Insights into the Global Motorcycle Industry
The global motorcycle industry is dynamic and robust, with a significant presence in Asia. In 2008, there were 301 million powered two-wheelers (PTWs) in use worldwide, mainly focused in Asia. Australia, with 709,000 PTWs in 2012, plays a unique role in the Asia-Pacific market. The industry employs millions globally and contributes billions to economies. While motorcycles are mostly leisure-based, their diverse usage and rider demographics make them a fascinating market. Unique challenges such as safety, technology adaptation, and market segmentation characterize this industry.
Download Presentation
Please find below an Image/Link to download the presentation.
The content on the website is provided AS IS for your information and personal use only. It may not be sold, licensed, or shared on other websites without obtaining consent from the author. Download presentation by click this link. If you encounter any issues during the download, it is possible that the publisher has removed the file from their server.
E N D
Presentation Transcript
Rhys Griffiths FCAI 30 July 2013
A global industry Motorcycles are not cars Safety / Technology in motorcycles Challenges
In 2008 there was an estimated 301 million PTWs in regular use around the world This represents a near doubling of the figure from 2000 90% of these PTWs are found in Asia 38 million new PTWs sold in 2008 85% of all new PTWs sold in Asia Estimated 3.5 4 million people employed worldwide in industry, directly & indirectly
Australian PTW estimated park in 2012 is 709,000 This represents 4.25% of all registered vehicles in Australia Globally the Australian market represents only 0.25% of total sales 92,000 PTWs sold in Australia in 2012 Motorcycle and related industries in Australia employ approximately 5,500 people Estimated contribution of $3.6 billion to Australian economy
Australian market is unique in Asia Pacific Australian market is more closely aligned with USA and Europe Market is broadly divided into three PTW segments, Off-Road (41%), Road (47%) and Scooter (12%) However within Off-road and Road segments there are several sub-categories, further dividing the market Significant percentage of Off-road product is not or non registrable USA
Motorcycles are, in a vast majority of cases, a non-essential (discretionary) purchase Motorcycles are, in a vast majority of instances, used for recreation, even on public roads The usage of motorcycles, and type of motorcycles spans all types imaginable The demographic of motorcycle riders is as broad as society itself
Motorcycles are a single track vehicle Technology that is applicable to motorvehicles may not be applicable to motorcycles Skills required to control a motorcycle are unique
Design Chassis Powertrain Engine configuration; drive mechanism Ergonomics Wind / weather protection; comfort; control Suspension Suitable for different terrain; adjustable Tyres Suitable for terrain; grip; wear; punctures
Motorcycle Brake Systems Motorcycle Brakes are usually separated into front and rear with independent actuation Requires skill and practice to achieve optimum performance If over applied cause wheel lockup and loss of stability
Antilock Braking Systems Now small, lightweight and unobtrusive High powered processing units Specifically adapted to motorcycle needs Will be mandatory fitment for motorcycles above 125cc from 2016 (for new type approvals) and for all new vehicles from 2017 (Europe) Enduro and Trials motorcycles are exempted
USA appears to have little appetite to strongly pursue mandating ABS Approximately 80% of motorcycles on sale in Australia (FCAI members) have ABS either as standard fitment or as an option* ABS not appropriate for all riding conditions. Off- road trail / enduro / motocross etc. style motorcycles not suited to ABS
ABS is one technical aid that can, if used appropriately, help in some potential accident situations Research has shown that a relatively small proportion of accidents result from over application of brakes resulting on a motorcycle overturn (about 1% front wheel, and 8% rear wheel) (MAIDS, 2004 and Hurt et al, 1981) Some academic ABS research, using extrapolated and comparative data draws unrealistic conclusions about the potential benefits of ABS
Intelligent Transport Systems Manufacturers are aware of the potential societal benefits of ITS (vehicles, infrastructure and traffic systems) Vehicle usage, aspects such as size, usage and exposure to environment and vehicle dynamics vary considerably, as well as from vehicle to vehicle Deployment will depend on rider acceptance Individual manufacturers working on ITS and solutions. Challenge will be harmonisation and agreement on what technology to pursue
Traction Control Systems Already in use in conjunction with ABS systems Multi adjustable to suit riding conditions Not suitable for all road conditions or riding types Needs to be able to be deactivated on motorcycles with off-road capability
Motorcycle Rider Protection Personal Protective Gear New materials and impact absorbent protection Lightweight helmets Kevlar / Carbon fibre clothing Heated clothing Hi Visibility Clothing
Create and deliver value; Integrating technology at an affordable price Factors to be considered; Worldwide markets Urban transport vs. recreation Design and development cycle
Understanding the issue Accident Data collection Licencing (dual challenges) Transport Policy Congestion Road Safety Protective Clothing Road Surface Training Appropriate and affordable training
Choosing the correct motorcycle Licence and usage Understanding the risk Protective Clothing Application of knowledge Initial Training, and refresher training Minimising the risk Understanding limitations Both Motorcycle and rider
Motorcycle industry is a global industry; Australia accounts for only 0.25% of Global Motorcycle sales Australia cannot drive Global market requirements Industry continues to innovate; Manufacturers continue to seek competitive advantage through application of technology Driven by competition Challenges; Rider safety; Customer mindset, understanding riders motivation to be safe
You cannot engineer a solution to a behavioural problem
