MARKET F ORCES
It’s no coincidence that most major motorcycle manufacturers have a base in Thailand. Not only is the cost of manufacturing lower than in Europe, the volume of domestic sales is almost incomprehensible. In 2019, British dealers sold 107,000 machines while in Thailand, a country with only three million more inhabitants, over 1.7 million two-wheelers left showrooms in the same period.
In many respects Asia is the perfect motorcycle market. Congested roads, unreliable public transport, permissive regulations and all-year-round riding conditions mean that every household owns at least one scooter. As a result they’re universally accepted. An enthusiast may have a Ducati Panigale in the garage for weekends but they’ll ride a scooter every day without a second thought.
While volume sales are important, the manufacturers of premium brands have their eyes set on the emerging Asian middle class. This is particularly true of young professionals who have money and aren’t afraid to spend it – manufacturers’ logic being that if a Panigale owner is offered something ‘cool’ to ride during the week they’ll happily pay for that pleasure.
A good example of Asia’s influence is in product design; the major retro scooter manufacturers are all making efforts to slim down their products. That appeals to British scooterists as it brings the design closer to that of Innocenti. However the reason so much money’s being spent is that the typical Asian body shape is smaller and shorter. A slimmer machine with a lower seat is comfortable for both rider and pillion and that translates into sales. It’s also easy to see why autos are the scooter of choice for manufacturers, as the congested nature of Asian city life means that geared machines are nothing but a chore.
This doesn’t mean Europe isn’t important to manufacturers. Only Britain, with its history of Mod culture, can establish a marque’s credibility.
However it’s fair to say that success in the Asian market makes a scooter commercially viable.