Harley Davidson’s worldwide sales are gradually recovering. 117,057 motorcycles were sold in the first half of 2021, which is 24.2 percent more than in the corresponding period last year. However, compared to the first half of 2019, the sales were 3.8% less.
The meticulous work of Harley Davidson
The best part is that this year is the first of the last 11 to see an increase in sales of HD motorcycles. And this cannot be called an accident; rather, on the contrary, the growth was carefully planned, for which many traditional aspects of the company’s activities were revised. So, the start of the new model year was shifted from the second half of 2020 to the beginning of 2021, and in addition, the approach to the announcement of new models changed: the company stopped publishing the roadmap, and brand fans are looking forward to each new announcement. Plus, the conditions on the American market are now very favorable, however, on the European HD products are subject to high duties, which were additionally increased not so long ago. It is here, in the European market, that the company lost the most in sales relative to the first half of 2019: as much as 43.2%. Another region with a critical drop in sales is India, which sold 92.8% less than in the first 6 months of 2019.
However, for the sake of objectivity, you need to understand this. 2019 was marked by another, far from the first anti-record in terms of the number of sales, and on the one hand, reaching the dock level is not yet a success. Various restructuring (company, division, model range) and a new strategic plan will only be successful if something more can be achieved. But on the other hand, to win back almost to the level of 2019 despite the failures in two large markets is already not bad.
First Quarter 2021 for HD
Moreover, the beginning of 2021 for HD is completely useless: the first two months showed the level of sales even lower than a year ago. True, March played in favor of the company: in 2020 it was completely disastrous, and in 2021 it allowed to win back a little, and the first quarter of 2021 showed an increase of 16.2% compared to last year.
Q2 2021 for HD
The second quarter saw real sales growth, thanks in part to the release of the Pan America 1250, a new touring vehicle at a very competitive price. So the sales growth for the second quarter was 30.2% over the same period last year.