Harley-Davidson Posts 6% Sales Growth in 2012

01/30/2013 @ 2:13 pm, by Jensen Beeler6 COMMENTS

Harley Davidson Posts 6% Sales Growth in 2012 Harley Davidson 635x423

Helped by a strong fourth quarter, Harley-Davidson is reporting signs of growth for 2012, with the company’s global sales again up 6.2% over the figures from last year. With sales up 6.6% in the United States, and 5.6% abroad, Harley-Davidson sold 249,849 motorcycles in 2012, and those sales figures translated onto the balance sheet into a 6% growth in revenue ($4.9 billion) and a 4% increase in net income ($623 million).

“Thanks to the outstanding efforts of our employees, dealers and suppliers, Harley-Davidson achieved its growth and restructuring goals in 2012,” said CEO Keith Wandell. “The ambitious restructuring of our manufacturing operations, aimed at delivering better responsiveness for customers and greater operating efficiency, is now largely behind us.”

Though showing only modest growth in the United States in 2012, Harley-Davidson continued to see strength in the Latin American (+39%) and Asia Pacific (+14%) markets. However, sales in Europe were down 3%, following the overall trend for the region.

With the Milwaukee brand’s stronger fourth quarter, there is at least evidence of there being some momentum to the US motorcycle industry’s resurgence after the recession from the credit market falling out. Responsible for roughly half of the US market, Harley-Davidson’s sales gains bode well for the industry’s annual report.

Beginning to invest in its growth in the European market, the woes of the EU continue to plague the Milwaukee brand, as with virtually every other OEM, which has likely been the impetus for Harley-Davidson making advances into India and other developing markets. Expect to see Harley-Davidson continue to push into India in 2013, especially with its rumored made-for-India model.

Source: Harley-Davidson

Comment:

  1. “Thanks to the outstanding efforts of our employees, dealers and suppliers, Harley-Davidson achieved its growth and restructuring goals in 2012,” said CEO Keith Wandell.

    Shouldn’t the CEO be thanking the people who actually walked into the dealerships and spent money buying their products–their customers?

  2. Matt says:

    The hipsters trading in their fixed gears for Harleys definitely contributed to the increased sales.

  3. CB says:

    Interesting to see that the stock price of HOG has gone from $20 in 2010 to $53 today. Nice return for its investors. Not a Harley rider, but glad to see US motorcycle manufacturing doing so well.

  4. Shawn says:

    “Matt says:
    January 30, 2013 at 4:17 PM

    The hipsters trading in their fixed gears for Harleys definitely contributed to the increased sales.”

    When did the “Hipsters” become the bogeyman of the motorcycle market? People who don’t like cafe racers blame their popularity on the “Hipsters”. People who don’t like Harley Davidson’s are now blaming their population on “Hipsters”. Same goes for people who don’t like minty UJMs, or clapped out UJMs, or 80s midweights, or Street Tracker’s, or classically styled leather jackets, or classically styled new bikes, etc etc. You’d think that the “Hipster” generation had all the motorcycle buying power and were intentionally lobbying the motorcycle industry to only serve them. It’s just ridiculous. HD’s have been popular in America for longer than the “Hipster” generation have been alive. Pouring hate onto a youth fad is short sighted. If they are actually riding motorcycles, we should encouraging the youth to ride safely and have fun. More riders on the road makes it better for all of us.

  5. Shawn says:

    An addendum: I know Matt didn’t say he disliked “Hipsters”, but I’ve seen multiple discouraging remarks on A&R and other sites about them.

  6. Matt says:

    I don’t have a problem with HD or hipsters. It was simply a joke based on that new HD ad campaign for the Sportster.

    Now go put some wax in your ironic mustache and drink your PBR quietly please. Just joking.