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Harley-Davidson’s Q3 US Sales Down Another 13%

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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.

For the year so far, Harley-Davidson is down 10.2% in the United States, with total worldwide sales down 5.9%. This means that international sales are up a very modest 1.1% in the first nine months of 2018.

In terms of dollars and cents, Harley-Davidson’s Q3 revenue is up a strong 16.8% – at roughly $1.1 billion, while its revenue for the first nine months of the year is up a comparative 3.7%, at nearly $4 billion.

This has not resulted in positive income gains, however. Harley-Davidson’s Q3 operating income was up almost three-fold for the quarter, but so far operating income for 2018 is down 15.6% compares to last year.



Harley-Davidson Motorcycle Retail Sales as of Q3 2018:

 Vehicles 3rd  Quarter 9 Months
2018 2017 Change 2018 2017 Change
U.S. 36,220 41,793 (13.3)% 112,019 124,777 (10.2)%
EMEA 10,543 10,078 4.6% 39,249 37,475 4.7%
Asia Pacific 7,433 7,457 (0.3)% 21,480 22,628 (5.1)%
Latin America 2,577 2,306 11.8% 7,652 7,003 9.3%
Canada 2,453 2,575 (4.7)% 8,340 8,763 (4.8)%
International Total 23,006 22,416 2.6% 76,721 75,869 1.1%
Worldwide Total 59,226 64,209 (7.8)% 188,740 200,646 (5.9)%

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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