Published 03/11/2014 00:00:00 in Press Releases

Motorcycle dealers believe there has been an overall improvement in the day to day relationship with their manufacturer. The boost in consumer confidence has resulted in an increase in motorcycle sales, according to the National Motorcycle Dealers Association (NMDA) Dealer Attitude Survey Autumn 2014 results.

The NMDA Autumn 2014 Dealer Attitude Survey, published today (Monday 3 November 2014), shows that there has been an increase in the overall value of the franchise.

  • When asked about the overall value of the franchise, the all dealer average increased from 6.4 to 6.6.
  • Triumph, BMW and Harley Davidson were recorded as the top 3 franchises.
  • The least valued franchises by respondents are Honda, Suzuki, and Piaggio Group.

The dealer/manufacturer relationship has generally improved since the last survey in Spring 2014.

  • The partnership dealers have with their manufacturer has improved since the last survey with an increase to the all dealer average of +0.1 from 3.6 to 3.7.  In addition, 50% of dealers surveyed increased their score and 70% recorded a rating on or above the average mark.
  • Ducati dealers were more dissatisfied with the partnership they have with their manufacturer having reported a score of -0.9 since the last survey and fall to 9th position in the ratings chart.  Suzuki drop to 7th place with a decrease in score of -0.5.
  • Honda rise in rating by +0.4 but still only sit 8th in the rankings, whilst KTM move up to 3rd position having increased their score by +0.3.

Dealer profit and future profitability have improved slightly in this survey

  • When rating the profit return by representing their franchise, the dealer average improved from 3.1 to 3.3. 60% of networks responding with an increase in rating and 70% of dealers scoring on or above the average point.
  • When asked about the future profitability of their business the all dealer average improved from 3.4 to 3.5.

Stephen Latham, Head of the National Motorcycle Dealers Association, commented:

“The NMDA are pleased to see that this year’s Autumn 2014 Dealer Attitude Survey received a record response rate of 40%. This is partly due to the survey now being made available both online and on paper. Over half of Yamaha, Honda and BMW dealers have been proactively involved in the survey.

“It is positive to see that manufacturer/dealer relationships have improved following our survey in Autumn 2014.

“Over the last few months there has noticeable increase in the number of motorcycle enthusiasts entering motorcycle dealerships. There has also been a significant number of leisure bikers who enjoy motorcycling, suggesting a return in consumer confidence and financial security is having a positive impact on the sales of motorcycles in this sector.

“Triumph, BMW and Harley Davidson have experienced high levels sales volumes over recent months. In this survey some manufacturers have seen more activity than others, suggesting that certain manufacturers – namely Piaggio Group need to develop their relationships with dealer networks to avoid falling below average in certain areas of the survey”.




Please click here to download a copy of the NMDA Autumn 2014 dealer Attitude Survey Results

Please click here to download a copy of the NMDA Autumn 2014 dealer Attitude Survey Report

Rupal Rawal, Communications Officer
Tel: 020 7307 3412
Mob: 07528 977 157
Press Office direct line: 020 7307 3422
Press Office fax: 020 7307 3406

Web: www.rmif.co.uk Email: rupal.rawal@rmif.co.uk

The Retail Motor Industry represents the interests of operators in England, Wales, Northern Ireland and the Isle of Man providing sales and services to motorists and businesses. The RMI has a formal association with the independent Scottish Motor Trade Association which represents the retail motor industry in Scotland.

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