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5 Interesting Facts from Harley-Davidson’s Annual Report

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While we’re still poring over Harley-Davidson‘s annual report, making Excel spreadsheets, and winning at bullshit bingo, a couple interesting facts have struck us about the company and some of the trends it is experiencing. While it’s been mostly doom and gloom around Harley-Davidson in 2010, the Milwaukee-based company does appear to be solely in business because of the strong cost-cutting CEO Keith Wandell has been able to achieve during his tenure. Despite the moaning and groaning from the Bar & Shield loyal about Wandell’s non-motorcycle riding lifestyle, the CEO knows how to trim the fat, which is exactly what this HOG needed. Find five interesting facts for you to mull over this weekend after the jump.

  • Over a third (37.4%) of all new Harley-Davidson motorcycles sold, were sold outside of the United States.
  • If trends continue, Harley-Davidson could be selling more motorcycles abroad than domestically within two years. This is not because international sales are booming (international sales were only up 3% in 2010 compared to sales in 2006), but instead because domestic sales are crashing (sales in the United States were down 52% over the same time period).
  • Harley-Davidson sold 49% fewer motorcycles in 2010 than it did in 2006. By model family those sales decreases are as follows: 36% (Sportster), 46% (Custom), & 34%.
  • 2010 is the first year since 2006 that Harley-Davidson’s sales figures dropped by a single digit factor (8.9%). Sales have decreased by 11.6% (2007), 14.6% (2008), 30% (2009) over the past four years.
  • 66% of Harley-Davidson purchasers in 2010 did not have a college degree
  • Harley-Davidson Financial Services financed 47.9% of all new Harley-Davidson purchases in the United States for 2010.

Source: Harley-Davidson & Google Finance













Jensen Beeler

Despite his best efforts, Jensen is called one of the most influential bloggers in the motorcycle industry, and sometimes consults for motorcycle companies, whether they've solicited his expertise or not.

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