This is what has me puzzled about the power sports industry. No, the industry should not be at covid levels of sales, but sales should NOT be as bad as they are. Also other forms of recreational spending are not following the power sports trend. Spending on vacations and leisure travel, for example, is still at record levels.
I don’t think the answer is just about COVID stimulus money. Many buyers who can afford power sports products had an income that placed them above the threshold to receive much of the COVID money that was being handed out. Even if they got money, it was hardly the kind of money that pays for a new UTV. So despite all the politics, it is just not credible to say a large majority of the sales of power sports equipment were being paid for entirely by covid money from the government. Buyers were still spending real money of their own back then, so why aren’t they spending now?
Is it just interest rates rising? Even though they remain at historically low levels? 60-month loans for power sports products are averaging 7.5% which is NOT high by long-term standards and the industry has seen booming sales and financing levels with interest rates much higher than this. Even at 9.9% levels the industry has had boom years for sales and financing profits, so it’s not just the interest rates.
Is it possible that people have just stopped the use of credit to buy toys? That seems like a pretty radical change to be even possible. Going back just a few years it seems like everybody and their dog was financing every recreational purchase under the YOLO life mantra. So that suddenly came to an end and now people are unwilling to finance?
I wonder if younger people are just not replacing the older buyers? Are the 25-35 year olds just not buying power sports and marine products anymore? It seems like this was the prime demographic before, so did this group just up and quit? Or is it older buyers who are just not upgrading like they used to?
Lots of other factors, for example, the lack of snow get thrown out. The problem is these factors may explain why the snowmobile segment is at a low level of sales, but it doesn’t explain why boats and summer products have followed suit.
It’s just very strange to me that an industry that has prospered under very similar good economic conditions in the past is now struggling this badly.