Honda 2010 Annual Report Download - page 17

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Total demand for motorcycles and all-terrain vehicles (ATVs) in
the United States* during calendar 2009 declined 37% from the
previous year, to approximately 840,000 units. This decline was
due to the continuing credit contraction, deterioration in employ-
ment conditions and shrinkage in leisure-related expenditures.
Amid this business environment, in April 2009, Honda
launched the large cruiser model Fury, re-creating the classic
chopper style with a very low seat height and long front-end
but in a modern, dependable bike.
Unit sales in North America decreased 40.9% from
the previous fiscal year, to 189,000 units. Although sales of
new models held strong, sales of medium-sized bikes, princi-
pally in the 750cc class, and scooters declined in reaction to the
previous year’s demand increase caused by high gasoline prices,
and as a result, Honda’s motorcycle unit sales declined 47.9%,
to about 98,000 units. In the ATV category, although demand
for utility ATVs remained firm, total unit sales of ATVs and other
products decreased 31.1%, to about 91,000 units.
* Source: MIC (Motorcycle Industry Council)
* According to Honda research. The motorcycle market includes 10 countries:
the United Kingdom, Germany, France, Italy, Spain, Switzerland, Portugal, the
Netherlands, Belgium and Austria.
Total demand for motorcycles in Europe* during calendar
2009 declined approximately 16%, to about 1.05 million
units. Although demand in some countries rose because of
government incentives to support the purchase of new mo-
torcycles and changes in the driver’s license system, overall
demand fell because of the impact of the economic downturn
throughout Europe.
Amid this business environment, in May 2009,
Honda introduced its
VTR250
naked-type leisure bike with a
slimmer body and featuring easy handling. Also, in January
2010, Honda introduced the
VFR1200F
, a large sports tourer
with a V4-stroke engine, which combines a sporty performance
with high-quality riding comfort.
In fiscal 2010, the full-year contribution of the
CBF125,
which was launched in the previous fiscal year, the
new
CBF1000
naked-type leisure bike, the new
VRF1200F
and
other models had a positive effect; nevertheless, the number of
large scooters and other products declined. As a consequence,
total unit sales in Europe decreased 27.9% from the previous
fiscal year, to 199,000 units.
North America
Europe
VTR (Europe)
Fury (North America)
15