Harley-Davidson Sales Continued to Disappear in 2019

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The yearly results for Harley-Davidson are out, and once again they paint a dark figure for the iconic American motorcycle brand, as its total worldwide sales collapsed like a dying star, with a decline of 4.3% to bring the company to a  total of 218,273 units sold worldwide.

Things were worse in the domestic market, with Harley-Davidson’s sales in the USA showing a 5.2% drop (125,960 units) from 2018’s figures.

This leaves the Bar & Shield brand’s international sales down an even 3% (92,313 units) – for those doing the math.

  4th Quarter Full-Year
2019 2018 Change 2019 2018 Change
U.S. 20,204 20,849 -3.1% 125,960 132,868 -5.2%
EMEA 7,187 7,353 -2.3% 44,086 46,602 -5.4%
Asia Pacific 7,691 7,244 6.2 % 29,513 28,724 2.7 %
Latin America 2,513 2,515 -0.1% 9,768 10,167 -3.9%
Canada 1,159 1,350 -14.1% 8,946 9,690 -7.7%
International Total 18,550 18,462 0.5 % 92,313 95,183 -3.0%
Worldwide Total 38,754 39,311 -1.4% 218,273 228,051 -4.3%


As one can imagine, Wall Street didn’t take the news kindly, with Harley-Davidson stock dropping roughly 3% on the news. This is due in part to investor confidence in the brand, but also because of the hit that the sales drop has meant to Harley-Davidson’s financials.

Yearly revenue for Harley-Davidson was down 8% in 2019, with the operating income down 31% compared to last year.

The only positive one can take from the Harley-Davidson balance sheet is the revenue increase coming from the company’s financial services division, which was up 5.5%. However, the operating income from Harley-Davidson Financial ended down 8.6% for the year.

Despite all this, Harley-Davidson’s CEO Matt Levatich remains committed to the company’s change in business direction, as it promises a better long-term stability for the brand than the company’s past trend of focusing solely on the cruiser market and baby boomer generation.

The question for Harley-Davidson loyalists (and financial investors) though is how much bleeding will still need to come from Harley-Davidson before the company is healthy again?

Our guess is that Harley-Davidson still has some tough sales reports still in its future, and it will be several years before the brand is stable again…if it makes it that far.

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.