piglet and snev
MacDonalds maybe everywhere, but it's not food. it will bring poor health, makes you fat and causes diabetes. so, they may have the volume, but they don't mean sh't in a sense that they sell you "pretend" food. volume is never an indicative of quality.
however, there are exceptions to every rule. Samsung right now has both the volume and quality on smartphones.
Re US market. Yes, it's 50% cruisers. and about 40% all Harley's right now. I didn't get to see the 2012 full report on US motorcycle sales, so my info is 2 years old now.
Before the 2008 market melt down, we were selling near 1 million two wheel vehicles in the US. that includes all two wheels, dirt bikes and scooters.
After the crash the market contracted by 50% and total sales reached about 450,000. That was a huge sales crash.
It eventually forced Suzuki US to restructure. Honda went from selling 250,000 bikes in the US to about 70,000. Harley went from 260,000 to about 140,000. However, Euro brands since they are such small players weren't really impacted by this. For example BMW in the US went from 10,000 units to about 9,000. Ducati remained the same at around 6 or 7K or so. Both BMW and Ducati have had stellar years since but they are only marginally higher now.
Due to this massive meltdown, Harley that used to own 26% of the market end up owning 40%, because all the big players lost so much market share.
The dirt bike market is badly hurt and may not have a future in the US. The sportbike market is a fraction of what it used to be here. There was a time, where Suzuki would sell 10,000 Hayabusa's alone in the US, those days are gone.
Touring and Enduro markets both seem to be doing good. Although they are a small segment.
Scooters have been on a rise as well.
But, the type of volume that Honda, Yamaha do in Southeast Asia with their tiny cc, cheap bikes can't be duplicated in the West. The West is the market for more premium bikes.