Official figures released by the Federal Chamber of Automotive
Industries (FCAI) show that 105,766 motorcycles, scooters and
all-terrain vehicles were sold last year - a decrease of 8.9 per cent
(10,354 units) over 2009.
"The market showed early signs of a
recovery in the last quarter of 2010 providing us with some hope of a
turnaround in the New Year," FCAI Chief Executive Andrew McKellar said.
"To sell more than 100,000 motorcycles in any year is a good outcome," he said.
is a competitive market which will reward buyers intending to take up
riding or upgrade their motorcycle during 2011," Mr McKellar said.
need to be mindful that they are getting effective value for money;
stick with those brands that have a proven commitment to service and
quality," he said.
"Be wary of low quality imitations and ‘grey' imports," Mr McKellar said.
bikes were the most popular segment in the marketplace with 38,423
sales (down 9.7%) followed closely by road bikes with 37,968 sales (down
There were 18,942 ATV sales during the year (down 7%) and scooter sales stabilised with 10,433 sales (down 0.6% units).
Honda retained the top spot in 2010 with 23,086 sales followed by Yamaha with 20,500 sales and then Suzuki with 14,749 sales.
Download the Top 10 Report - December 2010
Download the Summary Report - December 2010
Top Ten Sales
Honda Number One In 2010 Motorcycle Sales
Retaining the number one ranking year after year, Honda is again
Australia's largest selling motorcycle manufacturer according to
official 2010 retail sales figures released by the FCAI (Federal
Chamber of Automotive Industries).
Comfortably maintaining its market lead for 2010, Honda headed
the overall sales figures for the year with 23,086 units sold, and
topped several key sales categories including overall road bike
After reigning supremely in the 2010 Australian Superbike
Championship and the Phillip Island 6 Hour, the famed Honda
CBR1000RR is also Australia's number-one selling super
In national scooter sales, Honda led with the two biggest
sellers; the Lead 100 and Today 50.
Honda also dominated agricultural ATV sales with the top three
highest selling models; the Honda TRX250TM, TRX420TM and
For junior riders the Honda CRF50F was by far the most popular
choice in 2010, making it Australia's number-one selling fun bike
and the highest-selling off-road motorcycle.
Impressively, Honda models made up four of the top 10
best-selling off-road bikes (Honda CRF50F, CRF250R, CRF450R,
CRF230F) and five of the top 10 best-selling fun bikes (Honda
CRF50F, CRF70F, CRF80F, CRF100F, CRF150F).
"The FCAI sales comparisons are obviously an important industry
tool to measure our market performance, and once again the results
are extremely positive for Honda.
"As well as our overall number-one ranking, it is fantastic to
have such strong retail figures across the board in many diverse
motorcycle and ATV categories in a challenging environment.
"We are extremely proud of our position as the market leader in
Australia and we work very hard as a company to maintain that year
in and year out with competitive pricing and outstanding
"I think, ultimately, our leading sales figures reflect the
exceptional quality, performance and style of Honda products and
the well-earned public confidence in the Honda brand.