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Husky gains market share in 2011

February 13, 2012
Filed under Features

Retail sales expected to continue to rise in 2012

Husqvarna Motorcycles North America reported a landmark year in sales in 2011. By mid-November, HMNA had set an all-time sales record under BMW care for a calendar year.

Husqvarna also announced a worldwide market share gain from December 2008 to December 2011 that saw a rise from 1.09 percent to nearly 2 percent.

“The U.S. market was definitely a bright spot on Husqvarna’s global scope in 2011,” HMNA president Kris Odwarka said. “Our retail registrations were up over 60 percent for 2011, and additionally, in our relevant segments of off-road and dual-purpose, we increased by 66 percent.”

The HMNA dealer network also saw a positive change last year, and national dealership locations increased by more than 20 percent in 2011.

“Putting a number value on our dealer network doesn’t reflect the quality of our dealers, which is far more important than the sheer quantity,” national sales manager Revelle Harrison said. “We’ve been fortunate enough to partner with great dealerships in the past several months. We’re proud to be able to support them with a solid network of field staff now in place, and top-level parts fulfillment through BMW.”

Over the past few years, the economic slump left many dealerships with excess inventory, but Husqvarna responded to the needs of dealers by way of three key strategies:

• Sales to dealers were intentionally scaled back in 2011.
• Through the support of BMW Financial Services, Husqvarna ran unparalleled sales promotions.
• The 2012 model line was introduced, and made available to dealers, much earlier in the season compared to previous years.

The company reported that the Husqvarna TE511 was one of its biggest sellers of 2011.

“It’s important for us to take care of our dealers because they’re the ones who support the customer,” national marketing manager Corey Eastman said. “With our market share up and our dealer network stronger than ever, it’s a great jumping off point for the North American market. Our momentum has already carried over into 2012; January sales rose 122 percent over January 2011, which is traditionally a slower month for retail registrations.

“We are very excited about future projects at Husqvarna. Along with our concept bikes that have recently surfaced, we also have a lot of R&D going into our existing line. All models currently available in the U.S. will be all-new by model year 2015.”

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