Harley-Davidson - motorcycle sales by region 2017-2022

Globally, Harley-Davidson shipped some 178,500 ‘hogs’ in 2022. Worldwide retail sales of Harley-Davidson motorcycles decreased by 7.7 percent between 2021 and 2022.

Sales are falling in key markets 

  While the brand started to recover from the COVID-19 pandemic, markets such as Latin America still recorded a drop in retail sales of around 39 percent. The retail sales of EMEA region (European, Middle Eastern, and African markets) were also impacted by this dip in the market due to the COVID-19 pandemic. Numbers were down approximately 16 percent. Disappointing shipments in key markets are beginning to affect Harley-Davidson’s revenue, with 2021 figures dragging behind pre-pandemic levels.

The times they are a-changing

  H-D must feel the need to change in order to reach new target groups. The motorcycle maker responded to waning demand by adding a new line to its product mix. The LiveWire, Harley-Davidson’s first electric bike was revealed at CES Las Vegas. However, the electric motorcycle with a hefty price tag of almost 30,000 U.S. dollars failed to electrify H-D's customer base.