Harley-Davidson 2023. Never Ending Fall Pushes Global Sales (-7.2%) At Half Of 10 Years Ago

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Harley-Davidson 2023
Harley-Davidson 2023

Harley-Davidson global sales performance disappoints. After 9 months, 2023 global registrations have been 137.000 (-7.2%) one of the worse performance among the Top 20 world manufacturers.

McD tracks new vehicles registrations across the World (over 85 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

Once upon a time……..Harley-Davidson was market leader and brand icon. It was only near 10 years ago.

In 2014 Harley-Davidson global sales were 329.776 and no one could imagine that – ten years later – sales were declining by the half.

Sales declined for sixth consecutive years until the 2020. Then in 2021 the recovery was temporary before the trend was back down in 2022 and now – unfortunately – in 2023.

After 9 months, 2023 global registrations have been 137.000 (-7.2%) one of the worse performance among the Top 20 world manufacturers.

Sales decline in any region, without exceptions. In North America sales lost is 6.6%, while in Europe is 8.2%, in Latam is 15.5%.

In India sales decline 55.6%, in Japan 9.2%, in China 11.2%, in South Korea 15.9.

Harley-Davidson
Harley-Davidson