1. Honda motorcycles 2016 rfp
January 5, 2016

2. MOTORCYCLE INDUSTRY OVERVIEW

3. Industry Economic Impact
In 2013, the motorcycle industry generated an estimated
$22.5 BILLION
in consumer sales and services, state taxes and licensing
$6.5 BILLION (or 29%)
is attributed to retail sales for new motorcycles
Source: Motorcycle Industry Council – State of the Motorcycle Industry, Dec 2015

4. Motorcycle Sales 5-Year History
+3.8%
+1.4%
+2.7%
+4.7%
+0.7%
2015 YTD vs. 2014
Source: Motorcycle Industry Council Retail Sales Report

5. Motorcycle Owners & Operators
30.7 MILLION
People Operated a Motorcycle in 2014
21.5 MILLION Prospects
9.2 MILLION
Unique Owners
Source: Motorcycle Industry Council – State of the Motorcycle Industry, Dec 2015

6. The trusted resource®
Motorcycle Shoppers Look to KBB.com

7. Importance of 3rd-party sites
In-market motorcycle shoppers go to KBB.com and other 3rd-party websites
Source: KBB.com
Q: Which websites have you used to research your next motorcycle purchase?
Motorcycle Survey
N = 320

8. Unmatched reach
KBB.com is the leader among 3rd-party sites offering motorcycle values
Source: comScore Media Metrix, Nov 2015

9. Kelley Blue Book: The Trusted Resource®
Motorcycle shopping on KBB.com peaks in the spring/summer
1.1M+
Average visits to Motorcycles section during spring/summer (Mar-Aug 2015)
Source: Omniture

10. vehicle shopping brand on Google year after year2
For nearly 90 years, KBB.com has been The Trusted Resource® for pricing and valuation information
Harris Poll’s
Online Auto Shopping
BRAND OF THE YEAR
for 4 consecutive years1!
MOST SEARCHED
vehicle shopping brand on Google year after year2
1: KBB.com received the highest numerical Equity Score among Online Auto Shopping brands included in the 2014 Harris Poll EquiTrend® Study. Please go to for further details.
2: Google Insights. Annual Search Terms for Vehicle Shopping (2015 YTD is Jan-Apr). Note: spellings are auto-crrected effective 2012.

11. Kbb.com motorcycle research
Enhance Honda’s Marketing with Our Insights

12. Motorcycle riding is a hobby
30% of motorcyclists buy bikes for cruising purposes
Source: KBB.com Motorcycle Survey
Q:What is your primary reason for buying a motorcycle?

13. Still male-dominated Overwhelming majority of motorcyclists is male
Source: KBB.com Motorcycle Survey
Q: What is your gender?

14. Median age of motorcyclists is 37
Older riders will go for less performance-oriented bikes
Younger riders prefer performance-oriented motorcycles
They also want to be the individualists
Older riders are more education-seeking than younger riders
Source: KBB.com Motorcycle Survey
Q: What is your age?

15. KBB.com visitors are looking to buy
1 in 5 are looking to trade-in or sell
Source: KBB.com Motorcycle Survey
Q: What brought you to KBB.com?

16. Harley-Davidson and Honda are the top-owned brands
22%
21%
15%
Source: KBB.com Motorcycle Survey
Q: What motorcycle brand(s) do you currently own?

17. Likewise, the top two brands motorcyclists are considering are Harley-Davidson and Honda
16%
12%
10%
Source: KBB.com Motorcycle Survey
Q: Which of the following motorcycle brand(s) are you considering to purchase?

18. Harley and Honda are also the most-visited motorcycle brands on KBB
Harley and Honda are also the most-visited motorcycle brands on KBB.com
Source: Omniture Web Traffic, Q4 2014

19. Motorcyclists are generally loyal, with Honda and Harley having the most loyal owners
60% loyalty
67% loyalty
59% loyalty
65% loyalty
Source: KBB.com Motorcycle Survey
Q: Which of the following motorcycle brand(s) are you considering to purchase?

20. Honda appeals to all types of motorcyclists
Source: KBB.com Motorcycle Survey

21. Kbb.com solutions
Boost awareness and consideration for Honda

22. MOTORCYCLES HOME PAGE CUSTOM LOGO & LINK
Influence shoppers at the starting point for researching motorcycles
Custom-created logo and text link presence on KBB.com’s main motorcycle page
Logo sends shoppers directly to Honda’s KBB.com main page
Text link clicks out to Honda’s site
Mocks are concept only. Actual design and layout of product is subject to change upon production.

23. RETENTION TARGETING
Reinforce interest in Honda with your branded messaging
MREC and leaderboards targeted to Honda make and model pages
Custom offering specifically for Honda

24. HARLEY-DAVIDSON CONQUESTING
Target the most shopped motorcycle brand on KBB.com with your message
MREC and leaderboards targeted to Harley- Davidson make and model pages
Custom offering specifically for Honda

25. FEATURED CONTENT TAB
Increase awareness of Honda among KBB.com motorcycle shoppers
Unique tab opportunity in the site’s right margin
Clicks through to Honda’s site
Targeted throughout KBB.com motorcycle pages

26. Thank you!