Moto: Why are sales declining and what to do in response to the market crisis?

The bikes, scooters, and other two-wheeled vehicles are not having their best moment. In 2024, sales fell by 9% in France, which represents a worrying situation for manufacturers and bike enthusiasts. Amid new regulations, new commuting habits, and the lack of appeal of electric options, the situation seems to be getting complicated for motorcyclists. So, what is really happening in the world of two wheels and how can it be remedied? Let’s analyze it.

Worrying figures: sales in free fall

2024 has not been a good year for bikes, scooters, and other vehicles. The two-wheeled market experienced a 9% drop in global sales, with only 1,068,449 registrations, compared to 1,170,377 the previous year. This decline is much more pronounced than what was observed in 2023 (-2%) and 2022 (-6%). The 2024 edition confirms that the market is in crisis, especially in the used bike segment. Sales of second-hand motorcycles, which represent a large part of the French market, fell by 11%, dropping from 886,041 to 788,085 transactions. As for new vehicles, the decrease was milder, with a drop of 1.4%.

But that’s not all, as electric options have also failed to seduce. Electric motorcycles, which could represent an eco-friendly and fashionable alternative, recorded a decline of 8%, with only 39,038 registrations in 2024.

The explanation behind this crisis

The reasons for this decline are multiple. We could talk about the increasing number of traffic restrictions that negatively affect the desire to buy a new or second-hand bike. Take the example of Low Emission Zones (LEZ): nearly 40 agglomerations have reinforced these zones, prohibiting access to the most polluting vehicles. Motorcyclists are facing restrictions that make their bikes less practical.

Moreover, the widespread paid parking in large cities like Paris, with regulations tightening since 2023, complicates the situation even more. To make matters worse, since April 2024, a technical inspection is now mandatory for all two-wheelers older than 5 years, with strict checks on safety and pollution. This is not very motivating for those considering buying a second-hand model, is it?

The second-hand market and electric: paths that lead nowhere

If we focus on the second-hand market, it is becoming increasingly difficult to find a good deal. Used bikes, which used to be an economical solution, now suffer from low demand, exacerbated by the emergence of new forms of mobility, such as electric scooters and bicycles with electric assistance. These modes of transport evade most restrictions imposed on registered two wheels, such as paid parking and technical inspections.

Electric, although it is on everyone’s lips, still finds difficulties in taking off. The same goes for electric bikes. The models suffer from limited performance, especially regarding range, which cools potential buyers’ interest. Additionally, the eco bonuses that offered financial benefits for the purchase of an electric vehicle disappeared at the end of 2023, which does not encourage the energy transition.

The emergence of alternatives: scooters without licenses, carsharing, and public transportation
We must also consider the emergence of other alternatives for mobility. Cars without licenses, even electric, have gained significant popularity in recent years.

The exception: pleasure bikes, more sought after than ever

However, there is a ray of hope in this grim situation. Some models of bikes, especially roadsters, sportbikes, and trails, are still seeing significant increases in their sales. These bikes, viewed more as a weekend pleasure or for rides in rural areas, have seen their sales grow by 39%, 36%, and 13%, respectively. Motorcyclists seem to be setting aside the functionality of the bike to prioritize the passion, fun, and freedom that a bike can provide. This is also true for those who choose a bicycle for weekend getaways, away from the urban jungle. Moreover, insurers have adapted their contracts offering modular plans based on kilometers traveled, which makes these bikes a bit more economically accessible.