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 affect on Harley-Davidson motorcycle sales in the United States in 2008. Harley-Davidson motorcycle statistics, sales figures, shipment and demographic information is provided below.

 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.     
------------------------------------------------------
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 America                       5,467        8,037   
Total worldwide retail sales      337,774      313,769[1]
------------------------------------------------------ 

 
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 today’s 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
International            21,960
                                       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]

References

  1. Harley-Davidson, Inc. FORM 8-K, January 23, 2009
  2. Harley-Davidson USA Press Release
  3. Harley-Davidson, INC. Annual Income Statement
  4. Harley-Davidson Inc. Form 10-K filed 02/22/08
  5. Investor Relations: Harley-Davidson USA
  6. Harley-Davidson sales down 13 percent in 2009
    The Business Journal of Milwaukee, March 5, 2009
  7. Harley, You’re Not Getting Any Younger
    New York Times, March 21, 2009
  8. HARLEY-DAVIDSON, INC. 2009 Quarterly Motorcycle Shipments
  9. Harley-Davidson Press Release (July 16,2009)
    http://www.harley-davidson.com/wcm/Content/Pages/HD_News/Company/newsarticle.jsp?locale=en_US&articleLink=News/0466_press_release.hdnews&newsYear=2009&history=news
  10. Harley-Davidson Announces 3rd Quarter Results, Unveils Long-Term Business Strategy (Oct 15, 2009)
    http://www.reuters.com/article/pressRelease/idUS110897+15-Oct-2009+PRN20091015

Comments

Bobbie7
Bobbie7
Former Google Answers Researcher
Article rating:
Your rating:

Activity for this knol

This week:

138pageviews

Totals:

4004pageviews
©2009 Google