Harley-Davidson - worldwide revenue FY 2020-FY 2022

Harley-Davidson's global revenue increased by 7.7 percent in 2022 compared to the previous year. H-D generated around 5.75 billion U.S. dollars in revenue for the full 2021 financial year, over 800 million U.S. dollars of which was generated from financial services. That same year, revenue generated from motorcycle sales increased by nearly11 percent to some 4.93 billion U.S. dollars. The U.S. was the most important regional market for Harley-Davidson in 2022 with 109,190 unit sales.

Potential for growth in Asian markets

In terms of units sold, the Asia-Pacific region is by far the world’s largest market for motorcycles and other two-wheelers. Motorcycle sales in China reached almost 1.28 million units in January 2022. The U.S. will remain a priority for Harley-Davidson, but the company is making concerted efforts to grow in Asian markets.

New lineup caters to untapped markets

Harley-Davidson has this far been unable to make its mark in Asian markets. The company predominantly operates in the medium to heavy segments, and the brand has only recently expanded its platform to include medium weight models. Although H-D has strong loyalty among many of its consumers, the U.S. motorcycle market has shrunk since the mid-2000s. H-D now has a partner in both India and China. To suit these markets, smaller displacement engines are becoming more common in the Harley line-up and are more likely to be produced abroad.