Why are Harley-Davidson sales declining?

The reason for such drastic revenue decline is due to the market for Harley-Davidson branded motorcycles. The core customer base is aging, and younger motorcyclists are more apt to purchase cheaper options. The consequences can be seen in the rapid decline of US shipments over the past five years.

Are Harley sales declining?

Harley-Davidson, Inc. today reported first quarter 2022 results, which showed a slight decline in retail sales at dealerships compared to the year-ago period.

Why is there a shortage of new Harley-Davidson motorcycles?

Harley said supply-chain constraints, including the semiconductor shortage, made it harder to produce motorcycles in the quarter and led to declines in North America, its largest market. The number of motorcycles sold by its dealers in North America fell 5% to 31,300.

Is Harley-Davidson in financial trouble?

Harley-Davidson is in trouble. The company has seen 17 straight quarters of bad news, and the decline accelerates every quarter. It's not a pretty picture for one of the most valuable and passionately followed brands in history.

Why is Harley-Davidson losing money?

With its motorcycle sales dealt a blow by the pandemic, Harley-Davidson Inc. on Tuesday said it lost money in the recent fiscal quarter and that it was narrowing its product lineup and exiting some foreign markets.

Harley Davidson Sales Still Falling in 2021 - What to do in 2022?

Will Harley-Davidson survive 2021?

By the time we hit Key West, we'd come to the conclusion that Harley Davidson was decidedly very much alive in 2021 — in fact, we actually fell a little bit in love with the bikes. It was bittersweet returning them to their owners, and JP is even considering buying a Harley Davidson as his next bike!

How is Harley doing in 2021?

Following the huge fall reported in the previous year, when sales touched the lower out of last 20 years, in 2021 Harley-Davidson report a shy growth in the global registrations. Global registrations were 194.252, up 7.8%, the second worse results in the last 15 years.

What is the average age of a Harley-Davidson owner?

Harley dealerships are thriving. But there is another statistic associated with these legendary bikes that is startling, all the more so if you don't ride: The average age of a Harley owner these days is 44. In fact, more than eight out of 10 Harley owners are over 35; almost one in five is 55 or older.

Is Harley-Davidson making a comeback?

The motorcycle maker is back to selling motorcycles again.

Harley's performance, though, shows CEO Jochen Zeitz plans to create a smaller, more narrowly focused company -- one that is both profitable and on the right track. Image source: Harley-Davidson.

Is Harley-Davidson doing well?

Harley's performance for 2021 is even more impressive. The company saw revenue increase 32 percent for the year. Sales were up 8 percent worldwide for the year, with a 22 percent bump in North America. The company's financial services division reported a record $415 million in operating income.

Has Harley shut down production?

Like many other manufacturers, it has been struggling with the ongoing supply chain issues. The last time Harley-Davidson shut down production was in March of 2020 as panic spread along with coronavirus.

Why is motorcycle inventory so low?

Or more specifically, a global shortage of semi-conductors. Thousands of these semi-conductors (also known as microchips) are needed to assemble one Harley-Davidson. The shortage of these microchips are a direct result of the COVID-19 pandemic and its forced shutdowns of factories and suppliers.

Is the chip shortage affecting Harley-Davidson?

(Reuters) -Harley-Davidson Inc reported a drop in first-quarter profit, in line with Wall Street expectations, as margins at the motorcycle maker were squeezed by higher costs and chip shortages, while sales were boosted by global price increases.

Do Millennials buy Harleys?

Early Harleys, with their fat tires and swooping fenders, speak to motorcycle enthusiasts of all ages, but millennials seem willing to pay a bit more for them. In the last two years, Millennials have quoted prewar Harleys at values 19 percent higher than Boomers, 12 percent higher than Gen–X and equal to preboomers.

How are Harley sales doing?

In the North American market, Harley-Davidson is still showing a tough third-quarter (-9.5% compared to Q3 2019), but its 2021 is actually fairly strong overall, with a nearly 9% gain in sales compared to before the pandemic.

Who is Harley-Davidson biggest competitor?

Harley-Davidson's major competitors are Triumph, Yamaha, Ducati, and Royal Enfield brands.

Who is Harley's target market?

Harley-Davidson buyers are predominantly males, aged 55 and above. With a comfortable disposable income, they invest in these premium vehicles because they identify motorcycling as a passionate hobby of theirs. These consumers are ageing, however, and steadily outgrowing their interest in purchasing new bikes.

What is the future of Harley-Davidson?

Harley Davidson's plan to take iconic motorcycle brand into transportation's future. Harley-Davidson unveiled a new 2021 lineup featuring several advances in engineering, electronics and styling, and its first rival to BMW and Honda “adventure” bikes.

Are the 2022 Harleys out yet?

Shades of the beloved FXRT! The 2022 Low Rider ST will roll into dealers in March. Two new baggers, two new Low Riders, and four updated CVO models add up to eight additions to the 2022 Harley-Davidson lineup.

What kind of people ride Harleys?

Almost everyone would prefer to interact with someone who's genuine, honest, and straightforward. Maybe that's the ultimate point here, anyway: despite the edgy, outlaw imagery historically associated with the brand, Harley-Davidson riders are just regular folks. Show them some love, and they'll show it right back.

What demographic buys Harley-Davidson motorcycles?

This distinction is important, since the average Harley-Davidson customer is a married man in his early 50s, with a household income at or above $90,000. These are the customers buying motorcycles out of a passion for the product or lifestyle.

Do Harley-Davidson hold their value?

Bikes made by Harley-Davidson, BMW, and Ducati, in fact, seem to hold their MSRP value better than any others. By brand, according to data compiled by the Kelley Blue Book Official Motorcycle Guide, Harley-Davidson motorcycles retained an average of 84% of their value over a five-year period.

Is Harley-Davidson failing?

Perhaps, even more jarring than its sixth-place finish, was just how far behind the other brands Harley-Davidson landed. Harley-Davidson users reported a 26% failure rate, edging out Ducati, BMW, and several other major brands.

What country buys the most Harley-Davidson?

Is Harley coming out with 2021 models?

New 2021 Harley-Davidson motorcycles have started arriving! Stop by or contact us to check availability on the New 2021 Harley models including Street Bob 114, Fat Boy 114, CVO Limited and more!