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Harley-Davidson sales and profits fall

Published: 23 October 2017

Updated: 23 October 2017

Harley-Davidson's sales for the third quarter to the end of September 2017 fell by 6.9% worldwide compared to the same period last year.

In the U.S sales were down 8.1%, slightly better than the industry as a whole, which is down 9.2%. Despite the decrease in the U.S, Harley improved its market share in the U.S to 53.1% in the 601cc-plus segment.


Including the recently launched Softail models, Harley-Davidson plan to release 100 new models over the next 10 years.

President and CEO, Matt Levatich, remains confident: “The continued weakness in the U.S. motorcycle industry only heightens our resolve and the intensity we are bringing to the quest to build the next generation of Harley-Davidson riders. Launching one hundred new high-impact motorcycles is a critical part of our 10-year journey, and the all new Softail line-up is a significant statement of our commitment.

“As the motorcycle industry leader – with dealer strength and rider passion and loyalty like no other – we believe we are uniquely positioned to build ridership and strengthen the sport of motorcycling. Not just in the U.S. but around the world. Our investments in new product and marketing are targeted to drive ridership growth. We have the strategies, plans and people to make it happen.”

Harley's operating profit suffered a 45.8% plunge compared to the same time period in 2016 - down to $68.2 million from $114.1 million. Despite the grim figures, the company still expect to ship between 241,000 and 246,000 motorcycles by the end of the year.

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