The last annual Harley-Davidson Accounts Report does not predict good times for Milwaukee’s signature, according to the data presented on the brand itself. As New Atlas’s colleagues collect, the company’s sales fell globally last year, being the last 2024 quarter especially bleeding for their internal finances.
Specifically, the company records a 60% drop in the income that depends on its motorcycle, HD and Livewire brands, in addition to selling 53% less motorcycles in the last three months of last year.
Harley-Davidson’s sales fall globally
One of the markets where Harley-Davidson has registered one of its largest falls in recent months is precisely that of North America, with 13% less sales. But this is not all, since the sales made in Europe, the Middle East and Africa were 7% lower, while those of Asia Pacific fell 26% and those of Latin America 7%.
Jochen Zeitzpresident and executive director of Harley-Davidson, he said: “In 2024, we saw that our performance was significantly affected by the continuous winds against cyclicals for discretionary products, including the environment of high interest rates that affected consumer confidence. The launch of our new tourism motorcycles Street Glide and Road Glide contributed to a growth of almost 5 % in the US tourism segment and promoted HD market share at 74.5 % in 2024. ”
Concludes: “The decisions we have made and the bold actions that we have carried out as part of our Hardwire strategy continue to strengthen our basis for the future. The industry has faced many challenges in recent years, which have affected all levels, but we believe we are better positioned to take advantage of any rebound in consumption. ”
This crisis situation affects the three commercial branches that make up the company: Harley-Davidson Motor Company (HDMC), Harley-Davidson Financial Services (HDFS) and Livewire. With a total of 420 million dollars of billing in the fourth quarter of 2024, the brand announces some global losses that amount to 214 million dollars. This is the result of selling 47% less than in 4th quarter of last year.
The company’s annual account shows a final income figure of 5,187 million dollars, 11% less compared to 2023. In terms of units sent to their distribution centers, Harley speaks of a total of 148,862 motorcycleswhich represents a decrease of 17 % compared to 2023.
The brand also announces that its forecasts for 2025 are not too flattering, with an estimated 5% drop and a margin of operational benefit from 7.0% to 8.0%. Likewise, the HDFS operational benefit would fall between 10% and 15%, while Livewire sales are estimated between 1,000 and 1,500 units, with an operational loss of between 70 and 80 million dollars.
