Tag

unit sales

Browsing

The debut of the Harley-Davidson Pan America 1250 was the headline event from 2021 - with the Bar & Shield brand offering its first motorcycle that truly deviated from the company's cruiser lineup.

An integral part of Harley-Davidson's "Hardwire" plan to restructure the company for the future, the Pan America 1250 is a conquest bike for the American bike-maker, with an eye on scooping up some sales from rival European brands.

Was it a success? That depends on whom you ask. American publications certainly seemed to think so, with the Pan America 1250 taking top honors in several of their shootouts last year. Meanwhile, the European press was less-enthused.

We will let you decide if home-team bias, on both sides of the pond, are at play there. For our money, we'd put the Ducati Multistrada V4 S in our garage before the Harley-Davidson Pan America 1250, but reasonable minds can easily disagree on this thought.

Shootouts don't balance the account's books however, and for the bean-counters, the true measure of a motorcycle's success is on the showroom floor.

To that end, Harley-Davidson sold just over 2,500 units of its Pan America lineup in the USA last year, according to our Bothan spies.

To continue reading this story, you need to have an A&R Pro subscriber account. If you have an A&R Pro account, you can login here.

The house of brands under KTM’s management had a very, very good year in 2021, with their parent company Pierer Mobility reporting a 23% increase in motorcycle sales over 2020’s dismal figures.

The preliminary report doesn’t break-out sales by each motorcycle brand (KTM, Husqvarna, & GasGas), but it does separate out the firm’s bicycle and e-bike figures, which have been used in the past to buoy the marketing team’s efforts.

As such, we can rest assured that today’s announcement and positive progress is real, and not the spin we were getting in 2020, which saw the Austrian outfit taking a first-time dip in sales results in the past decade.

Ducati is the first OEM to brag about its 2021 sales results, and it is quite the brag from the Italian brand – with 59,447 units sold last year.

That sum is an all-time record for Ducati Motor Holding, and marks a 12% gain over the total sales from 2019, and a 24% gain over 2020’s results.

Helping take Ducati to that level was double-digit growth in all of the motorcycle-maker’s key markets, including the United States, where sales were up a staggering 33.5%.

That growth was surely fueled by the Ducati Multistrada V4 adventure bike, which accounted for nearly 1 in 5 Ducati’s sold in 2021.

“Harley-Davidson delivered a solid third quarter and we have seen many of our Hardwire strategic initiatives perform well, providing encouraging initial proof points of our five-year strategy,” said Jochen Zeitz, chairman, president and CEO, Harley-Davidson.

That is how the Bar & Shield brand’s press release about its Q3 2021 sales starts out. The company goes on to acclaim its sales progress for this year, citing relevant metrics back to this time period in 2020.

Harley-Davidson has released its Q2 2021 earnings report, and the results are a bit mixed for the American brand. Compared to 2020’s numbers, Harley-Davidson is showing some unsurprising gains.

As such, the North American market is up 43% compared to last year, while worldwide results bounced to a 24% gain over 2020’s figures.

The story is the same for the first six months of sales for the Bar & Shield brand, with North America up 38% compared to last year, and worldwide sales getting an 18% increase.

All of this is to be expected, of course, not only because sales were down across the board in 2020, but also because the motorcycle industry is booming in 2021. In this regard, the bar of measurement for the Bar & Shield brand is rather low.

As predicted, Audi has dropped its Q1 2021 financials report, which means we get a glimpse into Ducati’s first quarter results for the year – and more specifically, which segments in Ducati’s lineup are performing (or not).

As we teased earlier this week, sales are strong for the Italian brand. Ducati is posting a 33% gain over 2020’s dismal numbers, but more importantly, Ducati still managed to show a 2% gain against the first quarter of 2019.

At the end of this week, Audi will release its official Q1 report for investors, which means that on Friday, we will get to see a fairly detailed view of how Ducati Motor Holding has fared in 2021 thus far.

Why wait until the end of the week though? A&R has an advanced look at those numbers now, with the Bologna brand touting a 33% increase in worldwide sales, compared to Q1 2020.

Last year was a difficult year for the motorcycle industry, due primarily to the regional lockdowns, production stoppages, and disrupted supply chains.

The effect has been a loss in motorcycle sales across the board, and KTM is no different from the bulk of the two-wheeled brands.

Reporting a drop of 3.4% in motorcycle units sales, KTM ended last year selling 270,047 motorcycles worldwide (compared to 280,099 units in 2019).

Hidden by talk of the Harley-Davidson “Hardwire” business plan, which seems like more business speak than actual business substance, we also have the American brand’s Q4 results from last year, as well as the yearly sales results from 2020.

If you need a two-word summary of those sales results, we will provide you with a “not good” response.

Harley-Davidson finished the year down 17.4% compared to the sales numbers of 2019, with Q4 2020 showing a 14% drop over the same time period last year.