The motorbike market - Germany

The global motorcycle market has seen a positive upward trend since 2020, with new registrations in Germany jumping by around 32% to 221,994 that year, probably due to increased demand for personal transport during the COVID-19 pandemic. In 2021, there was a slight drop, with new registrations falling to 200,231. However, demand for electric motorcycles has continued to grow, as evidenced by brands such as Zero, a pioneer in this field, and larger brands such as Harley Davidson, which have entered the electric segment with offerings such as Livewire EV. In terms of market share, by 2022 BMW will occupy first place in Germany with 21.27%, followed by Honda and Kawasaki. Despite the impact of the pandemic, interest in motorcycles remains evident, and the push towards electric vehicles should shape the industry's future trajectory.

Trends and dynamics in the German motorcycle market

In recent years, Germany has seen a steady rise in the motorcycle industry, with a particular penchant for mid-range, Italian and retro bikes. Several brands have captured the interest of the German population, making waves with impressive market shares and constantly evolving model offerings. For example, Honda, one of the world leaders, has a market share of around 40%, followed by brands such as Yamaha. In Germany, BMW, KTM and Honda are at the forefront, posting record profits and capitalizing on growing interest from owners. The appetite for motorcycles in Germany is clearly on the rise, as indicated by the upward trajectory of new registrations. From around 15 to 20 million in 2011, the number of motorcycles has risen to over 18 million by 2022, representing a growth rate of over 60%. This growth is partly due to an increased preference for personal transportation solutions and growing interest in the electric motorcycle segment.

In 2020 alone, the number of new motorcycle registrations saw a staggering spike, increasing by around 32% to over 220,000, which may have been stimulated by the population's shift from public to private forms of mobility due to the COVID-19 pandemic. On the export front, Germany maintains a delicate balance, slightly favoring exports over imports. This suggests a dynamic international market for German motorcycles, supported by the country's reputation for manufacturing excellence. In 2022, foreign trade in motorcycles more than tripled, reflecting global demand for German two-wheeler know-how. Geographical nuances exist within the German market, with Bavaria and North Rhine-Westphalia accounting for the lion's share of motorcycle registrations. This regional popularity is reflected in the overall automotive landscape, where motorcycles account for different percentages than passenger cars in the individual federal states. The population of German motorcyclists is older. Those aged 50 to 59 make up the majority, with a significant representation of those aged 40 to 49 and a growing interest in those over 60.

In contrast, the younger age groups, up to 29, recorded a decline in new registrations, which could be a point of interest for future market strategies. Among traditional combustion engine models, the electric motorcycle segment is heating up. Brands such as Zero, Energica and Harley-Davidson's electric subsidiary, Livewire EV, are exploring this niche.

Leading motorcycle brands and manufacturers

The motorcycle industry is driven by a number of key manufacturers and brands, each with its own reputation for quality, innovation and design. Here are just a few of the major players making a significant impact on the market.

• BMW Motorrad stands out as a giant in the motorcycle world, not only for its size, but also for its commitment to offering extensive customization options through the "customer-oriented sales and production process" (KOVP). This unique service enables customers to make modifications to their orders shortly before production begins. BMW's complete motorcycle production facility in Berlin, Germany, is testimony to the company's commitment to quality and craftsmanship.
• Honda is renowned for the diversity of its motorcycle range, which caters for the preferences of different riders. As one of the world's leading motorcycle manufacturers, Honda is renowned for combining cutting-edge technology with reliability, making it an enduring choice among enthusiasts.
• Ducati is the epitome of Italian craftsmanship in the motorcycle industry. Known for its high-performance, aesthetically pleasing motorcycles, Ducati has created a niche for itself among those seeking a blend of style and speed.
• Yamaha has made a name for itself with a variety of motorcycles aimed at different segments, from sport bikes to cruisers. Yamaha bikes are appreciated for their performance, durability and cutting-edge technology.
• KTM is another major player, with a reputation for powerful, lightweight motorcycles, particularly in the off-road and adventure segments.
• Harley Davidson is synonymous with motorcycle culture, particularly in the cruising and touring sectors. Their bold styling and distinctive sound have created a loyal fan base. With the arrival of the Livewire EV, Harley-Davidson is also entering the field of electric motorcycles.
• Aprilia, part of the Piaggio Group, offers both conventional and electric motorcycles. The brand is increasingly focusing on sustainable mobility solutions with projects such as the Aprilia Electrica.
• Davinci Motor, while not as world-famous as some of its counterparts, stands out for its exciting electric motorcycle offerings that promise high performance and innovative features.
• Energica Motor Company specializes in electric motorcycles and is known for creating the Energica Experia, a powerful electric touring motorcycle with an impressive range.
• HORWIN is a more recent Chinese manufacturer that has entered the electric enduro market with the HT5, illustrating the growing trend of electric motorcycle development in Asia. Each of these manufacturers has carved out its own niche in the motorcycle market, contributing to the richness of the motorcycle market

Inforamtion

• Number of pages : ~ 40 pages
• Format : Digital and PDF versions
• Last update : 09/05/2023

Summary and extracts

List of charts presented in this market study

• Global sales for motorcycles
• Number of new motorcycle registrations in Germany from 2010 to 2022
• Number of motorcycle licenses
• Foreign trade with vehicles of customs tariff number 8711
• Export countries Motorcycles with commodity code 8711
• Importing countries Motorcycles with commodity code 8711
• Number of motorcycles compared to passenger cars
• Share of motorcycles in relation to passenger cars by federal state
• Number of new motorcycle registrations by model
• New motorcycle registrations by brand
• Preferred vehicle types according to new registrations
• Percentage of new registrations by gender
• Age distribution of new motorcycle registrations
• New registrations of electric motorcycles
• Market shares of the companies for motorcycles
• Registration of motorcycle ownership
• Price index for used motorcycles on Autoscout24.de
• Consumer price index for motorcycles