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Scooters and Mopeds - US - December 2012

Published By :

Mintel

Published Date : Dec 2012

Category :

Machines

No. of Pages : 104 Pages


The scooter and moped market has benefited from the increase in gas prices since the start of the recession in 2008. This may not be enough to expand this market in the U.S. significantly, but has generated interest among consumers who had previously never considered them or just seen them as a recreational or lifestyle vehicle.”
Table of Content:

SCOPE AND THEMES
What you need to know
Data sources
Consumer survey data
Abbreviations and terms
Abbreviations
Terms

EXECUTIVE SUMMARY
Market factors
Rise in fuel prices creating opportunity for scooter/moped makers
Figure 1: U.S. regular conventional retail gasoline prices, third week in November, 2002-12
Americans driving cars less, providing opportunity for scooters/mopeds
Figure 2: Consumer vehicle miles traveled, all U.S. roads and streets, 1998-2011
Electric scooters will help drive future scooter/moped sales
The consumer
Most people do not own scooters/mopeds; scooter penetration higher
Figure 3: Scooter and moped ownership, new or used, by gender, September 2012
Majority of scooter/moped owners prefer riding weekly
Figure 4: Frequency of riding scooter/moped, by gender, September 2012
Male scooter/moped owners more likely than women to buy for long travel
Figure 5: Reasons for purchasing a scooter/moped, by gender, September 2012
Owners purchase, and then use, scooters/mopeds for fun, errands
Figure 6: Reasons for purchasing a scooter/moped and what the scooter/moped is used for now, September
2012
Performance, price, fuel economy top factors influencing purchase
Figure 7: Factors influencing scooter/moped purchasing, by gender, September 2012
When scooter/moped owners evangelize about vehicles, they praise gas savings
Figure 8: How consumers would recommend scooters/mopeds to friends, by gender, September 2012
What we think

ISSUES IN THE MARKET
How the “new normal” of rising fuel prices creates a new potential consumer base
Can the U.S. market emulate those countries with ingrained scooter/moped culture?
Is marketing scooters/mopeds as lifestyle accessories a mistake?

INSIGHTS AND OPPORTUNITIES
Personalization through accessorizing/limited-edition co-branding
Sponsor group tours or partner with touring operators to provide fleets
Scooter fleets for public, private security
Design-enhanced brand of scooters to appeal to luxury market

TREND APPLICATIONS
Inspire trend: Brand Review
Inspire trend: Play Ethic
Inspire 2015 Trends
East Meets West

MARKET DRIVERS
Escalating fuel prices forcing consumers to consider alternative transit
Figure 9: U.S. regular conventional retail gasoline prices, third week in November, 2002-12
Declines in vehicle use reflect consumer hesitation at gas pump
Figure 10: Consumer vehicle miles traveled, all U.S. roads and streets, 1998-2011
Electric scooters will help drive future market sales
Consumer sentiment rising, but lower than pre-recession levels
Figure 11: University of Michigan Consumer Sentiment, November 1978-2012

LEADING COMPANIES
Key points

BRAND OWNERSHIP
Majority own a Honda scooter or moped
Figure 12: Brand of scooter/moped owned, by gender, September 2012
Honda, Yamaha ownership highest among 18-44 year olds
Figure 13: Brand of scooter/moped owned, by age, September 2012
Middle-income groups key to the market
Figure 14: Brand of scooter/moped owned, by household income, September 2012
Vespa, Genuine ownership skews in the Northeast
Figure 15: Brand of scooter/moped owned, by region, September 2012

PROFILES OF LEADING COMPANIES
Honda Powersports
Figure 16: Honda North America motorcycle unit sales, 2008-12
Yamaha Sport
Piaggio Group
Suzuki Cycles
Kymco USA
Genuine Scooter Co.

INNOVATION AND INNOVATORS
Scoot Networks transitions car sharing concept to scooters
Boutique scooter company endorses community through group rides
Mercedes-Benz electric scooter designed with branded car features
Piaggio introduces model with third wheel to emphasize safety

MARKETING STRATEGIES
Strategy: Membership club creates inclusiveness among brand owners
Strategy: Aligning scooters with outreach efforts that promote community
Strategy: Positioning the scooter as a conduit for fashion, fun, freedom
Figure 17: Vespa LaVespaVita.com, November 2012
Strategy: Emphasizing cost savings in exchange for thrills
Figure 18: Suzuki “Buy and Ride” ad, April 2012
Strategy: Capturing the feel of driving a scooter
Figure 19: Vespa LX and S 3V video, June 2012
Strategy: Comically showing how scooter ownership can change your life
Figure 20: Honda “Color My World Part I” video, February 2010
Figure 21: Honda “Color My World Part II” video, February 2010

SCOOTER AND MOPED OWNERSHIP
Key points

OWNERSHIP AMONG THE TOTAL POPULATION
Scooter ownership more than double that of moped ownership
Figure 22: Scooter and moped ownership within the total population, new or used, by gender, September 2012 .. 48
Scooter, moped ownership highest for 18-24 year olds
Figure 23: Scooter and moped ownership within the total population, new or used, by age, September 2012
Scooter, moped ownership highest in $75K-99.9K households
Figure 24: Scooter and moped ownership within the total population, new or used, by household income,
September 2012
Scooter, moped ownership highest among Asian respondents
Figure 25: Scooter and moped ownership within the total population, new or used, by race/Hispanic origin,
September 2012

DEMOGRAPHICS OF SCOOTER AND MOPED OWNERS
Scooter/moped owners split 70/30
Figure 26: Scooter and moped ownership among scooter/moped owners, new or used, by gender, September
2012
Among owners, scooters and mopeds appeal to opposing ends of the age spectrum
Figure 27: Scooter and moped ownership among scooter/moped owners, new or used, by age,
September 2012
New scooter ownership jumps among those with household income of $50K+
Figure 28: Scooter and moped ownership among scooter/moped owners, new or used, by household income,
September 2012
Higher scooter ownership in the South
Figure 29: Scooter and moped ownership among scooter/moped owners, new or used, by region, September
2012

SCOOTER/MOPED RIDING FREQUENCY
Key points
Most frequent use of scooters/mopeds is weekly
Figure 30: Frequency of riding scooter/moped, by gender, September 2012
Daily ridership is highest among 18-24 year olds
Figure 31: Frequency of riding scooter/moped, by age, September 2012
Daily ridership highest within lower-earning households
Figure 32: Frequency of riding scooter/moped, by household income, September 2012
Millennial respondents more likely than older peers to ride daily or weekly
Figure 33: Frequency of riding scooter/moped, Millennials vs. non-Millennials, September 2012

REASONS FOR PURCHASING SCOOTERS/MOPEDS
Key points
Half of respondents buy scooters/mopeds to run errands, ride for fun
Figure 34: Reasons for purchasing a scooter/moped, by gender, September 2012
Purchasing for commuting highest among those younger than 45
Figure 35: Reasons for purchasing a scooter/moped, by age, September 2012
Those from highest-earning households most likely to buy for fun
Figure 36: Reasons for purchasing a scooter/moped, by household income, September 2012
Millennial respondents most likely to buy scooters, mopeds to commute
Figure 37: Reasons for purchasing a scooter/moped, Millennials vs. non-Millennials, September 2012
Mopeds purchased more than scooters for work commutes
Figure 38: Reasons for purchasing a scooter/moped, by scooter or moped ownership, new or used, September
2012

REASONS FOR PURCHASING A SCOOTER/MOPED VS. WHAT IT IS USED FOR TODAY
Key points
Intended uses for scooters/mopeds fade to reality
Figure 39: Reasons for purchasing a scooter/moped and what it is used for now, September 2012

FACTORS INFLUENCING SCOOTER/MOPED PURCHASING
Key points
Performance, price, fuel economy top three factors influencing purchasing
Figure 40: Factors influencing scooter/moped purchasing, by gender, September 2012
Fuel economy, maintenance costs factor most for those aged 18-24
Figure 41: Factors influencing scooter/moped purchase, by age, September 2012
Fuel economy, maintenance costs important to middle-income households
Figure 42: Factors influencing scooter/moped purchase, by household income, September 2012
Top preferred factors most important to Midwest respondents
Figure 43: Factors influencing scooter/moped purchase, by region, September 2012

ACCESSORIES/EXTRAS PURCHASED FOR SCOOTERS/MOPEDS
Key points
More than half of scooter/moped owners purchased a helmet
Figure 44: Accessories and extras bought for scooter/moped, by gender, September 2012
More than half of respondents aged 18-24 purchased locks
Figure 45: Accessories and extras bought for scooter/moped, by age, September 2012
Respondents in households earning $50K-74.9K most likely purchasing helmets
Figure 46: Accessories and extras bought for scooter/moped, by household income, September 2012
Regional differences manifest in accessory purchases
Figure 47: Accessories and extras bought for scooter/moped, by region, September 2012
Millennials more engaged in accessories
Figure 48: Accessories and extras bought for scooter/moped, Millennials vs. non-Millennials, September 2012
Differences in accessory purchase by moped vs. scooter riders
Figure 49: Accessories and extras bought for scooter/moped, by scooter and moped ownership, new or used,
September 2012

RESEARCH CONDUCTED BEFORE BUYING A SCOOTER/MOPED
Key points
Male respondents prefer to research more than female respondents
Figure 50: Research conducted before buying a scooter/moped, by gender, September 2012
Dealership test drives used most by riders aged 18-34
Figure 51: Research conducted before buying a scooter/moped, by age, September 2012
Professional sites preferred most by those from homes earning $100K+
Figure 52: Research conducted before buying a scooter/moped, by household income, September 2012
Midwest family values reflected in reliance on family/friends
Figure 53: Research conducted before buying scooter/moped, by region, September 2012
Moped owners skew younger and buyers’ research habits reflect this
Figure 54: Research conducted before buying scooter/moped, by scooter and moped ownership, new or used,
September 2012

HOW OWNERS WOULD RECOMMEND SCOOTERS/MOPEDS TO FRIENDS
Key points
Half of owners would talk to their friends about gas savings
Figure 55: How owners would recommend scooters/mopeds to friends, by gender, September 2012
Few overall trends by age on what riders would recommend to their friends
Figure 56: How owners would recommend scooters/mopeds to friends, by age, September 2012
Those from least wealthy households most likely to talk about price
Figure 57: How owners would recommend scooters/mopeds to friends, by household income, September 2012 .. 85
Midwestern, Southern respondents most likely to talk about cost of gas
Figure 58: How owners would recommend scooters/mopeds to friends, by region, September 2012
Millennial respondents most likely to talk about sticker price, cost of gas
Figure 59: How owners would recommend scooters/mopeds to friends, Millennials vs. non-Millennials,
September 2012
Scooters championed more than mopeds for gas savings
Figure 60: How owners would recommend scooters/mopeds to friends, by scooter and moped ownership, new
or used, September 2012

APPENDIX – OTHER USEFUL CONSUMER TABLES
Scooter/moped ridership frequency and new versus used
Figure 61: Frequency of riding scooter/moped, by scooter and moped ownership, new or used,
September 2012
Scooter/moped ridership frequency and region
Figure 62: Frequency of riding scooter/moped, by region, September 2012
Factors influencing purchase and generation
Figure 63: Factors influencing scooter/moped purchase, by generation, September 2012

APPENDIX – TRADE ASSOCIATIONS

APPENDIX: RESEARCH METHODOLOGY

CONSUMER RESEARCH
Primary Data Analysis
Sampling
Global Market Insite (GMI)
Secondary Data Analysis
Experian Simmons National Consumer Studies
Statistical Forecasting
Statistical modelling
Qualitative insight
The Mintel fan chart
Weather analogy

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