New inventory still key for ATV sales
ADP Lightspeed data shows importance of keeping new units on show floor
Sales of new ATVs trump sales of pre-owned ATVs at the retail level by a significant margin, according to data provided to Powersports Business by ADP Lightspeed. Side-by-side sales are not included.
The findings, which date from February 2013-February 2014 and are inclusive of dealerships that are ADP Lightspeed partners, show that new unit ATV sales made up 84 percent (107,041 units) of the total sales volume of 127,731 ATVs sold during the time period. Pre-owned units comprised 16 percent of the total, or 20,690.
Furthermore, 90 percent of the sales of new ATVs sold, or 96,173 units, were transacted without a trade. A total of 10,868 new ATVs were purchased with a trade, or 10 percent.
What are consumers bringing to the transaction table when they want to purchase a new ATV? Multi-purpose ATVs top the list at 54.8 percent. Motorcycles are next at 20.9 percent, with sport ATVs next at 11.1 percent.
Other trade-in prospects while buying a new ATV are a side-by-side (3.8 percent), snowmobile (2 percent) and PWC (1.2 percent). Scooters and trailers were part of the transaction for a new ATV in less than 1 percent of the sales.