Globally, Harley-Davidson shipped some 178,500 ‘hogs’ in 2022. Worldwide retail sales of Harley-Davidson motorcycles decreased by 7.7 percent between 2021 and 2022.
Sales are falling in key markets
While the brand started to recover from the COVID-19 pandemic, markets such as Latin America still recorded a drop in retail sales of around 39 percent. The retail sales of EMEA region (European, Middle Eastern, and African markets) were also impacted by this dip in the market due to the COVID-19 pandemic. Numbers were down approximately 16 percent. Disappointing shipments in key markets are beginning to affect Harley-Davidson’s revenue, with 2021 figures dragging behind pre-pandemic levels.
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 2022, 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 2020 were taken from previous reports.
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Harley-Davidson. (February 24, 2023). Harley-Davidson's worldwide motorcycle retail sales between FY 2017 and FY 2022, by country or region (in units) [Graph]. In Statista. Retrieved July 03, 2024, 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 2022, by country or region (in units)." Chart. February 24, 2023. Statista. Accessed July 03, 2024. https://www.statista.com/statistics/252220/worldwide-motorcycle-retail-sales-of-harley-davidson/
Harley-Davidson. (2023). Harley-Davidson's worldwide motorcycle retail sales between FY 2017 and FY 2022, by country or region (in units). Statista. Statista Inc.. Accessed: July 03, 2024. 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 2022, by Country or Region (in Units)." Statista, Statista Inc., 24 Feb 2023, 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 2022, by country or region (in units) Statista, https://www.statista.com/statistics/252220/worldwide-motorcycle-retail-sales-of-harley-davidson/ (last visited July 03, 2024)
Harley-Davidson's worldwide motorcycle retail sales between FY 2017 and FY 2022, by country or region (in units) [Graph], Harley-Davidson, February 24, 2023. [Online]. Available: https://www.statista.com/statistics/252220/worldwide-motorcycle-retail-sales-of-harley-davidson/