Snowmobile sales, interest up

PowersportsBusinessJune 7, 2011

Snowmobile sales increased 10 percent worldwide during the 2010-11 season, and more units were registered than the previous year, according to a release by the International Snowmobile Manufacturers Association.

Sales of new snowmobiles in the United States were up 5 percent, with 51,796 units sold. The average price decreased slightly to $8,397. New unit sales in Canada were up 8 percent with 40,878 models sold. Canada’s average price was also down slightly to $9,361. Sales in Europe and Russia were up 20 percent, with 30,389 units sold. PG&A sales in North America increased 7 percent.

The number of snowmobiles registered across all ISMA regions also increased. The U.S. saw a hike of 50,158 over the 1.5 million from 2010. Canada experienced a jump of 20,168, to bring its total to 602,902, and European registrations rose to 530,000.

The www.GoSnowmobiling.org website also saw an increase in visitors. The site attracted more than 3 million visitors on the site during the season, with 18 percent saying they do not own a snowmobile but are interested in purchasing.

The survey also found:
• The average age of a snowmobiler was 43 years old, though the median age is tracking lower to include additional Generation Y customers entering the market.
• About 65 percent of snowmobile buyers purchased their first sled this past season.
• On average, snowmobilers rode 1,141 miles each, which is 10 percent more than during the 2009-10 season.
• The majority of snowmobilers in North America are club and/or association members.