automobile Dealers Association.

Cruisers, touring models and sportbikes are the top-selling vehicles so far, and it appears that sales will continue to increase, NADA researchers reported.

"With higher than normal summer temperatures, we expect to see consumers take advantage of the great riding conditions,” NADA Guides stated in its May-June Market Insights Report. “Improved economic conditions and consumer confidence will help to motivate consumers to purchase a new or used bike.”

However, while sales may be going up, prices are remaining flat or even declining, according NADA Guides. Dirt bike prices decreased on average 0.4 percent, utility vehicles decreased 0.6 percent and street bikes decreased 0.7 percent.

Pre-owned streetbikes valuations have increased, from an average of $9,236 in 2009 to $10,504 in 2013. NADA defines a used vehicle as one that’s less than eight years old.

The most researched motorcycle brand for the year to date on is Harley-Davidson by far, at 35 percent of page views. Honda was second at 20 percent of views. The largest year-over-year increase was experienced, not surprisingly, by Indian, saw a page view boost of 116 percent.

ATV interest is strong, researchers added. The most-researched ATV brand so far is Polaris, which was also the most-researched side-by-side and snowmobile company on the website. Used ATV prices spiked in 2010 before falling back, but have rebounded to an average of $4,615. Side-by-side sales made up 23.3 percent of the powersports market, and used prices are showing healthy growth, from an average of $5,825 in 2009 to $8,709 last year.

For the year to date, motorcycle, ATV and side-by-side research was highest in the South, while snowmobile research was highest in the Midwest.