Italy. In May sales down 11% with strong demand in the last days


Italian Motorcycles Market lost only 11% in May with a strong recovery in the last days of the month, thanks to immediate demand for individual mobility in the post covid19 era. The market outlook changes to a more optimistic view both for 2020 and 2021.

2020 Motorcycles Market Outlook

The Italian Motorcycles market was is a good momentum up to the end of February, with a first two months sales volume at 36.489 up 9.3% from the correspondent period last year.

Just 10 days after, all dealers were shut down by the Government’ restrictions and within few days all the OEMs based in Italy have closed the plants.

In March motorcycles sales have been 8.519 (-65%) ending the first quarter with 45.004 units (-25.7%) and in April were 897 (-96.9%).

In May the market was down 11%, surprising observers

The lockdown ended on May 6th and in dealerships struggled to re-open in a “new normality” keeping all the safety new rules.

In the first part of the month clients were mainly those having booked the motorcycles in the winter, while in the second part of the month the client flow grew up substantially with high demand for moped and 125 cc scooter.

The results was astonishing with monthly sales at 27.552, down 11.5%. Considering the sales per open day, the market was over the 2019, but considering just the last decade, sales were 10-20% higher than in the correspondent period last year.

The expectations to an higher demand for two wheelers, in the post covid19 era seems to have an immediate effect in Italy and June will confirm how strong is this demand.

However, the market outlook clearly changed in positive this month and the recovery looks fast than expected. Our research team revised the next months and years forecast with more optimistic results for the 2020, actually projected at 205.000, down 21%, with the 2021 back at the pre-covid19 level.

2019 Motorcycles Market Data

According to data released by the Italian Minister of Transportations, the 2019 has been an almost positive year for the two-wheeler industry with full year sales at 260.353, up 5.0%, the fifth consecutive growth in a string, confirming the position as second largest market in Europe, after France.

The 50cc segment continued to decline with only 19.091 sales in the year, down 7.6% and representing the 7.3% of the total, while the over 50cc scooter segment was 133.044 (+5.2%) representing over the half of the total. The motorcycles segment sales have been 98.387 units (+6.5%).

The strong BMW performance pushed up the touring segment (+42.1%), the fastest increasing segment. Others positive growth for the Supermoto (+16.8%) and for the Adventure (+12.9%) and Street (+10.4%).

The development of the electric segment is slower than in other European countries and in the 2019 sales have been only 5.250, up 26.6%.

Italian Motorcycles
Benelli 302S

Competitive Arena

The Italian market is dominated by four brands counting together over the half of the total.

Analyzing the 2019 data, the leader is Honda with 54.634 sales (+7.1%) with 21% of market share.

In second place Piaggio with 42.776 units sold (+5.9%) and 16.4 of market share. In third Yamaha with 26.645 sales (-6.4%) and 10.2% of market share followed by the Taiwanese Kymco with 24.054 (-3.5%).

In fifth place the leader among premium brands, BMW, with 15.632 sales (+13.2%) at the new all time record, first time over the 15.000 units and was followed by Ducati which underperformed with 9.155 sales, surprisingly in negative territory (-0.6%). 

In seventh place SYM with 7.591 units (+19.7%) ahead of Kawasaki with 7.517 (+8.0%), KTM with 7.227 (+4.3%) and in 10th place a fast growing Benelli at 6.818 (+33.7%).

Several manufacturers reported negative score, like Harley-Davidson (-8.2%), Aprilia (-4.1%), Peugeot (-16.5%), Suzuki (-6.7%) and even the electric scooter producer, Askoll (-6.6%).

MV Agusta Brutale 1000