Motorcycle Dealers Industry Profile

The US motorcycle dealer industry includes about 4,300 stores with combined annual revenue of $18 billion. No major companies dominate; most companies have a single retail outlet. The industry is highly fragmented: the 50 largest companies generate just 10 percent of industry sales.

COMPETITIVE LANDSCAPE

Discretionary personal income and interest rates drive demand, since motorcycles are high-ticket purchases and often financed. The profitability of individual companies depends on volume and sales of higher-margin goods like heavyweight motorcycles. Large dealers have advantages in broad inventory selections and negotiating power with manufacturers. Small dealers can compete effectively by providing superior customer service or offering unique services, like bike customization. The industry is capital-intensive: Average annual revenue per employee for a typical company is $325,000.

Major competitors include private market sellers, other recreational vehicle dealers, service center chains, and independent service shops.

PRODUCTS, OPERATIONS & TECHNOLOGY

Major products include new and used motorcycles, scooters, motorbikes, all-terrain vehicles (ATVs), snowmobiles, and personal watercraft. Apparel, parts, and accessories are known as aftermarket products. Most products sold by motorcycle dealers are known as power sports products. Many dealers offer repair, maintenance, customization, installation, or insurance services.

Touring and cruiser motorcycles are designed for comfort and long distance rides. Custom motorcycles emphasize style and owner-selected features. Performance or sport motorcycles are designed for superior handling, acceleration, and racing. Dual motorcycles are designed for both on- and off-road use. Motorcycle engines are measured in cubic centimeters (cc) of ...