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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.

It was strange to see another press release from Ducati Motor Holding about the 2020 sales year - you would think that the Italian brand would like to forget about the 9.7% sales drop it reported for last year.

Like virtually every other motorcycle brand in the industry, last year was tough on unit sales, though there were some very promising trends later in the season. As such, everyone is trying to spin the events and put their best foot forward - Ducati included.

So while it is at least strange to see the Bologna brand touting its cash flow results for 2020, one can at least understand why they are doing so.

What is more interesting though are some of the tidbits Ducati released in the process, which shows an insight into the company's operations and trends.

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Everyone knew that the coronavirus outbreak was going to be hard on sales for the motorcycle industry, but no one was certain on how big of an impact the global lockdown would be…until now.

The first shoe to drop, Harley-Davidson has released its first quarter report for 2020, and the numbers are not good.

The report shows that Harley-Davidson motorcycle unit sales in the USA are down 15.5% (22,732 units sold) compared to this time last year, with international sales taking an even bigger hit, to the tune of a 20.7% drop (16,707 units sold).

This means a total unit sales decline of 17.7% for Harley-Davidson worldwide, with 40,439 units sold around the world in the first three months of 2020, down from the 49,151 units sold last year during the same time period.

While the rest of the industry walks on pins and needles, the Piaggio Group is celebrating a strong first-half to the 2019 sales year, with overall unit sales up 9.2%.

That number isn’t just all Vespa scooters though (however, the Italian brand does sell quite a few of those), as Piaggio reports that its motorcycle sales saw a 14% bump in gross revenue.

The Italian conglomerate pegs the new Moto Guzzi V85 TT for the sales boom over last year, which is quite a feat since 2018 was a strong year for the Piaggio Group as well.

Another sales quarter, and another report of dwindling sales from Harley-Davidson. The details of the news are the same as well, as sales in the United States continue to disappear, while sales abroad improve modestly.

As such, Harley-Davidson is reporting a 13.3% sales drop on motorcycle retail sales in the United States (36,220 units), with international sales up 2.6% (23,006 units), both compared to Q3 2017. This means that Harley-Davidson’s total sales are down 7.8% for Q3 2018, with 59,226 units sold.

Comparatively, the relative market for Harley-Davidson (bikes 601cc or more in displacement) were down in sales for Q3 2018, to the tune of 9.8% – though we should note that the Bar & Shield brand accounts for roughly half of this relevant market.

More doom and gloom for the motorcycle industry, as Ducati Motor Holdings sales are slumping for the 2018 model year. Selling 32,250 motorcycles so far this year, the Italian brand is short 7.4% the volume it sold this time last year.

To translate unit sales into fiat currency, the 32,250 motorcycles sold equals €448 million in revenue going into Audi’s coffers. Of note, Ducati’s revenue contribution to Audi AG accounts for 1.4% of the automaker’s total revenue.

For the second quarter of this year, Ducati sales were down 8.9% compared to Q2 2017. This means that 20,319 Ducati motorcycles were sold in Q2 2018, compared to the 22,300 sold in Q2 2017.

Energica Motor Company S.p.A is reporting record sales results for the first-half of 2018, though the Italian brand is mum when it comes to disclosing actual sales numbers.

Thus making this a nebulous announcement, Energica says that its revenues have increased five-fold in the first half of 2018, compared to the same time period last year.

Sales are so good in fact, Energica says that the first six months of 2018 have already grossed twice as much as 2017 in its entirety.

With many doubting the sales efficacy of Energica and its three-bike lineup though, this news might not carry considerable weight. To its credit though, Energica has been making a strong sales push in 2018, thanks largely to its involvement in the MotoGP Championship.

The end of 2017 is here, which means that we will start to see the results from the year’s sales cycle (don’t expect good news).

As such, one of the first companies to report in is Triumph, which shouldn’t be too surprising, considering that the British brand closes its books at the end of June (it’s actually surprising that Triumph waited so long in reporting these numbers).

From July 1, 2016 to June 30 2017, Triumph Motorcycles sold 63,404 motorcycles to its dealerships making £498.5 million in revenue in the process. From that, Triumph was able to make £24.7 million, before taxes.

These numbers mean that Triumph has seen a 12.7% increase in unit sales to dealerships over the past financial period. It also means that on the money side, Triumph has seen increases of 22% (revenue) and 48% (income, pre-tax), which isn’t too shabby.

BMW Motorrad and KTM are two European motorcycle brands growing at an expeditious rate. KTM has eclipsed BMW in terms of motorcycle sales, with 180,801 KTM and Husqvarna motorcycles sold in 2015, compared to BMW’s 136,963.

That is a 32% unit sales advantage for KTM, which has brought the Austrians roughly €1.02 billion in revenue.

While that’s an impressive figure, it is BMW Motorrad that will be laughing all the way to the bank, as the BMW Group has disclosed that its motorcycle sales generated almost double the figure, with €1.99 billion in total sales for 2015.

MV Agusta reports today that the company’s annual unit sales are up 30% for 2015, continuing the growth that the Italian brand has seen over the past years.

With nearly 9,000 units sold worldwide in 2015, MV Agusta is seeing the most growth outside of Italy, with a 140% increase in the UK, 54% increase in Spain, 26% increase in Germany, and 20% increase in France.

MV Agusta also saw strong gains in the United States, with a 50% increase in units sales reported. Interestingly, sales in Italy remained fairly flat, with a 0.1% decrease when compared to figures from 2014.

Yamaha Motor USA is seeing a resurgence in its motorcycle market, with Yamaha posting a healthy 28% sales increase in the North American market, for the first-half of 2015.

The sales boost comes due to the release of the Yamaha YZF-R1, and likely aided by the Yamaha FJ-09, and Yamaha FZ-07 – all of which debuted to rave reviews from the moto-press.

Overall, Yamaha’s motorcycle business is seeing good growth, up another 14% in the European markets (boosted by the MT-09 Tracer), for a total increase of 7.6% in revenue (¥36.8 billion) across all markets.