PowerSports Business

April 3, 2017

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FOCUS PSB V-twin www.PowersportsBusiness.com Powersports Business • April 3, 2017 • 19 The West tops the nation in cruiser accessories The cruiser market has declined 9 percent since 2002, among CDK Lightspeed DMS users. In 2016, dealers on average sold 10 fewer cruiser units per year than they did in 2012. That's among the data shared exclusively with Powersports Business readers by CDK Global Recreation. Compiled from 700,000 new cruiser bikes sold at 1,399 dealerships from 2012-16, the Lightspeed DMS data reveals that the West region has been dethroned again, this time by California. (Consult region breakdowns by state on the map on Page 10 of this edition of PSB.) In 2016, California dealers sold 18 percent more new cruisers per dealer than the next closest region, which was the West. The average number of cruisers sold by dealers in the West has been on the decline, dropping from 163 in 2012 to 126 in 2016. The South saw an 8 percent increase in the number of units sold per dealer from 2015-16. In 2016, dealers in this region sold more new cruisers than they did in each of the previous two years. The Northwest saw the largest increase in new cruiser sales per dealer from 2015-16, up 12 percent. The Northeast continues to struggle to gain strength in the cruiser space. The average number of units sold per dealer has been on the decline in all years in this study, decreasing to just 64 units per dealer in 2016. Dealers in the Midwest maintained near the same average number of new cruisers sold, when comparing 2015 to 2016. Hovering around 150 units per dealer on average, California dealers have remained con- sistent in the number of units sold per dealer over the last three years. PRE-OWNED SALES In addition, the study of motorcycles sold from Jan. 1-Dec. 31, 2016, shows that the pre-owned cruiser market was nearly double that of the new cruiser market. For every one new unit sold, nearly two pre-owned units were also sold. The study included 370,000 units sold at 1,399 dealerships. The top pre-owned Harley-Davidson cruiser sold in 2016, among 155,000 models sold at 872 dealerships was the XL 1200C Sportster, followed by the FLSTC Heritage Softail and the FLSTC103 Heritage. The Yamaha V-Star Classic 650 was the top- selling non-Harley pre-owned cruiser, taken from 81,000 units sold at 1,266 dealerships during 2016. In second place for sales was the Honda Shadow Aero, followed by the Suzuki Boulevard C50. AVERAGE SELLING PRICE While the Western region has consistently maintained the highest average selling price of all the regions, it has been on the decline over the last four years. In 2016, the average selling price dropped less than 1 percent. In 2016, the Midwest surpassed the West with the highest average new unit selling price of $14,925, an increase of 3 percent over 2015. The average selling price in the Northeast remains the lowest of all regions, though it experienced at $500 increase from 2015-16. Up 4 percent, the Southern region Cruiser sales on the decline since 2013 See CDK, Page 20 $707 $1,105 $1,104 $1,196 $925 $1,288 $849 $1,113 $1,139 $1,106 $835 $1,223 $830 $1,055 $944 $738 $902 $1,327 $632 $1,260 $972 $959 $997 $1,432 $654 $1,001 $912 $1,372 $924 $1,226 $600 $700 $800 $900 $1,000 $1,100 $1,200 $1,300 $1,400 $1,500 California Midwest Northeast Northwest South West Year 2016 Year 2015 Year 2014 Year 2013 Year 2012 AVERAGE ACCESSORIES PER NEW UNIT SOLD BY REGION Years 2012-16, 700K new units sold from 1,399 dealers Source: CDK Lightspeed

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