STATE OF THE SCOOTER SCENE 2013 PT 2: SCOOTER OF THE YEAR
READERS CHOICE WINNER: 2013 HONDA PCX150
With the votes counted, Honda’s revamped PCX 150 ran away with the top honours in the 2013 readers choice poll. The faster and more refined PCX ruled the poll, cornering a remarkable 40.9% of the vote. The PCX embodies practicality, with world class refinement and technology packed into a machine that delivers both huge storage and a 70mph top speed for $3449.
Piaggio’s new 2013 BV350 captured the second spot with 29.3% of the vote. Yamaha’s reintroduced and now fuel injected Vino 50 rounded out the top three with 8% of the vote.
USA: 2012 SALES
Scooter sales in 2012 rose for the third consecutive year, this time increasing by 7.7% to the highest level since the 2009 crash. That’s healthy news for the industry, especially when you consider 2012 sales were mostly current scooters being sold at regular margins, as opposed to the 2009 market crash leftovers that buoyed up sales in 2010 and 2011 with heavy discounts. The chart below shows scooter sales in the USA over the past seven years, but realize that this MIC data doesn’t include several smaller makes (Genuine, SYM) nor does it include the swell of Chinese makers.
Despite the nice annual rise sales remain a far cry from the 2008 heyday, which was the culmination of years of steady growth. From 2000 to 2007, mainstream scooter sales hovered in the 40,000 - 55,000 unit range - or about 20% higher than we’re seeing today. Mainstream USA sales were 34,294 in 2012, which may actually be there new norm as the non-represented Chinese makers have captured a portion. Popular Chinese makers like SunL and Znen are rumoured to be selling in the five figure range.
Another trend worth noting is that bigger scooters (+50cc) are said to be responsible for most of the rebound, with 50cc sales remaining depressed - or more likely drifting to the Chinese. So midsized/large scooter sales are up quite a bit, as are profit margins - while the 50cc market continues to languish. Piaggio in particular reported a 22% increase in their over 50cc models, with 50cc sales stable. Looking ahead to 2013, scooters seem to be poised for a decent year. Sales increased in momentum all year in 2012, with sales up 5.6% over 2011 at mid year, which rose to a 7% lead by Q3 and a final score of 7.7%, so 40K is likely a good stretch goal for 2013.
The news in Canada is both lacking and lackluster, so it slips in here at the bottom. The Canadian industry group (MMIC) is still sitting on the 2012 numbers, but we can report the 2011 numbers which were too late to slip in to this report last year. In short, Canadian scooter sales took a big dive in the wrong direction in 2011. Canuck sales were a healthy 10K units in 2008, which dropped to 6K for 2009 and 2010. Instead of a rebound, sales dropped further in 2011 to 4.6K units. Hopefully things were rosier in 2012.