Harley-Davidson - worldwide revenue H1 2019 & 2020

Harley-Davidson's global mid-year revenue fell by around 40 percent between the first six months of 2020, compared with the same period one year earlier. H-D generated around 2.16 billion U.S. dollars in revenue between January and June 2020, some 394 million U.S. dollars of which was generated from financial services. In the first half of 2020, revenue generated from motorcycle sales more than halved from the previous year to around 1.3 billion U.S. dollars. The U.S. was the most important regional market for Harley-Davidson in 2019 with almost 126,000 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 1.3 million units in June 2020. 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 slowly shrunk. 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.

Harley-Davidson's worldwide revenue between January and June of 2019 and 2020

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Release date

August 2020



Survey time period

H1 2019 and H1 2020

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Statistics on "Motorcycles in the United States"

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