High-end bikes dribble crisis

Facing a market that falls to the lowest levels in seven years, two strategies have become common in motorcycle industry to alleviate the impact of the crisis. On the one hand, manufacturers have reinforced positions in high engine capacity segments less exposed to the selectivity of the banks that brought down sales of the most popular lines. On the other hand, the brands have sought to fill new tracks on the market, even in the ranges of low cylinder capacity.
Yamaha, for example, came just last month in the segment of 150 BMWs, one of the most popular in the country. However, it will also import in the coming months almost 1,700 BMWs, bikes that will cost R $ 99,000 in the Brazilian market.
Honda already, leader of this market with more than 80% of sales, also wants to have position of hegemony in the high-end lines. Your goal is to increase from 30% to 50% participation in this segment. Yesterday, during the two-wheel main Hall shows in the industry, Honda took another step in that strategy, to present its new range of 500 bikes BMWs, which will be produced at its plant in the industrial pole of Manaus, the largest production unit of the group in the world. With this new line, which is beginning to arrive in stores this month with prices from $ 22 million, the Japanese brand plans to add sales of 20 million bikes per year and get close to the goal to snag half of greater market power. The exhibition takes place at the Anhembi exhibitions Pavilion, in the northern zone of São Paulo, and runs until Saturday.
Along with the expansion of the portfolio, the network of Honda dealerships have been trained and adapted to meet the public that consumes this type of bike. At the moment, more than 70 stores operate within that model number that the brand intends to increase to 100 in a year.
The bikes propelled more than 450 BMWs are still a niche in Brazil. This year should reach close to 50 thousand units, or just over 3% of a market that goes to close more than 2013 1.5 million licensed motorcycles, according to projections from Abraciclo, entity that represents the industry. However, it is the only track on the market that has shown some growth this year.
Between January and September, the evolution of retail sales was 2.4%, a performance which, although far from being fantastic, go against the grain of the fall of 10.1% market share of up to 150 BMWs, where are the biggest volumes. In four years, the consumption of more powerful bikes nearly doubled in size in Brazil, attracting investments, global premium brands. Automakers like the Italian Ducati and the British Triumph Motorcycles, which last year began to ride their bikes in Manaus, Brazil design among its five biggest markets in the world in just two years.
Also at the Salon two wheels, Harley-Davidson reported that will expand its network of dealers in Brazil from 15 to 22 stores by the end of 2014. The legendary brand announced that it will close this year with sales of 7.5 thousand motorcycles, growth around 10% of the volume of 2012.
The Triumph will open five more dealerships and starting Assembly in the country of, on average, a model every month to reach new regions, be able to practice more competitive prices and double your sales in the Brazilian market for more than 4 thousand motorcycles in 2014.
On the other hand, the restrictions placed by banks on credit releases-including a greater accuracy in cadastral data that made it difficult to obtain financing for independent professionals, often with difficulties to prove income-come down since last year the most popular segments of the industry of two wheels. "The low cylinder capacity is still who makes our range, but, for lack of better credit terms, this market is down," says the President of Moto Honda da Amazônia, Issao Mizoguchi.