Cruiser Popularity Grows As Bike Sales Increase

CRUISER POPULARITY GROWS AS BIKE SALES INCREASE

OUR TASTES ARE CHANGing, but we’re still buying plenty of motorcycles, says industry analyst Don J. Brown.

His projections show bike sales increased 4.2 percent in 1994, to 289,604. In 1993, riders purchased 278,124 motorcycles. “I think it’s very good growth,” Brown says. “We’re continuing to see a shakedown and changes in the sub-segments, the types of bikes which are selling well.”

Cruisers are selling best and continue to dominate the market. Sales in 1994 went

up by more than 5900 units to 94,388, or 32 percent of total motorcycle sales. With the exception of the FLH touring line, all HarleyDavidsons are considered cruisers and accounted for 60 percent of cruiser sales.

“Most of the growth is coming in the 601-900cc class,” says Brown.

“That's coming from the Japanese manufacturers.” Tourers, which comprise 10 percent of the market, also posted substantial gains.

Brown says sales climbed from 22,112 in ’93 to 27,953 last year. Brown says that growth is largely attributable to Honda’s revised Gold Wing line, and to the introduction of HarleyDavidson’s Road King.

Dual-purpose models were also more popular in 1994 than preceding years. Sales rose to 18,272, up 9.9 percent, for a 8.6-percent share of the market On the down side, sportbike sales apparently decreased 1.5 percent, according to Brown, going from 55,723 to 54,871. A modest increase in sales of over750cc sportbikes was not enough to offset decreases in smaller-displacement classes. Brown says he believes rising prices were responsible for the decline in sales of smaller bikes.

Standard sales fell off by six percent, from 19,137, to 16,216. That segment is suffering because of cruisers’ increasing popularity. Brown believes.

Dirtbike sales have gone from from 76,081 to 77,984, an increase of 2.5 percent.

Robert Hough