It was a tough season in 2015/16 for snowmobile sales in western Canada. A number of factors contributed to the sales drop—low snow in Alberta, a softening economy in Alberta and the other prairie provinces and a general tightening of consumer spending.
Despite sales being down across the motorsports industry, there were still 54,738 units sold when you combine snowmobiles, ATV’s and motorcycles.
Motorcycle sales did see a 1% increase in British Columbia and registered a 4.5% increase across Canada.
Snowmobile sales 2015/16 season:
13,652 snowmobiles were sold in Western Canada — 2015/16 season
19,499 snowmobiles were sold in Western Canada — 2014/15 season
Sales declined, in varying degrees, in all provinces across western Canada in the 2015/2016 season. This positions the industry for a comeback next season.
However, the scale and scope of the snowmobile market is still very substantial. 13,652 snowmobiles were sold in western Canada with an average price of a new sled at $11,429—that makes snowmobile sales a $156 million market in Western Canada.
Despite lagging sales, snowmobiles still account for a substantial part of the motorsports market. — Photo courtesy RidersWest
ATV Sales 2015/16 season:
17,265 ATV’s were sold in Western Canada — 2015/16 season
19,536 ATV’s were sold in Western Canada — 2014/15 season
Relatively modest ATV sales declines were experienced throughout the western provinces, though it is anticipated that next season will likely rebound somewhat.
However, the scale and scope of the ATV market continues to be substantial in Western Canada. 17,265 ATV sales times an average price of a new ATV at $12,827 = $221,458,155.
Over 17,000 ATV's were sold in the 2015/16 season. — Photo courtesy RidersWest
Motorcycle Sales 2015/16 season:
Total motorcycles sold in Canada 58,517 – up from 56,097 the year before.
23,821 motorcycles were sold in Western Canada — 2015/16 season (41% of all motorcycles in Canada are sold in western Canada)
22,752 motorcycles were sold in Western Canada — 2014/15 season
Sales increased by 4.5% across Canada. B.C. lead the increase in Western Canada with a 2% gain.
Again, the motorcycle market is substantial in Western Canada:
5717 off-road motorcycles sold in Western Canada x average price $12,433 = $71,079,461
18,104 street motorcycles sold in Western Canada x average price $12,433 = $225,087,030
With a total of 23,821 motorcycles sold in Western Canada, the market sales is $296,166,491.
Total sales in the motorsports industry, including snowmobiles, ATV's and motorcycles, in Western Canada was over $673 million.
The sale of motorcycles saw a modest increase in 2015-16. — Photo courtesy RidersWest
According to retail consultant Alice Heiman there are 8 things retailers, including motorsport dealerships, can do to increase sales in a down economy:
1. More networking and better follow up.
2. Partner more than ever.
3. Stay in touch with your customers – mine your database.
4. Market, Market, Market.
5. Get focused and plan.
6. Use social media to your advantage.
7. Innovate.
8. Energize your sales team.
Read her entire article here.
Yes, Ms. Heiman recommends upping your marketing. But why in a down market?
“Did I say market? Why would anyone stop marketing in this economy? I don’t get it. You need more business, not less, and it takes a lot more work to get the number of customers you need,” says Alice Heiman, retail sales consultant. “This is not the time to cut the marketing budget. You need to market to your existing customers as well as your prospects and you need to keep growing your prospect list.”
Yes, there was a decline in sales in the motorsports market last year; however the industry still sold over 54,000 units and racked up an impressive $673 million in sales. So by marketing right, promoting smart and paying close attention to ways to buoy sales — next season could definitely be a genuine bounce back year.
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