Honda 2013 Annual Report Download - page 16

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Review of Operations
Motorcycle Business
Honda’s consolidated unit sales of motorcycles in fiscal year 2013 totaled 9,510 thousand units,
an increase of 9.9% from the previous fiscal year, mainly due to higher sales in India, Thailand and
certain other countries, despite lower sales in Brazil and Vietnam.
Yen (millions) 2012 2013 % change
Japan ¥ 72,915 ¥ 72,949 0.0%
North America 97,306 112,176 15.3
Europe 96,146 86,424 (10.1)
Asia 579,562 667,473 15.2
Other Regions 502,899 400,527 (20.4)
Total ¥1,348,828 ¥1,339,549 (0.7)%
Net Sales by Region
JAPAN
Total industry demand for motorcycles in Japan* in fiscal year 2013 was approximately 440 thousand
units, mostly unchanged from the previous fiscal year. Although the number of licensed riders
declined in line with the continued decline in the population of young people in Japan, unit sales
growth was driven by higher demand for scooters and small motorcycles.
Honda’s consolidated unit sales in Japan in fiscal year 2013 were 217 thousand units, down 1.4%
from the previous fiscal year. This result reflects lower unit sales of the TODAY model scooter and
other models. The lower unit sales were partly offset by the positive impact of the launch of the large
NC700S and Integra models, as well as the new PCX150 model scooter featuring enhanced fuel
economy. Another positive factor was increased unit sales of the SUPER CUB series.
* Source: JAMA (Japan Automobile Manufacturers Association)
Yen (billions) (%)
600
1,200
1,800
0
4.0
8.0
12.0
0.0
09 10 11 12 13
Japan North America Europe
Asia Other Regions
Operating Margin
SUPER CUB 110
(Japan)
Integra
(Japan)
Annual Report 201314