Motorcycle Satisfaction on the Rise, Customers Spending More on Bikes

motorcycle_dealershipDid you buy a new motorcycle this year? Were you happy with the experience? According to the J.D. Power and Associates annual customer satisfaction report, there’s a good chance that you were.

The study, now in its 14th year, found that customer satisfaction generally improved in the motorcycle industry. The study looks at six major factors of the ownership experience: product; build quality; cost of ownership; sales; service; and warranty.

The sales experience had the biggest improvement from 2010. According to the study, the sales experience rose to 856 (out of 1000) up from 838 in 2010. In fact, five of the six categories had an improvement in 2011.

“The increase in overall satisfaction and the improvements in five of the six factors are very positive news for the industry, which is still trying to fully recover from the blow the economy has delivered in recent years,” said Brent Gruber, senior manager of the powersports and commercial vehicle practice at J.D. Power and Associates. “Improving the quality of motorcycles, as well as the sales and service experience, certainly positions the manufacturers and their dealerships well for market recovery.”

The motorcycle industry has been struggling the last couple of years but things are starting to turn around. Not only are customers more happy with the motorcycle ownership experience, but people are starting to spend more on bikes.

In 2011, motorcycle owners paid an average of $16,125 per motorcycle, up nearly $2000 from 2010. Owners are also spending an average of $1340 on parts and accessories and $439 on riding gear.

“As satisfaction increases, so does owner loyalty and advocacy,” said Gruber. “Manufacturers that focus on delivering high quality and superior service now will experience a long-term positive financial impact from their efforts.”

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