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KBB.com data shows street bikes, cruisers at top

Harley-Davidson, Honda are most-viewed OEMs on Kelley Blue Book site

Consumer interest in used powersports products has been consistent throughout the past two years, based on data collected from page views on Kelley Blue Book’s KBB.com site and provided exclusively to Powersports Business.

Kelley analyst Lisa Pelissier said data collected from the past year shows that consumer interest is highest in street and cruisers, with 37.1 percent of overall motorcycle page views. Sport bikes were a distant second, generating 16.6 percent of traffic. Touring motorcycles and trikes earned 11.7 percent of the hits, while ATVs garnered 10.9 percent.

“These numbers have been consistent throughout 2012 going back to Q4 2011, mirroring the statistical demographics of powersports vehicles available to consumers,” Pelissier said. “As is usual, Harley-Davidson and Honda received the most interest from consumers. Harley bested Honda in page views throughout the year, but Honda briefly held the leading position in Q2 2012. Yamaha, Kawasaki and Suzuki rounded out the other top spots, as per the norm.”

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Arctic Cat had a seasonal burst of page views in Q4 2011, likely due to the increased interest in snowmobiles during the winter season.

“One interesting and significant change was seen between Polaris and BRP in the percentage of their page views from one year ago,” Pelissier said. “Polaris received significantly more interest than BRP in Q4 2011, leading by more than 2 percentage points. Throughout the course of the past year, BRP briefly overtook Polaris and ended Q3 2012 under Polaris by only 0.1 percent.”

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The top 12 manufacturers (see chart) received almost 95 percent of consumer page views on KBB.com.  Other manufacturers receiving interest included Aprilia, Buell, KYMCO, Vespa and Victory, which each averaged more than 10,000 views per month through Q3 2012.

Buell is the only manufacturer no longer in production to generate such a large number of page views. Also, KYMCO is the only Asian (non-Japanese) manufacturer to produce such interest.

The data represented in the charts, alongside auction data collected by Kelley Blue Book to support values, suggests a strong market for used powersports products.


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