Harley-Davidson global sales rebound. In 2024, sales are growing again, and in double digit, with Year to Date August figures at 134.597 (+11.4%) and this time we believe is not a short term recovery, but the start of a new era.
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 20, but the last 5 were really hard) with a continues decline in profit, volume and customers.
However, it seems that the bottom has been achieved and now the recovery is in place.
Ten years ago, in the 2014, global Harley-Davidson registrations were 345.203, declined by the half in 2020 with 177.078 units shipped to final customers.
After a one shot recovery in 2021, sales started to decline again to hit in 2023 the negative record of 169.931.
Then, in 2024, sales are growing again, and in double digit, with Year to Date August figures at 134.597 (+11.4%) and this time we believe is not a short term recovery, but the start of a new era.
Compared with few years ago, the regional/country mix changed just for the substantial lost of sales in smaller markets in Latam, Africa and Middle East, as the new management strategy was to cut all unprofitable distributions.
The great news in 2024 is the big growth of Indian market, thanks to the partnership with Hero Motocorp, with near 12.000 sales done so far this year.
