Motorcycle Dealers in Australia - Market Research Report (2013-2028)
Melbourne, Australia
Last Updated: August 2023
ANZSIC G3912Revenue
$1.8bn
Past 5-Year Growth
Profit
$XX.Xm
Employees
3,785
Businesses
697
Wages
$XXX.Xm
Motorcycle Dealers in Australia industry analysis
The Motorcycle Dealers industry's revenue has faced mixed trading conditions over the past few years, as the COVID-19 pandemic wrought havoc on global supply chains and demand fluctuated heavily. Downstream demand spiked during the 2020 and 2021 calendar years, as a combination of rising real household discretionary income and restrictions on various types of spending juiced demand for new and used motorcycles. The closure of Australia's international border drove greater interest in domestic holidays, which included many households purchasing a new motorcycle. As pandemic-related restrictions were wound back in 2021-22, customer demand eased, while global supply chain constraints tanked stock deliveries, especially for new motorcycles or motor scooters. Yet, the effect of falling sales volumes was only partially felt by dealers, because prices soared, especially on the second-hand market. Overall, revenue is expected to decline at an annualised 0.6% over the five years through 2023-24, to total $1.8 billion. This includes an anticipated decline of 2.6% in 2023-24, as faltering demand from the agricultural sector weakens industrywide sales.The industry is highly fragmented, with most enterprises contributing only a small share of industry revenue. Dealers often require franchising agreements with key motorcycle manufacturers and distributors like Honda, Yamaha, Suzuki and Kawasaki to resell products to consumers. Given the minimal incremental benefits that acquisitions offer, dealerships typically remain small and independent. This structure makes it harder for dealers to pass on higher costs to customers, which has weighed on profit margins since 2021-22 when costs surged. Nonetheless, some dealer consolidation has occurred over the past decade as larger dealerships, like MotorCycle Holdings, engaged in an aggressive mergers and acquisition strategy.Consumer optimism and rising household discretionary income are projected to be key drivers of industry expansion over the next few years. A rise in the percentage of Australians that are concerned about environmental issues offers prospects for growth, driving consumers towards electric models of motorcycles and motor scooters. New models are set to flood the Australian market, providing a key growth segment for dealers and wholesalers. Overall, industry revenue is forecast to rise at an annualised 1.6% over the five years through 2028-29, to reach $1.9 billion.
Trends and Insights
- Supply disruptions and fluctuating demand have shaken the financial performance of dealers in the past few years. These mixed conditions created a varied industrywide performance. Dealers that prospered, like MotorCycle Holdings, successfully leveraged competitive advantages.
- The pandemic contributed to a sharp uptick in demand for off-road motorcycles. While consumers were restricted from overseas holidays, many households opted to purchase an off-road bike for domestic holidays.
- Population density heavily influences dealer locations. Most of Australia’s population is located on the Eastern Seaboard, which has contributed to these states dominating the overall share of dealerships.
- Dealers operate in a highly competitive market with moderate barriers to entry. This dynamic encourages fragmentation in the industry, and most of the dealers in the industry are small-scale.
Industry Overview
Market size and recent performance (2013-2028)
Industry revenue has declined at a CAGR of 0.6 % over the past five years, to reach an estimated $1.8bn in 2023.
Trends and Insights
The pandemic caused mixed supply and demand conditions, fostering fluctuating performance
- Motorcycle dealers have faced mixed supply and demand conditions over the past few years, primarily because of uncertainty in the global manufacturing supply chain.
- Additional trends and insights available with purchase
Source: IBISWorld
Industry outlook (2024-2029)
Market size is projected to grow over the next five years.
Trends and Insights
Dealers' trading environment is set to Improve, generating a spike in downstream demand
- Forecast growth in real household discretionary income and positive consumer sentiment is projected to support dealer sales over the coming years. These trends are likely to fuel higher demand in the leisure markets, especially for off-road motorcycles.
Biggest companies in the Motorcycle Dealers in Australia
| Company | Market Share (%)
2024 | Revenue ($m)
2024 |
|---|---|---|
MotorCycle Holdings | 365.1 | |
Peter Stevens Motorcycles | 53.7 | |
Brisbane Motorcycles | 17.9 |
To view the market share and analysis for all 4 top companies in this industry, view purchase options.
Products & Services Segmentation
Source: IBISWorld
Industry revenue is measured across several distinct product and services lines, including Road motorcycles, Off-road motorcycles and All-terrain vehicles. Road motorcycles is the largest segment of the Motorcycle Dealers in Australia.
Trends and Insights
The popularity of trail bike riding is fuelling demand for off-road motorcycles
- Off-road motorcycles are typically used on unpaved surfaces like sand, gravel, or mud. Off-road motorcycles tend to be much lighter, with better suspension and more torque than road motorcycles, and the wheels typically have knobby tyres.
- More insights available in the full report
Widen you competitive advantage with related industries
Competitors
- Motor Vehicle Dealers in Australia
- Trailer and Caravan Dealers in Australia
Complementors
- Motor Vehicle Engine and Parts Repair and Maintenance in Australia
- Motor Vehicle Parts Retailing in Australia
International industries
- Motorcycle Dealership and Repair in the US
- Motorcycle, Boat & ATV Dealers in Canada
- Motorcycle Sales & Repair in the UK
Table of Contents
About this industry
Industry definition
Industry operators primarily retail new and used motorcycles. Other products sold in the industry include all-terrain vehicles (ATVs) and motor scooters. Firms that retail motorcycle parts and accessories, or provide vehicle servicing are excluded from the industry.
What's included in this industry?
Off-road motorcyclesRoad motorcyclesAll-terrain vehiclesMotor scootersGo-karts and mini-bikesCompanies
MotorCycle HoldingsPeter Stevens MotorcyclesBrisbane MotorcyclesPurchase this report to view all 4 major companies in this industry.
Related Terms
POWER-TO-WEIGHT RATIOATVOFF-ROAD MOTORCYCLESLANE-FILTERINGIndustry Code
ANZSIC 3912 - Motorcycle Dealers in Australia
Performance
Get an indication of the industry's health through historical, current and forward-looking trends in the performance indicators that make or break businesses.
Analyst insights
Supply disruptions and fluctuating demand have shaken the financial performance of dealers in the past few years. These mixed conditions created a varied industrywide perform...
In this chapter (4)
- Current Performance
- Outlook
- Volatility
- Life Cycle
Key metrics
- Annual Revenue, Recent Growth, Forecast, Revenue Volatility
- Number of Employees, Recent Growth, Forecast, Employees per Business, Revenue per Employee
- Number of Businesses, Recent Growth, Forecast, Employees per Business, Revenue per Business
- Total Profit, Profit Margin, Profit per Business
Charts
- Revenue, including historical (2013-2022) and forecast (2023-2028)
- Employees, including historical (2013-2022) and forecast (2023-2028)
- Businesses, including historical (2013-2022) and forecast (2023-2028)
- Profit, including historical (2013-2023)
- Industry Volatility vs. Revenue Growth
- Industry Life Cycle
Detailed analysis
- Trends in supply, demand and current events that are driving current industry performance
- Expected trends, economic factors and ongoing events that drive the industry's outlook
- Key success factors for businesses to overcome volatility
- How contribution to GDP, industry saturation, innovation, consolidation, and technology and systems influence the industry's life cycle phase.
Products and Markets
Learn about an industry's products and services, markets and trends in international trade.
Analyst insight
The pandemic contributed to a sharp uptick in demand for off-road motorcycles. While consumers were restricted from overseas holidays, many households opted to purchase an of...
In this chapter
- Products & Services
- Major Markets
Key metrics
- Largest market segment and value in 2023
- Product innovation level
Charts
- Products & services segmentation in 2023
- Major market segmentation in 2023
Detailed analysis
- Trends impacting the recent performance of the industry's various segments
- Innovations in the industry's product or service offering, specialization or delivery method
- Key factors that successful businesses consider in their offerings
- Buying segments and key trends influencing demand for industry products and services
Geographic Breakdown
Discover where business activity is most concentrated in an industry and the factors driving these trends to find opportunities and conduct regional benchmarking.
Analyst insights
Population density heavily influences dealer locations. Most of Australia’s population is located on the Eastern Seaboard, which has contributed to these states dominating th...
In this chapter (1)
- Business Locations
Charts
- Share of revenue, establishment, wages and employment in each region
- Share of population compared to establishments in each region in 2023
Tables
- Number and share of establishments in each region in 2023
- Number and share of revenue each region accounts for in 2023
- Number and share of wages each region accounts for in 2023
- Number and share of employees in each region in 2023
Detailed analysis
- Geographic spread of the industry across Asia Pacific, and trends associated with changes in the business landscape
- Key success factors for businesses to use location to their advantage
Competitive Forces
Get data and insights on what's driving competition in an industry and the challenges industry operators and new entrants may face, with analysis built around Porter's Five Forces framework.
Analyst insights
Dealers operate in a highly competitive market with moderate barriers to entry. This dynamic encourages fragmentation in the industry, and most of the dealers in the industry...
In this chapter (4)
- Concentration
- Barriers to Entry
- Substitutes
- Buyer & Supplier Analysis
Key metrics
- Industry concentration level
- Industry competition level and trend
- Barriers to entry level and trend
- Substitutes level and trend
- Buyer power level and trend
- Supplier power level and trend
Charts
- Market share concentration among the top 4 suppliers from 2018-2023
- Supply chain including upstream supplying industries and downstream buying industries, flow chart
Detailed analysis
- Factors impacting the industry’s level of concentration, such as business distribution, new entrants, or merger and acquisition activity.
- Key success factors for businesses to manage the competitive environment of the industry.
- Challenges that potential industry entrants face such as legal, start-up costs, differentiation, labor/capital intensity and capital expenses.
- Key success factors for potential entrants to overcome barriers to entry.
- Competitive threats from potential substitutes for the industry’s own products and services.
- Key success factors for how successful businesses can compete with substitutes.
- Advantages that buyers have to keep favorable purchasing conditions.
- Advantages that suppliers have to maintain favorable selling conditions.
- Key success factors for how businesses can navigate buyer and supplier power.
Companies
Learn about the performance of the top companies in the industry.
Analyst insights
An aggressive acquisition strategy has driven a surge in market share for MotorCycle Holdings. In a fragmented market, this highly centralised and capitalised dealer operatio...
In this chapter
- Market Share Concentration
- Companies
- Company Spotlights
Charts
- Industry market share by company in 2019 through 2023
- Major companies in the industry, including market share, revenue, profit and profit margin in 2023
- Overview of MotorCycle Holdings's performance by revenue, market share and profit margin from 2017 through 2023
- Overview of Peter Stevens Motorcycles's performance by revenue, market share and profit margin from 2017 through 2023
- Overview of Brisbane Motorcycles's performance by revenue, market share and profit margin from 2017 through 2023
- Overview of revenue, market share and profit margin trend for one additional company
Detailed analysis
- Description and key data for MotorCycle Holdings, and factors influencing its performance in the industry
- Description and key data for Peter Stevens Motorcycles, and factors influencing its performance in the industry
- Description and key data for Brisbane Motorcycles, and factors influencing its performance in the industry
- Description, key data and performance trends for one additional company
External Environment
Understand the demographic, economic and regulatory factors that shape how businesses in an industry perform.
Analyst insights
Real household discretionary income is projected to trend downwards, while consumer sentiment is negative. These factors are likely to weaken the sales performance of dealers...
In this chapter
- External Drivers
- Regulation & Policy
- Assistance
Key metrics
- Regulation & policy level and trend
- Assistance level and trend
Charts
- Regulation & Policy historical data and forecast (2013-2028)
- Assistance historical data and forecast (2013-2028)
Detailed analysis
- Demographic and macroeconomic factors influencing the industry, including Regulation & Policy and Assistance
- Major types of regulations, regulatory bodies, industry standards or specific regulations impacting requirements for industry operators
- Key governmental and non-governmental groups or policies that may provide some relief for industry operators.
Financial Benchmarks
View average costs for industry operators and compare financial data against an industry's financial benchmarks over time.
Analyst insights
A tight labour market has contributed to an upwards trend in wages as a share of revenue. Many dealers have had to lift wages to attract and retain valuable sales staff.
In this chapter
- Cost Structure
- Financial Ratios
- Key Ratios
Key metrics
- Profit margin, and how it compares to the sector-wide margin
- Average wages, and how it compares to the sector-wide average wage
- Largest cost component as a percentage of revenue
- Industry average ratios for days' receivables, industry coverage and debt-to-net-worth ratio
Charts
- Average industry operating costs as a share of revenue, including purchases, wages, depreciation, utilities, rent, other costs and profit in 2023
- Average sector operating costs as a share of revenue, including purchases, wages, depreciation, utilities, rent, other costs and profit in 2023
- Investment vs. share of economy
Data tables
- Cash Flow & Debt Service Ratios (2013-2028)
- Revenue per Employee (2013-2028)
- Revenue per Enterprise (2013-2028)
- Employees per Establishment (2013-2028)
- Employees per Enterprise (2013-2028)
- Average Wage (2013-2028)
- Wages/Revenue (2013-2028)
- Establishments per Enterprise (2013-2028)
- IVA/Revenue (2013-2028)
- Imports/Demand (2013-2028)
- Exports/Revenue (2013-2028)
Detailed analysis
- Trends in the cost component for industry operators and their impact on industry costs and profitability
Key Statistics
Industry Data
Data Tables
Including values and annual change:
- Revenue (2013-2028)
- IVA (2013-2028)
- Establishments (2013-2028)
- Enterprises (2013-2028)
- Employment (2013-2028)
- Exports (2013-2028)
- Imports (2013-2028)
- Wages (2013-2028)
Methodology
How are IBISWorld reports created?
IBISWorld has been a leading provider of trusted industry research for over 50 years to the most successful companies worldwide. With offices in Australia, the United States, the United Kingdom, Germany and China, we are proud to have local teams of analysts that conduct research, data analysis and forecasting to produce data-driven industry reports.
Our analysts start with official, verified and publicly available sources of data to build the most accurate picture of each industry. Analysts then leverage their expertise and knowledge of the local markets to synthesize trends into digestible content for IBISWorld readers. Finally, each report is reviewed by one of IBISWorld’s editors, who provide quality assurance to ensure accuracy and readability.
IBISWorld relies on human-verified data and human-written analysis to compile each standard industry report. We do not use generative AI tools to write insights, although members can choose to leverage AI-based tools within the platform to generate additional analysis formats.
What data sources do IBISWorld analysts use?
Each industry report incorporates data and research from government databases, industry-specific sources, industry contacts, and our own proprietary database of statistics and analysis to provide balanced, independent and accurate insights.
Key data sources in Australia include:
- Australian Bureau of Statistics
- Australian Taxation Office
- Australian Securities & Investments Commission
Analysts also use industry specific sources to complement catch-all sources, although their perspective may focus on a particular organization or representative body, rather than a clear overview of all industry operations. However, when balanced against other perspectives, industry-specific sources provide insights into industry trends.
These sources include:
- Industry and trade associations
- Industry federations or regulators
- Major industry players annual or quarterly filings
Finally, IBISWorld’s global data scientists maintain a proprietary database of macroeconomic and demand drivers, which our analysts use to help inform industry data and trends. They also maintain a database of statistics and analysis on thousands of industries, which has been built over our more than 50-year history and offers comprehensive insights into long-term trends.
How does IBISWorld forecast its data?
IBISWorld’s analysts and data scientists use the sources above to create forecasts for our proprietary datasets and industry statistics. Depending on the dataset, they may use regression analysis, multivariate analysis, time-series analysis or exponential smoothing techniques to project future data for the industry or driver. Additionally, analysts will leverage their local knowledge of industry operating and regulatory conditions to impart their best judgment on the forecast model.
IBISWorld prides itself on being a trusted, independent source of data, with over 50 years of experience building and maintaining rich datasets and forecasting tools. We are proud to be the keystone source of industry information for thousands of companies across the world.
Learn more about our methodology and data sourcing on the Help Center.
Frequently Asked Questions
Unlock comprehensive answers and precise data upon purchase. View purchase options.
What is the market size of the Motorcycle Dealers industry in Australia in 2024?
The market size of the Motorcycle Dealers industry in Australia is $1.8bn in 2024.
How many businesses are there in the Motorcycle Dealers in Australia industry in 2023?
There are 697 businesses in the Motorcycle Dealers industry in Australia, which has grown at a CAGR of 0.9 % between 2018 and 2023.
Has the Motorcycle Dealers industry in Australia grown or declined over the past 5 years?
The market size of the Motorcycle Dealers industry in Australia has been declining at a CAGR of 0.6 % between 2018 and 2023.
What is the forecast growth of the Motorcycle Dealers industry in Australia over the next 5 years?
Over the next five years, the Motorcycle Dealers industry in Australia is expected to grow.
What are the biggest companies in the Motorcycle Dealers market in Australia?
The biggest companies operating in the Motorcycle Dealers market in Australia are MotorCycle Holdings, Peter Stevens Motorcycles and Brisbane Motorcycles
What does the Motorcycle Dealers in Australia include?
Off-road motorcycles and Road motorcycles are part of the Motorcycle Dealers industry.
Which companies have the highest market share in the Motorcycle Dealers in Australia?
The company holding the most market share in Australia is MotorCycle Holdings.
How competitive is the Motorcycle Dealers industry in Australia?
The level of competition is high and increasing in the Motorcycle Dealers industry in Australia.
