Published 03/05/2016 00:00:00 in Press Releases

“The NMDA is pleased to see that this year’s Spring 2016 Dealer Attitude Survey received a response rate of 25% (202 dealers)”,commented Stephen Latham, Head of the National Motorcycle Dealers Association (NMDA).

Participants in this survey were made up of 75% of Independent Dealers, and 23% privately owned groups, whilst the remainder of 2% were PLC groups within the industry.

Latham continued, “The UK motorcycle market has got off to a strong start in 2016 - with registrations up 14.2% in January, and 24.8% in February compared to their corresponding months in 2015. The market is improving and dealers are confident that 2016 will outperform last year’s market.”

The NMDA Spring 2016 Dealer Attitude Survey, published today (Tuesday 3 May 2016), shows that the all dealer average when asked about the overall value of the motorcycle franchise remained stable at 6.6 since the last survey in Autumn 2015.

  • Harley Davidson, Lexmoto and BMW were recorded as the top 3 franchises.
  • The least valued franchises by respondents were Honda, Piaggio Group and Suzuki.

The day-to-day dealer/manufacturer relationship score average was down since the last survey to 3.4.

  • This is a slight decrease of 0.1 points since the last survey, but the same as the winter 2015 survey. Of the 12 networks surveyed 8 saw a decrease in their score.
  • Honda and Piaggio Group dealers were more dissatisfied with the partnership they have with their manufacturer having reported scores of 2.5 and 2.4 respectively. Piaggio Group has seen a consistent decline since the Spring survey last year, suggesting that this is a particular problem area for the brand.
  • BMW saw the biggest increase in score rising 1.6 points, taking their score to 3.8, and above the average. This suggests BMW has taken notice of the score in the previous survey and worked to improve the relationship in this area. 

Dealer profit and future profitability scores both increased slightly in this year’s survey.

  • When rating the profit return by representing their franchise, the all dealer average increased by 0.1 to 3.2. This result suggests that dealers are neither satisfied nor dissatisfied with the profit return representing their particular manufacturer, suggesting that manufacturers could do more to improve profit return on their franchises.
  • Harley Davidson and Triumph were recorded as the top 2 franchises.
  • When asked about the future profitability of their business the all dealer average increased by 0.1 to 3.4. This question has remained fairly constant over the last few surveys which suggests that dealers are not changing their views, being fairly satisfied regarding the profitability of their business representing the brand.
  • Harley Davidson, BMW and Ducati were recorded as the top 3 franchises.

Latham concluded, “It is concerning to see that such a large proportion of the networks are experiencing a decrease in their day-to-day relationship between dealers and manufacturers, suggesting this area is becoming more difficult.

“There has been a noticeable increase in the number of motorcycle enthusiasts entering motorcycle dealerships, and a significant number of leisure bikers who enjoy motorcycling - suggesting a return in consumer confidence and financial security which should have a positive impact on the sales of motorcycles going forward.”




Please click here to download a copy of the NMDA Spring 2016 Dealer Attitude Survey Results

Please click here to download a copy of the NMDA Spring 2016 Dealer Attitude Survey Report

Rupal Rawal, Press 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.

Back to Articles
Back to Articles


This site uses cookies. Some cookies are essential to ensure our website works for you in the best possible way. You may delete and block all cookies from this site, but parts of the site may not work. To find out more about cookies on this website and how to delete cookies, click here to see our cookie statement.