Rollick has announced its summary of insights on 2019 U.S. new powersports vehicle lead trends. The data, based on usage of its GoRollick vehicle buying sites, gives manufacturers, dealers, and allied companies another source of information that may help them optimize their marketing approaches.
Rollick’s analysis showed that the top three most popular brands for new motorcycles on the GoRollick platform were, in order, Honda, Yamaha, and Kawasaki. Rollick dealers received twice as many Honda new motorcycle leads than either Yamaha or Kawasaki.
However, as the buying season progressed, lead share for Honda declined a few percentage points while both Yamaha and Kawasaki lead shares continued to increase. GoRollick currently does not carry new Harley-Davidson motorcycles.
Last year, the five most popular 2019 ATVs, by lead volume were, in order, the Polaris Sportsman, the Honda FourTrax, the Can-Am Outlander, the Yamaha Kodiak, and the Yamaha Raptor. The Sportsman accounted for nearly 18 percent of all lead volume across the Rollick Dealer Network, with the FourTrax accounting for nearly 16 percent of lead volume.
In the competitive SXS and UTV segment, Polaris continued to stay ahead of the pack while maintaining its lead share throughout the year; Can-Am and Honda shared second place in popularity within the GoRollick platform.
While Can-Am lead submissions started stronger in the 2019 season, Honda inched ahead by a few percentage points towards the end of the year. Kawasaki and Yamaha new model leads carried the third level of lead share, with Kawasaki lead volumes and share showing a gradual increase as the season progressed.
“Lead share data is another way to analyze and predict performance in the marketplace,” said Adam Lasker, VP of partner marketing and analytics at Rollick. “It does not take the place of market share data, which is generally available after the sale transaction. Differences in lead share and market share may be attributed to factors such as new model releases, the number of dealers on the Rollick Network, OEM public and private (affinity) incentives, and dealer inventory, lead management and pricing practices. GoRollick continues to gain market share with powersports buyers. In December 2019, we experienced an 80 percent year-over-year increase in in-market shopper engagement. In addition, dealer lead acquisition cost analysis revealed that the average cost per lead from Rollick can be up to 42 percent less expensive than competition.”
Rollick attributes its market share growth to the new affinity buying programs it launched in 2019 with large U.S. companies such as Sam’s Club, AAA, Love My Credit Union Rewards, NADAguides and U.S. News, as well as the expansion of its buying program sites to include RVs in early 2019 and boats earlier this January.
The company also saw a 1,300 percent, year-over-year increase in monthly unique visitors to its GoRollick.com site.
“Rollick’s 2019 business plan was focused on solidifying our position as a trusted buying program for the recreation industry,” said Jason Nierman, senior VP of business development and a cofounder of Rollick. “Through operating our affinity buying programs, we’ve learned a great deal about which product types and brands are capturing the attention of the customers, members and employees tied to our affinity partners. We will apply these learnings in 2020 to optimize these programs and work with our affinity partners to bring more buyers into the recreation categories by way of the unique marketing channels they make available, as well as the valuable content we’re distributing to the industry.”