Where Canada fits in...
We are 3% of the total number of motorcycles sold in North America. That's why nobody cares about us...
A study of data from North American dealerships showed new motorcycles over pre-owned at a rate of 2:1 in 2017. A total of 382,000 motorcycle retail transactions were considered, with 65 percent of sales being new bikes and 35 percent pre-owned. This exclusive motorcycle retail sales study focuses on 382,000 new and pre-owned motorcycles sold between Jan. 1, 2017 and Dec. 31, 2017.
This study includes all motorcycle segments, including cruiser, dual-purpose,
enduro, motocross, sport, standard and touring types of motorcycles. This study only includes units where the VIN number can be decoded to identify the exact make, model, product line and segment. OEMs that do not provide specific VIN decoding were not included.
Broken down by region, 2017 new and preowned motorcycle sales were strongest in the South, where 28 percent of all motorcycle sales in this sample occurred. A total of 19 percent of motorcycle unit sales occurred in the Midwest, with 17 percent
in California and 14 percent in the both the West and Northeast.
Finally, Canada and the Northwest represent 5 percent and 3 percent of total motorcycle unit sales in this study, respectively. Looking at segment sales by region, sport models were the top seller in the South, where 27 percent of the total sales were sport bikes. The Midwest prefers touring units, with those models taking 24 percent of the total sales. The top-selling model type in the West is an enduro unit, at 22 percent of total sales. Sport models were the models that consumers chose the most in the Northeast and California, at 28 percent and 31 percent of total sales, respectively.
Model preference in the Northwest and Canada are fairly balanced. Enduro models topped the purchases in these regions at 21 percent and 20 percent, respectively.