Australian Motorcycle and OHV Market in 2023: Insights from FCAI’s Latest Report

Updated: Jan 12, 2024 | |

The Federal Chamber of Automotive Industries (FCAI), Australia’s premier body for the automotive industry, has recently unveiled the sales figures for motorcycles and off-highway vehicles (OHVs) for the year 2023. This report sheds light on the prevailing trends and consumer behaviors in the sector. Here’s an in-depth analysis of the key findings and what they signify for the future of the market.

Overall Market Trend: A Downward Shift

The year 2023 marked a slight downturn in the motorcycle and OHV market in Australia, with total sales reaching 95,980 units, a 3.1% decrease from the previous year. This dip in sales is indicative of broader economic challenges impacting consumer spending, particularly in recreational sectors.

Breaking Down the Segments

  • Off-Road Motorcycles: With sales totalling 40,138 units, this segment experienced a 3.7% decline compared to 2022. The decrease reflects a cautious approach by consumers in spending on recreational activities.

  • Road Motorcycles: This category also witnessed a downturn, with sales amounting to 35,122 units, marking a 3% drop from the previous year. The reduction points to similar economic pressures, such as rising interest rates and decreased borrowing power, which are affecting consumer choices.

  • Scooters on the Rise: Bucking the overall trend, scooter sales surged by 15.4%, totalling 6,135 units. This increase signals a shift in consumer preferences, possibly due to the practical benefits of scooters in urban settings, such as ease of parking, faster commute times and lower operating costs.

  • OHVs: The OHV segment sold 14,585 units, experiencing a 7.8% decrease from 2022. The more significant drop in this category could be attributed to its positioning as a more luxury or discretionary spend.

Economic Influences and Consumer Behaviour

Tony Weber, the Chief Executive of the FCAI, attributed the overall decline in sales to rising interest rates and increased cost of living pressures in Australia. These economic factors have led to tightened finances, with recreational products like motorcycles feeling the most significant impact. The shift towards scooters suggests a practical adaptation by consumers to economic and urban challenges.

Looking Ahead to 2024

The future of the Australian motorcycle and OHV market looks promising with several advancements on the horizon. In 2024, consumers can expect to see developments in technology, enhanced connectivity, and improved safety features. Additionally, the rise of battery electric power points to a greener, more sustainable future. The market is also poised to offer a more diverse range of product choices, catering to varying consumer needs and preferences.

Final Thoughts

The FCAI’s report for 2023 provides a comprehensive overview of the current state of the motorcycle and OHV market in Australia. While the overall decrease in sales highlights the impact of economic pressures, the surge in scooter sales indicates an adaptive shift in consumer preferences. With technological advancements and a focus on sustainability, the market is set to evolve, offering new opportunities and choices to Australian consumers.

You are in good company. We have helped industry leaders including:

& generate thousands of qualified leads every month for our clients.

    Send an enquiry

    Tired of working with generalist agencies who have experience in '345 niches'? We have a narrow focus - Digital media for vehicle and related industries. Talk to us today to discover how we can help your business. Call us on 1300 451 401

    *Required fields

    Read More