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Summary of our market study
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
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Summary and extracts
1 Market overview
1.1 Scope of the study
A motorcycle is a means of transportation that refers to a vehicle that is powered by one or more engines and is normally used to travel on roads or dirt tracks. Motorcycles are usually lighter than cars and have two wheels. Other features of motorcycles usually include a seat, handlebars and a motorcycle helmet.
The global market for motorcycles has developed positively in recent years. Motorcycles are a popular means of transportation, especially in urban areas. Worldwide, Honda is the leading manufacturer of motorcycles with a market share of 40%, followed by Yamaha.[Motorradonline.de]
At the same time, the market for motorcycles in Germany experienced enormous growth during this period, which is reflected in record profits for the German market leaders BMW, KTM and Honda. In this respect, there has been a steady increase in the number of motorcycles in Germany from 2011 to the present day. In the first quarter of 2023, motorcycles experienced a 13 percent increase in new registrations in Germany.[Industrie Verband Motorrad Deutschland e.V.]
The current trend is mainly for mid-range motorcycles and Italian brands, but retro motorcycles are also still popular.
Get a detailed insight into the motorcycle market with this study and discover the latest trends and developments in the market, as well as valuable insights into the competitive situation and market structure.
1.2 Global market
The revenue for motorcycles shows a continuous increase in the years **** to ****. Starting with revenue of **.** billion in ****, the value increases annually, with an increasing growth rate(***) of *.*% between **** and ****. In ****, turnover amounted to **.** billion, which corresponds to a slight increase compared to the previous year. In the further course of the year, the value increases continuously and reaches sales of **.* billion in ****.
From ****, an accelerated growth rate of *.*% compared to the previous year can be seen, which indicates increasing demand and positive market development. In ****, sales reach **.* billion and growth continues significantly in the following years. Sales will exceed the *** billion mark in **** and are forecast to reach ***.* billion by ****, with a projected annual growth rate of *.*%.
Global revenue for motorcycles Worldwide, **** - ****, in billion USD Source: ****
The positive development of sales for motorcycles can be attributed to the steadily growing popularity of motorcycles. This could be due to technological innovations, improved transport connections and growing environmental awareness, which is driving the desire for alternative means of transportation. However, the growth of middle-class incomes in developing countries may also be a reason for this. Particularly in countries such as India, China and the ASEAN states (***), the market for motorcycles has ...
1.3 Growing market in Germany
New motorcycle registrations in Germany have increased overall in recent years, despite fluctuations in **** and ****. The increase can be attributed to the increased demand for personal transportation and the growing popularity of electric motorcycles.
In ****, there was an impressive increase in new motorcycle registrations to ***,***, an increase of around **% compared to the previous year. This increase could be due to the increased demand for individual transportation during the COVID-** pandemic as many people avoided public transport.
In ****, however, there was a slight decrease in new registrations to ***,***, which corresponds to a decrease of around **% compared to the previous year. Nevertheless, the number of new registrations remains at a relatively high level.
Number of new motorcycle registrations in Germany from **** to **** Germany, **** - ****, in number Source: ****
The number of new registrations also correlates with the number of motorcycle driving licenses. The number of motorcycle driving licenses in Germany has risen continuously from **** to ****, from **.** million in **** to **.** million in ****, i.e. **.**% .
Number of motorcycle licenses Germany, **** - ****, in number Source: Federal Motor Transport Authority Overall, it can be seen that the number of motorcycle licenses in Germany has increased continuously over a period of ** years. This could be due to various factors, ...
1.4 Foreign trade in motorcycles
Motorcycles classified under customs tariff number **** have enjoyed steadily growing popularity on the international market in recent years. This is reflected in a continuous increase in foreign trade with these vehicles.
It is striking that foreign trade in motorcycles in this category is relatively balanced. Imports of motorcycles are always slightly lower than exports, which indicates a high popularity of motorcycles produced in Germany. This could be due to the quality and reputation of German manufacturers, who are able to successfully place their products on the global market.
In the period from **** to ****, foreign trade in motorcycles with the customs tariff number **** more than tripled. This growth underlines the growing importance of the motorcycle market and shows that interest in motorcycles "Made in Germany" remains high.
Foreign trade in vehicles with customs tariff number **** Germany, **** - ****, in kEUR Source: ****
Germany is known for its high-quality motorcycles and has earned an excellent reputation on the international market. The export figures illustrate the popularity of German motorcycles in various countries. Here are the top ** export partner countries of German motorcycles by percentage share:
Export countries motorcycles of commodity code **** Germany, ****, in % Source: Federal Statistical Office Other export countries are Belgium, Spain: Spain, Great ...
2 Analysis of demand
2.1 Regional differences in Germany
According to the latest data published on January *, ****, the number of registered motorcycles in Germany was *,***,***, making it the second-largest vehicle category in Germany. The number of motorcycles increased by *.*% compared to the previous year. This development reflects the unbroken popularity of motorcycles as a means of transportation and leisure activity in Germany. The increasing number of electric motorcycles on the market is also contributing to this growth. Nevertheless, the following statistics show that the number of passenger cars has increased more than the number of motorcycles.
Number of motorcycles compared to passenger cars Germany, ****, number in millions Source: ****
A regional dependency can be seen in Germany. Bavaria and North Rhine-Westphalia have the highest number of motorcycles.
Source: ****
In Germany, there is a wide variety of means of transportation available to people. Cars and motorcycles play a central role in this. However, the ratio between cars and motorcycles varies in the different federal states.
Share of motorcycles in relation to passenger cars by federal state Germany, ****, in % Source: ****
It can be said that the ratio of cars to motorcycles varies in the different federal states of Germany. In some federal states, such as Bavaria and Baden-Württemberg, motorcycles are particularly popular, ...
2.2 The most popular models
The following statistics show the number of new registrations by vehicle type of motorcycles over *** cc.
Preferred vehicle type according to new registrations Germany, ****, number Source: ****
** percent of all motorcycles over *** cc are naked bikes and enduros, which are currently in particularly high demand. Tourer and sports tourer motorcycles recorded a positive trend compared to the previous year. With a total of *,*** new registrations, this segment shows that it has gained in popularity compared to the previous year. The increase amounts to **.* percent, which indicates that this motorcycle category is becoming increasingly attractive.
Number of new motorcycle registrations by model Germany, ****, in number Source: ****
The motorcycle industry is characterized by a large number of brands offering different models and styles. Some of the most popular motorcycle brands are BMW, Kawasaki, Yamaha, Honda and KTM. These manufacturers have made a name for themselves over the years and offer a wide range of motorcycles suitable for both beginners and experienced riders. Their models are renowned for their quality, performance and reliability, making them consistently popular with motorcycle enthusiasts around the world. The following statistics show the number of new registrations by brand. New registrations also include electric motorcycles, scooters and the like.
New ...
2.3. typology of a motorcyclist
Gender
An analysis of new registrations by gender shows a significantly greater interest in motorcycles among men. **.*% of new registrations were registered to men and only **.*% to women, with the figure for women decreasing by *.*% between **** and **** and finally increasing again by *.*% in ****.
Percentage of new registrations by gender Germany, ****, in % Source: ****
Age
There is an interesting trend in new motorcycle registrations in Germany: The strongest age group is between ** and ** years old. The second strongest group is the ** to **-year-olds, followed by the fastest growing age group, the over-**s, who make up **.* percent.
This means that the average German motorcyclist is not only older, but also getting older. The younger age groups are recording declines of * to * percent in new registrations. Only the ** to **-year-olds recorded a slight increase of *.* percent . The group with the fewest new registrations is the under-**s, with a figure of -*.* percent.
Age distribution of new motorcycle registrations Germany, ****, in % Source: ****
2.4 Increasing demand for electric vehicles
The Allgemeine Deutsche Automobil-club e.V. (***) reports: In the field of electric motorcycles, the US manufacturer Zero is a pioneer with the widest range of models. Zero offers both powerful machines and models for everyday use, which means that the brand appeals to a broad target group.
However, the range of many electric motorcycle models is still limited. This poses a challenge, as the infrastructure for charging electric vehicles, particularly in rural areas, is still in need of development. Nevertheless, it is to be expected that the technology will continue to develop in the coming years and that the range of electric motorcycles will also increase.
The market for electric motorcycles is not yet well developed, especially in comparison to the booming automotive sector. Nevertheless, some major brands, such as Harley Davidson and KTM, are already showing interest in electrifying their vehicle fleets. in ****, Harley Davidson launched Livewire EV, a new brand that offers electric-powered motorcycles. With increasing environmental awareness and improving technical capabilities, it is likely that more and more manufacturers will jump on the e-motorcycle bandwagon in the coming years. Until then, Zero remains one of the few suppliers with a wide range of electric motorcycles and an interesting ...
3 Structure of the market
3.1 Value chain of the motorcycle industry
According to its own statement, BMW Motorrad is the only manufacturer to offer its customers extensive options for the individual configuration of their motorcycles through the unique "customer-oriented sales and production process" (***). changes to the order specifications are possible until shortly before the start of production. The only complete production facility for BMW motorcycles is located in the Berlin district of Spandau. BMW presents the following value chain on its website[***]:
The value chain in the trade and distribution of motorcycles is a process consisting of various phases to ensure a high-quality and customer-oriented end product. This process includes the planning, procurement, production, distribution and sale of motorcycles. The individual steps of the value chain in the trade and distribution of motorcycles are simplified below.
3.2 Fragmented market for motorcycles
The statistics show the market shares of eleven motorcycle brands and the "Other" category. BMW leads with a market share of **.**%, followed by Honda (***). Harley-Davidson is in sixth place with *.**%. Ducati, Triumph, Suzuki and Royal Enfield also have significant market shares. Overall, the statistics indicate a diversified market with many brands and options for buyers.
Market shares of the companies for motorcycles Germany, ****, in % Source: ****
3.3 Used motorcycles
Ownership registrations of motorcycles: An analysis of recent years
The market for motorcycles has developed steadily in recent years, as can be seen from the increase in new registrations of motorcycle ownership.
in ****, around ***,*** new registrations of motorcycle ownership were recorded in Germany. This figure rose continuously in the following years. In ****, for example, around ***,*** new registrations of ownership were carried out, which corresponds to growth of around *.*% compared to the previous year. In ****, the number of transfers of ownership fell slightly to ***,***, which is still a higher figure than in ****.
In **** and ****, ownership registrations continued to rise, with ***,*** in **** and ***,*** in ****. These figures show that interest in used motorcycles in Germany continues to grow and that a stable market has developed.
In ****, the number of motorcycle ownership registrations increased significantly to ***,*** , possibly due to the effects of the COVID-** pandemic and the increased interest in individual mobility . in ****, there was another slight decline to ***, *** new registrations of ownership. Most recently, the figure fell to ***,*** in ****. Despite this decline, the overall trend in recent years shows that the market for used motorcycles in Germany remains stable and that there is continued interest in this type of vehicle.
Ownership registrations of motorcycles Germany, ...
4 Analysis of the offer
4.1 Price trends for new and used vehicles
New models
The consumer price index for motorcycles shows a continuous increase in prices in recent years. In ****, the index stood at **.*, which means that prices were *.*% lower compared to the base year (***). In ****, the index rose slightly to **.*, which corresponds to an increase of *.*% compared to the previous year . In the base year ****, the index reached ***.
In the following years, the consumer price index for motorcycles showed a significant increase. In ****, the index stood at ***.*, which corresponds to an increase of *.*% compared to the base year ****. This shows that prices for motorcycles have risen noticeably this year compared to ****.
In ****, the upward trend continued and the consumer price index reached a value of ***.*. This means that prices for motorcycles rose by *.*% this year compared to the previous year and by **.*% compared to the base year ****.
Prices have risen significantly in **** and **** in particular, which could be due to various factors such as increased production costs or global economic developments. This trend could mean that buyers of motorcycles can expect prices to continue to rise in the coming years.
Consumer price index of motorcycles Germany, ****, index Source: ****
Used motorcycles
Since ****, prices for used motorcycles have increased by more than **% on average. ...
4.2 The new products on the market
The new motorcycle models for **** show strong growth among Chinese manufacturers, while traditional brands are making a comeback. The range of electric motorcycles is also increasing, albeit moderately. Established manufacturers are responding to the growing Chinese market with interesting new products. [***]
New motorcycles with combustion engines
ADAC presents further motorcycle innovations with combustion engines
New electric motorcycles
The ADAC presents further innovations in electric motorcycles
4.3 Market players
The following table provides an overview of the largest motorcycle manufacturers and their offerings:
Source: ****
5 Guidelines
5.1 Regulation
EURO standards
Since ****, the Euro standards have aimed to legally regulate the emissions of the most important known pollutants emitted from vehicle exhaust gases. These pollutants are
Nitrogen oxides (***) Carbon monoxide (***) Hydrocarbons (***) Particulate matter (***)
Since January *, ****, newly registered motorcycles must comply with the Euro * emissions standard, which means a reduction in emissions by around a third compared to Euro *. Although the technological leap from Euro * to Euro * is smaller than the previous one, it requires the use of turbochargers and variable timing as well as new technical solutions for air-cooled engines and two-strokes. The aim of the manufacturers is to comply with the emissions standard without sacrificing performance.
Source: ****
Source: ****
Since January *, ****, new two-wheelers leaving the factories must comply with EURO *. By ****, all areas had to meet this requirement. The manufacturers' sales conditions for motorcycles from discontinued series are not yet known. Nevertheless, they should be more flexible in view of the consequences of the Covid-** crisis. [***]
Environmental bonus for electric motorcycles - greenhouse gas bonus (***)
The annual GHG quota of the Federal Environment Agency varies depending on the type of e-vehicle and is between *** and *** euros (***)
In Germany, there are no uniform subsidy programs for e-motorcycles, unlike in Austria, where ...
6 Positioning of the players
6.1 Segmentation of the players
- BMW Motorrad Deutschland
- Honda Motor Europe Ltd.
- Harley-Davidson Inc
- Ducati
- Yamaha
- Livewire EV
- Aprilia
- Davinci Motor
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