Harley-Davidson - motorcycle sales by region 2017/2018

Globally, H-D shipped some 228,000 ‘hogs’ in 2018. Worldwide retail sales of Harley-Davidson motorcycles declined by 6.1 percent between 2017 and 2018.

Sales are falling in key markets 

  The slump was most severe in traditional Asian and Oceanian markets such as Japan, South Korea, Australia, and New Zealand, where retail sales dropped by almost 14 percent. Things were equally bad in the U.S., where retail sales were down 10.2 percent. 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, it remains to be seen if an electric motorcycle will appeal to a younger customer base that will eventually replace the aging boomer generation, especially when it comes with a hefty price tag of almost 30,000 U.S. dollars.