Motorcycle & Powersports News January 2011 : Page 26
What percentage of your OVERALL SALES and DEALERSHIP PROFIT is derived from these activities: 31.8% 33.3% Service O V E R A L L 26.9% 27.4% 18.9% 15.6% 11.4% 10.8% 7.6% 8.1% Industry Profile Sales Issues What percentage of your sales in 2010 is coming from repeat customers? Overall Sells New 2% 21% 16% 62% Does Not Sell New 3% 7% 19% 71% Parts & Accessories New Unit Sales Used Unit Sales Riding Gear Other 21.6% 23.3% 19.8% 23.9% 3.5% 4.7% Under 20% 20% to 40% 40% to 60% Over 60% Service Parts & Accessories 34.2% S E L L S N E W 3% 14% 17% 66% 27.6% 14.3% 13.2% 7.2% 7.8% New Unit Sales Used Unit Sales Riding Gear Other 31.8% 33.3% 26.9% 27.4% Will switch based on recommendation Service 2.8% 5.3% N O N E W S A L E S 0% 0% 39% 52% Ask for specific brand Parts & Accessories Thus, only about 19% of customers request a brand and will not be swayed New Unit Sales Used Unit Sales Riding Gear Other What percentage of your customers are female and what percentage are male? 11.4% 10.8% 7.6% 8.1% 3.5% 4.7% Male 83% Female 17% What percentage of retail customers replace OE tires with the exact same tire? Average 37% Over 50 years 23% 36-50 years 16-24 years 39% 39% 25-35 years Median 39% What percentage of your customers are in these age categories? 25% 26 January 2011 motorcycleproductnews.com
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