Honda motorcycles 2016 rfp January 5 2016 MOTORCYCLE INDUSTRY OVERVIEW Industry Economic Impact In 2013 the motorcycle industry generated an estimated 225 BILLION in consumer sales and services state taxes and licensing ID: 768903
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Honda motorcycles2016 rfp January 5, 2016
MOTORCYCLE INDUSTRY OVERVIEW
Industry Economic Impact In 2013, the motorcycle industry generated an estimated $22.5 BILLION in consumer sales and services, state taxes and licensing $6.5 BILLION (or 29%) is attributed to retail sales for new motorcycles Source: Motorcycle Industry Council – State of the Motorcycle Industry, Dec 2015
Motorcycle Sales 5-Year History +0.7% +2.7% +1.4% +3.8% Source: Motorcycle Industry Council Retail Sales Report 2015 YTD vs. 2014 +4.7%
21.5 MILLION Prospects Motorcycle Owners & Operators 30.7 MILLION People Operated a Motorcycle in 2014 9.2 MILLIONUnique Owners Source: Motorcycle Industry Council – State of the Motorcycle Industry, Dec 2015
The trusted resource® Motorcycle Shoppers Look to KBB.com
Importance of 3rd-party sites In-market motorcycle shoppers go to KBB.com and other 3 rd-party websites Q: Which websites have you used to research your next motorcycle purchase? Motorcycle Survey N = 320Source: KBB.com
Unmatched reach KBB.com is the leader among 3rd-party sites offering motorcycle values Source: comScore Media Metrix, Nov 2015 8 |
1.1M+Average visits to Motorcycles section during spring/summer (Mar-Aug 2015) Kelley Blue Book: The Trusted Resource ® Motorcycle shopping on KBB.com peaks in the spring/summer Source: Omniture 9 |
For nearly 90 years, KBB.com has been The Trusted Resource® for pricing and valuation information 1: KBB.com received the highest numerical Equity Score among Online Auto Shopping brands included in the 2014 Harris Poll EquiTrend ® Study. Please go to www.B2B.KBB.com for further details. 2: Google Insights. http://www.google.com/trends/ Annual Search Terms for Vehicle Shopping (2015 YTD is Jan-Apr). Note: spellings are auto-crrected effective 2012. 10| Harris Poll’s Online Auto Shopping BRAND OF THE YEAR for 4 consecutive years 1 ! MOST SEARCHED vehicle shopping brand on Google year after year 2
Kbb.com motorcycle research Enhance Honda’s Marketing with Our Insights
Motorcycle riding is a hobby 30% of motorcyclists buy bikes for cruising purposes Source: KBB.com Motorcycle SurveyQ:What is your primary reason for buying a motorcycle ?12 |
Still male-dominated Overwhelming majority of motorcyclists is male Source: KBB.com Motorcycle Survey Q: What is your gender? - 13 -
Median age of motorcyclists is 37 Older riders will go for less performance-oriented bikes - 14 - Younger riders prefer performance-oriented motorcycles They also want to be the individualists Older riders are more education-seeking than younger riders Source: KBB.com Motorcycle Survey Q: What is your age?
KBB.com visitors are looking to buy 1 in 5 are looking to trade-in or sell Source: KBB.com Motorcycle Survey Q: What brought you to KBB.com? 15 |
Harley-Davidson and Honda are t he top-owned brands Source: KBB.com Motorcycle Survey Q : What motorcycle brand(s) do you currently own? 16 |22% 21% 15%
Likewise, the t op t wo brands motorcyclists are considering are Harley-Davidson and HondaSource: KBB.com Motorcycle SurveyQ: Which of the following motorcycle brand(s) are you considering to purchase? 16% 12% 10%
Harley and Honda are also t he most-visited motorcycle brands on KBB.comSource: Omniture Web Traffic, Q4 201418 |
Motorcyclists are generally loyal, with Honda and Harley having the most loyal owners Source: KBB.com Motorcycle Survey Q: Which of the following motorcycle brand(s) are you considering to purchase? 19 | 67% loyalty 65% loyalty 59% loyalty 60% loyalty
Honda appeals to all types of motorcyclists Source: KBB.com Motorcycle Survey 20 |
Kbb.com solutions Boost awareness and consideration for Honda
MOTORCYCLES HOME PAGE CUSTOM LOGO & LINK Influence shoppers at the starting point for researching motorcycles Mocks are concept only. Actual design and layout of product is subject to change upon production . 22 | Custom-created logo and text link presence on KBB.com’s main motorcycle page Logo sends shoppers directly to Honda’s KBB.com main page Text link clicks out to Honda’s site
RETENTION TARGETING Reinforce interest in Honda with your branded messaging 23 | MREC and leaderboards targeted to Honda make and model pages Custom offering specifically for Honda
HARLEY-DAVIDSON CONQUESTING Target the most shopped motorcycle brand on KBB.com with your message MREC and leaderboards targeted to Harley-Davidson make and model pages Custom offering specifically for Honda
FEATURED CONTENT TAB Increase awareness of Honda among KBB.com motorcycle shoppers 25 | Unique tab opportunity in the site’s right margin Clicks through to Honda’s site Targeted throughout KBB.com motorcycle pages
Thank you!