Harley-Davidson’s Q1 2015 sales reports are in, and the Bar & Shield brand is reporting a 1.3% drop in unit volume sales, despite posting a $4 million increase in net income over last year ($269.9 million in Q1 2015).
Equally surprising is that the increase in net income comes despite a $60 million decrease in revenue ($1.67 billion in Q1 2015), which Harley-Davidson attributes to the growing currency divide between the dollar and the euro.
Harley-Davidson is using the currency issue, which in theory drives up the cost of American products abroad and allows foreign producers to discount in the USA, as a reason to adjust its year-end sales forecast, which the company now pegs at 2% to 4%, rather than 4% to 6%.
KTM continues to challenge BMW Motorrad as the top European motorcycle manufacturer (by sales volume), and has set a company record for sales in the first half of this year.
Selling 70,469 units in total, KTM is just shy of the 70,978 mark left by BMW Motorrad during the same sales period, so it will be interesting to see if the Austrian brand can close the gap in the final six months, as it has done the previous two years.
Friendly competition aside, the news is quite positive for KTM. The six-month sales figure represents a nearly 28% increase in unit volume, while top-line revenue is up 17.6% (€410.3 million, a record as well) and bottom-line income (EBIT) is up whopping 82.6% (€33.6 million). KTM has also increased its ranks by 204 people during the first half of 2014.
While for the most part 2012 was a growth year for the motorcycle industry, not all of the OEMs faired the storm equally. Posting a 5.4% sales loss in 2012 compared to 2011, Yamaha also saw a massive decrease in net profits last year.
Generating ¥1,276 billion 2011, Yamaha saw a 5.4% decrease in revenues, with sales totaling ¥1,207 billion in 2012. While units sales and sales revenue were down only a modest amount, net income was down a massive 72.2%, ¥7.5 billion (2012) vs. ¥27 billion (2011).
Helped by a strong fourth quarter, Harley-Davidson is reporting signs of growth for 2012, with the company’s global sales again up 6.2% over the figures from last year. With sales up 6.6% in the United States, and 5.6% abroad, Harley-Davidson sold 249,849 motorcycles in 2012, and those sales figures translated onto the balance sheet into a 6% growth in revenue ($4.9 billion) and a 4% increase in net income ($623 million).
“Thanks to the outstanding efforts of our employees, dealers and suppliers, Harley-Davidson achieved its growth and restructuring goals in 2012,” said CEO Keith Wandell. “The ambitious restructuring of our manufacturing operations, aimed at delivering better responsiveness for customers and greater operating efficiency, is now largely behind us.”
Honda appears to be the only Japanese OEM making headway in 2012, as Yamaha has reported its sales figures for Q1 2012, and the tuning fork brand is down slightly worldwide, despite being up significantly in North America. Selling 1.599 million units worldwide in the first three months of the year, Yamaha is down 5.3% when compared to the 1.689 million units it sold last year during the same time period.
With most of the lost sales occurring in the Asian markets, Yamaha is blaming the currency exchange and the flooding in Thailand for their effects on its first quarter global sales. However on a smaller front, Yamaha can at least thank the rebounding economy in North America, as domestically the company is up 25% for Q1 2012 — as insignificant to its core business as the North American markets may be.
A few years ago death was on the doorstop for Harley-Davidson. Posting yearly sales losses on a regular basis, when the recession hit the Milwaukee company, it sold off its holdings in MV Agusta, and shuttered the Buell Motorcycle brand in order to keep its core business unit intact.
In Q2 of 2011, Harley-Davidson posted its YTD of growth since 2006, and the Bar & Shield brand continued that trend throughout the rest of last year. Finishing Q4 2011 with sales up 10.9% worldwide (11.8% in the US) over Q4 2010, Harley-Davidson finished the year strong with sales up 5.9% worldwide when compared to 2010. Additionally, sales in the United States posted a similar 5.8% of growth for units sold.
A mixed quarter for BMW Motorrad, as the Bavarian company has once again posted a positive sales quarter of 6.5% growth over Q3 2010, despite losing money overall in the current inclement financial weather. Selling 28,862 units in this year’s third quarter, BMW Motorrad’s sales, as usual, were primarily carried by the BMW brand, which sold 26,312 motorcycles.
Perhaps lending even further credibility to the business case for the Husqvarna Nuda 900, the Swedish motorcycle brand accounted for only 2,550 units in Q3 2011 (or just under 9% of total sales, for those keeping score). Independently, the BMW motorcycle brand was up 7.4% over last year’s same time period, while Husqvarna sales were down 1.9%. BMW & Husqvarna sold 24,493 & 2,601 units respectively during last year’s third quarter.
Honda Motors is reporting a 20% boost in motorcycle sales for Q3 2011 when compared to the same period last year (note: Honda calls this time period Q2 for accounting purposes, but we use Q3 so as lessen the confusion when comparing numbers to other companies).
This increase brings Honda’s total third quarter motorcycle sales to 3.276 million units, with 6.027 million total units sold in the first half of 2011. Despite a record for motorcycles sales in Q3, Honda still experienced a substantial hit to its bottom line, with the company’s net income dropping 55% over the quarter (¥60.4 million), and 77% over the first half of the year (¥92.2 million).