Italy. Motorcycles sales boomed in June and Outlook further improved for 2020 & 2021


Italian Motorcycles Market boomed 30.6% in June ending the first half 2020 with 144.407 units, thanks to a strong demand for individual mobility in the post covid19 era. The market outlook further improved and now the 2020 could be not far from the previous year, with 2021 seen up in double-digit.

New Two wheeler sales in June

June sales were strong and in line with our previous expectation, after May had already shown the rapid recovery trend in the consumer’s demand.

June sales were 41.084, up a robust 30.6% ending the first half 2020 with 144.407 units (-25.0%).

The fastest brands are the Japanese, with the market leader Honda selling in June 10.492 units (+48.5%), with Yamaha in third up 51.6% and Kawasaki in 8th place up 62.8%. 

Moreover other brands performed very well YoY, with Triumph up 69.6%, Benelli 79.3%, Keeway 65.6%, Husqvarna 75.2%.

Motorcycles Market Trend

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%).

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%.  

Market Outlook 2020-2025 improved from the previous month

The reactiveness of French government to the Covid19 economic impact was outstanding and the country is working with huge sustain in the “new normality”. Moreover, the demand for a more individual mobility and the increased offer of more performing electric scooter will speed up the recovery within our industry.

In the Beyond Covid19 project, we are revising on monthly basis and sharing with our Clients the 2020-2025 motorcycles market outlook and are glad to see this outlook improved now from last month, with full year 2020 projection at 241.000 units, down 7.4% from the previous year.

The 2021 will allow the market to be back at pre-covid level, despite the effects of stage 5 emission level (due in January 2021), while consumer’s demand will change the mix within the market, accelerating trends in place before the virus and showing new trends. A double-digit growth is expected.

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