Total demand for motorcycles in Europe* during calendar
2009 declined approximately 16%, to about 1.05 million
units. Although demand in some countries rose because of
government incentives to support the purchase of new motorcycles
and changes in the driver’s license system, overall
demand fell because of the impact of the economic downturn
throughout Europe.
Amid this business environment, in May 2009,
Honda introduced its VTR250 naked-type leisure bike with a
slimmer body and featuring easy handling. Also, in January
2010, Honda introduced the VFR1200F, a large sports tourer
with a V4-stroke engine, which combines a sporty performance
with high-quality riding comfort.
In fiscal 2010, the full-year contribution of the
CBF125, which was launched in the previous fiscal year, the
new CBF1000 naked-type leisure bike, the new VFR1200F and
other models had a positive effect; nevertheless, the number of
large scooters and other products declined. As a consequence,
total unit sales in Europe decreased 27.9% from the previous
fiscal year, to 199,000 units.
According to Honda research. The motorcycle market includes 10 countries:
the United Kingdom, Germany, France, Italy, Spain, Switzerland, Portugal, the
Netherlands, Belgium and Austria.