KTM UK TAKES 2020 PODIUM SALES SPOT

2020 saw KTM tackle the economic impact of Covid-19 head on, resulting in nearly 100 more bikes retailed by the Austrian firm in the UK in 2020 than were sold to customers in 2019. This is despite the UK motorcycle market shrinking in 2020 and strong scooter sales preventing further falls.

In the categories KTM operate and report in* this prompted a market share jump from 8.8% in 2019 to 9.5% for 2020. This pushed the Ready To Race brand to the position of the third biggest selling manufacturer over 120cc (not including scooters) in the UK in 2020.

KTM is, of course, not the only name in the KTM Group. Once Husqvarna Motorcycles and the recently acquired GASGAS brand are added to the totals the KTM Group’s market share comfortably reaches double figures, at 11.9%.

This performance was indicative of KTM’s sales activity across the globe. It signals that KTM’s business ambitions are every bit as vertiginous as the sporting targets it sets at the racetrack. So, just as Brad Binder made history on the KTM RC16 in Brno securing the brand's first MotoGP victory, KTM dealers were equally as focused on dealing with more customers than in 2019, but in a much shorter and substantially more challenging selling period.

Targeting the Street segments has paid off for the firm that still sets all the benchmarks Offroad. Class leading machinery and competitive promotional activity has balanced KTM’s range. To an extent, this shift towards Street and Offroad equilibrium offsets the natural seasonality often seen in dealerships, while attracting customers from different market sectors into KTM’s showrooms.

KTM remains highly active in sectors that saw sales or market share growth in 2020 – in particular small and mid-capacity adventure bikes like the KTM 390 ADVENTURE and the KTM 790 ADVENTURE. Premium 125 naked product, in the form of the KTM 125 DUKE was also in high demand at a time when commuters turned towards motorcycling as a viable and engaging means of transport.

The Covid-19 enforced seven week pause in production in Austria and delays in India meant that product supply for all markets was bound to come under pressure. This particularly affected the offroad sector, but the silver lining here is that dealers could, with confidence, hold a much firmer line on prices. This, combined with effective stock management, ensured that pre-registrations to meet new derogation rules were kept to an absolute minimum.

With KTM offering a string of new street models in 2021 and MY22 offroad models due in late spring, KTM is confident that it and its dealers are in a strong position for 2021. The same is true of stablemates Husqvarna Motorcycles and GASGAS, with the new SVARTPILEN 125 and highly anticipated NORDEN 901 extending Husqvarna’s street range while the excitement around GASGAS continues with new machinery and a growing dealer network ready to take on their first new year with a full range of dirt-ready weapons. With dealer open points still open around the country, 2021 could offer the opportunity forward thinking businesses are looking for. Those interested in pursuing this opportunity should visit https://www.ktm.com/en-gb/contact.html

*Data based on KTM internal reporting. This uses MCIA data on DVLA registrations and manufacturer provided wholesale data on adult MX market.