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Harley Davidson World Report Second Quarter Results


On July 21, Harley Davidson released its second quarter results report. The numbers are definitely encouraging, especially when compared to the same period last year in 2020. Harley’s global sales were up 24 percent, driven entirely by impressive sales growth in North America.

In the North American market, second-quarter HD sales were up 43 percent year-over-year, but this is the only positive result when broken down by region. Europe, the Middle East and Africa showed declines of 7 percent, the Asia-Pacific region – 13 percent, and Latin America – 31 percent.

Harley Davidson Worldwide Sales

For the first half of 2021, worldwide sales of Harley Davidson motorcycles are up 18 percent from the first half of last year, which is not bad overall. Sales in North America were up 38 percent in 6 months, Europe, the Middle East and Africa were down 19 percent, Asia Pacific was down 7 percent and Latin America was down 47 percent.

Harley’s drop in sales has been described as an inevitable consequence of their new strategy, with second-quarter results in Europe, Africa and the Middle East sagging as Street and Sportster models in the region are discontinued. And the disastrous results in Latin America stemmed from a decline in dealership numbers and a new line-up pricing approach as part of the Rewire strategy.

Revenue for the second quarter of 2021 was up 99 percent over the same period last year. This is perhaps particularly good news, as it contributes to a 45 percent increase in total first-half revenues. And although most of the results are lower than those achieved in 2019, but for the covid era, this is very good news. Moreover, retail sales for the second quarter in North America excelled here, as they are 5% higher than the results of the second quarter of 2019.

Parts and accessories sales grew 32 percent in the second quarter of 2021, and General Merchandise branded apparel rose 47 percent.

Overall, Harley projects annual profit growth of 30-35 percent over last year. Well, I wonder to what extent their predictions will match reality.

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