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Powersports Business • April 2024 • 3

3 The V-twin motorcycle market is cruising ahead 6 Exploring consumer V-twin preferences 8 CDP scores Yamaha ’ s transparency on climate change 9 Lucas Oil names CEO and president

10 Harley-Davidson launches financing program 10 Same Store Sales report

11 Green is gold

While the weather forecast for Daytona Bike Week was not ideal , it didn ’ t stop many riders and fans from showing up for the racing and other festivities . Photo courtesy of PSB staff

BY BRENDAN BAKER EDITOR IN CHIEF

UNITS PURCHASED PERCENT NEW VS USED

59 %

New Used

41 %

Source : Lightspeed

With its distinctive rumble and iconic design , the V-twin engine has carved out a significant segment in the motorcycle market . The V-twin has proven its versatility and enduring appeal , from classic cruisers to high-performance sportbikes . V-twin motorcycles are primarily associated with traditional heavyweight manufacturers like Harley-Davidson and Indian Motorcycles , whose lineups almost exclusively include bikes over 900cc powered by V-twin engines .

However , the market is slowly shifting away from some of the traditional underpinnings tied to the segment ’ s success at the beginning of its reign . Air-cooled engines are falling out of favor for more emissions-compliant , water-cooled engines . Older riders are bowing out of the sport in greater numbers , leaving a deficit of buyers for these machines .

All is not lost , however , as younger riders are returning to the DIY building basics , buying used bikes and updating them with a wide range of aftermarket parts available for this segment . One of our sources thinks the shift is taking place because the new bikes are so much more expensive , and younger riders don ’ t have the disposable income of older riders .

We also tasked Lightspeed with pulling data on the V-twin segment from their dealers , where they had more than 30,000 data sets to analyze . The main thing that stands out is the strong demand for V-twin bikes . Whether that ultimately converts into selling a new or used motorcycle is a different story .

HISTORY The origins of the V-twin can be traced back to the early days of motorcycling . In the early 20th century , manufacturers like Harley- Davidson and Indian Motorcycle began producing motorcycles equipped with V-twin engines . These machines quickly gained popularity thanks in part to WWI , where motorcycles replaced horses . Over the years , the V-twin layout evolved , with technological advancements leading to power , efficiency , and overall performance improvements .

In the U . S ., the rise of the motorcycle after WWII was not economic but instead based on our changing culture . Unlike Europe , the U . S . did not suffer any damage from the war but experienced an economic boom that lasted through the post-war era . The domestic auto industry was no longer making products for the military and focused on inexpensive cars . For this reason , motorcycles were not seen in the same light that European motorcycles and scooters were . Instead , they were seen as a social and personal statement , and this caused American motorcycle history to play out somewhat differently than it did in Europe .

TRENDS Today , the V-twin motorcycle market encompasses various styles and segments . The classic cruisers are at one end of the spectrum , characterized by their low-slung frames ,

42 %

ACCESSORIES PURCHASED OEM VS . AFTERMARKET

OEM Aftermarket

58 %

Source : Lightspeed

relaxed riding positions , and distinctive V-twin rumble . Brands like Harley-Davidson and Indian Motorcycle dominate this segment , offering a diverse lineup of models to suit every taste and preference .

Recently , there has been a growing trend towards performance-oriented V-twin motorcycles . These machines combine a V-twin engine ' s unmistakable sound and feel with cutting-edge technology and aggressive styling . Models like the Ducati Diavel , Indian FTR 1200 , Harley Fat Boy , and Sportster S represent the pinnacle of V-twin performance .

While the under−40 crowd still wants performance , they are more on a budget . Many of these guys and girls are more willing to do the work themselves , sort of going back to the beginning of motorcycling when people were building bikes in their garages . This trend has led to a strong pre-owned market for older model V-twins such as Sportsters and Softtails .

See V-Twin Market , Page 4

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