Multi-purpose units continue to be big sellers
Louisiana and Tennessee consistently rank highest among all U.S. states in ATV accessory sales, according to a study conducted by CDK Global Recreation for Powersports Business. CDK Global Recreation analyzed sales of 127,722 ATVs that total $830 million in unit sales and $23 million in accessory sales. The study covered multi-purpose, multi-purpose 2-Up and sport units sold by 2,096 dealerships nationwide.
Alaska maintains a strong 4.9 percent accessory sales ratio. It ranks third among the states. Minnesota, at 4.1 percent, and Maine, at
4 percent, are among the top five states for ATV accessory sales.
Minnesota falls 9 percent below its 2014 levels. Wisconsin is down 12 percent, and Michigan is down 14 percent below 2014.
This year, two of the four Southwestern states have climbed to above 1 percent in accessory sales. Nevada and New Mexico both show 1.2 percent, while California and Arizona remain at an unexplainably low 0.8 percent and 0.7 percent. Only Hawaii is lower.
Chart C shows ATV unit sales by category for approximately 2,000 dealers surveyed in years 2011 through 2015. While the number and mix of dealers did change during the term of the survey, it is still a general indication of the growth of the market during these years.
ATV sales for these dealers have risen by 24,000 units from 2011 to 2015. Multi-purpose units lead the pack, accounting for nearly 76 percent of the total ATVs sold in 2015. Sport ATVs are next, with 23,500 sold by 2,096 dealers in 2015, followed by multi-purpose 2-Up ATVs, of which 10,000 were sold.
After a 12 year accessory sales increase of $12 per year, multi-purpose 2-Up drops $49 in 2015 to $225 oer unit.
Multi-purpose shows a steady increase of $11 per unit per year, while sport ATVs are steady at $50-$60.
The mix of units sold, laid out in Chart D, remains surprisingly constant throughout the term of this study. Multi-purpose units accounted for 75 percent of units sold in 2011 and rose just one point to 76 percent in 2015. Sport units declined 4 points, from 21 percent down to 17 percent in 2015, and multi-purpose 2-Up gained 3 points in that same time.
Louisiana, with $860 in accessory sales for each $10,000 in unit sales, ranks highest of all states in accessory sales penetration.
The top five states average $550 in accessory sales for each $10,000 in unit sales. The bottom 5 states average $94 in accessory sales for each $10,000 in unit sales. Hawaii has less than $1 in accessory sales per $10,000 in unit sales.
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