Harley-Davidson 2021. Global Sales Fell 5.4% in Q3 Against Expectations

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Harley-Davidson Global Sales declined 5.4% in Q3. In the first nine months of the year HD Global registrations have been 161.177, up 9.0% vs the 2020 and down 2.1% vs the 2019. Really not a great score, even considering the strong performance reported by all the other premium brands in the World.

McD tracks new vehicles registrations across the World (over 80 countries), reporting data on calendar year. When you wish to compare data reported by us to those declared by the manufacturers, consider they usually report their “sales” (vehicles invoiced), which are usually different from “registrations”, accordingly with their fiscal year split. 

Harley-Davidson Global Registrations Trend and Performance

Following the huge fall reported in the 2020, this year Harley-Davidson will report a growth, first time after 11 years. The growth had been carefully planned, shifting activities, launch of Model Year, new models from the second half 2020 to this year. In addition, the market conditions are very favorable in North America, while in Europe, the increase of duties for goods imported from US have penalized the manufacturer, (now US and EU have agreed to completely review the duties with advantage for HD in the next future.

To analyze 2021 performance will require to bear in mind the 2019 pre-covid or – in case of HD, pre-restructuring plan, data, not forgetting that the 2019 was the lower sales level in years and to be back at its sales level does not represent a milestone.

Locking at HD sales, the 2021 started badly with sales below the 2020 in the first two months. However the comparison with the very low sales reported in March 2020, allowed Harley-Davidson to end the first quarter with a 16.2% improvement over the previous year.

In the second quarter sales accelerated, even thanks to the launch of the Panamerica 1250, the new adventure model launched at a very aggressive price. So quarterly sales increased 30.2%.

As consequence, the first half sales have been 117.057, up 24.2% vs the 2020. However, they were down 3.8% vs the 2019. So, this was the second-worst first half out of this century.

The third quarter was expected to show a strong y-o-y- data considering both the very slow data in 2020 and the new models launch. Harley-Davidson sold in this quarter 50.731 units, down 5.4% vs the correspondent period in 2020. The industry was not favorable, as both US and Europe dropped down (more for seasonality reasons than for short demand), but the HD restructuring plan in place in the rest of the World was hitting the sales heavily.

Harley-Davidson

In the first nine months of the year HD Global registrations have been 161.177, up 9.0% vs the 2020 and down 2.1% vs the 2019. Really not a great score, even considering the strong performance reported by all the other premium brands in the World.

Good news in North America, with sales up 24.9% in US and Canada, while Europe tumbled down 20% ( while Indian Motor hit a new record in Europe, although increased duties).

Sales are dropping down in all Emerging Market, with India down 82.1%, Latin America down 49.3%, ASEAN down 20.3%.