ON THE TRAIL OF OFF-ROAD SALES
REPORT: PETE PLUMMER
revitalised dealer networks will see the off-road sector making an increasingly important contribution towards the bigger picture for 2014. With the European
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manufacturers (and the European- based management of the Japanese brands) looking to the UK to get the numbers up, this could be the trading year that puts a smile on the faces of those prepared to make even more of an effort or take the plunge into the off-road industry. That off-road riding is fun for kids and adults alike and that a bike licence is not required for adults to ride or race on private land is, in itself, a good family story that must bring would-be purchasers through the door. Ker-ching – hear those tills ring!
UNDERSTANDING THE MARKET Motocross, enduro, trials, trail and, to a lesser extent, supermoto, are similar but different markets and Spanish
iche marketing, new models and more brands creating new and/or
Now under KTM’s wing, Husqvarna will have six motocross bikes in its range, three four-strokes and three two-strkes, including an 85cc ‘schoolboy’ racer. Oliver Gohring, MD of Husqvarna (above), is keen to trade on the brand’s 110-year pedigree, reverting all models to the original Swedish colour scheme for 2014.
manufacturer Gas Gas, looking for growth, has appointed Clements Moto to handle its trail and enduro models to maximise sales in the UK while John Shirt continues with its trials bikes. “Trials is a niche market and will continue to be so, and serviced mostly by trials-only specialist dealers,” says Gas Gas export manager Juan Gassol. “Enduro models and our new Cami 250 trail bike appeal to and deserve a wider audience. Our enduro models are highly competitive but, like our new trail bike, can be road registered. They will appeal to competition shops and road- bike dealerships with an off-road interest. Our new Cami can be both a ride-to-work and weekend fun bike so we are looking to Clements Moto to build up a suitable dealer network.” Husqvarna MD Oliver Gohring has a target of 500 units in the UK for 2014. Recently appointed and working from KTM’s base in Mattinghofen, Austria, Gohring points out that Husqvarna was very small in the motocross market but now has more models to offer in the sector. “Husqvarna has always been very strong in enduro so 500 total sales will be possible. With Husaberg being phased out by 2015, our existing Husaberg dealers are being given the opportunity to have a Husqvarna franchise. The discounts are structured the same as the
24 MOTORCYCLE TRADE EXPO 2014
current KTM/Husaberg arrangement. We think we will end up with a good, 15-strong dealer network.”
TWO-STROKE SALES ON THE RISE Despite the Japanese manufacturers ceasing all two-stroke production, four-stroke machinery, in motocross in particular and in other off-road sports in general, has lost much of its initial appeal and lighter, easier and cheaper to maintain two-strokes are making a comeback.
Gassol of Gas Gas says: “The Japanese have done us a very big favour, not just in the UK but in Europe. The two-stroke is again very popular. They have created a gap in the market which many dealers, and we as a manufacturer, will be happy to fi ll.” Gohring of
steady, 250cc four-stroke and 125cc two-stroke sales appear more buoyant. For enduro, the European manufacturers (in tune with the market) have arrived at the electric-start 300cc four- stroke as the optimum performer. In the mid-1990s the preferred hard macho image of the enduro bike effectively killed off the trail bike, but the customer base has
Husqvarna adds: “While our four- strokes remain important to us, we will continue with two-stroke development. It’s an increasing market which we cannot afford to ignore.”
LOWER, LIGHTER AND CHEAPER Honda and Kawasaki ceased producing their 500cc 60bhp two-strokes as far back as 1986 because they were considered too powerful by most riders and sales had dwindled. Today, while 450cc four-stroke sales across the brands and disciplines remain
The all-new for 2014 Gas Gas Cami 250 could be the top-selling homologated road-legal bike for the Spanish manufacturer and for Clements Moto, the recently appointed UK distributor. At just over £4000, and with the ride-to-work/ weekend fun bike making a comeback, both specifi cation and price would appear right for the market. Dean Clements, says: “We already service the lightweight/entry-level sector with our Baotian and Zontes brands, so with Gas Gas on board the possibilities appear exciting and profi table.”
since grown up, grown older and needs an easier (electric starting) and softer (less powerful) ride. The trail bike is back and the division between trail and enduro is more subtle again. With several manufacturers pitching their high-spec entry-level ‘dualsport’ ride-to-work/weekend fun bikes at around £4000, sales should follow.
LEISURE, ‘LECCY’ BIKES AND LAND About 2000 adult-sport plus
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