Compared with 2003, sales of the major brands last year rose 4.7 percent. Among those 12 brands, cruiser models, sportbikes, touring bikes, traditional (or “naked”) bikes, and dual-purpose bikes led the way in percentage increases. Cruisers remained the top sellers, followed by sportbikes and touring bikes.

“The success of motorcycling over the past twelve years is amazing,” said Larry Little, chairman of the MIC and vice president and publisher of Cycle World magazine. “Through years of economic challenges, veteran riders, new riders, Americans from all walks of life have made motorcycling part of their lives. Our research tells us that today’s motorcyclists tend to have a more optimistic view of life, and that’s played a role in new bike sales.”

“A wider range of Americans are becoming motorcyclists,” said Tim Buche, MIC president. “Women now account for nearly ten percent of owners, more families with kids are out riding dirt bikes, and even more seniors are enjoying two-wheel travel. As motorcycling becomes more and more part of the fabric of mainstream America, with overall consumer confidence on the rise, and with more and more people taking a look at motorcycles as viable transportation and excellent recreation, we are optimistic that the industry will continue its great ride.”

Sales in 2003 hovered at the one million mark, with the MIC reporting most of last year that the total was approximately 996,000. Last month’s final tally of 2003 sales indicated that just over one million units were sold, when small, independent brands were factored in.

Year Total
1992 278,000
1993 293,000
1994 306,000
1995 309,000
1996 330,000
1997 356,000
1998 432,000
1999 546,000
2000 710,000
2001 850,000
2002 936,000
2003 1,001,000
U.S. New Unit Motorcycle Sales – Source: Motorcycle Industry Council

The motorcycle industry last saw this level of success in the 1970s, when baby boomers and their children took to dirt bikes and highly affordable imports, mostly from the major Japanese manufacturers. The year recognized by the MIC as having the highest number of new bike sales is 1973, when Americans purchased more than 1.5 million motorcycles. Before 2003, the last time that motorcycle sales eclipsed one million was 1979.

Sales tapered throughout the 1980s, and reached their nadir in 1992, when roughly 278,000 new motorcycles and scooters found buyers. Today, the industry sells more than that number in dirt bikes alone. Annual motorcycle sales began their sustained rise in 1993, and made huge gains in the latter part of the decade. In 1998, sales jumped 21 percent compared to the previous twelve months. In 2000, the market skyrocketed by 30 percent. Motorcycling witnessed double-digit annual percentage increases between 1998 and 2002.

“So many people at all levels in the motorcycle industry jump-started the business again,” said Ty van Hooydonk, director of product communications for Discover Today’s Motorcycling. “And the motorcycles have greatly improved over the past dozen years. The advances in technology applied to bikes has made them that much more enjoyable, really striking a connection with their riders. Modern materials and methods have opened new doors for styling and design. We’re seeing bikes on the road today that were dream stuff back in the seventies. And there’s a huge array of bikes on the market that appeal to all of the expanding buyer segments. There’s a great bike available, and likely a choice of great bikes, for anyone wanting to ride, regardless of skill level or the type of riding that’s of interest to them.”