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Don’t Believe the Spin, KTM Sales Down 33% for First-Half of 2020

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While the MIC and the motorcycle industry at large tries to spin a narrative where motorcycle sales are thriving throughout the coronavirus pandemic, the cold and hard numbers don’t lie, and they paint a different story. Today is a continuation of that trend.

Case in point, we have the mid-year sales report from Pierer Mobility, the company behind the KTM, Husqvarna, and GasGas brands, and for the first six months of 2020, the Austrian group is touting only a modest (for the times) sales decline of 8% compared to last year.

That would be a decent and expected figure, considering the turbulent year with the coronavirus, if it wasn’t a complete fabrication and a contradiction to the company’s own reported sales numbers.

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US Dirt Bike Sales Were Immune to the Coronavirus Lockdown

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That motorcycle sales are down because of the coronavirus lockdown seems like an obvious thing to state. Just for clarity though, American motorcycle sales through the first four months of the year are down 9% compared to last year.

Truthfully, that number is far less than we were predicting here at Asphalt & Rubber, and there is a good reason for that. While the COVID-19 scare has decimate on-road sales (-23%) and scooter sales (-24%), this has not been the case for off-road motorcycles sales totals, which are up 30%.

Even dual-sports seem to be buoyed by having a tire in the dirt, with sales reported to be down only 5% during the same time period.

Looking deeper into the dual-sport numbers though appears to give an insight on this odd dichotomy between street and dirt sales in the motorcycle industry.

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Harley-Davidson Sales Down 17.7% Worldwide in Q1 2020

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Everyone knew that the coronavirus outbreak was going to be hard on sales for the motorcycle industry, but no one was certain on how big of an impact the global lockdown would be…until now.

The first shoe to drop, Harley-Davidson has released its first quarter report for 2020, and the numbers are not good.

The report shows that Harley-Davidson motorcycle unit sales in the USA are down 15.5% (22,732 units sold) compared to this time last year, with international sales taking an even bigger hit, to the tune of a 20.7% drop (16,707 units sold).

This means a total unit sales decline of 17.7% for Harley-Davidson worldwide, with 40,439 units sold around the world in the first three months of 2020, down from the 49,151 units sold last year during the same time period.

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