“Motorcycles: European Market Briefs 2013-2014”. - Export.gov

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29 U.S. Commercial Service Resource Guide for the European Motorcycle Industry scooters offer affordable transportation. Low purchase costs and gasoline consumption of about 2 liters per 100 kilometers guarantee cheap mobility in times of record gasoline prices and increasingly congested cities with extremely limited and restricted parking space. Market Share of Motorcycles (≥80cm³) according to Market Segment, 2012 Market Segment Market Share % Change 2011 - 2012 % Sport 35.26 +2.68 Enduro 27.16 +11.07 Chopper 12.84 +8.06 Classic 10.68 -2.43 Supersport 8.15 -10.93 Touring bike/ luxury tourer 4.54 -19.15 Others 1.37 +4.36 KEY SUPPLIERS AND MODELS BMW remains market leader (16.09%) in 2012 in Germany for all classes, followed by Honda (13.65%), Yamaha (8.44%), Piaggio (8.04%) and Harley-Davidson (7.48%). Within the larger motorcycles segment, BMW’s market share increases even to 23.16%. Harley-Davidson still enjoys a cult status with Germans of all ages. It is trendy for lawyers, dentists, bankers and young urban professionals to own a Harley. For a number of years Harley-Davison has increased its market share, despite a negative overall market trend.
U.S. Commercial Service Resource Guide for the European Motorcycle Industry 30 New registrations 2012, TOP motorcycle models by manufacturer MARKET ENTRY Any motor vehicle model to be operated on public streets in Germany has to be approved by a federally accredited institution (e.g. the German Technical Inspection Agency, TÜV) in advance. Also, certain subsequently added custom parts, which have a bearing on the operational qualities/attributes of a vehicle, have to be approved by the TÜV. Otherwise, the operating license and the insurance coverage become invalid. MARKET ISSUES & OBSTACLES There is a general trend regarding the German biker community: as bikers are getting fewer, the community is also getting older, while spending per biker is increasing. The PTW industry often stressed the need for a revision of existing EU motorcycle license regulation to address the decreasing number of new and young bikers. In 2013, a revised EU legislation came into effect, intending to further harmonize license legislation among its member states. The need for lower entry barriers for new riders was addressed, allowing for more flexibility for beginners but also returners and experienced riders. Despite increased flexibility, the revised classes still include limitations for young bikers, such as a power/weight ratio for young riders. This legislative environment explains why manufacturers are producing a range of models in different cc- and KW-classes – e.g. in 2013, Yamaha offers 67 different models across all segments. Please contact Industry Specialist Felix Happe (Felix.Happe@trade.gov) in Frankfurt/Germany if you are interested in further details.
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“Motorcycles: European Market Briefs 2013-2014”. - Export.gov

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