CMGonline.com has an interesting article on the impact of the 2009 recession on bike and scooter sales. Here is a link:
http://cmgonline.com/content/view/2205/57/

The article focuses on the Canadian market. Of interest, 2008 scooter sales were 10,773 units and 2009 sales were 6161. That's a drop of 43% and it's actually a much larger drop that it was for motorcycles (25% drop). I would have thought it would be the other way around because scooters are such an economical choice that people would turn to them during a recession. Perhaps the decline is because most scooter buyers may be low to middle class and these buyers simply put off the purchase during uncertain times. It will be interesting to see the 2010 numbers when they come out in another 10 months or so.

yeah when economic times get tuff the toys are the first to go or a choice put off ,like they said. but that is just it, here in US and Canada scooters are thought of as a luxury items or fads. as some places find it economical or the best they can do for transportation

not until fuel and insurance costs really rise and government incentives are in placed will things change

I hate to break it to you guys but scooters aren't for everybody. Their appeal, generally, is to a smaller audience than motorcycles are. In this Country 2008 was a perfect example. Gas was at an all time high, scooters should have sold like shoes. Motorcycle sales were one million, scooter sales were 92,000. The ratio dropped to about the same this year. Something like 560,000 bikes, 49,000 scooters. Sales are one tenth. Why? Because men make up 90% of the two wheel population in this Country. Guys want punch, generally. When companies that make scooters get it into their heads that women have money and are a completely untapped market then watch out. I taught my wife how to ride the scooter in 10 minutes. OK, she took an MSF course later (two months later, after she had the Rebel) but a Dealer could be talking new female clients through it in a half hour on demo bikes.

It's not the economy for scooters, it's bad focus.

I had my ruckus out for 2 hours today. Went all over town shopping and all that. everytime I came out of the stores someone mostly guys just standing and staring at the ruckus. Lots of questions. one guy wanted to buy one for his wife to commute on. I look beyond silly on the ruckus but it's fun. I'm full throttle everywhere I go. l Really need the 35 L hard box mounted. 12 packs don't sit well between my feet.

I think more people will look at scooters if we talk about how much fun a practical they are..

yeah i must agree men that ride want ego boost with a powerful bike, my brother and most of my riding friends ride harleys and would not be caught dead on a scooter, that was one of my reasons to buy a scooter 5 years ago to have the opposite and enjoy the banter of conversation of the difference of the two bikes, i take a ribbing but i am ready for it

I don't really agree that scooter manufacturers need to target women. Several times historically scooter manufacturers have thought that women are going to buy their scooters, so they designed them accordingly and then women didn't end up buying them. For example, when the Japanese manufacturers designed the 'modern' scooter around 1980 with plastic panels, a CVT etc they thought it was going to sell huge to women because it was simple to ride and protected the rider from the elements. They thought a scooter was going to be a women's motorcycle. They styled them with women in mind. As it turned out, women didn't buy them....only men did. And they would have sold a lot more if they had just aimed them at men in the first place. Check out this Honda ad from the early 80's....it's aimed right at women:
http://www.youtube.com/watch?v=wz3EAQF_Eek

Despite being easy to ride and with unisex styling, women just don't buy scooters like you would think. A large majority of women just aren't into two wheels even if it's simple to drive. They want the safety and comfort of a car. The reason a lot of women don't buy motorcycles isn't because they are hard to learn or too masculine. They just aren't into two wheels period and complaining about having to learn how to ride is really just a code way of saying they're not interested in bikes. I'm not saying this is true for all women, but it seems to often be the case.

Historically, it wasn't just the 80's where scooter manufacturers thought women would be a great audience. After WW2 Vespa aimed their products at women and they even have the image of being a women's machine, and yet the vast majority of buyers are men.

I agree with you that a lot of men want punch. Manufacturers would definitely sell a lot more scooters if they had more power and more masculine styling. I think manufacturers in general should pursue this, rather than chasing women who historically haven't been very receptive to scooters. Part of the reason scooters don't sell well to men these days is because they have a long cultivated image of being more of a women's machine. I think aiming scooters at women has hurt sales more than it has helped.

Example of 80's advertising:

I don't really agree that scooter manufacturers need to target women. Several times historically scooter manufacturers have thought that women are going to buy their scooters, so they designed them accordingly and then women didn't end up buying them

I'm not surprised you don't agree Dan. You're a nice guy but vision isn't your long suit. This is the age of satellite and cable TV. Women aren't the creatures of comfort you portray them as and can be just as adventurous as men if coaxed. I was in a bicycle club years ago and they spent as big as the men and sweated just as much. Somedays there were as many women on the rides as men.

The problem is probably that all these companies have ad agencies run by men with no clue what would attract a woman. My wife's bike is black as opposed to that white and pink "fairy scooter" in your picture. Do you think that a modern women is going to fall for little girl colors?

No. Some campaign that has a housewife buying groceries and sticking them in her trunk or an office worker strapping her laptop case on the back and pulling out of a parking garage will make better copy.

They sell bikes with smoking wheelies, somebody needs a better sell for scooters.

I'm fully aware that this is the modern age....I'm 26. I don't have an archaic 'women belong in the home' view that you seem to think I do. I welcome your comments on this site, but you need to find a way to present them in a less inflammatory manner. Insulting someone's vision isn't progressing the discussion at hand.

What I'm saying is that two wheels don't appeal to the majority of women and it's not because they aren't brave or adventurous enough. Yes a few women are totally into it and that's awesome, but plenty of smart, adventurous and intelligent women aren't into it, even if all barriers like licensing and learning are removed.


Did you watch the TV commercial I posted a link to? It's as far from little girl as you can get. It's features Sandra Burnhard who was a popular comedian and actress back then.

I didn't mean to be inflammatory but Sandra Burnhard, come on. She was, how would you say it? Polarizing back then. You see Dan I'm 58 and I remember the effect Sandra and her "leanings" had on women back then. Her "needs" would cause her message to be lost on women buyers at the time.

What did you say to me last year? "I'm not interested in having people around who are only using scooters for transportation. I want to attract people who are enthusiasts". Or words to that effect. Scooters, with their lack of performance and ease of operation, are the perfect utility vehicle. Just what kind of person should scooters be sold to? That's right. People (men and women) who want to use them to go to the train station or do a short ride to work or save wear and tear on the car to buy a quart of milk.

Sorry Dan, but your vision is of 18 horse Zumas and mad crazies tearing around the countryside. Now you want a Ruckus to work over so you can have fun with it. It's why they only sell, what, 20,000 scooters in Canada. That's because the focus is so narrow and the utilitarian nature is not accentuated.

I want speed, I've got the bike, I want groceries, I've got the scooter. If that's inflammatory, sorry, I'm only calling it as I see it.

I don't think you're being fair to what I've said and what I'm interested in. I had my Zuma 125 for a 1.5 years and in that time I did zero engine modifications. I never even talked about wanting to make it faster. Now that I have another Ruckus I also have no plans to do serious engine modifications. I don't know where you're getting this 18 horse Zuma talk. I think modifying scooters is fun, but that's hardly what I'm all about. I don't recall what I said last year, but I imagine my underlying point was that I want to develop a community for people who care about scooters, which almost everyone who is online chatting about them does. My focus is on enjoying scootering and there are many ways to do that. It doesn't need to modifying a scooter. It can be restoring one, leaving it stock and having fun riding it around etc.

Back on topic, I think the #1 way manufacturers can increase sales is to advertise them. Currently you see virtually no advertising for scooters.

Back on topic, I think the #1 way manufacturers can increase sales is to advertise them. Currently you see virtually no advertising for scooters.

I absolutely agree, but where we diverge is in who. Scooters are not motorcycles that you twist and go. They are low powered, utilitarian vehicles that just about anybody can use. I'm not picking on you, despite your feelings of assault. But I sense, in just about all scooter forums, that the "Club" should be kept small. modernvespa.com, justgottascoot.com, sometimes even at scootdawg.com and scooterrebels.com. Always this, "Glad you're here, don't tell your friends about us"

The only website that I've seen, and I suggest you read it, is http://www.motor-scooters-guide.com The woman who runs it is pushing for more. More stories, more involvement, more reviews. Everything lacking in other scooter sites. She started a club for people to post their bios and pictures. Why it's almost motorcycle-like.

I even found the website that I bought my mopeds from on the site, speaking of advertising. It caters to everybody.

You say the best way is to advertise. Being a silent fringe group is no advertisement. You're not just in Canada, I'm reading you in the States, someone else could be lurking in New Zealand. We have a member on Scootdawg from NZ. If you invite people from around the world to participate you might start talking people who are thinking about buying a scooter into getting one.

Think about it. You're young enough to do something about the future. Wouldn't it be nice to see big cities filled with scooters instead of cars?