Motorcycle market to go down for 3 years straight

According to statistics from the Vietnam Association of Motorcycle Manufacturers (VAMM), total sales of the 5 largest FDI motorcycle businesses in Vietnam in 2014 (including Honda, Yamaha, Suzuki, SYM and Piaggio) reached 2.71 million units, slightly down 3% compared to 2013.

Offered the most important contribution to the market was Honda, and the brand also took the lead in Vietnam motorcycle market in 2014. Specifically, nearly 1.91 million Honda units were sold in 2014, 2% up compared to the previous year, while its market share increased from 67% to 70%. Notably, sales of Honda scooters increased by 8% while sales of motorbike decreased by 3.5%, resulting in a 49/51 as scooter/motorcycle rate (compared to 46/54 in 2013). Honda scooter market share also increased from 76% to 82.5% in 2014, meaning that for every 100 scooter sold in the market, 82 were Honda’s.

Honda’s best-selling model and also the best-selling scooter in 2014 was Air Blade with over 368.000 units sold. However, similar to situation in the recent years, this model’s price was adjusted according to the market and there was a time when its retailed price is 2.5 million lower compared to its suggested price. Following Air Blade on the list was Wave RSX with 303.000 units sold, then consecutively Wave Alpha with 296.000 units, Vision with 210.000 units and Lead 125 wth 192.000 units…

Despite being ranked second in the Vietnam market, Yamaha sales in 2014 plummeted 13.3%, reaching only 633.622 units. Although in term of rate reduction, this decline was only the 2^nd in the market but in term of absolute value, sales of Yamaha in 2014 saw the biggest drop, with 100.000 units less than that of 2013. The huge drop reduced Yamaha’s market share by nearly 3%, achieving only 23.4% of total market share. As a consequent, sales of the whole motorcycle industry were reduced as Honda and Yamaha alone have accounted for 93% of the market share (and Honda’s sales only slightly increased by 2%).

Having the same absolute value reduction of 50.000 units, Yamaha scooter sales plummeted 30% (reaching 111.000 units) while motorcycle sales decreased 8% (down to 522.000 units). The decrease in Yamaha’s sales largely due to Nouvo’s incapability to compete with Air Blade, as the Yamaha model only reached a sale of 50.000 units and accounted for only 12% of the market share (compared to 2013’s 20%). In the final months of 2014, Yamaha has introduced a new Nouvo version that was 2 million cheaper compared to previous versions in an effort to save the decline of the sport scooter.

Sirius has proven to be Yamaha’s pride and best-selling model in recent year and 2014 was no exception, with 333.000 Sirius units sold, accounted for 50% of Yamaha’s total sales. 158.000 Exciter units were also sold in 2014, helping it achieve the 2^nd rank in Yamaha’s sales. Nozza with 42.000 units and Jupiter with 28.000 units respectively ranked 3^rd and 4^th.

Ranked 3^rd in the market but the Taiwan brand SYM only reached a sale of over 74.000 units in 2014, accounted for only 2.7% of the total market share. The brand’s absolute value reduction was 8.000 units, resulting in a 10% down in sales compared to 2013’s 82.000. SYM motorcycle had a somewhat successful year with a sale of 49.000 units (compared to 36.000 in 2013), but could not offset the decline of the brand’s scooter segment, with only 25.000 units sold (45.000 in 2013).

There were 4 SYM models with significant sales, 3 being motorbikes and 1 being scooter. Leading SYM’s best-selling list was Elegant with 27.000 units sold, divided equally among the 100cc and the 50cc version. Attila followed the motorbike closely, with over 24.000 units sold (the majority being the Elizabeth EFI and Venus versions).The 2 motorbikes Angela and Galaxy achieved sales of 11.000 and 10.000 units respectively.

Ranked 4^th in term of sales was Piaggio with a slight increase in sales – 1.3% and 56.000 units sold. Continuous implementation of promotional programs and incentives has helped Piaggio and Vespa to maintain their sales in 2014. Piaggio’s best-selling units were Vespa Primavera with over 18.000 units, Piaggio Liberty with 16.000 units, Vespa Sprint with 6.000 units and Vespa LX with 5.000 units.

Ranked last on the list and also had the highest rate of decline in the motorcycle market in 2014 was Suzuki. The brand’s sales have decreased by 27%, reaching only 37.000 units. In 2013, difference between Suzuki and the closest brand on the list (at that time it was Piaggio) was only 4.000 units, but the figure went all the way up to 20.000 units in 2014. Suzuki’s decline mainly came from its motorbike segment which saw its sales decreased to 30.000 units from 42.000 in 2013. Suzuki’s top 2 best-selling units were Axelo and Viva, with both achieved a sale of 10.000 units in 2014.

 

 

Theo Đức Thọ/ VnMedia

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