Honda 2009 Annual Report Download - page 23

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EUROPE
Total demand for motorcycles in Europe*1 during calendar 2008 declined 6%
from the previous year, to about 1.25 million units as a result of the economic
downturn, particularly deterioration in consumer sentiment following the financial
crisis in September.
Amid this business operating environment, Honda introduced the CB1000R
naked type sports bike offering a powerful and dynamic performance in May
2008 and launched the new model CBF125 naked type sports bike offering su-
perior maneuverability at an attractive price near the end of 2008.
In fiscal 2009, although unit sales of the 110cc LEAD scooter, the XL700V,
dual-purpose sports model and the CB1000R new sports bike were strong, unit
sales of super sports models, small motorcycles, larger scooters, and certain
other models declined. As a result, total unit sales in Europe were down 11.8%,
to 276,000 units.
*1: The motorcycle registration market includes 10 countries: the United Kingdom, Germany, France, Italy, Spain,
Switzerland, Portugal, the Netherlands, Belgium, and Austria.
FourTrax Rancher AT (North America)
Features the first dual-clutch transmission on an ATV and a
newly designed water-cooled engine
XL700V (Europe)
A dual-purpose sports model equipped with a V-type, two-
cylinder engine
New production facility in the Kumamoto Factory
Cell assembly line in the Kumamoto Factory
Amid this business environment, in August 2008, Honda entered a new mar-
ket segment with the introduction of the multi-utility vehicle Big Red, which is
suited for both utility and leisure. In September 2008, Honda also introduced a
full model change for the CRF450R motocross motorcycle and the FourTrax
Rancher AT-utility ATV.
Unit sales in North America declined 29.4% compared with the previous fiscal
year, to 320,000 units. In the motorcycle category, although sales of the Shadow
cruiser model, the Ruckus scooter, and the Metropolitan scooter increased, sales
of off-road and sports motorcycles decreased. As a result, Honda’s motorcycle
sales in North America fell 22.3%, to 188,000 units. In the ATV category, unit
sales declined 37.4%, to 132,000 units. Unit sales of both sport ATVs and utility
ATVs for work use declined.
* Source: MIC (Motorcycle Industry Council)
Annual Report 2009 21