H-D sales slipping, not tumbling


Glimmer of light for H-D sales.

Harley-Davidson has reported its
revenue from sales of motorcycles and related products at $1.04
billion U.S. for the first quarter of 2010. Sales of new
Harley-Davidsons in the U.S. were down 24.3 per cent in the quarter
compared to the same three months of 2009, but in international
markets the sales were down only 2.8 per cent.

Sales losses were an improvement over
the declines suffered a year ago, Harley said.

Harley’s president and CEO, Keith
Wandell, said the company still recognizes "global economic
uncertainty" and believes that "conditions will remain
challenging throughout this year."

H-D shipped 53,674 motorcycles around
the world in the first three months of 2010 and earned revenue from
motorcycle sales of $808.8 million. Shipments were down from a year
ago when 74,670 motorcycles were moved, and revenue was down 20 per

H-D expects to ship 201,000 to 212,000
motorcycles to dealers and distributors worldwide in 2010, a
reduction of five to 10 per cent from 2009.

Still, Wandell sees encouragement in
sales drops that are not as severe as they were a year ago. He calls
it a "directional improvement."


  1. Japanese brand sales went down 52.4% for bikes over 250cc’s not bad for Harley’s. If you check http://www.webbikeworld.com you will see all the figures by brand engine size etc…

    I think Harley did well if you compare to the rest of the other company in general (BMW went up)

    By the way I’m not a V-Twin fan I don’t like vibration, tractor feel and the weight of those motorcycle American Japanese or any manufacturer who build Twins

  2. The last HD annual report showed that the company actually earns more from “trinkets”, i.e. non-motorcycle products and services than from motorcycle sales

  3. “Directional improvement”… translation: “We sucked big last year. This year we still suck big but not as big as last year.”

    My understanding is their revenues are substantially buoyed by their finance and H-D Trinket sales divisions. I’m not kidding.

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