American Motorcycle Dealer AMD 168 July 2013 | Página 11

Baird Dealer Survey
OR its latest survey of Harley-Davidson dealer trends, Robert W. Baird & Co. surveyed a total of 62 dealerships, with the selection covering the US, Canada, Switzerland, Austria, UAE and Czech Republic. As part of its survey Baird looked at the level of consumer recovery in the motorcycle market, and it did this by comparing unemployment rates with consumer confidence. Following a record level of unemployment in January 2010, when it reached 10 percent, it has now fallen to eight percent. These changes have been reflected in the consumer confidence index that has risen from 60 points to 70 points over the same period of time. The effect of these changes can be seen in the percentage change of annual on-highway industry retail units growth. In 2009 the figure reached a record -40 percent, and that has now changed to two percent growth in 2012. Baird’s survey results also show that the Motor Company’s retail sales are improving both domestically and internationally since a record low in 2010. It is not only the new HarleyDavidson market that is showing signs of recovery, as used motorcycle values

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are also showing continued increases. As of May 2013, the used value of the latest three year models from HarleyDavidson was 97 percent of the manufacturer’s suggested retail price. However, despite the economic improvements, many dealers have reported customer traffic number and new bike retail sales as being below expectations and the issue being the unseasonal weather, with reports of heavier than average rain fall and lower temperatures negatively affecting the beginning of the riding season. s a direct result of the poor weather, US dealers who completed the Baird survey reported nearly flat sales of new motorcycles at the beginning of the second quarter and sales of used machines down nine percent. Among international dealers who completed the survey Canadian dealers

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report a fall of three to five percent on year-on-year sales figures for new models, with used being down almost 15 percent. In other international markets new bikes sales were much more positive with sales up almost 10 percent. However, used bike sales were short and were reported as being down over 10 percent. When asked for their thoughts on the reasons behind the slow start to the sales season, dealer responses included: “Cold weather has held back sales,” and “Traffic is down 2,700 door swings. The weather has been cold and rainy.” However, other dealers who responded to the Baird survey had a more positive view of effects of the weather, saying: “Rainy weather, but not slowing sales, selling 300 percent more rain suits,” and “As soon as it stopped snowing in May, our traffic and our sales went through the roof. Business is booming and doesn’t appear to be slowing down. 2013 looks bright.” In the survey, the majority of

respondents (79 percent) said the inventory levels were about right (51 percent) or too low (28 percent), which is a reflection of the changes made at the Motor Company to how it manufactures new machines at its York facility with the introduction of surge production. The strategy is intended to use flexible capacity to surge production ahead of peak retail season to have the right bikes in the right place at the right time. Baird suggests that on average dealerships had 56 bikes at the end of the first quarter compared to 45 at the same time last year. ndeed in response to the production and resulting inventory changes dealers’ comments included good and bad feedback, ranging from: “Inventory too high due to lack of traffic,” and “The new inventory allocation is getting better – more new [units] for customers to choose from early in the year.” The Baird survey concluded with questioning dealers on how the factory’s promotions have influenced showroom traffic and sales. The responses were generally less than positive. “The Motor Company’s promotions remain unfocussed and uncompetitive.” “What promotions? The 110th Anniversary is in Milwaukee and nothing is done to build traffic to dealers. The marketing geniuses should be ashamed.”

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Pirelli also celebrates 110th Anniversary of H-D in Rome
PIRELLI took part in the celebrations for the 110th anniversary of Harley-Davidson in Rome. The tire company set up at Lido di Ostia at the Rome Nautical Club, which for the occasion became the Pirelli Clubhouse. Pirelli’s experts and engineers were on-hand holding product workshops during which the importance of the role played by tires on custom motorcycles was illustrated, and these were followed by demo rides organized by Pirelli with HarleyDavidsons fitted with Night Dragon tires. The Night Dragons are a new generation of custom touring tires made to meet the needs of owners of motorcycles, in particular Harley-Davidsons, who require tires that improve the grip and stability on the straight without penalising the handling and high mileage expected by users of custom bikes. At the Pirelli Clubhouse it was also possible to attend some sessions of tattooing on tires with images depicting subjects devoted to the host city of Rome and created by the Fashion Tattoo studio.

www.pirelli.com

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AMERICAN MOTORCYCLE DEALER - JULY 2013

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