Globally, Harley-Davidson shipped some 180,000 ‘hogs’ in 2020. Worldwide retail sales of Harley-Davidson motorcycles declined by 17.4 percent between 2019 and 2020.
Sales are falling in key markets
The slump was most severe in markets such as Latin America, where retail sales dropped by around 38.6 percent. The United States’ retail sales were also impacted by this dip in the market due to the Covid-19 pandemic. U.S. numbers were down over 17 percent, a similar decrease to the one in the EMEA region (European, Middle Eastern, and African markets), where sales fell to almost 37,000 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.
Harley-Davidson's worldwide motorcycle retail sales between FY 2017 and FY 2020, by country or region
(in units)
According to the source, these figures include new sales warranty and registration information; the figures are provided by Harley-Davidson dealers.
Figures for 2017 and 2018 were taken from previous reports.
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Harley-Davidson. (February 23, 2021). Harley-Davidson's worldwide motorcycle retail sales between FY 2017 and FY 2020, by country or region (in units) [Graph]. In Statista. Retrieved January 29, 2022, from https://www.statista.com/statistics/252220/worldwide-motorcycle-retail-sales-of-harley-davidson/
Harley-Davidson. "Harley-Davidson's worldwide motorcycle retail sales between FY 2017 and FY 2020, by country or region (in units)." Chart. February 23, 2021. Statista. Accessed January 29, 2022. https://www.statista.com/statistics/252220/worldwide-motorcycle-retail-sales-of-harley-davidson/
Harley-Davidson. (2021). Harley-Davidson's worldwide motorcycle retail sales between FY 2017 and FY 2020, by country or region (in units). Statista. Statista Inc.. Accessed: January 29, 2022. https://www.statista.com/statistics/252220/worldwide-motorcycle-retail-sales-of-harley-davidson/
Harley-Davidson. "Harley-davidson's Worldwide Motorcycle Retail Sales between Fy 2017 and Fy 2020, by Country or Region (in Units)." Statista, Statista Inc., 23 Feb 2021, https://www.statista.com/statistics/252220/worldwide-motorcycle-retail-sales-of-harley-davidson/
Harley-Davidson, Harley-Davidson's worldwide motorcycle retail sales between FY 2017 and FY 2020, by country or region (in units) Statista, https://www.statista.com/statistics/252220/worldwide-motorcycle-retail-sales-of-harley-davidson/ (last visited January 29, 2022)
