美國摩托車市場

Abstract

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.

Table of Contents

Chapter 1 Executive Summary

• Table 1-1 U.S. Retail Sales of Motorcycles, Parts and Accessories, 2000-2005 (E) (in billion $)
• Table 1-2 U.S. Motorcycle Sales, 1999-2004 (in thousands)
• Table 1-3 U.S. Motorcycle Sales by Category, 2004, (in thousands)
• Figure 1-1 U.S. Motorcycle Category Shares, based on Unit Sales, 2004 (%) Table 1-4 U.S. Regular Conventional Retail Gasoline Prices (2001-2005)
• Table 1-5 Projected U.S. Retail Sales of Motorcycles, Parts and Accessories, 2005-2010 (in billion $)
• The Marketers
• Marketing Dynamics

Chapter 2 The Market

• The Market
• Figure 2-1 U.S. Retail Sales of Motorcycles, Parts and Accessories, 2000-2005(E), (in billion $)
• Table 2-1 U.S. Motorcycle Sales, 1991-2004 (in thousands)
• Table 2-2 U.S. Motorcycle Sales by Category, 1999-2004 (in thousand units)
• Table 2-3 U.S. Motorcycle Category Shares, based on Unit Sales, 1999-2004, (%)
• Table 2-4 U.S. Select Age Group and Dirt Bike Sales Trends, 2000-2004
  • Key Trends & Factors to Growth
  • Table 2-5 U.S. Select Age Group Populations, 2000-2010 (in millions)
  • Figure 2-2 U.S. After-Tax Income Distribution, By Age, 2003
  • Figure 2-3 U.S. Regular Conventional Retail Gasoline Prices (Cents per Gallon)
  • Figure 2-4 U.S. Average Gasoline Mileage for Passenger Cars and Motorcycles, 1995-2003 (in miles per gallon)
• Market Challenges
  • Figure 2-5 U.S. Motorcycle-related Fatalities, 1997-2003
  • Table 2-6 U.S. Motorcycle Mileage, 1997-2002 (in million miles)
  • Table 2-7 Motorcycle Helmet Use Laws, by State, 20041
  • Figure 2-6 U.S. New and used Car Sales, 1995-2003 (in million units)
  • Figure 2-7 U.S. Average Used Car Price, 1995-2003 (in $)
  • Table 2-8 U.S. Used Car Sales, 1995-2003 (in billion $)
• Market Projections
  • Figure 2-8 Projected U.S. Retail Sales of Motorcycles, Parts and Accessories, 2005-2010(E) (in billion $)

Chapter 3 The Marketers

• Table 3-1 Retail Sales of Top U.S. Motorcycle Marketers, 2003-2004 (in thousand units)
• Figure 3-1 U.S. Market Shares of Motorcycle Companies, 2004 (%)
• Company Profiles
  • Table 3-2 Sales for Honda Motor Co., Ltd. by Region, 2005 (in billion $)
  • Table 3-3 Sales for Honda Motor Co., Ltd. by Product Line, 2005 (in billion $)
  • Figure 3-2 Regional Breakdown of Sales for Honda Motorcycles, 2005
  • Figure 3-3 Unit Sales for Honda Motorcycles, 2001-2005 (thousands)
  • Table 3-4 List of Honda Models in Different Categories of Two-Wheeled Vehicles
• Harley-Davidson, Inc.
  • Figure 3-4 Revenue Sources For Harley-Davidson Motorcycles, 2004
  • Figure 3-5 Unit Sales and Percentage Change for Harley-Davidson Motorcycles, 1998 - 2004
  • Figure 3-6 Unit Sales and Percentage Change for Buell Motorcycles, 1998 - 2004
  • Figure 3-7 651+cc Motorcycle Registrations in North America, 2000 - 2004
  • Figure 3-8 Harley-Davidson Motorcycle Shipments by Type of Motorcycle, 2000 - 2004
  • Figure 3-9 Harley-Davidson Motorcycle Worldwide Shipments, 2000 -2004
  • Table 3-5 List of Harley-Davidson Motorcycles Models, 2005
  • Table 3-6 List of Buell Motorcycles Models
• American Suzuki Motor Corp.
  • Table 3-7 List of Suzuki Motorcycle Models
• Yamaha Motor Corporation, U.S.A.
  • Figure 3-10 Revenue Sources For Yamaha Motors, 2004 Figure 3-11 Regional Breakdown of Sales for Yamaha Motors, 2004 Table 3-8 List of Yamaha Motorcycle Models
• Kawasaki Motors Corp. U.S.A.
  • Table 3-9 List of Kawasaki Motorcycle Models
• Triumph Motorcycles Limited
  • Table 3-10 List of Triumph Motorcycle Models
• Big Dog Motorcycles LLC
  • American IronHorse Motorcycle Company
  • Aprilia Spa
  • Table 3-11 List of Aprilia Motorcycle Models
• KTM Sportmotorcycle AG
  • Table 3-12 List of KTM Motorcycle Models
• Polaris Industries Inc. (Victory Motorcycles)
  • Bayerische Motoren Werke AG (BMW)
  • BMW of North America LLC
  • Table 3-13 List of BMW Motorcycle Models
• Ducati Motor Holding S.p.A.
  • Table 3-14 List of BMW Motorcycle Models

Chapter 4 Marketing Dynamics

• Advertising and Promotion
• Distribution and Retailing Dynamics
• New Product Introductions
  • Table 4-1 U.S. Select Cruiser-Class Motorcycle Launches, 2005-06
  • Table 4-2 U.S. Select Sports Motorcycle Launches, 2005-06
  • Table 4-3 U.S. Select Standard/Touring Motorcycle Launches, 2005-06
  • Table 4-4 U.S. Select Dirt Motorcycle Launches, 2005-06
  • Table 4-5 U.S. Select Dual-purpose Motorcycle Launches, 2005-06
  • Table 4-6 U.S. Select Scooter Launches, 2005-06
  • Innovation

Chapter 5 The Consumer

• Simmons Survey
• Figure 5-1 Percentage of Households That Own a Motorcycle, 2005
• Table 5-1 Demographic Characteristics of U.S. Households With Motorcycles, 2005
• Figure 5-2 Percentage of Consumers Who Purchase New/Used Motorcycles, 2005
• Figure 5-3 Percentage of Motorcyclists Who Purchased a Motorcycle Recently
• Figure 5-4 Percentage of Consumers Who Own a Motorcycle Driver's License, 2005
• Table 5-2 Demographic Characteristics of U.S. Adults Who Own Motorcycle Drivers' License, 2005
• Figure 5-5 Percentage of Motorcyclists Favoring Different Engine Capacities, 2005
• Table 5-3 Demographic Characteristics of U.S. Adults Favoring Different Engine Capacities, 2005
• Figure 5-6 Percentage of Motorcyclists Favoring Different Types of Motorcycles, 2005
• Table 5-4 Demographic Characteristics of U.S. Adults Favoring Different Types of Motorcycles, 2005
• Table 5-5 Percentage of Motorcyclists Favoring Different Motorcycle Brands, 2005
• Figure 5-7 Percentage of Motorcyclists Favoring Different Motorcycles Brands, 2005
• Table 5-6 Demographic Characteristics of U.S. Adults Favoring Different Motorcycle Brands, 2005
• Figure 5-8 States With Longest Average Times for Daily Commute to Work (One way), 2003
• Figure 5-9 States With Shortest Average Times for Daily Commute to Work (One way), 2003
• Figure 5-8 Cities With Longest Average Times for Daily Commute to Work (One way)*, 2005

Chapter 6 Trade Snapshot

• Table 6-1 U.S. Shipment Values of Motorcycles and Accessories, 2000-2005(E), (in billion $)
• Figure 6-1 U.S. Motorcycle Imports by Engine Displacement, 2004, (%)*
• Figure 6-2 U.S. Motorcycle Exports by Engine Displacement, 2004, (%)*
• Table 6-2 Top 20 Countries of U.S. Imports for Motorcycles, 2004
• Table 6-4 U.S. Imports of 50-90cc Motorcycles by Country, 2004
• Table 6-5 U.S. Imports of 90-190cc Motorcycles by Country, 2004
• Table 6-6 U.S. Imports of 190-250cc Motorcycles by Country, 2004
• Table 6-7 U.S. Exports of 50-250cc Motorcycles by Country, 2004
• Table 6-8 U.S. Imports of 250-290cc Motorcycles by Country, 2004
• Table 6-9 U.S. Imports of 290-490cc Motorcycles by Country, 2004
• Table 6-10 U.S. Imports of 490-500cc Motorcycles by Country, 2004
• Table 6-11 U.S. Exports of 250-500cc Motorcycles by Country, 2004
• Table 6-12 U.S. Imports of 500-700cc Motorcycles by Country, 2004
• Table 6-13 U.S. Imports of 700-790cc Motorcycles by Country, 2004
• Table 6-14 U.S. Imports of 790-800cc Motorcycles by Country, 2004
• Table 6-15 U.S. Exports of 500-800cc Motorcycles by Country, 2004
• Table 6-16 U.S. Imports of 800-970cc Motorcycles by Country, 2004
• Table 6-17 U.S. Imports of 970cc+ Motorcycles by Country, 2004
• Table 6-18 U.S. Exports of 800cc+ Motorcycles by Country, 2004

Appendix: Addresses of Selected Marketers