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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.

Harley-Davidson buoys this bad news on the fact that the Bar & Shield brand gained marketshare during this time period – 2 points, to bring Harley-Davidson to a 49.5% figure.

“We are pleased with our ability to gain market share in the U.S.,” said Matt Levatich, President and Chief Executive Officer of Harley-Davidson. “Competitiveness in the U.S. remains intense, and our demand-driving investments are showing traction.”

Predicting its yearly results, Harley-Davidson has moved its goal posts to somewhere between 264,000 to 269,000 motorcycles shipped to dealers by the end of this year, which means that Harley-Davidson will ship roughly the same number of units that it did in 2015 (266,382 units shipped).

Harley-Davidson’s financial figures for Q2 2016 included $280.4 million in net income (-6.5%) and $1.86 billion in revenue (+2.2%), which continues Harley-Davidson’s six-month trend so far this year.

Source: Harley-Davidson

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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