Motorcycle market in Vietnam will booming in next few years since 40% intend to buy new one. Find more at: http://www.di-onlinesurvey.com/

1. July 2015
STUDY ABOUT MOTORCYCLE USAGE
IN VIETNAM
BY DI-MARKETING (www.di-onlinesurvey.com)

2. 1
SCOPE OF WORK
 The survey was conducted to study about motorcycle market in Vietnam
and usage of Vietnamese
 Methodology: Online survey
 Fieldwork time: 3 days (25/07/2015 to 28/07/2015)
 Sample size: N = 700
 Gender: Male & Female
 Geography: Ho Chi Minh and Ha Noi

3. 2
KEY FINDINGS
• Honda Motorcycles (59%), Suzuki motorcycles (58%) and Yamaha
Motorcycles (58%) are top well-known brands
• 1/2 people know these motorcycle brands through showrooms
• 16% respondents own motorcycle.
• 40% people intend to buy motorcycle in the future, 10% of them would buy
in the next 1- 2 years.
• 85% people prefer getting a new motorcycle
• Expressing characteristics (59%) is the main psychological insight driving
people to ride motorcycle

4. 3
Age
Income
Living places
Occupation
N= 700
23%
28%
46%
3%
Over 30
26-30
18-25
Under 18
1%
33%
66%
Others
Hà Nội
Hồ Chí Minh
6%
2%
3%
5%
9%
10%
27%
37%
Others
Factory Worker
Housewife
Job seeker/Retired
Engineer/Doctor/Teacher
Self-employed
Student
Officer
9%
26%
12%
34%
19%
From $1001 and over
From $451 - under $700
From $701 – under $1000
From $201 – under $450
Under $200

5. 4
5%
6%
6%
6%
9%
12%
15%
16%
19%
31%
33%
37%
58%
58%
59%
Aprilia
KTM
MV Agusta
Indian Motorcycles
Triumph
Royal Enfield
Victory Motorcycles
Motor Guzzi
Harley Davidson
Ducati
BMW Motorrad
Kawasaki
Honda Motorcycles
Suzuki Motorcycles
Yamaha Motorcycles
Total
4%
6%
7%
5%
10%
13%
14%
18%
23%
34%
37%
47%
62%
64%
63%
Ho Chi Minh
7%
5%
4%
8%
6%
11%
16%
13%
13%
26%
26%
19%
50%
50%
52%
Ha Noi
HONDA MOTORCYCLES, SUZUKI MOTORCYCLES AND
YAMAHA MOTORCYCLES ARE TOP WELL-KNOWN BRANDS
N= 700
Do you know any motorcycle brands listed below?
Generally, they are more popular in Ho Chi Minh than in Hanoi, especially Kawasaki brand

6. 5
46% PEOPLE KNOW THESE MOTORCYCLE BRANDS THROUGH
SHOWROOMS EXHIBITION
N= 700
How do you know these motorcycle brands websites?
7%
10%
16%
20%
22%
23%
32%
33%
35%
43%
46%
Through sms advertising email
Through applications on my smart
phone's app. stores
Through Google search engine
Web, forum ads and industry
websites
Out of home ads
Social Media ( Facebook,
Instagram,..)
Word of mouth ( face- to- face
conversations)
Through news/ magazines
TV ads
See these motorbike brands on the
street
Through stores/ showroom
Total
8%
13%
18%
19%
22%
25%
35%
34%
36%
43%
45%
18- 25
7%
9%
15%
23%
22%
22%
27%
35%
35%
44%
49%
26-30
6%
7%
14%
19%
22%
18%
32%
30%
34%
39%
44%
Over 30

7. 6
Do you currently own/ used to own a motorcycle ?
N= 700
ONLY 16% VIETNAMESE OWN MOTORCYCLE
16% 16% 16%
13%
84% 84% 84%
87%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total 18-25 26-30 Over 30
No
Yes

8. 7
HONDA MOTORCYCLES (26%) LEADS MOTORCYCLE MARKET
N= 106
Which brand of motorcycle do you own ?
Ducati are favored by older group (Over 30)
1%
1%
1%
2%
3%
3%
3%
5%
6%
11%
12%
12%
14%
26%
Harley Davidson
Royal Enfield
Triumph
MV Agusta
BMW Motorrad
Indian Motorcycles
Motor Guzzi
Benelli
Victory Motorcycles
Kawasaki
Ducati
Suzuki Motorcycles
Yamaha Motorcycles
Honda Motorcycles
Total
0%
0%
2%
2%
4%
4%
5%
5%
5%
11%
15%
13%
15%
20%
18-25
3%
0%
0%
0%
3%
0%
0%
3%
7%
13%
3%
10%
17%
40%
26-30
0%
5%
0%
5%
0%
5%
0%
5%
5%
10%
19%
14%
10%
24%
Over 30

9. 8
SPORTS MOTORCYCLE IS THE MOST OWNED STYLE ( 36%)
N= 106
What category of motorcycle that you own?
5%
5%
6%
6%
8%
10%
11%
13%
36%
Others
Dual purpose
Adventure/ Off- road
Naked
Scooter
Touring
Cruiser
Sports touring
Sports

10. 9
Do you know any motorbike brands listed below?
Which brand of motorbike do you own ?
N= 700
HONDA AND YAMAHA MOTORCYCLE OWN HIGHEST BRAND
AWARENESS AS WELL AS MARKET SHARE
59% 58% 58%
37%
33%
31%
19%
16%
15%
12%
9%
6% 6%
14%
12%
26%
11%
3%
12%
1%
3%
6%
1% 1%
3% 2%
0%
10%
20%
30%
40%
50%
60%
70%
Awareness
Usage

11. 10
Yamaha Motorcycles
Suzuki Motorcycles
Honda Motorcycles
Kawasaki
BMW Motorrad
Ducati
0%
5%
10%
15%
20%
25%
30%
0% 10% 20% 30% 40% 50% 60% 70% 80%
N= 700
Do you know any motorbike brands listed below?
Which brand of motorbike do you own ?
Awareness
High
HighLow
Low
HONDA MOTORCYCLES CURRENTLY DOMINATES VIETNAM
MOTORCYCLE MARKET
Usage

12. 11
If you don’t own a motorcycle, do you intend to buy one?
N= 594
40% PEOPLE INTEND TO BUY MOTORBIKE IN THE FUTURE
60%
56%
62%
67%
26% 31% 23%
18%
10% 9% 13% 10%
2% 2% 1% 4%
Total 18-25 26-30 Over 30
Yes, in the next 6 months
Yes, in around 6 months to 1 year
Yes, in 1- 2 years
Yes, at undefinite time in the future
I don't intend to motorcycle

13. 12
Would you buy a new or old one?
N= 318
15% 17%
7%
20%
85% 83%
93%
80%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total 18-25 26-30 Over 30
New motorbike
Old motorbike
85% OF THOSE WHO INTEND TO BUY MOTORCYCLE PREFER
GETTING A NEW ONE

14. 13
Which brand would you buy?
N= 318
HONDA MOTORCYCLES, DUCATI & YAMAHA MOTORCYCLES
WOULD BE THE TOP CHOICES
15% 16% 16%
9%
26%
14%
7%
14%
7%
6%
7%
7%
7%
4%
4%
11%
16%
8%
7%
3%
18%
12%
9%
7%
11% 7%
11%
5%
15%
16%
16%
15%
20%
9%
18%
16%
17%
17%
14%
23%
22%
18%
25% 28%
11% 14%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Under $200 From $201 –
under $450
From $451 -
under $700
From $701 –
under $1000
From $1001
and over
Honda Motorcycles
Ducati
Yamaha Motorcycles
Kawasaki
Suzuki Motorcycles
Harley Davidson
BMW Motorrad
Others
Middle-income group choose Honda while high-income group favor Ducati & Harley Davidson

15. 14
2%
12%
20%
29%
27%
43%
35%
49%
49%
53%
53%
47%
51%
61%
Yamaha Motorcycles
3%
18%
18%
19%
26%
28%
37%
38%
43%
44%
44%
46%
51%
56%
Others
Luxury brands
Light in weight
Convenience in size
Look stately
Replacable equipments
Experience high speed
Save energy
Run smoothly
Famous brands
Young and dynamic design
Durable
Beautiful design/ appearance
Trusted brands
Total
3%
9%
21%
26%
11%
44%
34%
53%
51%
50%
44%
57%
47%
69%
Honda Motorcycles
2%
30%
14%
13%
38%
9%
46%
29%
32%
50%
50%
43%
57%
64%
Ducati
Why would you choose that brand?
N= 318
TRUSTED BRAND IS THE DECIDING FACTOR IN BRAND CHOICE ( 56%)
Honda is loved by its durability (57%); Ducati is beautiful design (57%); Yamaha is young and
dynamic ( 53%)

16. 15
What category of motorcycle would you buy?
N= 318
SPORTS STYLE (35%) IS THE MOST FAVORITE CATEGORY BESIDES
SPORTS TOURING (31%)
3%
2%
3%
3% 1% 7%
5%
5% 7%
3%
5%
5%
5% 8%
13% 9% 14%
19%
31% 33% 29%
28%
35% 34% 36%
33%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total 18-25 26-30 Over 30
Sports
Sports touring
Touring
Scooter
Adventure/ Off- road
Naked
Dual purpose
Cruiser
Others

17. 16
What is the engine size would you buy?
N= 318
5% 4% 4%
11%
4%
6%
4%
7%
11%
4%
4%
4%
7%
4%
7%
7%
13%
6%
7%
7%
16%
7%
29%
12%
11%
11%
31%
24%
25%
49%
39%
37%
26%
46%
14%
27%
18%
30%
4% 7%
2% 2% 4% 4%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Honda
Motorcycles
Ducati Yamaha
Motorcycles
Kawasaki Suzuki
Motorcycles
Under 125cc
125cc- 150cc
150cc - 250cc
251cc - 400cc
401cc - 600cc
601cc - 800cc
801cc - 1000c
Over 1000cc
58% PEOPLE CHOOSE AN ENGINE SIZE OF 125CC- 250CC
Honda is preferred by 125cc- 150cc while Yamaha, Kawasaki & Suzuki are favored by 150cc-
250cc. Ducati is popular with big engine size of 251cc- 400cc

18. 17
4%
17%
17%
19%
23%
24%
26%
26%
27%
35%
42%
42%
56%
Others
Pollute the environment
Proximity to point of
purchase
Home area
Remain high value when
resell
Support form family
Family/ friends
recommendations
Driving lience
Frequent promotions
Road quality
Trial
Road safety
Price or value for money
Total
3%
16%
16%
18%
21%
23%
26%
25%
27%
32%
46%
43%
57%
18-25
2%
11%
14%
17%
22%
23%
21%
28%
28%
34%
37%
39%
54%
26-30
11%
28%
26%
26%
31%
28%
32%
26%
25%
43%
40%
43%
54%
Over 30
N= 318
Which factors below affect your purchasing decision?
56% PEOPLE CONCERN ABOUT PRICE MOSTLY IN PURCHASING
A NEW MOTORCYCLE

19. 18
35%
18%
32%
25%
32%
49%
57%
54%
Over 30
34%
8%
23%
29%
30%
52%
54%
59%
Others
It is popular
To prove myself
Be muture
Be attractive in partner's views
Passion
Experience high speeds
Express my characteristics
Total
35%
6%
20%
35%
31%
50%
54%
61%
18-25
30%
5%
20%
22%
26%
57%
52%
57%
26-30
N= 318
What psychological factors that influence your purchasing decisions?
EXPRESSING CHARACTERISTICS AND EXPERIENCE HIGH SPEED
ARE THE MAIN REASONS FOR RIDE MOTORCYCLE

20. 19
On average, how much money would you spend on getting motorbike?($)
N= 318
60% ARE WILLING TO SPEND FROM $5000- $10,000
FOR A NEW MOTORCYCLE
8%
4% 5%
2%
11%
4%
14%
7%
4% 2% 6%
14%
4%
9%
10%
4%
27%
4%
7%
15%
18%15%
13%
11%
14%
25%
15%
5%
38%
41%
40%
41%
32%
33%
36%
23%
33%
15%
33%
11%
30%
18%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Honda
Motorcycles
Ducati Yamaha
Motorcycles
Kawasaki Suzuki
Motorcycles
Harley
Davidson
Under $5000
From $5001- $10,000
From $10,001- $15,000
From $15,001- $20,000
From $20,001- $25,000
Over $50,0001
Potentially, up to 27% people are willing to spend from $15,000- $20,000 on Ducati

21. 20
Interesting: 9%
Strong personality: 7%
Cool: 6%
Elegant: 5%
Beautiful: 5%
Look tough: 4%
Manly: 5%
Strong personality: 8%
Cool: 6%
Interesting: 5%
Elegant: 4%
Look tough: 4%
Manly: 3%
Beautiful: 3%
What do you think when you see someone ride a motorcycle?
(Spontaneous)
N= 700
WHILE WOMEN THINK A MAN RIDING MOTORCYCLE IS STRONG
PERSONALITY, MEN FIND IT INTERESTING

22. 21
CONTACT US
• Japan & Taiwan:
o Address: 3 Chome-2-6 Kasumigaseki, Chiyoda, Tokyo 100-0013, Japan
o Contact person: Mr. Hideyuki Kato (CEO)
o Email: hideyuki.kato@di-mktg.com
o Contact number: +81 3-5532-3200
• Vietnam:
o Address: 9-15, Vincom center, 45A Ly Tu Trong, Ben Nghe ward, District 1,
Ho Chi Minh City, Vietnam
o Contact person: Mr. Ho Hai Dang (Manager - DI Marketing)
o Email: dang.hohai@di-marketing.com.vn
o Contact number: +84 902-73-9944
• Thailand:
o Address: 30 Raffles Place, #19-02 Chevron House, Singapore 048622
o Contact person: Ms. Woon Khiaozen (Manager - DI Marketing)
o Email: woon.k@di-mktg.com
o Contact number: +66 092-282 7992

23. 22
CONTACT US
• Singapore, Indonesia, Malaysia:
o Address: 30 Raffles Place, #19-02 Chevron House, Singapore 048622
o Contact person: Mr. Hendry Pratama (Manager - DI Marketing)
o Email: pratama.hendry@dreamincubator.com.sg
o Contact number: +65 6671 9290 | +65 8518 3870
• India:
o Address: 30 Raffles Place, #19-02 Chevron House, Singapore 048622
o Contact person: Mr. Sujit Kunte (Regional representative)
o Email: kunte.sujit@dreamincubator.com.sg
o Contact number: +65 9127 7654

24. 23