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Harley-Davidson Posts Mixed Results for Its Q2 2021 Sales

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Harley-Davidson has released its Q2 2021 earnings report, and the results are a bit mixed for the American brand. Compared to 2020’s numbers, Harley-Davidson is showing some unsurprising gains.

As such, the North American market is up 43% compared to last year, while worldwide results bounced to a 24% gain over 2020’s figures.

The story is the same for the first six months of sales for the Bar & Shield brand, with North America up 38% compared to last year, and worldwide sales getting an 18% increase.

All of this is to be expected, of course, not only because sales were down across the board in 2020, but also because the motorcycle industry is booming in 2021. In this regard, the bar of measurement for the Bar & Shield brand is rather low.

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Ducati Sales Up 43% Worldwide in First-Half of 2021

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Big sales growth numbers are going to be all the rage this year, as the motorcycle industry recoups lost sales during the pandemic, and we see a resurgence of people getting outside on two wheels.

So while the headline that Ducati is boasting a 43% increase in sales for the first six months of 2021, compared to the same time period as last year, sounds pretty impressive, the bar is pretty low.

If a motorcycle company doesn’t post double-digit sales figures for Q1 or Q2, now that is something worth talking about.

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Dirt Bikes Sales Lead US Motorcycle Industry to a 6.4% Gain for the First Six Months of 2020

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Motorcycle sales in the United States have had a tumultuous year so far, starting Q1 off with a 9% sales decline from 2019. That figure didn’t tell the whole story though, as not all segments were reacting similarly to the coronavirus lockdown.

While street bike sales were down 23%, off-road bikes were up an astounding 30% (dual-sport sales split the difference, and were down 5% for the first quarter).

That dichotomy has continued onward as 2020 marched on, with the MIC now reporting that dirt bike sales continued to impress this year with a 50.3% gain, when tallying the first six months of the year.

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Harley-Davidson Q2 2017 Sales Tank 9.3% in the USA

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Any hopes of the US motorcycle market making gains in 2017 appear to be going out the window, as Harley-Davidson reports that its Q2 2017 sales are down a whopping 9.3% – prompting the Bar & Shield brand to readjust its delivery numbers to dealers in the United States.

Sales worldwide were equally bleak for the American company, with international figures down 2.3% for the same time period. This means Harley-Davidson’s combined worldwide sales numbers are down 6.7% for Q2 2017.

As a result, Harley-Davidson CEO Matt Levatich said that Harley-Davidson would see a reduction in its workforce, though he would not offer specifics on what that could look like for its mostly union workforce.

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Harley-Davidson Q2 2016 Sales Down 1.9%

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Harley-Davidson released its second quarter sales results today, showing the Bar & Shield brand taking a dip in sales in Q2 2016.

According to its report, Harley-Davidson sales are down 1.9% worldwide, a figure that is due mostly to the company’s performance on its home turf in the USA, which are down 5.2% when compared to Q2 2015.

In fact, Harley-Davidson sales abroad saw a modest gain of 4.3%, but since the iconic American brand still sells roughly two-thirds of its units here in the United States, the sales trends here steer the company’s fate heavily.

To that tune, Harley-Davidson notes that the US motorcycle industry as a whole is down 8.6% in Q2 2016 – a fair point to make, but it is also skewed by the fact that Harley-Davidson accounts for one-in-two of every new motorcycle sold in the USA.

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Ducati Reaches 50,000 Units Sales Mark for First Time Ever, And Other Red Herrings

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Ducati Motor Holding is reporting that it has sold over 50,000 units to customers, for the first time ever. This is a substantial improvement over the 40,650 units that Ducati delivered at this time last year, and the 45,100 units the company sold to customers in 2015.

This news is a bit of a red herring though, as the sales increase comes due almost solely because of the addition of the Ducati Scrambler line, which in the first three quarters of the year was at 13,609 units sold.

As we have reported before on Asphalt & Rubber, the sales increase being posted by Ducati is a bit of red herring with the brand. While the Scrambler line has shown strong growth for Ducati, the rest of the model lines have been weak for the year.

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