#triumphmotorcycles

Harley-Davidson sales tank in Q1 2018

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Harley-Davidson announced Q1 figures which saw its US based unit sales (c 50% of group) fall 12% with global sales down 7.2% YoY. H-D is often regarded as a canary in the coal mine for discretionary spending. 30 day delinquencies continue to rise in Q1 2018 @ 3.31% the highest in 6 years. Harley wrote,

The U.S. 601+cc industry was down 11.1 percent in the first quarter compared to 2017. Harley-Davidson’s first quarter market share was 50.4 percent in the U.S. The 601+cc industry in Europe was down 7.3 percent in the first quarter compared to 2017.  Harley-Davidson’s first quarter market share was up 1.3 percentage points to 10.4 percent in Europe.”

Highlights:

Revenue up 2.7% despite 9.7% lower shipments

Gross margin 34.7%, down 1.0 pt.

SG&A up

Restructuring charge of $46.8 million

Operating margin of 12.7%, down 5.1 pts.

Harley reported 243,000 units in 2017 (-6.7% on 2016) and it is shooting for mid 230,000s for 2018. This despite some stunning new models. The problem with a divine franchise is that complacency kills. The competition is much fiercer and the prices of its bikes are for the better heeled who seem to be cooling them

 

Stars of the Tokyo Motorcycle Show 2018

Ducati Panigale V4S

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The absolute star of the 2018 Tokyo Motorcycle Show was the Ducati Panigale V4S. 214hp, 174kg. It not only raises the game but doubles down. Completely customizable bike which has basically bombed the goalposts of what is technically possible. It is a Ferrari La Ferrari on two wheels.

KTM 790 Adventure

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Austrian makes KTM has effectively made a Paris-Dakar bike with a bigger motor and light weight. It should totally devour trails versus the competition.

Husqvarna 701/401

Both Vitpilen and Svartpilen models should sell like well in Japan.  Compact size, well appointed and funky Swedish design even though it is built in Austria.

BMW 850GS Adventure

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BMW has a problem in Japan. It has seen some of its older riders find that the R1200GS is too much to handle as they age so some switching to the 310GS. This should be a good half way house. Lighter and more powerful with well appointed LCD screen.

Triumph Bobber

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Triumph has really got its act together. Properly decent bike range with unique product which Harley should be copying. Harley has been struggling in Japan because it I s stuck in the 70s when it should be going back to the 1930s-40s like the Bobber.

Harley FatBob 114

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Almost 2000cc gives ridiculous torque. A sensible departure from the current range which suffers from the divine franchise. It looks like it is a decent replacement for the V-Rod but they neeed a proper Bobber bike. The Japanese don’t seem to like it.

Kawasaki Z900RS

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Actually this is the #1 selling big-bore bike in Japan. It harks back to the 1970s when the Z-1000 was king. A modern day interpretation of a classic. Sold out in Japan til next year. Amazing to see how many custom shops were playing with this bike. Best of the Japanese.

Honda CB1000R

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Honda finally showing it has a pulse. It may make 18 million bikes a year but it has a deadly dull product range. The CB has modernized a classic. Not quite a Kawasaki Z900 but it is something that should sell equally well. I’ve never wanted a Honda but this is something worth considering. 140hp motor.

Yamaha Niken

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Essentiallyba quirky 3-wheeler with a bomb in it. It won’t be for purists but it takes the maker down a unique path. Yamaha will sell a lot of these to bikers who are coming back to it now the kids have left home. It’s a safe alternative.

Two bikes that should be built:

BMW R-32 Heritage

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Two years ago CM told BMW Motorrad management that the K1600 Bagger was a waste of time. If people want a cruiser they’ll opt for a Harley, Indian or Honda Gold Wing

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It was an excuse to find a chassis for the 6-cylinder motor. Nothing else. That’s never a good reason. It is a technical tour de force with a million buttons which press none where it matters. However the success they’ve had with the RNineT is admirable Still a modern day version of the R-32 is what it must produce for the purists. It would be special. Does it have the guts? The K1600 should be made into an S with 200hp+

Suzuki GSX-R

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Suzuki invented the racer replica market in 1987. A mint 30yr old GSX-R750 sells at a premium to a brand new one today. The current GSX-R gets rave reviews but it has no unique qualities that sets it apart from its competition. CM’s suggestion is to encase it like above. The people in their 40s who can afford it would fall over backwards to buy the poster on they once had on their wall as a teen. CM did. Suzuki toyed with the concept in 2015 with the GSX 1200 but it was a half-baked job with a pokey 100hp. A retro GSX-R1000 will crush it and revive a brand that has seen its sales halve inside a decade.

The changing face of the global motorbike market

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Earlier in the week we touched on the 1,800,000 fall in the number of Japanese who possess a large capacity motorcycle license. The status of the Japanese motorcycle companies makes for some interesting comparisons. Honda remains the largest global manufacturer with over 17.7 million units produced annually. Yamaha has seen a c.1mn unit decline over the last 5 years but a jump in the average profitability of its bikes. Suzuki has cut production by almost 50% as it continues to rack up losses and Kawasaki has stuck to a large bike bias which has stabilised profitability. Here is a look at the state of revenue growth over the last 5 years among major listed motorcycle manufacturers.

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Profitability is a different picture among the global makers. Suzuki has been struggling to make a profit, Kawasaki has drifted down but remained in the black. Honda has been outpaced by Yamaha and among the foreign makers BMW Motorrad and KTM have beaten Harley-Davidson’s performance.

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The foreign makers are all much smaller scale than the Japanese and tend to focus in the larger engine size segments. Harley-Davidson has suffered the most among the 5 big players in terms of unit growth. KTM, followed by BMW Motorrad have made the biggest relative gains.

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Looking at average EBIT/unit produced yields starkly different results. Harley nets around $3,000 per motorcycle in EBIT with BMW around half of that amount at €1,285 ($1,430) with KTM half of that. Kawasaki makes the most per motorcycle among the Japanese on a unit basis. Honda has remained relatively stable at $103 (although we should note that this is closer to $170 as the consolidated production number is about 10m units and the global number including equity method companies is the 17.7m) and Yamaha at $64.  These are ridiculously low numbers and of course identifying mix within that would yield far more healthy results for certain models and losses on others.

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One thing it points out is that focused strategies appear to be paying off for the Europeans and to some extent Kawasaki which has moved away from a me too approach. Efficiency and brand seems to be paying off for BMW’s continued rise and a broad range of product unlike Harley which seems to be stuck in a divine franchise scenario. Profitable but struggling to break out of cruisers. It has had a stab at sports bikes through Buell (business was spun off and EBR has since closed) and the Porsche designed V-Rod (now out of production). Now that Ducati is potentially being sold by Audi, does Harley look to use a proper sports brand with no clash in its line up to fuel (no pun intended) its growth?

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