Motorcycle Dealers


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Industry Profile Report

Dive Deep into the industry with a 25+ page industry report (pdf format) including the following chapters

Industry Overview Current Conditions, Industry Structure, How Firms Operate, Industry Trends, Credit Underwriting & Risks, and Industry Forecast.

Call Preparation Call Prep Questions, Industry Terms, and Weblinks.

Financial Insights Working Capital, Capital Financing, Business Valuation, and Financial Benchmarks.

Industry Profile Excerpts

Industry Overview

The 6,000 motorcycle dealers in the US sell new and used motorcycles plus other powersport vehicles. In addition to motorcycles, products sold include motor scooters, motorbikes, mopeds, all-terrain vehicles (ATVs), and personal watercraft. Companies typically sell replacement parts or accessories and offer repair services. Some companies offer maintenance programs.

Dependence on Motorcycle Manufacturers

Dealers rely on a limited number of manufacturers to develop compelling new products that customers will buy.

High Capital Requirement

The ability to secure floor plan financing is critical to funding inventory purchases.

Industry size & Structure

A typical motorcycle dealer operates out of a single location, employs less than 20 workers, and generates $4-5 million annually.

    • The motorcycle dealer industry consists of about 6,000 companies, employs 71,000 workers, and generates over $28 billion annually.
    • The industry is fragmented - the top 50 companies account for just 17% of sales.
    • The largest dealers operate "superstores", which stock a wide range of products and serve an extended geographical market. The largest Harley-Davidson dealers can generate more than $50 million annually.
                            Industry Forecast
                            Motorcycle Dealers Industry Growth
                            Source: Vertical IQ and Inforum

                            Recent Developments

                            Feb 21, 2025 - Global Motorcycle Sales Up in 2024
                            • Global sales of motorcycles, scooters, and mopeds rose 2.7% in 2024, reaching a new record of 61.8 million sales, according to a report in MotorCyclesData. The growth marked a recovery of nearly 10 million sales from its 2020 negative peak. Growth was highest in India, Europe, and the Americas while China and the ASEAN (Association of Southeast Asian Nations) experienced a decline. The 20.1% rise of Mexico’s motorcycle market helped North America reach an all-time sales record in 2024. The US and Canada contributed steady sales in 2024. The top motorcycle brands globally in 2024 were Honda (32% market share), Hero Motor, Yamaha, Yadea, and TVS Motor.
                            • Harley-Davidson has forecast its 2025 motorcycle revenue to be flat to under 5%, as consumers are expected to exercise caution with big-ticket purchases, according to a report by Reuters in MSN. Sales of leisure vehicles have fallen off since the pandemic. Lackluster sales have been compounded by lingering inflation and high borrowing costs, as US consumers have prioritized spending on necessities. According to the report, Harley-Davidson has lost the business of some younger consumers who are instead purchasing modern, feature-packed, and affordable bikes from different manufacturers. Harley-Davidson’s revenue in 2024 was 11% lower than the previous year, marking the second consecutive year of declining sales. The company has announced it is boosting its investment in entry-level offerings and expanding its small bike line up, according to a report by Top Speed.
                            • Motorcycle dealers will have to monitor minimum wage changes in 2025, as 21 states and 50 local jurisdictions increased their minimum wages, according to Chain Store Age. States with the highest minimum wage in the US are Washington ($16.66 per hour), California ($16.50), and New York ($16.50). Nearly 30 cities in California and seven towns in Washington will raise minimum wages in 2025, with Tukwila, Washington, offering the highest minimum hourly wage in the US at $21.10. According to the Economic Policy Institute, the minimum wage change will affect more than $9 million workers and raise pay by a combined $5.7 billion. Unchanged since 2009, the federal minimum wage is $7.25 an hour, and some 20 states, primarily located in the South and the Midwest, use the federal minimum as their wage floor.
                            • Motorcycles are on a list of American products that the UK may target for retaliatory tariffs if US president-elect Donald Trump moves forward with trade taxes on UK goods, according to Politico. According to the report, UK officials are looking at how to repurpose former European Union measures against the US for immediate deployment in the case of a trade war. American products on the list for retaliatory tariffs used in previous trade wars include Harley Davidson motorcycles, Levi’s jeans, and Jack Daniel’s bourbon. Trump has said he would impose a 10-20% tariff on all foreign imports with a tariff up to 60% on Chinese imports.
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