Harley-Davidson sales continue to decline

31. January 2020

2 min read

Harley-Davidson was already struggling with falling sales in 2018. Last year the curve pointed downhill again.

Worldwide there was a decrease of 4.3%, which means that 218,273 units were sold. In America, Harley’s homeland, it was even worse. Here, sales fell by 5.2% compared to the previous year.

If you look at sales, Harley posted an 8% decrease.

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Harley wants to keep the course

Matt Levatich, CEO of Harley-Davidson, wants to stick to the brand’s realignment despite the poor numbers. -As reported, Harley wants to generate more customers with motorcycles from other segments. The first motorcycle under the motto “More Roads to Harley-Davidson” is the electric motorcycle LiveWire. But there comes also an adventure bike, a streetfighter or even motorcycles with a smaller displacement for beginners.

Levatich sees this as more long-term stability for the brand than if one were to focus exclusively on cruisers.

So far, the LiveWire has not sold very well, because it is quite expensive on the one hand and is electrically powered on the other. Motorcyclists are still quite skeptical about the new drive.

A turn for Harley could perhaps bring the Bronx Steetfighter model. The pictures published so far were extremely well received by the biker scene, even from bikers who have not yet been able to use Harley.