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T H E L E A D I N G B U S I N E S S M A G A Z I N E F O R T H E I N T E R N AT I O N A L C U S T O M M O T O R C Y C L E A N D PA RT S I N D U S T RY
Harley Q3: -8.1 percent in a domestic
U.S. market that is -9.2 percent;
international -4.6 percent
arley-Davidson’s third
quarter results were
every bit as bad as had
been feared, in market
statistical terms at least. But
having protected the bottom
line, prevented a run on the share
price, posted a modest market
share increase in a seriously
down market, and transitioned
into 2018 Softail production by
the end of the quarterly cycle, it
could be argued that, actually,
“the company done good.”
Worldwide retail motorcycle sales
were down -6.9 percent overall in the
third quarter (-6.1%/41,793 units
YTD), compared to the same period in
2016. However, domestic U.S. retail
motorcycle sales were down -8.1
percent (-8.0 %/124,800 units YTD)
against a -9.2 percent decline for the
domestic U.S. motorcycle market
overall.
Harley’s domestic market share for the
quarter therefore increased,
marginally, to 53.1 percent in the
601cc-plus segment (50.7 % YTD),
which is up compared to the same
quarter of 2016 (52.3%). Harley-
H
Davidson’s international retail
motorcycle sales decreased -4.6
percent (22,416 units) for the quarter
(-2.9 percent YTD) compared to the
third quarter in 2016, which, on a net
basis, actually increases still further the
percentage of the company’s overall
business being done internationally.
The EMEA (Europe, Middle East and
Africa region) was only down by -1.4
domestic
share up at
53.1%
percent in the third quarter, and down
by -1.2 percent YTD, which, given the
constrained inventory and patchy
2017 market performance in Europe
so far, this year is pretty good.
Indeed, based on ACEM data, Harley’s
third quarter 601+cc market share in
Europe was up by +0.3 percent at 9.8
percent, and is only down by -0.6
percent at 9.6 percent YTD.
Canada was -3.3 percent for the third
quarter (-2.0 percent YTD); Asia Pacific
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was -6.7 percent for Q3 (-6.3 percent
YTD); Latin America was -11.5 percent
(-0.9 percent YTD), with Mexico down,
Brazil up.
Harley has restated its three-pronged
10-year objective in terms of growing
ridership, launching new models, and
growing its international business to
50 percent of annual unit volume by
2027; Q3 saw the company open 15
more new dealers in international
markets, taking it to 35 new stores
internationally so far in 2017.
“The continued weakness in the U.S.
motorcycle industry only heightens our
resolve and the intensity we are
bringing to the quest to build the next
generation of Harley-Davidson riders,”
said Matt Levatich, President and CEO,
Harley-Davidson, Inc. “Launching one
hundred new high-impact motorcycles
is a critical part of our 10-year journey,
and the all new Softail line-up is a
significant statement of our
commitment.
“As the U.S. motorcycle industry leader
– with dealer strength and rider
passion and loyalty like no other – we
Continues on page 6 >>>
NOV 2017
ISSUE #220
SHOW REVIEW