Harley-Davidson global registrations are collapsing. In the first half 2025 the performance was below any expectations like if a tsunami had hit the company and sales were only 72.938 down a huge 27.7%. Sales are declining in any corner of the world.
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.
One of the most iconic brand in the world spent hard times in the last years (probably the last 20, but the last 5 were really hard) with a continues decline in profit, volume and customers.
However, looking at the 2024 figures we took the risk to say that the bottom had been achieved and that a recovery was in place.
Indeed, while official “sales” data reported by the company were still negative, looking at the registrations figures in the 93 countries we track, we reported a little, but significant +1.8% compared with the previous year.
While sales were still negative in US, in Europe were recovering and the partnership with Hero was producing strong additional volumes with the 440cc “little Harley”, a great success in the country were has been introduced.
However, 2025 is much different from our expectation, mainly due to the effects of new US President policy, which deeply hit the North American (both US and Canada) 2-wheeler market and by the difficulties found by Harley-Davidson in almost all countries in the world, including India.
So, the first half 2025 was below any expectations like if a tsunami had hit the company and sales were only 72.938 down a huge 27.7%.
Sales declined 20.7% in North America, 36.0% in Western Europe, 34.6% in Asia, 66.3% in India, 8.9% in the Latin America. A debacle never seen before in the company long history.
