The United States motorcycle market closed the first half of 2020 with 278,307 sales (including ATVS and scooters), 15.4% less. The main issue is represented by the trajectory of the market, considering that covid 19 is not under control and will not be under control with this government or until the arrival of an effective vaccine.
2020 and 2021 Motorcycle Market Data and Outlook
After a series of years in decline, the start of 2020 has been full of optimistic data, with a market growing moderately in the first two months, even with Harley-Davidson at a growth rate after almost a decade. In fact, total motorcycle sales so far in February were 111,635 up 3.5%.
Unfortunately, the scene quickly changed in March when Covid19 spread across the country progressively blocking demand. At the end of the month, several dealerships closed. In March, sales fell 37.9%, ending the first quarter with 145,996 units, 10.6% less.
The decision of the United States government not to close activities throughout the country prevented a market downturn in the short term, as experienced in China, Europe or India and the beginning of the second quarter reported contained losses, with volumes of April falling 36% and May twenty-one%.
It was expected that June was moderately positive, but the short delivery from the Milwaukee Harley-Davidson plant caused a shortage of products for several HD dealers with the result that the market was down 4.7%.
The first half of 2020 ended with a total of 278,307 sales (including ATVS and scooters), 15.4% less.
The main issue is represented by the trajectory of the market, considering that covid 19 is not under control and will not be under control with this government or until the arrival of an effective vaccine.
As in the case of the European / Chinese market, the demand for two wheels is driven by the need for more individual mobility, but unlike these other countries, in the US there is no stability in the economy and there are no national plans. that sustain growth. low-emission two-wheeler.
Consequently, the forecast for next month is less positive than in Europe or China. The market could be moderately positive in July / August, thanks to Harley-Davidson’s opportunity to deliver the backorder, but the third quarter will not show a strong positive trend, as was done in Europe and China immediately after the end of the phase. 1 of Covid 19.
In the US, Covid 19 is still in phase 1, with no strategy to go over.
Market prospects 2020-2025 improved over the previous month
In the Beyond Covid19 project, we are monthly reviewing and sharing with our Clients the perspectives of the motorcycle market 2020-2025.
In the case of the United States, the outlook is stable and not particularly positive.
McD’s research team’s forecast for all of 2020 is 625,000 sales (including ATVs and scooters), down 6.2%. The forecast for 2021 is moderately positive, with sales around 650,000 units, marginally below the 2019 level.