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.
More doom and gloom for the motorcycle industry, as Ducati Motor Holdings sales are slumping for the 2018 model year. Selling 32,250 motorcycles so far this year, the Italian brand is short 7.4% the volume it sold this time last year.
To translate unit sales into fiat currency, the 32,250 motorcycles sold equals €448 million in revenue going into Audi’s coffers. Of note, Ducati’s revenue contribution to Audi AG accounts for 1.4% of the automaker’s total revenue.
For the second quarter of this year, Ducati sales were down 8.9% compared to Q2 2017. This means that 20,319 Ducati motorcycles were sold in Q2 2018, compared to the 22,300 sold in Q2 2017.
Energica Motor Company S.p.A is reporting record sales results for the first-half of 2018, though the Italian brand is mum when it comes to disclosing actual sales numbers.
Thus making this a nebulous announcement, Energica says that its revenues have increased five-fold in the first half of 2018, compared to the same time period last year.
Sales are so good in fact, Energica says that the first six months of 2018 have already grossed twice as much as 2017 in its entirety.
With many doubting the sales efficacy of Energica and its three-bike lineup though, this news might not carry considerable weight. To its credit though, Energica has been making a strong sales push in 2018, thanks largely to its involvement in the MotoGP Championship.
The end of 2017 is here, which means that we will start to see the results from the year’s sales cycle (don’t expect good news).
As such, one of the first companies to report in is Triumph, which shouldn’t be too surprising, considering that the British brand closes its books at the end of June (it’s actually surprising that Triumph waited so long in reporting these numbers).
From July 1, 2016 to June 30 2017, Triumph Motorcycles sold 63,404 motorcycles to its dealerships making £498.5 million in revenue in the process. From that, Triumph was able to make £24.7 million, before taxes.
These numbers mean that Triumph has seen a 12.7% increase in unit sales to dealerships over the past financial period. It also means that on the money side, Triumph has seen increases of 22% (revenue) and 48% (income, pre-tax), which isn’t too shabby.
BMW Motorrad and KTM are two European motorcycle brands growing at an expeditious rate. KTM has eclipsed BMW in terms of motorcycle sales, with 180,801 KTM and Husqvarna motorcycles sold in 2015, compared to BMW’s 136,963.
That is a 32% unit sales advantage for KTM, which has brought the Austrians roughly €1.02 billion in revenue.
While that’s an impressive figure, it is BMW Motorrad that will be laughing all the way to the bank, as the BMW Group has disclosed that its motorcycle sales generated almost double the figure, with €1.99 billion in total sales for 2015.
MV Agusta reports today that the company’s annual unit sales are up 30% for 2015, continuing the growth that the Italian brand has seen over the past years.
With nearly 9,000 units sold worldwide in 2015, MV Agusta is seeing the most growth outside of Italy, with a 140% increase in the UK, 54% increase in Spain, 26% increase in Germany, and 20% increase in France.
MV Agusta also saw strong gains in the United States, with a 50% increase in units sales reported. Interestingly, sales in Italy remained fairly flat, with a 0.1% decrease when compared to figures from 2014.
Yamaha Motor USA is seeing a resurgence in its motorcycle market, with Yamaha posting a healthy 28% sales increase in the North American market, for the first-half of 2015.
Overall, Yamaha’s motorcycle business is seeing good growth, up another 14% in the European markets (boosted by the MT-09 Tracer), for a total increase of 7.6% in revenue (¥36.8 billion) across all markets.
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%.
Just a year after being acquired by KTM CEO Stefan Pierer, Husqvarna Motorcycles posted an all-time sales record of 16,337 units. The tally is the most the Swedish brand has ever sold in its 111 year history, which is perhaps surprising considering the company’s tenuous history as of late.
With those record sales, Husqvarna also posted over €100 million in revenue, a key metric for the brand, as it struggles to grow into KTM’s more exclusive and upscale counterpart.
2014 is another banner year for KTM, as the Austrian brand set another all-time sales record, selling 158,760 to customers last year. That figure solidifies KTM’s position as the largest European brand, beating out BMW yet again, though Team Orange got a lot of help from its Indian operations with minority partner Bajaj.
This sales figure includes sales from Husqvarna, so a little cheating is going on, but Husky’s contribution to KTM’s 28.2% sales growth is marginal at best. With that boost in sales, KTM is also reporting a 20.7% increase in revenue (€864.6 million), taking home €75 million (EBIT).
Good news for Triumph Motorcycles fans, as the British motorcycle marque is reporting a banner year for 2014 — with 54,432 units sold worldwide.
That figure is up 4% over 2013’s sales figure of 52,089 units, which was the first time that Triumph broke the 50,000 unit mark since the company’s rebirth in 1984.