Customers go naked this summer

It’s been a difficult summer for the motorcycle industry, with most of the major manufacturers experiencing a downturn in registrations when compared to last year. Notable exceptions are Kawasaki (up 10.5 per cent) and Triumph (up 9.4 per cent), although the former largely owes it’s thanks to a long-term promotion for free finance.

Working on the basis that the British public are never happy with the weather, the motorcycle trade has suffered right from the start of the season. An uncharacteristically wet May resulted in a slow start to sales, while the subsequent heat wave seems to have driven consumers into the shade of their gardens and out of showrooms.

But it’s not all bad news. Those customers who are prepared to brave the sun and shirk any concerns they may have over the economy, can still be persuaded to part with their hard-earned money – so long as the bike is a used, naked or custom machine.

Dealers are finding a greater opportunity for profit on used machines and demand has been consistently strong for both naked and custom models, almost regardless of the deals on similar new models.

“There is no doubt that certain styles of bikes have found a stronger market so far this year,” says Randal Thomas, Motorcycle Editor at EurotaxGlass’s. “While at EurotaxGlass’s we wouldn’t recommend riding in just a t-shirt, or less, there is no doubt that the summer breeze can be enjoyed much better on a naked bike than when cramped onto a supersports machine.”

While used values in most sectors have been subject to a modest adjustment to reflect the passing of another month, demand for large capacity custom and naked machines is sufficiently high to hold values.