Harley Davidson

1

Harley Davidson2014 Report

2

Ontario

Sarnia

London

Niagara-on-the-LakeWindsor

Ontario

Thunder Bay

Sudbury

Kingston

Ottawa

Peterborough

Kitchener

OakvilleMississauga

Barrie

TorontoOshawa

Harley-Davidsonhas 18 retailers in Ontario

Pembroke

HawkesburyOwen Sound

http://www.google.ca/url?sa=i&source=images&cd=&cad=rja&docid=lTaYt1KXpgX4EM&tbnid=LyghUmYa1LK90M:&ved=0CAgQjRwwAA&url=http://www.worldatlas.com/webimage/countrys/namerica/province/outline/on.htm&ei=eoB_UufeDuTc4AP48IDwAw&psig=AFQjCNHjC4bNJHwT1gAvDjfk4oDM7VYX1Q&ust=1384174074274269

3

Ontario: Demographics

Ontario has a population of 12,851,821 in 2011

Between the 2006 and 2011 Censuses, Canada’s

population grew 1.86 million or 5.9 per cent

About 37 per cent of the national growth occurred in

Ontario. Ontario population grew 5.7 per cent,

modestly lower than the national growth rate

Ontario residents had a median age of 40.4 years

which is slightly younger than the median age of

40.6 for Canada

12,851,821

POPULATION2011

SOURCE: Statistics Canada

17,400,000

POPULATION PROJECTION2036

SOURCE: Durham Region Planning

5.7%

ANNUAL GROWTH RATE2006 - 2011


40.4YEARS

MEDIAN AGE2011


4


A majority of locations where Harley-Davidson retailers are located have experienced slower growth than Ontario between 2006 – 2011

% c

han

ge

2006

- 2

011

Ontario 5.7%

To

ron

to

Otta

wa

Osh

aw

a

Mis

siss

au

ga

Kitc

he

ne

r

Ba

rrie

Kin

gst

on

Lo

nd

on

Pe

mb

roke

Ble

nh

eim

Pe

terb

oro

ug

h

Su

db

ury

Sa

rnia

Nia

ga

ra-o

n-t

he

-la

ke

Ow

en

So

un

d

Th

un

de

r B

ay

Ha

wke

sbu

ry

Win

dso

r

-2

0

2

4

6

8

10 9.2 9.1

7.76.7

5.7 5.64.7

3.7 3.52.9

2.11.6

0.9 0.5

-0.5-1.1 -1.1 -1.3

City

5

25.9%

VISIBLE MINORITIES2006



Women who make up over 51% of the population and

men made up 49% of the population

24% of men are between 25 – 59 years of age

25% of females are between 25 – 59 years of age

1 in 4 Ontarians is a member of a visible minority

South Asians, Chinese and Blacks accounted for 65.1%

of the visible minority market share

The vast majority of visible minority live in urban centers

49% 51%

POPULATION – BY GENDER2011


FEMALEMALE

6

$34,084

PRIMARY HOUSEHOLD INCOME PER CAPITA 2011


2.6

AVERAGE HOUSEHOLD SIZE2011


$132,876HOUSEHOLD DEBT


Net worth of Ontarians $464,693 an increase of 8.2% over last year

Primary household income per capita in Ontario was $34,084 compared with $33,759 for Canada

The average household size in Ontario was 2.6 persons in 2011, compared to the Canadian average household size of 2.5 persons

In Ontario, the proportion of total private households with only one person has increased over time, while the proportion of larger households (five or more persons) has decreased

Average consumer’s total debt (not including mortgages) has increased nearly $200 to $27,131 (Q2, 2013)

Ontarian’s experienced an increase in total debt of 1.84% over Q2 2012

$27,131

AVERAGE CONSUMER’S TOTAL DEBT

7

6.5%Q2 2013

UNEMPLOYMENT RATEOSHAWA

Ontario: Economic

The most recent data, released in Q2 2013 for Ontario shows that the size of the labour force has increased 1.2% over Q2 2012

Over the past year, the province added just over 105,000 jobs, out of which 78,200 were full-time positions and 27,400 were part-time. When comparing the second quarter of 2013 to that of 2012, the province’s unemployment, participation and employment rates have all remained at around the same level

During that period, the unemployment rate decreased from 7.8% to 7.5%, while the participation rate remained unchanged

Unemployment rates among young people (15-24) is worse than the Rust Belt states like Indiana and Ohio; only Illinois and New York fared worse than Ontario

Young men fared worse than women, with 18.4% unemployment rates versus 15.4% for women

LABOUR FORCEQ2 2013

7,431,300

YOUTH (15 - 24)Q2 2013

16.4%

8


POPULATION WITH POST-SECONDARY EDUCATION

UNEMPLOYMENT RATE FOR ADULTS WITHOUT PSE

Ontario: Economic

The percentage of the population aged 15 years and over with college, trade, or post-secondary certification or a university degree was 53.9% in Ontario compared to 53.6% in Canada

Unemployment rates for adults with Post Secondary Education was 5.6% compared to 8.6% for adults without PSE

53.9%

8.6%

9

Ontario: Real Estate

Housing starts in the Ontario region were trending at 63,785 units in October, compared to 60,207 in September, according to Canada Mortgage and Housing Corporation (CMHC)

The trend in Ontario starts is now pointing up suggesting that more strength can be expected in the months to follow

Ontario home prices managed to grow above the general rate of inflation during the early part of 2013. The average selling price during Q1 2013 was $393,170 which was a 2.4% increase over the first quarter of 2012

Mortgage rates to see modest and gradual increases, but will remain low

$393,170

AVERAGE MLS HOME PRICE

HOME STARTSOCTOBER 2013

62,785

1 YEAR MORTGAGEQ1 2013

3%5 YEAR MORTGAGE

Q1 2013

5.21%

10

Average consumer non-mortgage debt continues to rise

Average consumer non-mortgage debt increased nearly $200 to $27,131

an increase of 3.4% over the same quarter last year; this comes one

quarter after its first quarterly decline in nearly 2 years

Average consumer non-mortgage debt also continues to rise in Ontario;

Ontarians have added $1,729 in non-mortgage debt since Q2 2010

Source: TransUnion, Q2 2013

AVERAGE TOTAL CONSUMER DEBT (EXCLUDING MORTGAGE)

NATIONAL AVERAGE

Q2 2010 Q2 2011 Q2 2012 Q2 20130.00

10,000.00

20,000.00

30,000.00

11

Total consumer debt increases were seen across all categories

Consumer debt increased across all four categories; installment loans and auto captives saw the largest quarter over quarter increases with 5.52% and 3.37% respectively

Auto consumer debt has increased by nearly 29% since Q2 2010

Source: TransUnion, Q2, 2013

Credit Cards Line of Credit Installment Loan Auto Captives$0.00

$20,000.00

$40,000.00

$60,000.00

$80,000.00

$100,000.00

$120,000.00

$140,000.00

Q2 2010 Q2 2011 Q2 2012 Q2 2013

12

The farther west you live in Canada, the higher the debts

The farther west you live in Canada, the more likely you are to have larger debts;

British Columbians had the highest level of consumer debt in the second quarter at

$38,672

The increase in average debt was consistent throughout Canada, with all provinces

experiencing increases from a low in Ontario of 1.84% to a high in Alberta of 7.70%

over the previous Quarter


PROVINCES WITH THE HIGHEST TO LOWEST CONSUMER DEBT

$38,672BC

$36,150AB

$28,706SK

$25,914ON

$23,765NB

$20,371MB

$19,455QC

◄HIGHEST

LOWEST►

VS

13

Delinquency rates remain low across all major categories

Delinquency rates remain low across all categories, a positive sign that Canadian’s are able to manage their debt


0.24%

-25.0%

-18.0%

CREDIT CARDS

0.17%

-7.5%

-10.4%

LINES OF CREDIT

1.14%

-3.59%

-7.7%

INSTALLMENT LOANS

0.10%

-4.39%

13.1%

AUTO CAPTIVES

DELINQUENCY LEVELS CONTINUE TO REMAIN LOW

ACROSS ALL MAJOR PRODUCT

Q2 2013

QUARTERLY PERCENT CHANGE

YEARLY PERCENT CHANGE

14

Retail: Mackie Harley Davidson, Oshawa Ontario

OSHAWA

Retail: Mackie Harley Davidson, Oshawa Ontario (Sept. ‘13 vs. Sept. ‘12)

15

Total Retail $ Sold Warranty Registered (SWR)

Total # FundedNUMS 1% - 21%

$1,002,894$884,275

-12%

2012 2013

166 167

1%

2012 2013

53 46

19 16

34 30

2012 2013 2012 2013

20.46% 17.96%

texttexttext

Rank Total Retail #

Rank SRW #Rank #New

FundedRank NUMS

Text Text Text Text

New

Used

Retailer: Thunder Bay Harley Davidson (Sept. ‘13 vs. Sept. ‘12)

16


Total # FundedNUMS (+55%)

$314,351

$370,201

+18%

2012 2013

57 52

-9%

2012 2013

2020

8 3

12 17

2012 2013 2012 2013

21.05%32.69%

Rank Total Retail #

Rank SRW #Rank #New

FundedRank NUMS

Text Text Text Text

New

Used

texttexttext

Retailer: Fox Harley Davidson, Owen Sound (Sept. ‘13 vs. Sept. ‘12)

17



$778,976$708,635

-9%

2012 2013

64 57

-11%

2012 2013

4539

21 17

24 22

2012 2013 2012 2013

32.50%

38.60%

Rank Total Retail #

Rank SRW #Rank #New

FundedRank NUMS

Text Text Text Text

New

Used

texttexttext

Retailer: Duke’s Harley Davidson, Blenheim (Sept. ‘13 vs. Sept. ‘12)

18



$423,150$511,461

21%

2012 2013

38 30

-21%

2012 2013

26 26

19 18

7 8

2012 2013 2012 2013

18.42%26.67%

Rank Total Retail #

Rank SRW #Rank #New

FundedRank NUMS

Text Text Text Text

New

Used

texttexttext

Retailer: Clare’s Harley Davidson, Niagara-on-the-Lake (Sept. ‘13 vs. Sept. ‘12)

19


Total # FundedNUMS (-7%)

$1,137,789$1,083,840

-5%

2012 2013

134 131

-2%

2012 2013

65 65

20 24

45 41

2012 2013 2012 2013

33.58% 31.30%

Rank Total Retail #

Rank SRW #Rank #New

FundedRank NUMS

Text Text Text Text

New

Used

texttexttext

Retailer: Kitchener Harley Davidson, Kitchener (Sept. ‘13 vs. Sept. ‘12)

20



$1,000,580$1,311,539

31%

2012 2013

129 121

-6%

2012 2013

5971

23 29

36 42

2012 2013 2012 2013

27.91% 34.71%

Rank Total Retail #

Rank SRW #Rank #New

FundedRank NUMS

Text Text Text Text

New

Used

texttexttext

Retailer: Motosport Plus Harley Davidson, Kingston (Sept. ‘13 vs. Sept. ‘12)

21



$1,003,337$1,027,395

+2%

2012 2013

10393

-10%

2012 2013

5852

26 21

32 31

2012 2013 2012 2013

31.07% 33.30%

Rank Total Retail #

Rank SRW #Rank #New

FundedRank NUMS

Text Text Text Text

New

Used

texttexttext

Retailer: Rocky’s Harley Davidson, London, Ontario (Sept. ‘13 vs. Sept. ‘12)

22



$1,746,107$2,227,431

+28%

2012 2013

162149

-8%

2012 2013

88118

37 49

51 69

2012 2013 2012 2013

31.48%46.31%

Rank Total Retail #

Rank SRW #Rank #New

FundedRank NUMS

Text Text Text Text

New

Used

texttexttext

Retailer: Barrie Harley Davidson, Barrie (Sept. ‘13 vs. Sept. ‘12)

23


Total # Funded NUMS (+0.1%)

$1,431,148$1,526,496

+4%

2012 2013

161129

-20%

2012 2013

7990

23 45

56 45

2012 2013 2012 2013

34.78% 34.88%

Rank Total Retail #

Rank SRW #Rank #New

FundedRank NUMS

Text Text Text Text

New

Used

texttexttext

Retailer: Freedom Harley Davidson, Nepean (Sept. ‘13 vs. Sept. ‘12)

24


Total # Funded NUMS (-20%)

$1,204,635

$975,262

-19%

2012 2013

149131

-12%

2012 2013

6052

16 21

44 31

2012 2013 2012 2013

29.53% 23.66%

Rank Total Retail #

Rank SRW #Rank #New

FundedRank NUMS

Text Text Text Text

New

Used

texttexttext

Retailer: Thunder Road Harley Davidson, Windsor (Sept. ‘13 vs. Sept. ‘12)

25


Total # Funded NUMS (+12.8%)

$268,910$399,169

+48%

2012 2013

7082

+17%

2012 2013

16

25

13

17

3 8

2012 2013 2012 2013

4.29% 9.76%

Rank Total Retail #

Rank SRW #Rank #New

FundedRank NUMS

Text Text Text Text

New

Used

texttexttext

Retailer: Davies Road Harley Davidson, Richmond Hill (Sept. ‘13 vs. Sept. ‘12)

26


Total # Funded NUMS (+9%)

$326,047$928,448

+12%

2012 2013

155157

+1%

2012 2013

48 50

18 17

30 33

2012 2013 2012 2013

19.35% 21.02%

Rank Total Retail #

Rank SRW #Rank #New

FundedRank NUMS

Text Text Text Text

New

Used

texttexttext

Retailer: Goulet Motosport Road Harley Davidson, Hawkesbury (Sept. ‘13 vs. Sept. ‘12)

27


Total # Funded NUMS (-77%)

$449,213

$225,021-50%

2012 2013

93 93

2012 2013

2513

1210

13 3

2012 2013 2012 2013

13.98%

3.23%

Rank Total Retail #

Rank SRW #Rank #New

FundedRank NUMS

Text Text Text Text

New

Used

texttexttext

28

Ontario Demographics

Greater Sudbury

Thunder Bay

Peterborough

Blenheim

Kingston

Barrie

Niagara

Oshawa

London

Kitchener

Windsor

Ottawa-Gatineau

Toronto

ONTARIO

0 5 10 15 20 25 30 35 40 45 50

2.7

3.1

3.4

5.6

6.1

6.4

7

11.8

13.1

16.2

17.2

22.8

47

25.9

Proportion of Visible Minorities, Ontario - 2011

Mississauga

Richmond Hill

Ottawa

Windsor

Oakville

0 10 20 30 40 50 60

53.7

52.9

23.7

22.9

22.8

Highest Proportion of Visible Minorities, Ontario CSDs - 2011

1 in 4 Ontarians (25.9%) is a member of a visible minority

South Asians, Chinese and Blacks accounted for 65.1% of the visible minority market share

The vast majority of visible minority live in urban centers

29

Quebecat a glance

Quebec – At a Glance

19 Retailers in Quebec 100% of Quebec retailers

have less than 15% retail penetration;

37% of Quebec retailers have less than 5% retail penetration

47% have seen an increase in #New funded over 2012

Retailer Location SWRSept /13

Retail $ #New Funded

#Used Funded

Retail Penetration

Ville de Quebec 504 $1,191,949 38 25 7.54%

Brossard 288 $1,027,095 23 36 7.99%

Montreal 260 $470,584 10 13 3.85%

Laval 257 $1,082,549 19 46 7.39%

St. Hyacinthe 220 $736,306 20 18 9.09%

Repentigny 206 $872,046 12 39 5.83%

Rimouski 169 $131,093 4 2 2.37%

Becancour 154 $340,494 12 4 7.79%

Saguenay 129 $158,981 3 7 2.33%

Gatineau 120 $580,617 17 14 14.17%

Sherbrooke 116 $308,066 6 10 5.17%

Shawinigan 103 $0 0 0 0%

Valleyfield 87 $126,943 5 1 5.75%

Victoriville 80 $219,526 7 3 8.75%

Val d’Or 77 $218,272 8 3 10.39%

Saint-Marie 72 $173,623 8 0 11.11%

Drummondville 50 $46,982 1 2 2.0%

Sept-Iles 37 $0 0 0 0%

Baie-Comeau 37 $10,500 0 1 0%

Order based on #SWR

Retailer: Rimouski Harley Davidson,Rimouski (Sept. ‘13 vs. Sept. ‘12)

31


Total # FundedNUMS (+2.98%)

$63,695

$131,093

+106%

2012 2013

168 169

+1%

2012 2013

4 6

3 2

1 4

2012 2013 2012 2013

0.60% 2.37%

Rank Total Retail #

Rank SRW #Rank #New

FundedRank NUMS

Text Text Text Text

New

Used

texttexttext

Retailer: Bécancour Harley Davidson, Bécancour (Sept. ‘13 vs. Sept. ‘12)

32



$545,064

$340,494

-38%

2012 2013

134

164

+15%

2012 2013

27

1612

4

15 12

2012 2013 2012 2013

11.19% 7.79%

Rank Total Retail #

Rank SRW #Rank #New

FundedRank NUMS

Text Text Text Text

New

Used

texttexttext

Retailer: #10 NAME Harley Davidson, CITY (Sept. ‘13 vs. Sept. ‘12)

33



$224,927

$158,981

-29%

2012 2013

119129

+8%

2012 2013

10 10

2 7

83

2012 2013 2012 2013

6.72% 2.33%

Rank Total Retail #

Rank SRW #Rank #New

FundedRank NUMS

Text Text Text Text

New

Used

texttexttext

Retailer: Carrier Harley Davidson, Drummondville (Sept. ‘13 vs. Sept. ‘12)

34



$20,045

$46,982

+34%

2012 2013

4150

+22%

2012 2013

23

12

1 1

2012 2013 2012 2013

2.44% 2.0%

Rank Total Retail #

Rank SRW #Rank #New

FundedRank NUMS

Text Text Text Text

New

Used

texttexttext

Retailer: Harley Davidson,(Sept. ‘13 vs. Sept. ‘12)

35

Sold Warranty Registered (SWR)

Total # Funded=0

5137

-27%

2012 2013

Rank Total Retail #

Rank SRW #Rank #New

FundedRank NUMS

Text Text Text Text

texttexttext

Retailer: #10 NAME Harley Davidson, CITY (Sept. ‘13 vs. Sept. ‘12)

36


Total # FundedNUMS (0%)

$0

2012 2013

40 37

-8%

2012 2013

0 1

0 1

00

2012 2013 2012 2013

0% 0%

Rank Total Retail #

Rank SRW #Rank #New

FundedRank NUMS

Text Text Text Text

New

Used

texttexttext

$10,500

Harley Davidson

Data & Analytics

Transcript of Harley Davidson