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Harley-Davidson motorcycle sales, shipments and revenues

Harley-Davidson Motorcycle Market Size

Harley-Davidson is one the most well-known and powerful brands worldwide. Nonetheless, the economy has had a negative effect on Harley-Davidson motorcycle sales in the United States in 2008. Harley-Davidson motorcycle statistics, sales figures, shipment and demographic information is provided below for the years 2008 to the present.

Harley-Davidson motorcycle retail sales 2008

Harley-Davidson (Photo by J D Mack - CC-BY)

U.S. retail sales of Harley-Davidson motorcycles declined 13.0
percent for the year 2008.
International retail sales of Harley-Davidson motorcycles increased
10.3 percent in 2008.
Worldwide retail sales of Harley-Davidson motorcycles fell 7.1
percent in 2008.

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Harley-Davidson Motorcycle Retail Sales 2007-2008
-----------------------------------------------------------
Region 2007 2008
U.S. 251, 772 218, 939
Canada 14, 779 16, 502
Europe
(Includes Middle East + Africa) 42, 302 45, 042
Asia Pacific Region 23, 454 25, 249
Latin America5, 467 8, 037
Total worldwide retail sales 337, 774 313, 769 [1]
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Harley-Davidson motorcycle shipments 2008

U.S. wholesale Harley-Davidson motorcycle shipments in 2008 were 206, 309 units compared to 241, 539 units in 2007. International wholesale Harley-Davidson motorcycle shipments were 97, 170 units in 2008 compared to 89, 080 units in 2007.[1] Total wholesale shipments of Harley-Davidson motorcycles in 2008 were 303, 479 units, an 8.2 percent decline compared to 330, 619 units in 2007.[2]

Harley-Davidson Motorcycle Revenue 2008

Harley-Davidson motorcycle revenue was $4.28 billion in 2008, down 3.8 percent

compared to $4.45 billion in 2007.
Harley Davidson Motorcycle Revenue by Year 1999-2007

2007 $4, 446, 637 ( in thousands)

2006 $4, 553, 561

2005 $4, 183, 515

2004 $3, 928, 232

2003 $3, 621, 488

2002 $3, 161, 046

2001 $2, 671, 314

2000 $ 2, 280, 929

1999 $1, 890, 932 [3]

Harley-Davidson Motorcycle Demographics

The average U.S. retail purchaser of a new Harley-Davidson motorcycle is a married male in his mid to late forties (nearly two-thirds of U.S. retail purchasers of new
Harley-Davidson motorcycles are between the ages of 35 and 54) with a median
household income of approximately $84, 300. Nearly three-quarters of the U.S. retail
sales of new Harley-Davidson motorcycles are to buyers with at least one year of
education beyond high school and 30% of the buyers have college degrees.
Approximately 12% of U.S. retail motorcycle sales of new Harley-Davidson
motorcycles are to female buyers.[4]

Demographic Profile (2003-2007)

Gender 2007 2006 2005 2004 2003

Male 88%88% 88% 89% 89%

Female 12% 12% 12% 11%11%

2007 Purchasers

52%Owned Harley-Davidson motorcycle previously at any point during

lifetime

33%Owned a competitive motorcycle previously
15%First motorcycle purchased [5]

Updates

U.S. retail sales of Harley-Davidson motorcycles were down 9.4 percent during the first two months of the year compared with the same period in 2008. [6]

The average household income of todays rider is about $87, 000. The average age of a
Harley rider is 49, up from 42 five years ago.[7]

2009 Quarterly Motorcycle Shipments (UNITS)
---------------------------------
HARLEY-DAVIDSON Q1
---------------------------------
Sportster 16, 776
Custom 31, 919
Touring 25, 975
74, 670

Domestic 52, 710
International21, 960
74, 670

BUELL UNITS 2, 441
MV AGUSTA UNITS 685 [8]
-----------------------------------

Motorcycle Retail Sales in the Second Quarter 2009
In the U.S., during the second quarter, "retail sales of Harley-Davidson motorcycles decreased 35.1 percent from the year-ago period. Industry-wide retail sales of heavyweight motorcycles in the U.S. declined 48.1 percent during the quarter."[9] Retail Motorcycle Sales Q3 2009 "During the third quarter, retail sales of Harley-Davidson motorcycles decreased 21.3 percent worldwide, 24.3 percent in the U.S. and 13.1 percent in international markets, compared to the prior-year quarter. Industry-wide U.S. retail heavyweight (651cc+) motorcycle sales declined 35.9 percent during the quarter, compared to the year-ago period." "For 2009 compared to 2008 through nine months, retail sales of Harley-Davidson motorcycles decreased 22.9 percent worldwide, 25.5 percent in the U.S. and 16.5 percent in international markets. Industry-wide U.S. retail heavyweight motorcycle sales declined 38.7 percent year to date in 2009, compared to 2008."[10] Sales prediction for 2010 "Sales prediction for 2010 still seemed a little on the lower end of expectations, with a predicted 210, 000 to 212, 000 units expected to be sold"[11]

Sales
"Harley-Davidson has said it wants international sales to make up 40 percent of its total sales volume by 2014, up from about one-third today. (...) The company said retail sales of its heavyweight motorcycles fell more than 18 percent worldwide in the first quarter, with sales in the U.S. falling by nearly one-fourth. International sales fell 2.8 percent."[12]

Form 10-Q for HARLEY DAVIDSON INC 6-May-2010 Quarterly Report

"Worldwide independent dealer retail sales of Harley-Davidson motorcycles decreased 18.2% during the first quarter of 2010 compared to the first quarter of 2009. Retail sales results continue to be impacted on a global basis by difficult economic conditions. Retail sales of Harley-Davidson motorcycles decreased 24.3% in the United States and 2.8% internationally in the quarter."

Harley-Davidson Motorcycle Retail Sales(a)
Heavyweight (651+cc)

Three months ended
March 31, March 31, (Decrease) %
2010 2009 Increase Change
North America Region
United States31, 845 42, 041 (10, 196 ) (24.3 %)
Canada1, 895 1, 867 28 1.5

Total North America Region 33, 740 43, 908 (10, 168 ) (23.2 )

Total Europe Region8, 489 8, 388 101 1.2

Total Asia Pacific Region 4, 434 4, 918 (484 )(9.8 )

Latin America Region 1, 262 1, 369 (107 ) (7.8 )

Total Worldwide Retail Sales 47, 925 58, 583 (10, 658 ) (18.2 %)[13]

Second-Quarter Segment Results

"Revenue from Harley-Davidson motorcycles during the second quarter of 2010 of $831.6 million was up 2.8 percent compared to the year-ago period. In line with guidance, the Company shipped 59, 046 Harley-Davidson motorcycles to dealers and distributors worldwide during the quarter, compared to shipments of 58, 179 motorcycles in the second quarter of 2009."

Six-Month Segment Results:

"Through the first six months of 2010, shipments of Harley-Davidson motorcycles were 112, 720 units, a 15.2 percent decrease compared to last year's 132, 849 units for the period. Revenue from Harley-Davidson motorcycles through six months was $1.64 billion, a 9.8 percent decrease compared to the year-ago period. "[14]

http://www.harley-davidson.com/wcm/Content/Pages/HD_News/Company/newsarticle.jsp?locale=en_US&articleLink=News/0785_press_release.hdnews&newsYear=&history=

First Nine Months 2010

"Through the first nine months of 2010, worldwide retail sales of Harley-Davidson motorcycles decreased 9.8 percent compared to the same period last year. U.S. retail sales of Harley-Davidson motorcycles decreased 13.4 percent for the first nine months of the year while the U.S. heavyweight market segment was down 14.6 percent for the same period, compared to the year-ago period. In international markets, retail sales of new Harley-Davidson motorcycles decreased 1.9 percent for the first nine months of 2010 compared to 2009."

"The Company shipped 166, 013 Harley-Davidson motorcycles, for the first nine months, an 11.3 percent decrease compared to last year's 187, 085 units for the same period. Revenue from Harley-Davidson motorcycles through nine months was $2.44 billion, a 7.0 percent decrease compared to a similar period last year."
Cycle News: October 19, 2010
http://www.cyclenews.com/articles/industry-news/2010/10/19/h-d-sells-less-bikes-makes-more-money

Sales during the first three months of 2011

http://www.harley-davidson.com/wcm/Content/Pages/HD_News/Company/newsarticle.jsp?locale=en_US&articleLink=News%2F1038_press_release.hdnews&newsYear=2011&history=news Harley-Davidson's CEO Discusses Q2 2011 Results - Earnings Call Transcript
Excerpt: "Overall, worldwide retail sales of new Harley-Davidson motorcycles were up 5.6% in the second quarter. The big news for the second quarter was that retail sales in the U.S. were up 7.5% compared to last year. We are very pleased to report these positive results for the U.S. market, which represent the first quarterly growth in the past 17 quarters. Market share in the U.S. was 53.9%, up 1.5 percentage points compared to last year's second quarter, as the Harley-Davidson brand continues to show strength, while the competition continues to aggressively discount prices to move aging inventory." http://seekingalpha.com/article/280219-harley-davidson-s-ceo-discusses-q2-2011-results-earnings-call-transcript

Harley-Davidson Motorcycle Unit Sales by Product, 2010

http://seekingalpha.com/article/298881-harley-davidson-s-upside-likely-to-return-cash

"Harley's U.S. retail sales of new motorcycles grew 7.5 percent to 53, 599 bikes, much faster than overseas, where sales rose just 2.4 percent to 29, 797." http://www.thesunnews.com/2011/07/24/2293331/more-americans-buying-harley-motorcycles.html

Worldwide Retail Sales of Harley-Davidson Motorcycles 2011

SOurce: Market Watch http://www.marketwatch.com/story/harley-davidson-earnings-retail-motorcycle-sales-rise-in-third-quarter-2011-10-18

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