dealer directory - Powersports Business

Transcription

THE MOST AUTHORITATIVE ANNUAL REFERENCE TOOL FOR POWERSPORTS
$79.95
www.powersportsbusiness.com
1-800/848-6247
INSPIRING SUCCESS THROUGH MARKET INTELLIGENCE
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Average parts
counter ticket
for metric
dealers
2008
RZR model
year that
was the most
sought-out
UTV on KBB.com
39%
BRP’s U.S.
snowmobile
market share
25%
Amount of V-twin
dealers who rely on new
units for more than half
of their revenue
35%
Harley-Davidson’s
U.S. motorcycle
market share
266,061
New motorcycles sold in the
U.S., January through June 2012
BY THE NUMBERS:
NATIONAL DEALER SURVEY RESULTS
DEALER BENCHMARKING DATA
WHOLESALE MOTORCYCLE, ATV, UTV DATA
UNIT SALES
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DEALERS
INDUSTRY CLOSE UP
UNIT SALES
DEALER DIRECTORY
CONTENTS
2012
MARKET DATA
BOOK
& DEALER DIRECTORY
6 Editor’s column
8
14
16
18
20
26
28
29
31
32
34
DEALERS
Dealer survey
Dealership revenue breakdown by size of dealership
Dealership employee benefits by size of dealership
Dealership workforce by size of dealership
INDUSTRY CLOSE UP
Popular wholesale vehicles and their values
Average gross margin percentage on new units
Average parts counter study
Average repair order study
Wholesale price averages by vehicle segment
Dealer expense trends
Used v. new sales, by segment
36
38
40
42
44
46
46
48
UNIT SALES
U.S. market share by segment
2012 first-half sales
Motorcycle market
PWC market
ATV market
UTV market
Scooter market
Snowmobile market
DEALER DIRECTORY
50 The most extensive list available publicly of
dealers, listed alphabetically by state then city.
SPONSORS
NPA
See our ad on page 2-3
www.npauctions.com
4
MARKET DATA BOOK / DEALER DIRECTORY 2012
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| POWERSPORTS BUSINESS |
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DEALERS
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UNIT SALES
DEALER DIRECTORY
FROM THE EDITOR
www.powersportsbusiness.com
Editorial and Sales: 800.848.6247
Subscriber Service: 866.238.3237
SENIOR EdITOR: dave McMahon 763/383-4411
([email protected])
ASSOCIATE EdITOR: Liz Hochstedler 763/383-4413
([email protected])
ONLINE EdITOR: Mike davin 763/383-4408 ([email protected])
ASSOCIATE dIgITAL EdITOR: Christopher gerber
ART dIRECTOR: dodi Vessels
PROdUCTION COORdINATOR: Kelsey Houle
PUbLISHINg gROUP COORdINATOR: Lori Hackett
gROUP PUbLISHER: John Prusak
NATIONAL ACCOUNT MANAgER
Allison gruhn 763/383-4467 ([email protected])
NATIONAL ACCOUNT MANAgER
Mark Rosacker 763/383-4433 ([email protected])
ASSOCIATE PUbLISHER
david J. Voll 763/383-4421 ([email protected])
Production Specialist: Cherri Perschmann, digital Advertising and Marketing
Manager: Jeffrey Larson, Senior Marketing Manager: Kathryn Knudson,
Administrative Assistant-Audience development: Molly Sullivan, digital Media
Manager: Chris Soash, digital Marketing Specialist: Kathryn benson, digital
Editor: Nicholas Upton
dEALER AdVISORy bOARd: Hooksett Kawasaki-Polaris, Jim Whalley;
Hacker’s yamaha & Honda, Rick Hacker; Honda/Polaris of Lubbock, Morris
baker; All Action Water Sports, Ray Leps
PRESIdENT: Stephen M. Hedlund
SENIOR VICE PRESIdENT/dIgITAL MEdIA: Stacey Marmolejo
SENIOR VICE PRESIdENT/PROdUCTION: barb Hammer
SENIOR VICE PRESIdENT/AdVERTISINg SALES: Steve Schiffman
VICE PRESIdENT/AUdIENCE dEVELOPMENT: Jill Anderson
POWERSPORTS bUSINESS (ISSN #1522-7944) is published 15 times per
year — monthly except twice in April and October and the Market data book/
dealer directory in September — by gS Media & Events (a division of good
Sam Enterprises, LLC), 3300 Fernbrook Lane N #200, Minneapolis, MN 55447.
Periodicals postage paid at Plymouth, MN 55447 and additional mailing offices.
SUbSCRIPTION INFORMATION: Free to qualified members of the motorcycle,
all-terrain vehicle, snowmobile and personal watercraft industries. Annual
subscription rate is $56 per year for U.S residents, $76 for Canadian residents
and $96 for residents in other countries. All paid subscriptions must be paid in
advance and in U.S. funds only..
POSTMASTER: Send address changes to Powersports business, P.O. box
5858, Harlan, IA 51593-1358.
CUSTOMER SERVICE: Visit www.powersportsbusiness.com, email
[email protected], call 866-238-3237 or write to
Powersports business, PO box 5858, Harlan, IA 51593-1358.
CANAdIAN RETURN AddRESS: gS Media & Events, 4960-2 Walker Road,
Windsor, Ontario N9A 6J3. Publication Sales Agreement #40012332.
EdITORIAL: All manuscripts, materials, photographs and artwork submitted
are at mailer’s risk and must include self-addressed envelope with sufficient
postage for return. Send editorial materials to Affinity Media, 3300 Fernbrook
Lane N, Suite 200, Minneapolis, MN 55447, 763/383-4400. No responsibility
will be assumed for unsolicited materials. Powersports business is a registered
trademark of Ehlert Publishing group, Inc. Copyright 2011 by Ehlert Publishing
group, Inc. All rights reserved. Reproduction in whole or part is prohibited unless
expressly authorized by publisher.
REPRINTS: For more information on e-prints or reprints from Powersports
business, contact bernadette Wohlman, 800/848-6247 x2464.
Printed in U.S.A.
CHAIRMAN & CEO: Marcus Lemonis
6
EXECUTIVE VP: Tom Wolfe
Something for everyone
Call me a data freak.
I was talking with a
colleague in August
about the prospects for
a new football season,
one that brings with it
another fantasy football league, or, in
my case, a couple.
DAVE McMAHON
We reversed course
a bit and began discussing the early days
of fantasy baseball, when I would buy the
USA Today on Tuesday to compile the
American League statistics, and return
to the store on Wednesday to collect the
National League version in that day’s
newspaper. Before wife and kids, and the
ensuing evening coaching duties, I would
spend hours perusing data compiled on
stars of yesteryear.
It’s not surprising, then, that the Market Data Book is one of the most satisfying
efforts that we produce at Powersports
Business. Associate Editor Liz Hochstedler
and I spent the year rifling through files
upon files of data from all sorts of segments of the industry. We understand that
in order to help you run your business
more effectively, any benchmarks that we
can provide is an asset for you. Consider
the Market Data Book another important
piece of business intelligence.
We don’t portend to sit in your seats
as company owners, presidents or CEOs,
but Liz and I collectively will continue to
do our best to provide you with market
intelligence in exchange for your time.
We know you have a business to run,
and your time doesn’t have a pricetag. We
discovered in a recent Powersports Business survey that nearly two out of three
of our readers consider themselves either
an owner, president, CEO, sales manager
or general manager in the powersports
industry. Trust me, we take extreme pride
in trying to uphold the relevance that the
Market Data Book has generated since its
inception by our predecessors.
Success in these still-not-out-ofthe-woods-yet economic environment
doesn’t come with opening the door to
your business each morning. As you can
see by glancing through the Dealer Direc-
P006-PSD12MDB-Dave.indd 6
tory in this edition, you are now among
of a select group of businesses that have
weathered another storm. We learn more
each day about how difficult it can be
to successfully operate a business in the
powersports industry.
Regardless of your segment of the
industry — we talk to dealers every day,
enjoy the time provided by OEM executives, and are amazed at the entrepreneurial spirit of virtually all of us in the
industry — our goal is for you to turn
to the Market Data Book to grow your
knowledge about the industry. It’s the only
product of its kind in the market, and
quite simply, it helps lead to investment in
the industry. Often, it serves as a starting
point for businesses looking to enter the
segment. Liz and I have talked to noticeably more investors interested in the powersports industry this year than we did
last. It’s a sign of admiration about your
dealerships and powersports companies.
So enjoy the stats and data like I used to
do pre-Internet with my fantasy baseball
teams. For your assistance, we’ve provided
contact information from each of our data
partners. They’re familiar names and businesses that you see in each of our editions
of Powersports Business. I couldn’t begin
to count the amount of hours that each of
our data partners commits to assisting us
with the Market Data Book, but know that,
like all of us here at Powersports Business,
they’re committed to providing you with
data that’s most relevant to your business.
If you like what you see in the Market
Data Book, be sure to sign up for our inaugural State of the Industry webinar on Oct.
16 at 2 p.m. EDT. I’ll be hosting it, and it
will include speakers from ADP Lightspeed, National Powersport Auctions,
Polk and Spader Business Management.
They will all provide insight into what
you see on these pages, as well as market
intelligence that will be exclusive to webinar attendees. We’ll look forward to your
registration at www.powersportsbusiness.
com/webinars.
Dave McMahon is Senior Editor of Powersports Business. Reach him at dmcmahon@
powersportsbusiness.com or 763/383-4411.
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DEALERS
INDUSTRY CLOSE UP
Some dealers rely
more heavily on
units than others
Lines carried, revenue levels play factors
10%
100%
90%
80%
70%
8%
12%
20%
1%
4%
6%
30%
40%
1%
3%
8%
17%
60%+
5%
3%
12%
27%
20%
60%
50%
1%
9%
15%
33%
34%
29%
47%
87%
30%
Unit sales are what most dealerships were based on when
they started their business. If a customer buys a unit, they’ll
likely purchase gear, and there’s a chance they’ll need service
down the road. But not every dealership relies heavily on
unit sales when it comes to their revenue streams.
An online survey of 254 dealers from 44 states and Canada
by Powersports Business revealed the types of vehicles carried
and the amount of revenue a dealership brings in may determine which departments they
focus most on. All dealership
data is based on the dealership’s
2011 performance.
V-twin dealers lean more
heavily on new and used unit
sales than their metric and
non-motorcycle-selling counterparts. Three-quarters of
V-twin dealers reported that
30 percent or more of their
revenue comes from new unit
sales, while 37 percent said the
same about pre-owned units.
Conversely, only 69 percent of metric dealers said their
new unit sales accounted for 30 percent or more of their
revenue, and 28 percent see the same 30 percent-plus
revenues from their pre-owned units. Only 58 percent
of non-motorcycle dealers reported that new unit sales
account for 30 percent or more of their revenue, while used
units represent 30 percent or more for 28 percent of nonmotorcycle dealers.
Non-motorcycle dealers rely most heavily on their service
departments, as 59 percent reported that service accounts
for 30 percent or more of their revenue. Non-motorcycle
and metric dealers also concentrate more on their PG&A
departments than V-twin dealers. Nearly 40 percent of nonmotorcycle and metric dealers reported that PG&A accounts
for 30 percent or more of their revenue, while only 16 percent
of V-twin dealers reported the same.
Trends can also be found based on the total amount of
money each dealership brings in.
Those dealers who bring in $5 million or more in
annual revenue look to their new unit sales the most,
An online
survey of
254
dealers from
44 states
and Canada
See Survey on Page 10
P008x18-PSD12MDB-Dealers.indd 8
METRIC DEALERS’ REVENUE BREAKDOWN
40%
ASSOCIATE EDITOR
DEALER DIRECTORY
Below shows the percentage that each profit center
contributed to dealers’ total revenues in 2011.
50%
BY LIZ HOCHSTEDLER
8
UNIT SALES
20%
10%
0%
19%
39%
31%
15%
12%
New Unit Sales
Used Unit Sales
PG&A Sales
Service Sales
F&I Sales
V-TWIN DEALERS’ REVENUE BREAKDOWN
10%
100%
90%
80%
10%
15%
23%
50%
40%
30%
40%
50%
60%+
4%
2%
6%
4%
8%
4%
2%
12%
50%
29%
23%
70%
60%
20%
4%
2%
8%
2%
2%
2%
12%
33%
80%
27%
30%
20%
10%
0%
8%
46%
31%
33%
Used Unit Sales
PG&A Sales
17%
New Unit Sales
Service Sales
F&I Sales
NON-MOTORCYCLE DEALERS’ REVENUE BREAKDOWN
10%
100%
90%
80%
70%
11%
10%
12%
0%
60%+
11%
3%
3%
3%
9%
31%
92%
36%
21%
22%
45%
20%
10%
50%
8%
26%
27%
16%
40%
30%
30% 40%
3%
2%
7%
21%
60%
50%
20%
3%
5%
8%
26%
20%
New Unit Sales
Used Unit Sales
20%
PG&A Sales
Service Sales
F&I Sales
Source: Powersports Business
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DEALERS
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SURVEY
CONTINUED FROM PAGE 8
with 86 percent saying new units
accounted for 30 percent or more of their
revenue. That number trickles down to
the dealerships who bring in less than
$1 million yearly, as only 51 percent
reported the same about their new unit
sales. However, those smaller dealerships
rely a bit more on used units with 42 percent reporting pre-owned units account for
30 percent or more of their revenue, while
UNIT SALES
DEALER DIRECTORY
only 31 percent of those dealers with $5
million-plus in revenues said the same.
PG&A numbers nearly reflected those
of pre-owned units, as 41 percent of the
smallest dealerships reported they make
30 percent or more of their revenue off that
department, while only 27 percent of the
largest dealers reported the same. The biggest disparity in this analysis comes from
the service department. An astounding
70 percent of the under $1 million dealers
reported that 30 percent or more of their
revenue comes from the service depart-
ment, while only 13 percent of the largest
dealers reported the same.
Surprisingly, most of the dealers surveyed faired about the same in F&I. Only
3-6 percent in each revenue category
reported that 30 percent or more of their
revenues came from F&I.
These revenue breakdowns vary somewhat from 2010. Most notable for dealers bringing in $1 million or less was the
increase in revenue from pre-owned units.
In 2011, only 19 percent reported 30 percent
See Survey on Page 12
DEALER BRANDS
The 254 dealers responding to the Powersports Business
survey carry a number of different brands.
Polaris
Yamaha
Honda
Kawasaki
Suzuki
Can-Am
Sea-Doo
Victory
Ski-Doo
Arctic Cat
Harley-Davidson
KTM
Zero
KYMCO
Triumph
93
91
87
75
73
51
45
43
Eton
BMW
Husqvarna
Hyosung
0
33
30
23
23
20
19
19
18 Piaggio/Vespa/Aprilia/Moto Guzzi
17
14
12
10
10
20
30
40
50
60
70
80
90
100
NUMBER OF DEALERS
DEALER REVENUE
The dealers who participated in the survey come from a
variety of store sizes.
More than $10 million
18%
$5-$10 million
19%
$3-$5 million
17%
$1-$3 million
26%
Less than $1 million
21%
0%
5%
10%
15%
20%
25%
30%
PERCENTAGE OF DEALERS
10
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DEALERS
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UNIT SALES
NEW UNITS SOLD
The number of units sold in 2011 varied, giving the survey a representative mix.
401 or more
32%
201-400
22%
101-200
16%
100 or less
30%
0%
5%
10%
15%
20%
25%
30%
PERCENTAGE OF DEALERS
12
35%
DEALER DIRECTORY
SURVEY
or more of their revenue came from used units.
The number of the $1 million or less dealers
reporting other departments accounted for 30
percent or more of their revenue were: new sales,
48 percent; PG&A, 68 percent; service, 67 percent; and F&I, zero percent.
In 2011, the largest dealers relied less on
new units and PG&A and more on used units
and service for their revenue. F&I totals for
both years were equal. In 2011, dealers with
$5 million or more in revenue said the departments that accounted for 30 percent or more
of their revenue were: 94 percent for new
units, 22 percent for used units, 30 percent for
PG&A and 8 percent for service.
STAFFING
Staffing trends have shifted somewhat from
2010, according to the survey.
Dealers with revenues under $1 million
reported having more full-time staff in their
sales and service departments, and less in their
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DEALERS
INDUSTRY CLOSE UP
PG&A and administrative/accounting areas. The biggest change was
found in the PG&A department,
where only 15 percent of these dealers reported having two or more fulltime employees. Last year 32 percent
reported the same.
Department sizes remained
about the same for dealers with
revenues of $1-3 million. The biggest change from 2010 to 2011
was a 9 percentage-point increase
in the sales department for dealers
employing two or more staffers.
This year 63 percent reported having two or more salespeople.
Like the dealers with the smallest
revenues, those with $3-5 million in
annual revenue also made the biggest change by decreasing its number
of PG&A employees. Half of those
dealers reported having three or
more employees in PG&A in 2011;
in 2010 that number was 61 percent.
The largest dealerships, those
UNIT SALES
bringing in $5 million or more
annually, added to their administrative staffs, while most other departments remained at about the same
staffing levels. More than half —
57 percent — of those dealers
reported having three or more
employees in administration and
accounting, while last year only
46 percent reported the same.
Despite revenue size, however,
the 2012 survey showed a majority of dealers in each revenue category employ only one full-time F&I
staffer. That was reported by 95 percent of dealers with revenues under
$1 million, 82 percent with revenues
of $1-3 million, 81 percent in the
$3-5 million category and 56 percent
of those bringing in $5 million-plus.
Each category of dealers, except
the $1-3 million group, also had
a larger number of poll-takers
reporting they rely on seasonal
part-timers. PSB
DEALER DIRECTORY
NUMBER OF STORES
A large majority of survey respondents run
only one dealership.
4 or more locations
4%
2-3 locations
15%
1 location
81%
13
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DEALERS
INDUSTRY CLOSE UP
UNIT SALES
Dealers with annual revenue of less than $1 million
Dealers with annual revenue of $1 million - $3 million
DEALERSHIP REVENUE BREAKDOWN
Dealers in the smallest revenue category relied heavily on service.
10%
100%
90%
80%
8%
5%
8%
2%
10%
40%
50%
25%
34%
9%
70%
11%
60%
94%
25%
18%
35%
10%
11%
New Unit Sales
Used Unit Sales
PG&A Sales
Service Sales
F&I Sales
0%
100%
90%
80%
70%
12%
10%
40%
2%
4%
18%
30%
50%
2%
6%
16%
3%
3%
10%
23%
41%
48%
15%
100%
90%
14%
14%
16%
10%
Used Unit Sales
PG&A Sales
85%
46%
20%
30%
1%
7%
1%
8%
23%
18%
40%
10%
18%
Used Unit Sales
PG&A Sales
F&I Sales
Service Sales
F&I Sales
60%+
1%
2%
10%
0%
2%
1%
2%
11%
24%
36%
48%
83%
34%
20%
38%
50%
40%
30%
49%
8%
Service Sales
32%
50%
25%
New Unit Sales
92%
55%
The dealers bringing in the highest revenues concentrated on new
unit sales more than their counterparts.
60%
30%
0%
26%
New Unit Sales
80%
38%
10%
3%
5%
10%
70%
40%
20%
7%
5%
21%
10%
29%
27%
22%
60%+
19%
60%+
18%
60%
50%
2%
2%
30%
22%
50%
In this category, dealers gained the most revenue from new unit
sales, followed by PG&A.
20%
40%
Dealers with annual revenue of more than $5 million
10%
30%
5%
8%
18%
20%
26%
10%
0%
50%
30%
35%
13%
20%
2%
7%
2%
40%
30%
20%
6%
80%
14%
22%
100%
90%
9%
19%
14%
10%
6%
9%
Though dealers in this category focued mostly on new unit sales,
the service department was also very important.
60%+
9%
22%
50%
40%
30%
19%
70%
60%
20%
DEALER DIRECTORY
55%
33%
9%
4%
New Unit Sales
Used Unit Sales
25%
PG&A Sales
Service Sales
F&I Sales
14
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DEALERS
INDUSTRY CLOSE UP
UNIT SALES
FULL-TIME EMPLOYEE BENEFITS
A third of dealers in the smallest revenue category offer other
benefits, such as vacation time, discounts, bonuses and more.
50%
More than one-third of dealers in this category offer health, dental
and/or retirement benefits.
100%
47%
45%
90%
40%
80%
33%
35%
60%
25%
50%
20%
20%
5%
10%
0%
Health
Dental
Retirement
Profit Sharing
Other
100%
91%
90%
80%
80%
70%
70%
60%
60%
Dental
Retirement
Profit Sharing
Other
94%
69%
50%
45%
36%
45%
41%
40%
30%
30%
20%
20%
12%
6%
10%
0%
Health
Nearly all the dealers in the largest revenue category offer health
insurance, and most offer retirement benefits.
90%
40%
9%
Only 9 percent of dealers in this category don’t offer health
insurance.
50%
22%
100%
38%
30%
11%
10%
0%
36%
40%
16%
14%
89%
70%
30%
15%
DEALER DIRECTORY
Health
Dental
Retirement
Profit Sharing
Other
10%
0%
3%
Health
Dental
Retirement
Profit Sharing
Other
16
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DEALERS
INDUSTRY CLOSE UP
UNIT SALES
DEALERSHIP WORKFORCE
The smallest dealerships added the most staff to their sales and
service departments.
1
100%
8%
90%
80%
2
3
4
5
4%
4%
7%
11%
11%
1
6%
7%
100%
3%
2%
90%
13%
80%
28%
60%
45%
50%
94%
86%
40%
93%
34%
Service
1
2%
7%
14%
PG&A
Admin/Accounting
F&I
2
3
4
8%
5
45%
36%
30%
79%
82%
32%
42%
37%
0%
2%
10%
19%
3
4
F&I
60%
81%
33%
40%
18%
40%
10%
10%
Admin/Accounting
F&I
0%
24%
19%
30%
20%
34%
14%
7%
Sales
32%
76%
14%
20%
10%
7%
13%
28%
66%
26%
PG&A
6+
1%
50%
30%
5
13%
90%
80%
22%
Service
2
70%
40%
Sales
Admin/Accounting
1
29%
12%
PG&A
100%
12%
20%
Service
The dealers producing the most revenue added to their
administrative staffs in 2011.
20%
38%
Sales
6+
24%
26%
50%
0%
18%
22%
70%
10%
17%
12%
10%
Sales
These dealers decreased their staff levels in PG&A.
30%
8%
6+
3%
10%
60%
5
50%
20%
80%
4
2%
3%
5%
16%
30%
10%
90%
3
40%
65%
20%
100%
2
5%
70%
60%
0%
Dealers in this category increased the sizes of their sales
departments from 2010.
6+
70%
30%
DEALER DIRECTORY
14%
8%
2%
Service
56%
14%
12%
1%
PG&A
9%
Admin/Accounting
F&I
18
9/7/12 5:45 PM
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9/10/12 10:15 AM
DEALERS
INDUSTRY CLOSE UP
UNIT SALES
DEALER DIRECTORY
WHOLESALE DATA REPORT: UTV
The following is a list of the top 50 used UTVs that consumers viewed from May 2011-August 2012 on the Kelley Blue Book website, plus how these popular models
have changed in value during that time period. The Kelley Blue Book wholesale value is what a dealer should consider paying for a vehicle at auction, including any
transportation and reconditioning fees. For this value, the vehicle should be clean, fully reconditioned and have acceptable mileage. It does not take into consideration
any aftermarket products that have been placed on the vehicle. For more information on this list, contact Matt Eaken of Kelley Blue Book at 949/267-4461.
RANK
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
21
22
23
24
25
26
27
28
29
30
31
32
33
34
35
36
37
38
39
40
41
42
43
44
45
46
47
48
49
50
YEAR
2008
2006
2007
2007
2007
2008
2008
2006
2009
2004
2005
2009
2010
2010
2005
2007
2011
2006
2009
2008
2009
2004
2006
2007
2009
2007
2010
2005
2009
2011
2009
2003
2009
2010
2008
2008
2011
2008
2006
2007
2006
2006
2002
2008
2007
2008
2008
2009
2011
2011
MAKE
Polaris
Yamaha
Polaris
Yamaha
Yamaha
Polaris
Yamaha
Polaris
Polaris
Yamaha
Yamaha
Polaris
Polaris
Polaris
Polaris
Polaris
Polaris
Yamaha
Yamaha
Polaris
Polaris
Polaris
Yamaha
Yamaha
Polaris
Yamaha
Polaris
Polaris
Yamaha
Polaris
Yamaha
Polaris
Polaris
Polaris
Kawasaki
Kawasaki
Polaris
Yamaha
Polaris
Arctic Cat
Polaris
Arctic Cat
Polaris
Polaris
Arctic Cat
Yamaha
Arctic Cat
Yamaha
Polaris
Can-Am
MODEL
Ranger RZR
Rhino 660 4x4
Ranger XP
Rhino 660 4x4 SE
Rhino 660 4x4
Ranger XP
Rhino 700 4x4
Ranger XP
Ranger RZR 760
Rhino 660 4x4
Rhino 660 4x4
Ranger RZR 760 S
Ranger RZR 800 S
Ranger RZR 800
Ranger 4x4
Ranger 4x4 EFI
Ranger RZR 800
Rhino 450 4x4
Rhino 700 4x4
Ranger 4x4
Ranger XP
Ranger 4x4
Rhino 660 4x4 SE
Rhino 450 4x4
Ranger RZR 760 LE
Rhino 660 4x4 Sport
Ranger XP 800
Ranger XP 700 4x4
Rhino 450 4x4
Ranger RZR S 800 LE
Rhino 700 4x4 Special Edition
Ranger 4x4
Ranger 4x4
Ranger RZR 4 Robby Gordon Edition
KRF750A Teryx 750 4x4
KRF750D Teryx 750 4x4 LE
Ranger RZR S 800
Rhino 450 4x4
Ranger 4x4
650 H1 Prowler
Ranger 4x4 EFI
650 H1 Prowler XT
Ranger 4x4
Ranger Crew
650 H1 Prowler XT
Rhino 700 4x4 Sport Edition
Prowler XT 4x4 Auto
Rhino 700 4x4 Sport Edition
Ranger RZR XP 900
Commander 1000 X
TOTAL
PAGE VIEWS
10,537
7,213
4,134
4,040
4,031
4,021
4,009
3,987
3,905
3,854
3,831
3,171
3,073
2,975
2,931
2,653
2,596
2,563
2,500
2,436
2,314
2,260
2,221
2,173
2,155
2,024
2,015
1,825
1,803
1,750
1,696
1,654
1,539
1,496
1,471
1,460
1,459
1,455
1,450
1,389
1,349
1,313
1,261
1,256
1,209
1,193
1,189
1,171
1,166
1,141
MAY-AUG. 2011
WHOLESALE
$6,650
$5,050
$5,700
$5,600
$5,550
$6,000
$5,900
$5,350
$7,250
$4,200
$4,600
$8,800
$9,500
$7,600
$4,100
$4,925
$7,700
$4,075
$6,400
$5,350
$6,900
$3,750
$5,100
$4,450
$7,800
$6,150
$7,000
$4,850
$5,250
$9,000
$6,750
$3,450
$5,800
$9,800
$5,300
$5,500
*$8,400
$4,825
$4,500
$4,700
$4,525
$4,475
$3,175
$7,200
$5,050
$6,750
$5,500
$7,300
*$10,600
$10,100
MAY-AUG. 2012
WHOLESALE
$6,050
$4,800
$5,650
$5,350
$5,300
$6,000
$5,550
$5,150
$6,550
$4,050
$4,400
$7,450
$8,100
$7,100
$4,025
$4,850
$7,650
$4,150
$6,000
$5,300
$6,700
$3,700
$4,850
$4,550
$6,750
$5,850
$6,450
$4,700
$5,350
$8,850
$6,250
$3,400
$5,700
$9,500
$5,300
$5,500
$8,350
$4,950
$4,400
$4,175
$4,425
$4,325
$3,125
$6,550
$4,725
$6,250
$5,150
$6,800
$10,300
$9,200
% CHANGE
-9.0%
-5.0%
-0.9%
-4.5%
-4.5%
0.0%
-5.9%
-3.7%
-9.7%
-3.6%
-4.3%
-15.3%
-14.7%
-6.6%
-1.8%
-1.5%
-0.6%
1.8%
-6.3%
-0.9%
-2.9%
-1.3%
-4.9%
2.2%
-13.5%
-4.9%
-7.9%
-3.1%
1.9%
-1.7%
-7.4%
-1.4%
-1.7%
-3.1%
0.0%
0.0%
-0.6%
2.6%
-2.2%
-11.2%
-2.2%
-3.4%
-1.6%
-9.0%
-6.4%
-7.4%
-6.4%
-6.8%
-2.8%
-8.9%
*Value is from September through December 2011 edition (first time value published)
20
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P021-PSD12MDB-MANHEIM.indd 21
9/10/12 10:15 AM
DEALERS
INDUSTRY CLOSE UP
UNIT SALES
DEALER DIRECTORY
WHOLESALE DATA REPORT: ATV
The following is a list of the top 50 used ATVs that consumers viewed from May 2011-August 2012 on the Kelley Blue Book website, plus how these popular models
have changed in value during that time period. The Kelley Blue Book wholesale value is what a dealer should consider paying for a vehicle at auction, including any
transportation and reconditioning fees. For this value, the vehicle should be clean, fully reconditioned and have acceptable mileage. It does not take into consideration
any aftermarket products that have been placed on the vehicle. For more information on this list, contact Matt Eaken of Kelley Blue Book at 949/267-4461.
RANK
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
21
22
23
24
25
26
27
28
29
30
31
32
33
34
35
36
37
38
39
40
41
42
43
44
45
46
47
48
49
50
22
YEAR
2005
2005
2004
2000
2005
2007
2005
2002
2005
2006
2001
2007
2003
2006
2005
2002
2004
2005
2005
2004
2007
2003
2008
1999
2003
2008
2004
2002
2003
2007
2004
2007
2001
2007
2002
2004
2004
2006
2002
2006
2008
2004
2006
2003
2007
2001
2007
2003
2005
2008
MAKE
Honda
Polaris
Polaris
Polaris
Honda
Honda
Yamaha
Polaris
Yamaha
Yamaha
Yamaha
Yamaha
Suzuki
Yamaha
Yamaha
Yamaha
Yamaha
Honda
Kawasaki
Honda
Honda
Honda
Kawasaki
Polaris
Polaris
Honda
Yamaha
Polaris
Yamaha
Yamaha
Polaris
Honda
Polaris
Polaris
Honda
Polaris
Suzuki
Polaris
Yamaha
Polaris
Polaris
Polaris
Honda
Polaris
Honda
Honda
Honda
Honda
Yamaha
Polaris
MODEL
TRX450R
Sportsman 500 4x4
Sportsman 500 4x4
Sportsman 500 4x4
TRX650FA Rincon 650
TRX400EX
YZF450
Sportsman 500 4x4
660R Raptor 660
Raptor 700R
YFM660R Raptor 660
Grizzly 700 4x4
LT-Z400F Quadsport Z400
YFZ450
Grizzly 660 4x4
YFM660F Grizzly 660 4x4
Grizzly 660 4x4
TRX400EX
KVF750-A1 Brute Force 750 4x4i
TRX400EX Sportrax 400
TRX680FA Rincon 680
TRX650FA Rincon 650
KFX450R
Sportsman 500
Sportsman 700 4x4
TRX420FE Rancher ES 4x4
YFZ450
Sportsman 700 4x4
YFM 660R Raptor 660R
Raptor 700R
Sportsman 400 4x4
TRX450ER Electric Start
Sportsman 500 4x4
Sportsman 500 EFI Standard
TRX400EX
Sportsman 700 4x4
LT-Z 400 Quadsport 400
Sportsman 500 HO EFI
YFM660R Raptor 660
Sportsman 800 EFI
Sportsman 800 EFI
Sportsman 700 4x4 EFI
Predator 500
TRX400EX
TRX250EX Sportrax
TRX400EX Sportrax 400
Kodiak 450 4x4
Sportsman 500 HO
TOTAL
PAGE VIEWS
9,861
9,554
8,816
7,532
7,238
6,979
6,976
6,963
6,781
6,760
6,593
6,460
6,386
6,197
6,151
6,070
6,049
6,030
5,985
5,852
5,846
5,779
5,700
5,572
5,562
5,501
5,496
5,467
5,454
5,340
5,334
5,323
5,211
5,191
5,120
5,116
5,058
4,997
4,996
4,932
4,932
4,882
4,821
4,776
4,770
4,768
4,721
4,712
4,710
4,618
MAY-AUG. 2011
WHOLESALE
$2,110
$2,850
$2,600
$1,800
$3,100
$2,020
$2,250
$2,140
$2,070
$2,760
$1,550
$3,850
$1,600
$2,500
$2,890
$2,190
$2,610
$1,650
$2,790
$1,520
$3,750
$2,560
$2,760
$1,680
$2,520
$3,150
$2,050
$2,320
$1,760
$3,075
$2,260
$2,770
$2,050
$3,250
$1,340
$2,730
$1,710
$3,225
$1,650
$3,700
$4,300
$2,750
$2,480
$1,560
$2,830
$1,260
$1,540
$1,420
$2,570
$3,600
MAY-AUG. 2012
WHOLESALE
$1,990
$2,780
$2,550
$1,800
$2,960
$1,950
$2,030
$2,140
$1,860
$2,470
$1,410
$3,525
$1,500
$2,240
$2,800
$2,140
$2,560
$1,600
$2,710
$1,480
$3,550
$2,470
$2,700
$1,680
$2,440
$3,125
$1,890
$2,250
$1,610
$2,750
$2,240
$2,490
$1,970
$3,175
$1,290
$2,670
$1,620
$3,050
$1,510
$3,625
$4,250
$2,690
$2,410
$1,440
$2,810
$1,210
$1,490
$1,380
$2,460
$3,200
% CHANGE
-5.7%
-2.5%
-1.9%
0.0%
-4.5%
-3.5%
-9.8%
0.0%
-10.1%
-10.5%
-9.0%
-8.4%
-6.3%
-10.4%
-3.1%
-2.3%
-1.9%
-3.0%
-2.9%
-2.6%
-5.3%
-3.5%
-2.2%
0.0%
-3.2%
-0.8%
-7.8%
-3.0%
-8.5%
-10.6%
-0.9%
-10.1%
-3.9%
-2.3%
-3.7%
-2.2%
-5.3%
-5.4%
-8.5%
-2.0%
-1.2%
-2.2%
-2.8%
-7.7%
-0.7%
-4.0%
-3.2%
-2.8%
-4.3%
-11.1%
9/7/12 5:45 PM
P023-PSD12MDB-KYMCO.indd 23
9/10/12 10:18 AM
DEALERS
INDUSTRY CLOSE UP
UNIT SALES
DEALER DIRECTORY
WHOLESALE DATA REPORT: MOTORCYCLE
The following is a list of the top 50 used motorcycles that consumers viewed from May 2011-August 2012 on the Kelley Blue Book website, plus how these popular
models have changed in value during that time period. The Kelley Blue Book wholesale value is what a dealer should consider paying for a vehicle at auction, including any
transportation and reconditioning fees. For this value, the vehicle should be clean, fully reconditioned and have acceptable mileage. It does not take into consideration any
aftermarket products that have been placed on the vehicle. For more information on this list, contact Matt Eaken of Kelley Blue Book at 949/267-4461.
RANK
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
21
22
23
24
25
26
27
28
29
30
31
32
33
34
35
36
37
38
39
40
41
42
43
44
45
46
47
48
49
50
24
YEAR
2007
2006
2007
2009
2006
2007
2008
2007
2006
2008
2007
2005
2005
2005
2008
2007
2003
2008
2007
2005
2009
2006
2006
2007
2004
2003
2008
2005
2003
2006
2006
2003
2007
2008
2004
2003
2007
2007
2009
2009
2004
2003
2008
2006
2009
2001
2006
2002
2009
2007
MAKE
Suzuki
Suzuki
Yamaha
Kawasaki
Honda
Honda
Kawasaki
Kawasaki
Yamaha
Honda
Harley-Davidson
Honda
Harley-Davidson
Yamaha
Yamaha
Kawasaki
Honda
Suzuki
Suzuki
Suzuki
Yamaha
Harley-Davidson
Honda
Harley-Davidson
Yamaha
Yamaha
Harley-Davidson
Kawasaki
Harley-Davidson
Harley-Davidson
Harley-Davidson
Honda
Kawasaki
Honda
Harley-Davidson
Honda
Harley-Davidson
Yamaha
Honda
Harley-Davidson
Suzuki
Harley-Davidson
Harley-Davidson
Suzuki
Harley-Davidson
Honda
Honda
Honda
Kawasaki
Harley-Davidson
TOTAL
MODEL
PAGE VIEWS
GSX-R600
47,847
GSX-R600
39,537
YZF-R6
39,096
EX250J Ninja 250R
38,674
CBR600RR
35,663
CBR600RR
35,077
EX250J Ninja 250R
33,385
ZX600P Ninja ZX-6R
31,807
YZF-R6
31,513
CBR600RR
29,900
FLHTCU Electra Glide Ultra Clsc
27,978
CBR600RR
27,794
XLC Sportster 1200 Custom
27,598
YZF-R6
27,298
YZF-R6
26,763
EX250F Ninja 250R
26,716
CBR600RR
26,625
GSX-R600
26,490
GSX-R750
26,350
GSX-R600
26,310
YZF-R6
25,771
24,568
CBR1000RR
23,507
FLHX Street Glide
23,274
YZF-R6
22,411
YZF-R6
22,131
21,695
ZX636-C1 Ninja ZX-6R
21,308
FLSTF Fatboy Softail
21,186
FLHX Street Glide
21,139
FLHTCUI Electra Glide Ultra Clsc
21,082
VT750DC Shadow 750 Spirit
21,058
EX650A Ninja 650R
20,943
CBR1000RR
20,839
20,743
VT750CD Shadow 750 Ace Deluxe
20,730
XL1200C Sportster 1200 Custom
20,681
YZF-R1
20,543
CBR600RR
20,500
FLHX Street Glide
20,262
GSX-R600
20,245
FLSTC Heritage Softail Classic
20,237
FLHX Street Glide
20,236
GSX-R1000
20,097
20,059
CBR600F4i
19,459
VTX1300C
18,937
CBR600F4i
18,930
EX650C Ninja 650R
18,866
FLSTC Heritage Softail Clsc
18,702
MAY-AUG. 2011
WHOLESALE
$4,025
$3,575
$4,375
$2,190
$4,050
$4,750
$1,960
$3,900
$3,875
$5,100
$13,800
$3,625
$4,450
$3,350
$4,950
$1,760
$2,920
$4,850
$4,950
$3,200
$5,600
$4,750
$4,775
$13,600
$2,970
$2,600
$15,100
$3,150
$8,900
$11,400
$12,200
$2,300
$2,590
$5,900
$4,250
$2,360
$5,350
$5,700
$5,650
$15,400
$3,000
$9,250
$14,800
$5,000
$17,300
$2,030
$4,350
$2,240
$3,350
$12,100
MAY-AUG. 2012
WHOLESALE
$4,250
$3,475
$4,050
$2,080
$3,725
$4,225
$1,940
$3,950
$3,550
$4,775
$12,200
$3,300
$4,100
$3,050
$4,575
$1,600
$2,810
$5,200
$4,725
$3,000
$5,150
$4,400
$4,625
$12,900
$2,730
$2,470
$14,500
$2,850
$8,200
$10,800
$11,500
$2,220
$2,460
$5,600
$3,900
$2,460
$4,800
$5,350
$5,400
$14,700
$2,760
$7,850
$13,900
$4,925
$16,000
$1,920
$4,150
$2,090
$3,275
$10,700
% CHANGE
5.6%
-2.8%
-7.4%
-5.0%
-8.0%
-11.1%
-1.0%
1.3%
-8.4%
-6.4%
-11.6%
-9.0%
-7.9%
-9.0%
-7.6%
-9.1%
-3.8%
7.2%
-4.5%
-6.3%
-8.0%
-7.4%
-3.1%
-5.1%
-8.1%
-5.0%
-4.0%
-9.5%
-7.9%
-5.3%
-5.7%
-3.5%
-5.0%
-5.1%
-8.2%
4.2%
-10.3%
-6.1%
-4.4%
-4.5%
-8.0%
-15.1%
-6.1%
-1.5%
-7.5%
-5.4%
-4.6%
-6.7%
-2.2%
-11.6%
9/7/12 5:45 PM
P025-PSD12MDB-UTI.indd 25
9/10/12 10:18 AM
DEALERS
INDUSTRY CLOSE UP
UNIT SALES
DEALER DIRECTORY
Gross margins on V-twin unit sales take a hit
Steady increase shown
in both parts and service
AVERAGE PARTS COUNTER INVOICE
MAP A - METRIC
BY DAVE McMAHON
$95.49 / $106.43
SENIOR EDITOR
+11%
An analysis of motorcycle sales metrics
over the past six years by ADP Lightspeed
shows steady increases in both parts and
service, but substantial decreases in major
unit gross margin. These trends hold true
in all six regions of the country.
Three sales metrics were selected for
study — one in each of the three major
dealership departments: Average Parts
Counter Ticket Amount; Average Service
Repair Order Amount; and Gross Margin
Percentage for new major unit sales.
The report is divided by V-twin and
metric in six regions of the country and
covers the years 2006 through the first half
of 2012. A total of $44 billion dollars in
included in the study.
“We can see [in Chart A on Page 30]
that the average counter ticket for all six
years has climbed for both V-twin and
metric, but there was a time in 2009-10
MAP B - V-TWIN
$78.70 / $92.81
+9%
+10%
$89.74/ $96.98
+15%
+8%
+1%
+12%
+5%
+7%
$95.75 / $102.36
$97.86 / $105.31
$87.54 / $96.50
$89.55 / $103.27
$98.37 / $105.07
$84.79/ $92.02
+7%
+18%
+8%
2006/2012
$87.11 / $98.00
$101.15 / $102.49
$96.19 / $100.72
Source:
where each dropped below the previous
year,” according to ADP Lightspeed senior
analyst and Powersports Business columnist Hal Ethington. “Metric ended with an
11 percent gain over 2006 ($87 up to $97),
and V-twin climbed 7 percent from $95 to
$102. An average dealership will have about
2,000 invoices per month, so these increases
in average ticket alone bring an additional
$168,000 per year into the dealership.”
The change in Average Repair Order revenue is noted in Chart B on Page 30. Both
V-twin and metric have climbed, but metric
gained 34 percent (a $72 gain from $211 to
$283) while V-twin increased 19 percent
MAJOR UNIT GROSS MARGIN – METRIC
(up $64 from $332 to $396). The difference
between the average repair order revenue
between two types of dealerships remains
unchanged though the years.
“We see a dramatic change in major
unit Gross Margin [in Chart C on Page
30],” Ethington said. “We found that
V-Twin margin fell to a six-year low in
2011 when it posted an average of
14 percent in margin. That same year, metric dealers were getting 9 percent, with a
more stable market than realized in the
V-twin field. That stable market has shown
remarkable resilience, varying only two
See Gross margin on Page 30
MAJOR UNIT GROSS MARGIN – V-TWIN
MU GMnearly
Metric the same from
Gross margin on major units was
2011-12 for metric dealers.
V-twin dealers saw an increase in major unit gross margin
from 2011-12.
12%
25%
MU GM V-Twin
10.7%
10.3%
10.7%
9.5%
10%
8.9%
20.5%
9.6%
20%
8.7%
19.6%
19.0%
8%
15.2%
15%
14.9%
15.2%
13.7%
6%
10%
4%
5%
2%
0%
2006
2007
2008
2009
2010
2011
2012
0%
2006
2007
2008
2009
2010
2011
2012
Source:
26
9/7/12 5:46 PM
P027-PSD12MDB-AFTERCARE.indd 27
9/10/12 10:18 AM
DEALERS
INDUSTRY CLOSE UP
UNIT SALES
AVERAGE PARTS COUNTER TICKET – METRIC
DEALER DIRECTORY
AVERAGE PARTS COUNTER TICKET – V-TWIN
Parts counter tickets continued to climb in 2012.
Parts Metric
Parts V-Twin
$98
$96.68
$96
$
$104
$101.92
$95.11
$102
$
$93.33
$94
$92.71
$92.23
$100
$98.33
$92
$
$98
$89.79
$90
$96.68
$95.94
$96
$88
M
s
Parts counter tickets for V-twin dealers reached $101.92, up
$3.59 from 2011.
$
$94.90
$86.76
$93.55
$94
$86
$93.12
$
$92
$84
$90
$82
$88
$80
2006
2007
2008
2009
2010
2011
2012
2006
2007
2008
2009
2010
2011
2012
Source:
28
9/7/12 5:46 PM
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9/28/12 10:11 AM
DEALERS
INDUSTRY CLOSE UP
UNIT SALES
AVERAGE REPAIR ORDER AMOUNT – METRIC
DEALER DIRECTORY
AVERAGE REPAIR ORDER AMOUNT – V-TWIN
Metric dealer’s repair order amounts have increased for
seven years straight.
V-twin dealers improved by more than $7, or 1.84 percent,
year-over-year.
RO Metric
RO V-Twin
$300
$262.16
$268.97
$279.14
$283.23
$244.66
$250
$420
$395.99
$400
$230.46
$211.43
$388.83
$380
$200
$374.49
$374.90
2009
2010
$356.51
$360
$150
$340
$100
$333.53
$320
$50
$0
$331.94
$300
2006
2007
2008
2009
2010
2011
2012
$280
2006
2007
2008
2011
2012
Source:
For more information on the ADP Lightspeed study, contact Dave Johnson
at 801/521-0300 or visit www.adplightspeed.com/dataservices
29
9/7/12 5:46 PM
INDUSTRY CLOSE UP
UNIT SALES
GROSS
MARGIN
AVERAGE PARTS COUNTER TICKET
AVERAGE PRICE PER REPAIR ORDER
$103
2006/2012
$202.14 / $268.49
$204.55 / $267.38
+45%
CHART A
$102
Metric
V-Twin
$101
$99
MAP C - METRIC
$227.36 / $329.08
DEALER DIRECTORY
Years 2006-12, $44 billion in sales in the U.S.
Avg Parts Ticket
DEALERS
$96
$95
$93
$95
$93
$92
$93
$85
$93
$90
$87
+35%
$97
$94
$89
+31%
+22%
$95
$98
$97
$91
+33%
+47%
$97
$87
2006
2007
2008
2009
2010
2011
2012
$269.24 / $328.56
$209.95 / $283.27
$192.55 / $282.35
MAP D - V-TWIN
$360.55 / $411.33
AVERAGE REPAIR ORDER REVENUE
CHART B
$314.46 / $401.34
$237.33 / $368.62
+14%
$450
+55%
+7%
+12%
$389.53 / $416.90
$348.11 / $399.60
$346.97 / $388.05
$400
Avg Repair Order
+15%
Metric
V-Twin
+28%
$374
$357
$350
$332
$334
$300
Source:
$262
30
$283
$279
$269
$245
$250
$230
$211
$200
2006
2007
2008
2009
2010
2011
AVERAGE MAJOR UNIT GROSS MARGIN
2012
CHART C
22%
21%
20%
20%
V-Twin
Metric
19%
18%
Avg New Unit Margin
points in the six year period (11 percent down to 9 percent,
back to 10 percent). The two markets were separated by 10
percentage points in 2006, and that distance was closed to
only 5 percentage points by 2012.”
The study also analyzes the difference between regions
of the U.S. for the same data points. Maps A through D show
these same three trends, but the data has been separated into
six U.S. regions for both metric and V-twin dealers.
Maps A and B on Page 26 show the net change between
2006 and 2012 for Average Parts Counter Invoice. The
Midwest region has risen from $79 to $92, or an increase of
18 percent, the largest increase among the regions. California Metric dealers rose only 8 percent in that same period.
Map B presents the change in Regional Average Parts
invoice for V-twin dealers. The Midwest has gained the most,
up 15 percent from $90 to $103. The region showing least
growth is the South, with only 5 percent change.
Repair orders are presented in maps C and D. Among
metric dealers, the West region showed the greatest
increase at 47 percent. A gain of 55 percent was posted
for V-twin dealers in the Northeast. The California region
showed the lowest gain in Average Repair Order for both
the metric and the V-twin markets. PSB
$396
$389
$375
16%
15%
14%
14%
12%
15%
15%
11%
10%
11%
10%
9%
10%
10%
2011
2012
9%
8%
6%
2006
2007
2008
2009
2010
Source:
9/7/12 5:46 PM
P030-PSD12MDB-K&N.indd 30
9/28/12 10:12 AM
DEALERS
INDUSTRY CLOSE UP
UNIT SALES
DEALER DIRECTORY
WHOLESALE PRICE FLUCTUATIONS
This study done by National Powersport Auctions shows the difference in prices dealers can expect to pay at wholesale depending on the time
of the year and the vehicle category. The study includes NPA sale transactions from 2007-2012. For more information on the study, contact
NPA’s Ryan O’Keefe at 858/413-1158.
Normalized ASP
CRUISERS
SPORT BIKES
Cruiser
120%
120%
110%
110%
100%
100%
90%
90%
80%
80%
70%
70%
60%
Sport
60%
Dec.
Grand Total
Nov.
Oct.
Sept.
2012
Aug.
2011
July
2010
June
2009
May
2008
Apr.
Feb.
Jan.
Dec.
Nov.
2007
50%
Mar.
Grand Total
Oct.
2012
Sept.
2011
Aug.
June
May
2010
July
2009
Apr.
Mar.
2008
Feb.
Jan.
2007
50%
Normalized ASP
Normalized ASP
MOTOCROSS BIKES
ATV UTILITY
MX
Normalized ASP
ATV-Utility
130%
120%
120%
110%
110%
100%
100%
90%
90%
80%
80%
70%
70%
60%
60%
Dec.
Grand Total
Nov.
Oct.
2012
Sept.
2011
Aug.
July
2010
June
May
2009
Apr.
2008
Mar.
Feb.
2007
50%
Jan.
Dec.
Grand Total
Nov.
Oct.
2012
Sept.
Aug.
2011
July
May
2010
June
2009
Apr.
Mar.
Jan.
50%
2008
Feb.
2007
Normalized ASP
ATV SPORT
ATV SIDE-BY-SIDE
ATV-Side by Side
Normalized ASP
ATV-Sport
120%
120%
110%
110%
100%
100%
90%
90%
80%
80%
70%
70%
60%
Dec.
Grand Total
Nov.
Oct.
2012
Sept.
2011
Aug.
July
2010
June
May
2009
Apr.
2008
Mar.
2007
50%
Feb.
Dec.
Grand Total
Nov.
Oct.
2012
Sept.
2011
Aug.
July
2010
June
May
2009
Apr.
2008
Mar.
Feb.
50%
Jan.
2007
Jan.
60%
Source:
31
9/27/12 3:52 PM
DEALERS
INDUSTRY CLOSE UP
UNIT SALES
DEALERSHIP PERSONNEL EXPENSE
E
DEALER DIRECTORY
DEALERSHIP FLOORPLAN EXPENSE
Dealership personnel expense as a percent of gross profit
dropped below 50 percent.
Floorplan expenses as a percent of gross profit dropped
in 2011.
Personnel Expense
Floorplan Interest Expense
54
7
53
6
51
50
49
48
5
Percent of Gross Profit
52
4
3
2
47
1
46
45
2004
2005
2006
2007
2008
2009
2010
2011
0
2004
2005
2006
2007
2008
2009
2010
2011
Source: Spader Business Management
1
32
9/7/12 5:46 PM
P032-PSD12MDB-HYOSUNGMILLENIUM.indd 32
9/28/12 10:12 AM
DEALERS
INDUSTRY CLOSE UP
UNIT SALES
DEALERSHIP ADVERTISING EXPENSE
DEALER DIRECTORY
DEALERSHIP NET PROFIT
Advertising expenses as a percent of gross profit has
decreased for three years straight.
Net profit as a percentage of
Netsales
Profit %inof2011
Sales surpassed
the previous seven years.
4
6
3.5
5
Net Profit % of Sales
3
4
3
2
2.5
2
1.5
1
1
0
0.5
2004
2005
2006
2007
2008
2009
2010
2011
0
2004
2005
2006
2007
2008
2009
2010
2011
Source: Spader Business Management
33
9/7/12 5:46 PM
DEALERS
INDUSTRY CLOSE UP
UNIT SALES
DEALER DIRECTORY
REGISTRATION TRENDS
Courtesy of Polk, Powersports Business readers are able to see registration trends from March 2010 to March 2012 for various vehicle segments. Polk creates
monthly new and used registration statistics for ATV, dual-sport, scooter, off-highway and on-highway units (broken down by segments in each), along with
total motorcycles in operation (MIO) on an annual basis. Data is available at the U.S., state, country or zip code level of geography. State requirements vary, and
the numbers shown here reflect all data available in the states that require registrations. For more information on how Polk can assist you with market analysis
or direct marketing, contact Jody Doublestein, account manager, at 562/505-0287 or email [email protected].
ATV
DUAL
ATV
DUAL
20,000
9,000
18,000
8,000
16,000
7,000
USED
14,000
6,000
12,000
5,000
10,000
COUNT
8,000
4,000
3,000
6,000
2,000
4,000
USED
1,000
NEW
ON-HIGHWAY
180,000
USED
9,000
7,000
Mar. 2012
Jan. 2012
Feb. 2012
Dec. 2011
Oct. 2011
Nov. 2011
Sept. 2011
July 2011
Aug. 2011
June 2011
Apr. 2011
May 2011
Mar. 2011
Jan. 2011
PREPARED FOR POWERSPORTS BUSINESS
PAGE 1 OF 1
©2012, R.L. POLK
ALL RIGHTS RESE
120,000
6,000
COUNT
5,000
4,000
100,000
80,000
Mar. 2012
Jan. 2012
Feb. 2012
Dec. 2011
Oct. 2011
Nov. 2011
Sept. 2011
July 2011
Aug. 2011
June 2011
May 2011
Apr. 2011
Mar. 2011
Feb. 2011
Jan. 2011
Dec. 2010
Nov. 2010
Oct. 2010
Sept. 2010
Aug. 2010
July 2010
June 2010
May 2010
Mar. 2012
Feb. 2012
Jan. 2012
Dec. 2011
Nov. 2011
Oct. 2011
Sept. 2011
Aug. 2011
July 2011
June 2011
May 2011
Apr. 2011
Mar. 2011
Feb. 2011
Jan. 2011
Dec. 2010
Nov. 2010
Oct. 2010
Sept. 2010
Aug. 2010
July 2010
June 2010
0
May 2010
20,000
0
Apr. 2010
40,000
1,000
Mar. 2010
2,000
Apr. 2010
60,000
3,000
Mar. 2010
COUNT
USED
NEW
160,000
©2012, R.L.
POLK & CO.
ALL RIGHTS
RESERVEDcs
12323002
140,000
PREPARED FOR POWERSPORTS BUSINESS NEW
PAGE 1 OF 1
12323002
cs
8,000
Feb. 2011
ON HIGHWAY
OFF HIGHWAY
10,000
Dec. 2010
Oct. 2010
Nov. 2010
Sept. 2010
July 2010
Aug. 2010
Mar. 2010
OFF-HIGHWAY
June 2010
0
Mar. 2012
Jan. 2012
Feb. 2012
Dec. 2011
Oct. 2011
Nov. 2011
Sept. 2011
July 2011
Aug. 2011
June 2011
Apr. 2011
May 2011
Mar. 2011
Jan. 2011
Feb. 2011
Dec. 2010
Oct. 2010
Nov. 2010
Sept. 2010
July 2010
Aug. 2010
June 2010
Apr. 2010
May 2010
Mar. 2010
0
Apr. 2010
2,000
May 2010
COUNT
NEW
SCOOTER
SCOOTER
8000
USED
7000
NEW
6000
PAGE 1 OF 1
12323002 cs
COUNT
5000
©2012, R.L. POLK & CO.
12323002 cs
ALL RIGHTS RESERVED
PAGE 1 OF 1
©2012, R.L. POLK
ALL RIGHTS RESE
4000
3000
2000
Mar. 2012
Jan. 2012
Feb. 2012
Dec. 2011
Oct. 2011
Nov. 2011
Sept. 2011
July 2011
Aug. 2011
June 2011
Apr. 2011
May 2011
Mar. 2011
Jan. 2011
Feb. 2011
Dec. 2010
Oct. 2010
Nov. 2010
Sept. 2010
July 2010
Aug. 2010
June 2010
Apr. 2010
May 2010
0
Mar. 2010
1000
Source: Polk
34
12323002 cs
PAGE 1 OF 1
©2012, R.L. POLK & CO.
ALL RIGHTS RESERVED
9/7/12 5:46 PM
P035-PSD12MDB-MBFIN.indd 35
9/10/12 10:18 AM
DEALERS
INDUSTRY CLOSE UP
UNIT SALES
DEALER DIRECTORY
BRP dominates U.S. snow, PWC markets
Looking at market share, it’s no doubt
BRP is leading the pack in both the PWC
and snowmobile market, however the company also has small claims in the ATV and
motorcycle arenas as well.
BRP’s Sea-Doo brand accounts for
almost half of the PWC market, with 46
percent of share. However, Yamaha isn’t far
behind, with its WaveRunners acounting
for 40 percent of share.
In the snowmobile segment, BRP’s SkiDoo brand is also on top, taking a 39 per-
cent share. Polaris and Arctic Cat each share
about a quarter of that pie, while Yamaha
grabs 10 percent of the market.
Can-Am, another BRP brand, holds 10
percent of the ATV market, forth behind
front runners Polaris and Honda, with 27
percent of share each, and Ymaha, which
boast 16 percent.
The motorcycle market, held mostly
2012
by Harley-Davidson, Can-Am doesn’t hold
as much of the market, with only a 3 percent share. Harley accounts for 35 percent of that segment, followed by Yamaha
and Kawasaki, tied for a distant second
at 15 percent. Honda grabs 14 percent,
while Suzuki has a hold on 8 percent, while
five other brands and Can-Am divide the
remaining 13 percent.
2012 U.S. MARKET SHARE
MOTORCYCLE
ATV
2012
Triumph
1%
BMW
2%
Can-Am
3%
Ducati
2%
Polaris
3%
KTM
2%
Kawasaki
6%
Suzuki
8%
Harley-Davidson
35%
Suzuki
6%
Polaris
27%
Arctic Cat
8%
Can-Am
10%
Yamaha
15%
Kawasaki
15%
Honda
14%
Honda
27%
Yamaha
16%
2012
SNOWMOBILE2012
PERSONAL WATERCRAFT
Honda
1%
Yamaha
10%
Kawasaki
13%
BRP
39%
BRP
46%
Arctic Cat
25%
Yamaha
40%
Polaris
26%
Source: Powersports Business, industry sources
36
P036x48-PSD12MDB-UnitSales.indd 36
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P037-PSD12MDB-KOLPIN.indd 37
9/10/12 10:18 AM
INDUSTRY CLOSE UP
UNIT SALES
30,000
400,000
20,000
March
2007
5,000
June
2008
2009
0
First Half
2010
2011
2012
2012 SCOOTER UNIT SALES
March
2007
June
2008
2009
First Half
2010
2011
2012
2012 ATV UNIT SALES
350,000
49,231
60,000
50,000
244,366
0
10,000
319,111
100,000
15,000
4,973
6,903
3,178
3,005
2,780
2,816
103,798
85,874
56,784
54,196
60,168
60,393
200,000
121,126
133,063
60,495
49,366
50,783
49,507
300,000
15,098
14,045
15,876
17,266
25,000
297,491
254,382
258,762
266,061
500,000
21,322
600,000
28,323
2012 DUAL PURPOSE UNIT SALES
550,699
553,711
2012 MOTORCYCLE UNIT SALES
DEALER DIRECTORY
3,780
4,070
3,129
3,134
4,150
4,324
DEALERS
300,000
29,719
2007
2008
2009
First Half
2010
2011
2009
First Half
2010
2011
109,893
86,448
400,000
2007
2008
2009
2010
250,000
200,000
150,000
100,000
50,000
June
First Half
2011
2012
212,129
181,542
187,565
193,287
54,185
44,673
37,123
36,300
18,084
13,473
10,217
6,261
5,146
5,473
22,086
17,442
9,030
9,715
10,069
8,160
March
2012
350,000
300,000
60,000
0
June
2008
450,000
80,000
20,000
2007
2012 ON-HIGHWAY UNIT SALES
100,000
40,000
March
2012
2012 OFF-HIGHWAY UNIT SALES
120,000
0
51,128
36,913
27,847
20,209
17,669
17,760
16,079
14,122
18,198
19,208
June
389,765
389,709
March
50,000
0
88,825
95,175
43,166
36,325
38,865
37,368
0
100,000
74,133
59,849
42,042
39,107
41,893
43,292
10,000
150,000
65,012
49,521
30,910
28,601
23,044
24,489
3,799
4,803
2,583
2,240
4,056
4,617
9,244
20,000
200,000
3,934
3,775
3,992
3,850
17,512
30,000
166,424
125,414
103,730
109,567
250,000
40,000
March
2007
June
2008
2009
First Half
2010
2011
2012
Source: Motorcycle Industry Council
38
9/7/12 5:47 PM
P039-PSD12MDB-SULLIVANS.indd 39
9/10/12 10:19 AM
DEALERS
INDUSTRY CLOSE UP
UNIT SALES
DEALER DIRECTORY
U.S. MOTORCYCLE UNIT SALES BY MONTH
106,072
117,599
121,126
133,063
Motorcycle unit sales saw a year-over-year increase in March, June and December, with a decrease in September.
40,000
2006
54,481
2007
2008
2009
38,627
31,500
26,450
27,197
60,000
38,339
32,045
30,135
56,784
54,196
60,168
60,495
49,366
50,783
80,000
2005
76,916
70,919
87,484
100,000
67,878
61,933
51,813
120,000
97,464
102,129
103,798
85,874
140,000
2010
2011
20,000
0
March
June
September
December
Source: Powersports Business/ Motorcycle Industry Council
ANNUAL U.S. MOTORCYCLE UNIT SALES
salesfrom 2010 to 2011.
Annual U.S. motorcycle sales saw a slight year-over-year jump
1,200,000
1,000,000
965,400
1,009,588
1,022,332
948,464
879,910
800,000
600,000
520,502
439,678
440,899
2010
2011
400,000
200,000
0
2004
2005
2006
2007
2008
2009
Source: Powersports Business/Motorcycle Industry Council
40
9/10/12 11:41 AM
P041-PSD12MDB-ALLWIN.indd 41
9/10/12 10:19 AM
DEALERS
INDUSTRY CLOSE UP
UNIT SALES
DEALER DIRECTORY
Polaris
Arctic Cat
Hydrospace
WORLDWIDE PWC MARKET SHARE
Yamaha has seen a significant market share increase from 2006 to 2012, while other OEMs found decreases.
100%
90%
13.24 %
15.87 %
14.62 %
15.16 %
10.12 %
13.06 %
13.72 %
80%
9.32 %
9.11 %
9.17 %
9.94 %
Honda
12.17 %
Yamaha
BRP
70%
60%
Kawasaki
1.01 %
1.45 %
30.89 %
30.58 %
33.19 %
46.35 %
44.31 %
43 %
2006
2007
34.73 %
34.55 %
40.17 %
39.54 %
2009
2010
39.61 %
44.50 %
45.88 %
44.37 %
2011
2012-Q1
50%
40%
30%
20%
10%
0%
2008
Source: Statistical Surveys Inc.
WHOLESALE PRICE FLUCTUATIONS
This study done by National Powersport Auctions shows the
difference in prices dealers can expect to pay at wholesale
depending on the time of the year and the vehicle category.
The study includes NPA sale transactions from 2007-12.
For more information on the study, contact NPA’s Ryan
O’Keefe at 858/413-1158.
Normalized ASP
PWC
PWC
130%
120%
110%
100%
90%
80%
70%
60%
Dec.
Grand Total
Nov.
Oct.
2012
Sept.
2011
Aug.
July
2010
June
2009
May
Apr.
2008
Mar.
Feb.
Jan.
2007
50%
Source:
42
9/27/12 3:53 PM
P043-PSD12MDB-SBT.indd 43
9/10/12 10:19 AM
INDUSTRY CLOSE UP
UNIT SALES
ANNUAL U.S. ATV SALES
U.S. ATV SALES BY MONTH
2005
2006
2007
2008
2009
2010
2011
44
2009
2010
0
C
101,828
97,959
93,147
2011
June
66,737
78,012
64,838
64,158
54,242
49,521
March
41,829
32,690
29,474
29,216
40,000
20,000
100,000
2004
2008
37,100
28,118
24,135
20,314
200,000
2003
2007
60,650
58,756
54,587
51,128
36,913
27,847
20,209
17,669
300,000
60,000
30,910
28,601
23,044
400,000
222,032
500,000
80,000
256,750
454,098
600,000
0
2006
100,000
321,181
700,000
2005
120,000
637,642
747,581
812,970
U.S. ATV sales were down in each of the four months of 2011
reported by the Motorcycle Industry Council.
2004
780,433
800,000
799,353
ATV unit sales continued to decrease from 2004 to 2011.
900,000
DEALER DIRECTORY
72,296
67,995
71,069
65,012
DEALERS
September
December
9/7/12 5:47 PM
DEALERS
INDUSTRY CLOSE UP
UNIT SALES
DEALER DIRECTORY
ATV WORLDWIDE MARKET SHARE
Can-Am is the only brand expected to gain market share in 2013.
100%
2%
90%
28%
28%
26%
23%
24%
25%
25%
26%
26%
2%
25%
3%
2%
21%
22%
3%
4%
4%
5%
5%
22%
21%
21%
21%
21%
9%
7%
80%
7%
70%
13%
10%
16%
20%
8%
7%
5%
40%
12%
13%
5%
4%
4%
11%
9%
9%
11%
11%
8%
8%
9%
20%
19%
18%
18%
5%
4%
4%
4%
Can-Am
Yamaha
60%
50%
5%
8%
25%
12%
27%
11%
26%
10%
28%
9%
27%
9%
26%
7%
24%
6%
25%
7%
21%
9%
22%
8%
21%
8%
18%
19%
21%
22%
9%
8%
7%
7%
24%
27%
6%
6%
29%
Suzuki
29%
Polaris
Kawasaki
6%
6%
Honda
Arctic Cat
30%
20%
31%
29%
30%
31%
31%
30%
30%
32%
2%
3%
4%
5%
33%
30%
31%
30%
30%
30%
30%
30%
30%
6%
7%
5%
7%
7%
7%
7%
7%
8%
29%
28%
27%
26%
7%
8%
8%
8%
10%
0%
Source: Powersports Business, Wells Fargo Securities, industry sources
45
9/7/12 5:47 PM
DEALERS
INDUSTRY CLOSE UP
UNIT SALES
DEALER DIRECTORY
UTV WORLDWIDE MARKET SHARE
Polaris and Can-Am are expected to increase UTV market share next year.
100%
90%
80%
70%
2%
2%
3%
3%
4%
11%
10%
9%
8%
8%
11%
11%
12%
12%
12%
11%
10%
9%
12%
13%
Can-Am
Yamaha
60%
50%
J. Deere
Kubota
30%
36%
40%
42%
43%
Polaris
40%
Kawasaki
Honda
30%
Arctic Cat
15%
14%
20%
10%
8%
14%
7%
9%
2009
13%
12%
4%
3%
3%
8%
8%
9%
9%
2010
2011
2012E
2013E
0%
Source: Powersports Business, Wells Fargo Securities, industry sources
U.S. SCOOTER SALES BY MONTH
ANNUAL U.S. SCOOTER UNIT SALES
March saw the largest increase for scooter sales in 2011.
and 2010 levels.
20,000
90,000
18,000
76,748
80,000
16,000
70,000
31,451
30,000
28,483
31,850
8,000
6,000
20,000
4,000
10,000
2,000
0
2005
2006
2007
2008
2009
2010
2011
0
March
June
2,711
3,170
2,501
2,118
1,597
1,919
1,570
10,000
40,000
3,778
4,230
4,317
2,817
2,530
2,465
12,000
50,000
9,472
14,000
54,255
3,934
3,775
3,992
54,268
5,885
7,497
9,244
56,889
3,656
3,438
3,799
4,803
2,583
2,240
4,056
60,000
17,512
Scooter sales in 2011
Scooter sales
surpassed
2009
September
December
2005 2006 2007 2008 2009 2010 2011
46
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9/10/12 10:19 AM
DEALERS
INDUSTRY CLOSE UP
UNIT SALES
DEALER DIRECTORY
SNOWMOBILE WORLDWIDE MARKET SHARE
Market share from 2012 to 2013 is expected to remain the same.
100%
11%
8%
12%
90%
14%
16%
17%
17%
16%
34%
34%
35%
15%
17%
19%
20%
29%
28%
22%
23%
22%
27%
28%
21%
17%
16%
16%
32%
32%
32%
80%
70%
38%
40%
35%
32%
33%
31%
30%
27%
60%
27%
Yamaha
Polaris
BRP (Ski-Doo)
50%
40%
Arctic Cat
26%
28%
31%
31%
29%
28%
28%
29%
21%
21%
20%
33%
31%
33%
33%
31%
31%
32%
19%
19%
20%
19%
18%
33%
33%
33%
33%
19%
18%
19%
19%
30%
20%
25%
10%
0%
24%
22%
23%
22%
21%
22%
1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013E
Source: International Snowmobile Manufacturers Association/Wells Fargo Securitities
SNOWMOBILE RETAIL SALES
Though snowmobile sales in the U.S. have decreased over the last 15 years, international sales are on the rise.
180,000
U.S.
Canadian
Other Int'l
160,000
140,000
120,000
-1
100,000
80,000
60,000
40,000
20,000
0
Source: International Snowmobile Manufacturers Association/Wells Fargo Securitities
48
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dealer directory - Powersports Business

Transcription

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