Industry Overview
Powersports Market Update
2017 started out similarly to previous years, with seasonality limiting
activity until late in the first quarter. Dealer sentiment was generally optimistic
early in the year, with stocking activity comparable to recent years. Page views
ramped up considerably across the board in March with the start of the spring
selling season.
Looking at individual segments, On-road saw its strongest values and
web traffic in the spring and summer months. Cruisers continued to
underperform recent years in terms of value, with 2017 averaging 4.7% lower
year-over-year. Sportbike values started the year strong, but dipped sharply in
September and remained unusually low through the end of the year. Year-over-year,
the sportbike segment performed almost identically to 2016 on average,
but the sinking performance late in the year appears to be related to seasonality.
Side by sides saw strong web traffic starting in the second quarter. The
sport segment had another strong year in terms of values, very similar to 2016,
which was 5.1% ahead of 2015. The utility segment also looked healthy, not
quite equaling 2016 in the first half of the year, but remaining steady in the
second half to come in 1.9% lower year-over-year.
For many dealers around the country the next couple of months will be
focused around service and stocking showrooms in anticipation of the upcoming
spring season. Snowmobiles will represent most market activity in four-season
regions until the weather warms up and other segments come back on-line.
Consumer-focused economic measures continue to point upward, and the
revised tax code should encourage demand.
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