Snowmobile sales increase in 2010-2011 season
Worldwide sales jump 10 percent
Story by Staff, Photography by Virgil Knapp, Jun. 09, 2011Email a friend Print Friendly RSS
The worldwide snowmobile sales increased 10% to 123,063 new snowmobiles sold. New snowmobile sales in the United States showed a 5% increase with 51,796 snowmobiles being sold at an average price of $8,397, while Canadian sales jumped approximately 8% to 40,878 new units sold at an average price of $9,631. The ISMA says the average price of both Canadian and U.S. snowmobiles decreased from the previous year
The biggest boom in snowmobile sales took place in Europe and Russia, which saw an increase of 20% to 30,389 units sold.
Meanwhile, Parts, Garments and Accessories sales for the manufacturers in North America were up approximately 7%.
The ISMA is also reporting an increase in the number of registered snowmobiles. For 2011, there were 1,550,158 registered snowmobiles in the United States, an increase of last year’s number of 1,500,000. Canada saw similar growth with registered snowmobiles totaling 602,902 compared to last year’s total of 582,134. Registered snowmobiles in the European community continue to increase and it is now estimated there are 530,000 registered snowmobiles in Europe.
According to the ISMA, much of the sales success can be attributed to the availability of snow and cold weather. Also, the ISMA reports a slight change in the population segment purchasing snowmobiles, with an increase in interest by the Millennial Generation (Generation Y) who are between 19-35 years of age. There are more than 80 million “Generation Y” residents in the United States – equaling the Baby Boomer Generation in numbers.
ISMA Survey Results
* Average age of a snowmobiler is 43 years of age. The median age however is beginning to track lower – highlighting the fact that additional Y Generation customers are entering the market.
* Approximately 65% of first time buyers purchase a used snowmobile.
* The average snowmobiler rode 1,141 miles – a 10% increase from last year.
* The majority of individuals that snowmobile in North America are club members and/or association members. These active, involved outdoor enthusiasts build the trails and support snowmobiling freedoms and access. They are also active charity fundraisers and raised over $3 million dollars for national charities.
Go Snowmobiling Campaign
The http://www.gosnowmobiling.org/ website reported an increase in visitation with over 3 million visitors to the site. Approximately 18% of those visitors (600,000) do not own a snowmobile but are expressing a great deal of interest in owning a snowmobile and going snowmobiling. This positively reflects on the long-term trend line showing an increase in snowmobiling as a recreational family activity in the winter.
Economic Impact of Snowmobiling
According to the ISMA, the continued broad based growth of the snowmobile community is highlighted by the fact that most states and provinces are continuing to see expansion of their clubs’ membership numbers and new trails being developed which support the positive economic impact and job growth for the rural community that snowmobiling provides. Economic impact studies generated by universities worldwide show that snowmobiling is growing in importance as part of the overall economic engine and job growth for winter tourism. Estimates show that snowmobiling now generates more than $28 billion worth of economic activity.