Published 06/05/2014 00:00:00 in Press Releases

Motorcycle dealers believe there has been an overall improvement in the day to day relationship with their manufacturer. Signs of an improving economy has boosted consumer confidence and resulted in an increase in motorcycle sales, according to the National Motorcycle Dealers Association (NMDA) Dealer Attitude Survey Spring 2014 results.


The NMDA Spring 2014 Dealer Attitude Survey, published today (Tuesday 6 May 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, Harley Davidson, Ducati and Kawasaki were recorded as the top 4 franchises.
  • The least valued franchises by respondents are Suzuki, Honda and Piaggio Group.


The dealer/manufacturer relationship has generally improved since the last survey in Autumn 2013.

  • The all dealer average when asked about their partnership with their manufacturer has increased from 3.5 to 3.6. 70% of networks improved their score and 80% returned a rating on or above the average mark
  •  The Honda network of dealers is the only franchise to illustrate any significant decrease in satisfaction with a fall in rating of -0.4 and now drop to second from last place in the rankings.
  • Harley Davidson move to first position the rankings table having returned a rise in score of +0.7.  Ducati move significantly up the chart with an increase in rating of +0.8.  Other networks to show improved confidence in the partnership they have with their manufacturer include Kawasaki +0.3 and Yamaha +0.5.


Profit and profitability ratings have improved slightly in this survey which falls in line with the recent upturn in the economy.

  • When rating the profit return by representing their franchise, the dealer average improved from 2.9 to 3.1 70% of networks returned a score on or above this average mark.  In addition, 50% of dealers responded with an improved score since the last survey.
  • When asked about the future profitability of their business the all dealer average improved from 3.3 to 3.4.


Sue Robinson, Director of the National Motorcycle Dealers Association, commented:

“It is positive to see that manufacturer/dealer relationships have improved following our survey in Autumn 2013. Dealer profitability heavily impacts on overall dealer satisfaction. Therefore with the ‘shoots’ of an economic recovery returning to the marketplace it is likely that the increase in scores could be down to increase in sales.

“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.

“Harley Davidson, BMW and Triumph 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”.



NOTES TO EDITORS: Please click here to download a PDF of the NMDA Spring 2014 Dealer Attitude Survey Results.

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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