Harley-Davidson - motorcycle sales by region 2017-2019

Globally, Harley-Davidson shipped some 218,000 ‘hogs’ in 2019. Worldwide retail sales of Harley-Davidson motorcycles declined by 4.3 percent between 2018 and 2019.

Sales are falling in key markets 

  The slump was most severe in American markets such as Canada, where retail sales dropped by around 7.7 percent. Things were equally bad in the U.S., where retail sales were down over five percent and the EMEA region (European, Middle Eastern, and African markets), where sales fell to 46,600 units. Disappointing shipments in key markets are beginning to affect Harley-Davidson’s revenue figures.

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.