Harley-Davidson global sales reflect second quarter 2021 turnaround


Thanks to strong sales in North America, Harley-Davidson achieved 24% growth in global retail motorcycle sales.

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Harley-Davidson Pan America 1250 increases sales in 2021

Harley-Davidson has released second quarter results for calendar year 2021 (April to June 2021), and at first glance, sales have been encouraging. Harley-Davidson has struggled with negative sales and revenue for several years, which also led to a management overhaul in 2020, which saw Jochen Zeitz leading the iconic American motorcycle brand as CEO. Zeitz reversed several crucial strategic decisions made by his predecessor Matt Levatich, and over the past three months, from April to June 2021, Harley-Davidson saw a 24% increase in sales compared to the same period in 2020. In fact, for the first six months of 2021, Harley-Davidson sales increased by 18%.

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Jochen Zeitz, President, President and CEO, Harley-Davidson has implemented a new turnaround plan called “Hardwire Strategy” to relaunch the brand.

“I am pleased with the pace of improvement and the good quarter we have had,” said Jochen Zeitz, Chairman, President and CEO of Harley-Davidson. “We are starting to see the first points of evidence as we execute our Hardwire strategy, as evidenced by today’s positive financial results. We are encouraged by the signs of consumer positivity in the market; however, we remain cognizant of the significant supply chain challenges that we expect to continue to impact the industry. “

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Harley-Davidson Sportster S retains the original Sportster line-up with clean styling

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However, the first half of 2020 had foreclosure measures around the world, so comparative growth this year should be considered in this benchmark. Additionally, growth was driven almost entirely by a rebound in the local Harley-Davidson market with sales up 43% in the second quarter and 38% for the first six months. In contrast, sales were actually down in all other markets in Europe, Middle East & Africa (7%), Asia-Pacific (13%), Latin America (47%) and EMEA (19%).

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Pan America 1250’s 1,252cc Revolution Max V-twin engine produces 150hp @ 9,000rpm, 127Nm @ 6,750rpm

According to Harley-Davidson, the slowdown in sales in these other markets is due to the brand withdrawing its Street and Sportster models from sale because they did not meet the latest global emissions regulations. Zeitz also reduced Harley-Davidson’s operations in many markets, including India, where Street models had strong sales and were also manufactured.

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Harley-Davidson has fine-tuned the business model in India, partnering with Hero MotoCorp to provide sales and after-sales services for the brand. Going forward, Harley-Davidson is expected to once again revisit emerging markets like India and Asia-Pacific with small-displacement models, made in conjunction with brands in India and China. But for now, the focus will be on strengthening the existing product line, with new interest shown in the Pan America 1250, as well as the new Sportster S, which will spearhead the turnaround plan of Harley in the coming months.

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