Two-wheeler sales data for 2019 reveals that sales have been continually falling in Q1, Q2 and Q3. As compared to first three quarters of 2018, the loss in sales has increased in all three quarters of 2019. Q1 2019 sales dropped by -9.81 percent, which increased to -11.64 percent in Q2. Maximum drop was seen in Q3 (-20.60%), which indicates that even festive sales have been hit by slowdown in auto sector.
In all three quarters, Hero has retained the title of top two-wheeler manufacturer in the country. However, its sales have been continually falling, -10.66% in Q1, 2019, -12.36% in Q2 and -20.59% in Q3. Hero has also lost market share continually over the last three quarters, from 37.06% in Q1 to 36.02% in Q2 and 35.26% in Q3. However, market share in Q3 2019 is the same as that of Q3 2018.
Hero’s primary growth drivers are its commuter bikes such a Splendor and HF Deluxe. It may be recalled that Hero received BS-VI certification for Splendor earlier this year and the same is expected to be launched in the coming months. In scooter segment, bestselling Hero scooters are Maestro, Pleasure, Destini and Duet.
Next is Honda, which has retained its second position in all three quarters of 2019. Honda has been able to cut down its losses across all three quarters, from -26.10% in Q1 to -20.52% in Q2 and -16.79% in Q3. The company’s market share has improved in all three quarters, from 22.18% in Q1 to 26.80% in Q2 and 28.60% in Q3.
Honda relies heavily on Activa that contributes a significant chunk of the company’s sales. Honda recently launched BS-VI Activa, making it the first such scooter in the country. Another bestselling Honda scooter is Dio, which recently achieved the 30 lakh sales milestone. Dio also holds the distinction of the most exported scooter from India. In motorcycle segment, Honda’s bestsellers include CB Shine and CB Unicorn.
At number three, TVS appears to have done well in Q1 and Q2 with respective losses at just -2.02% and -3.05%. However, things changed in Q3 when sales shortfall increased to -23.84 percent. There wasn’t much change in TVS market share though, which was 15.22% in Q1, 14.20% in Q2 and 14.36% in Q3. Bestselling TVS scooters include Jupiter and Ntorq whereas Apache takes the lead in motorcycle segment.
At number four, Bajaj appears to have done well in Q1 and Q2, as sales have witnessed positive growth of 11.63% and 2.81%, respectively. However, things turned negative for Bajaj in Q3 with sales falling -27.62 percent. Market share has also dropped continually across all three quarters, from 13.11% in Q1 to 12.19% in Q2 and 10.73% in Q3. Bajaj sales are driven by its popular commuter bikes such as CT100 / CT 110 and Platina. Pulsar range also contributes a significant percentage of the company’s overall sales.
There is no clear winner at number five, six and seven, as these have been interchangeably taken by Suzuki, Royal Enfield and Yamana. Suzuki appears to have done well, as it has registered positive growth in all three quarters of 2019. However, sales growth has slowed down across all three quarters, from 29.50% in Q1 to 16.15% in Q2 and 5.38% in Q3. There’s not much change in market share, which was 3.85% in Q1, 3.52% in Q2 and 4.03% in Q3. Suzuki’s bestsellers include Access and Burgman in scooters and Gixxer 155 in motorcycle segment.
Royal Enfield sales are down across all three quarters, -14.61% in Q1, -20.61% in Q2 and -25.54% in Q3. Market share has also eroded in every quarter, from 4.07% in Q1 to 3.48% in Q2 and 3.27% in Q3. Classic 350 and Bullet 350 continue to be the bestselling motorcycles for Royal Enfield.
Yamaha had registered positive growth in Q1 (4.58%), but sales gap increased to -15.11% in Q2 and -30.49% in Q3. Yamaha’s market share has also fallen, from 4.14% in Q1 to 3.44% in Q2 and 3.30% in Q3. Yamaha’s bestselling two-wheelers include FZ, Fascino, and Ray.
Piaggio takes the eight spot in all three quarters. Sales have fallen -10.49% in Q1, -9.43% in Q2 and -14.67% in Q3. Piaggio’s market share was 0.34 percent in Q1 and Q2, which increased to 0.43 percent in Q3, 2019.
It remains to be seen if things will improve in Q4 or will it be the same old story. Dealerships have reported higher footfall in September and October, which can help improve Q4 sales. Most scooter and motorcycle manufacturers have launched attractive festive schemes such as cash discounts, low down payment, affordable interest rates, free service and exchange benefits. These can help boost Q4 numbers.
This is probably the last few months for customers to buy their preferred motorcycle or scooter at lowest price point. After BS-VI norms come into play from April 1, 2020, all scooters and motorcycles will cost Rs 5-10k more.