Harley Davidson Market CRASH | Sales Just PLUNGED
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- Опубліковано 7 вер 2024
- Dive into the latest market turbulence with our exclusive analysis of Harley-Davidson's 2023 sales plunge. In this video, we uncover the critical factors behind the iconic brand's surprising downturn in the global motorcycle industry. Watch as we dissect Harley-Davidson's financial reports, revealing a 16% drop in worldwide sales and a startling 76% decrease in LiveWire electric motorcycle shipments.
Get an insider's look at the regional sales impact - from North America's 15% decline to the Asia Pacific's significant 24% drop. Our expert commentary sheds light on the challenges and strategies of Harley-Davidson as it navigates through these tough market conditions. Discover how the company's financial services sector is weathering the storm with a 15% revenue increase, despite the broader market challenges.
Stay ahead of the curve with our detailed analysis of Harley-Davidson's future outlook, including projections for revenue growth, operating income margin, and the anticipated performance of the LiveWire division. This video is a must-watch for motorcycle enthusiasts, market analysts, and investors seeking a comprehensive understanding of Harley-Davidson's current market position and future prospects.
🔥 Featured Topics:
Harley-Davidson Sales Report 2023
Global Motorcycle Market Trends
LiveWire Electric Motorcycle Performance
Financial Analysis and Projections
Strategic Insights for Motorcycle Industry
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The wrong ceo can kill a company fast.
A woke left wing German, born and raised in Germany to head an iconic American company. Real smart mover there!
Drop the prices and the board of directors and the ceo. Also bring all manufacturing of parts and assembly back home!
Harley has an awful sales strategy: "If you don't buy it, someone else will." That's literally their strategy and they do not shy away from letting you know that.
EV bikes are DOA….nobody wants them…..
The media is clueless. They are all car drivers
Sales of EV Bikes and Motorcycles are up in poorer countries, India will pick up what they left.. with electricity.. Just like from the Horse to the Car... progress.. America is behind
I live in Germany, 70 years old, own a 97 Fatboy and a 2011 RoadGlide Custom. I think Harley will never be successfull with E-Mobility. It is as BMW would enter the market of refrigerators.
H-D doesn't sell motorcycles, they sell a lifestyle. When you go into a Harley dealer, you are greeted with a t-shirt and apparel shop that also sells motorcycles. You get a salesman that thinks they are doing you a favor by selling you the lifestyle at a premium price, not just a motorcycle. They don't act like they want to sell you anything.
Electric? No thunder, no thanks…
I’d like hearing that rumble going down the road it would be hard for me to choose a electric over a gas
They try very hard to not sell bikes every year. They get better at it every year.
I have yet to hear back from one of the sales folks..they seriously given up
I own a Harley touring and am not buying another Harley Going to get Indian next month
Pursuit ?
Good. You may prefer a goldwing. You belong on a Honda!
Sorry harley you went woke your bikes are over priced and over rated have owned a few but not any more ...
Jeez the stupid woke shit. Do you even know what woke means? 😂😂😂
Same here
Another internet parrot !!!
I'm 65 , born in 58 and i am at the tail end of the baby boomer generation. I ride all old HD 's. Oldest is a 1945 , Newest is a 1995 sportster. And a bunch in-between .I will not buy a new bike , being retired family wants me to downsize. They just want cash not old rolling iron when I check out.
Well stated.
Nope...Harley is paying a German CEO $44 Million a year, your claiming it's now trending toward electric (fake toy motorcycles) bikes, Union wages and benefits to Harley plant workers, dealerships that make you feel like your getting ready to go on a carnival ride when you walk in the door, service work that may, or may not have been, and your still charged for it, low balling a quality trade in....on and on...Nope, not for me anymore!!
I bought a Victory Cross Country back in 2013 after renting a Street Glide for a weekend. Saved a ton of money and I have a great bike with minimal maintenance over the years. Harleys are good bikes but they're too expense for me.
It’s not just that but Harley dealerships lowball on used bike trade ins but Indian on the other hand gave me 7 grand higher than 3 Harley dealerships. I traded for an Indian ✌️😎💁
They wanted $185-$225 a day just to rent one back in 2018 when I was in the market. I could have rented a Cadillac for less money.
Most salesman won't get out of their chairs to help a customer. One told me that any and all information could be obtained by going online.
After being treated like this at different dealers in different states, i gave up. This is a dealership and corporate issue.
If you're not willing to pay the inflated fees and dealer mark up, the next fool walking into the place will. This is how Harley Davidson operates.
The dealership down the street from me closed up. The parking lot was full of employees. Never any customers. They never advertised nor even had a going out of business sale.
When i bought my Cadillac, it was less than some of Harley Davidson motorcycles were going for. Now you know why Harley is in so much trouble.....
I’m a millennial and I am now a diehard Harley Davidson fan after purchasing my first Harley Lowrider ST.
Avoid stealerships!
I buy privately and used Harley’s. The Dealers and company can kiss my azz. But I love the machines…it isn’t the machines fault. It’s 25k for a new heritage softail. They had a used 2016 with 55k freakin miles on it and still wanted 14k for it 😂😂😂. Insane!! So I bought a 2016 with only 9k miles on it for 11,500 👍. The dealer didn’t gouge me !! And never will !!! But the machines themselves are special. I love them. So I’ll always ride a harley but I won’t be paying the company anything !! They priced the average guy out.
Pricing is outrageous and baby boomers have kept Harley alive for many decades. Other motorcycles give you so much more for the price. I hate to say it but Harley is slowly ending.
When Doctors, Lawyers, and CEO's got interested in Harley in the 90's, Harley answered with outrageous priced machines to make what they were in it for...Money. No judgment, but the common man that carried the company to that FAD point that they enjoyed their growth in got priced out. Now the FAD has moved onto something else. The common man that use to be their base core, doesn't have the income in this current economy to stay with the brand.
It's been my experience new Harley"s were not a "working mans" bike unless you were single or no kids and drove a beater car. My first car was a new 1974 Nova for $2,900.The first new Harley I ever saw was a Super Glide in 1976 for $3600. The government consumer price index says that's just under $20K in todays dollar. I loved that cool Super Glide, but there are a couple of big twins today that would run rings around it for less than that.
I worked @ the Milwaukee plant. Parts came in from others counties. Even the nightster is to expensive. All kinds for sale on Facebook cheap. So why would you pay big money and in a couple of years it's worthless . And the dealership kills you when you have to get it fixed!
It’s ridiculous how the Nightster starts at $12K when you can get the Shadow Phantom for less then $9K or the Rebel for less then $10K. Ridiculous.
Years ago my friend bought a Harley. He was treated terribly. They arrogantly told him things like "stand over there" and "don't be late". I couldn't believe it! That place is closed and the next closest dealership is closed too. Don't feel sorry for them.
recall the board and the CEo Can them and make Harley a employee owned co.
Livewires are kewl but about 10k to much...
Not everyone buy's into the HD's marketing strategy of selling a "lifestyle" , "Image" and "Attitude" that follows the motor companies "code of conduct". Also, betting on EV motorcycles is also ridiculous.
I sure don’t buy into it. I love Harley’s….the machine itself. It’s not the machines fault. It’s the company and dealers. So I buy used Harley’s privately and they don’t get my money. I’m not paying them insane prices at a dealer for new or used bike. Example it’s 25k for a new heritage softail. Insane. They had a used 2016 heritage with 55k freaking miles and STILL wanted 14k for it 😂😂. So I found a 2016 with 9k miles on it and payed 11,500 for it 👍. So I basically got what I consider a new harley for a fraction of what the damn dealer wanted. I avoid the dealers as much as possible
Unfortunately for Harley-davidson the Japanese manufacturers have done an outstanding job of providing excellent performance and reliability at a much lower price. Just ride a Kawasaki Nomad versus a Harley-davidson Road King. It's hard to justify the initial cost and subsequent service costs of a Harley-davidson. Just my two cents. I've owned both bikes and prefer the Kawasaki.
Harley could learn a lot from the Japanese way of building and selling quality motorcycles at a affordable price.
Kodak, Blackberry, Microsoft, GM, and now HD. All took comfort in the thoughts they would never fail because they led the market. Times change. If you are defining those changes then you are struggling to keep up.
Go Woke & Go Broke !
FIRE the CEO and all of the board members.
8:17 Harley makes a good bike( i own one so i know). However new Harley's are unnatainable for most. They increased prices at a rate that outpaces inflation. That and they need to offer more options on their newer bikes out the gate based on what they charge. They prefer though to sell you those options later. Again a great american bike. Just not a great American value.
The government Consumer Price Index Inflation calculator says that $3600 SuperGlide I saw in 1976 is $19,969 in today's dollar. The closest comparable Harley is the Softail Standard at $14,999 msrp. I love old Harleys, but we get a lot more bike for the buck than when I first started looking. 😊
No one want a 30,000 dollar bike. They are not that good and out of touch. All there bike are over price and they nickel and dime you to death
I agree. Out the door for street glide or road glide is over 40k. No way I'm paying that for a motorcycle.
I agree. Out the door for street glide or road glide is over 40k. No way I'm paying that for a motorcycle.
I’m 47 and I’m on my second Harley. Both my brothers have Harley motorcycles. Harley will always be in the game. Nobody even comes close to challenging this iconic brand.
honda is better have you ever try a goldwing my friend
@jacquespage888 Honda's are great in many practical ways, and I've had foreign bikes. The looks feel and sound of my Harley's have kept me coming back.😊
@@jacquespage888 HaHa
Talked a longtime HD driver at work into a gsx1400. Ten years ago, Lets say he does not miss his museum cycle...
🤣
I heard the CEO is a German Nazi at Harley Davidson. I don’t know how true that is, but the thing is they’re overpriced all they’re interested in how much they can get for a motorcycle. They need to be more passionate. They should be like Henry Ford and want to see everybody have a Harley Davidson motorcycle, do recommend CVO Harley supposed to be to Bentley of motorcycles but I can honestly tell you CVO is the Bentley of Harley Davison. It’s a very good bike but it’s over priced $60,000 for a motorcycle. Unbelievable there is no motorcycle worth that.
Ohhh,you have enough own NAZI in your Land!!😉
What would be a good name for a Motorcycle club that rides ev motorcycle cycles,?
The Virgins
The No-Balls M/C ?
Seeing that most Harley Riders are boomers aging out, how about the "Silent Gray Fellows?"
@@ernestounionista886
Very clever ! You got my vote.
Drop the prices be a great help for the company I would buy another new one then, and dealers need to stop playing with the msrp for their profit and also parts to be lower since they are from overseas
Are Harleys actually selling? Just an honest question, I bought a Sportster in 2012, it was a good deal, nowadays every bike it's more than 15k, and every year, I mean EVERY YEAR, they are like 1k pricier, at least in Europe, and they have ditch the more affordable ones of the line up, like the regular low rider (non S or ST) the sport glide, the road king classic... so, are they selling bikes?
Its systemic greed and corruption
The reason Harley became a dominant brand is because they almost exclusively produced bikes with an American heritage that everyone appreciated and longed for. I remember the days I had to wait 4 months for my new Harley to arrive because of demand.
AHHHH...To have an American made big twin motorcycle lumbering down the road with a noise that filled your soul and made you proud to be a Harley owner. It was so awesome. Not so much now.
The whole point of buying a Harley used to mean that you were buying a product that was first designed and built in an old wooden garage by two dudes who had a badass American spirit. Now "Harley" is just another global corporation ruled by stock market performance and nothing else.
They have gotten away from that and now they are paying the price.
EV bike? seriously?
Electric motorcycles sound promising. However, where does lithium come from? What are thr toxic effects of lithium? How is lithium processed? What happens to the environment when a lithium battery explodes or burns a vehicle to the ground?
yes definitely, these disadvantages are crucial considerations, especially when weighing the overall benefits and drawbacks of electric motorcycles powered by lithium batteries and there are some advantages as well such as high energy density, long lifespan, and fast charging times
Not only that.
What do you do with the tons of spent lithium batteries.
They say recycle them.
Currently there is zero recycling .
Second all lithium powered electronic devices including EVs require cobalt.
Google how that is being mined in the Congo.
Thirdly.
How do you store the spent lithium batteries safely .
If they catch fire the only way to put them out is........
There is no way.
AMEN
The average age of a Harley buyer is early 50's and yearly income of $90,000.00 a year. Harleys are super expensive. Maintenance isn't cheap. Indians aren't cheap either.
I would love to see a drop in prices but I think HD has to connect to the next customer base. Slowly but steadily in that new direction without throwing away the actual customer base
In 2022, Woken Zeitz made $43 million as CEO of HD. They sold roughly 178,000 bikes that year. This means that every person in the world that purchased a Harley paid an extra $242 directly to Woken Zeitz. Worst anti-capitalist in the world. Or he could have given his compensation that year to all approximately 11,000 worldwide employees. Each person would have received $3900.
Total hypocrite.
Get rid of this guy and the board that allowed this.
Paying a German guy millions of dollars to sink an American Icon. The same bikes that helped fight the Germans in WW2.
I have a Harley, I did not buy it for performance obviously I bought it for the looks and most important to me the sound let’s just say Harley went all electric there is no way in the world I’m going to buy a Harley electric bike because it has a name on it And pay the extra money for it. I’m sorry call me un American but I’m looking after my hard earned dollars.
They should sell wheelchairs and mobility scooters at twice the price as there competitors. There stubborn customers will still buy them.
Harley hasn't got a chance until they dump their CEO & bring in someone that knows Bikes & Harleys customers.
GETTING TIRED OF doom and gloom A.I. generated content. all companies are having a hard time because of the geo-political insanity around the world. Not just Harley. geez
This is the same post as another channel that I have blocked this is spam nothing more.
If you want one, by from a private party. All the replacement parts can be bought from aftermarket vendors. Support local shops and if you want a tee shirt go to an event.
I've been riding Harley-Davidsons for about 20 years. Since 2017 they've made very little that I would buy and since October 2022 they've made nothing that I would buy.
If I were going to buy a brand new motorcycle today it would not be Harley-Davidson.
Harley going electric would be the final nail on the coffin
F them, they charge way to much.
I've road cruisers for decades. My son, in his 30s, bought a dual sport. Looks at motorcycles differently.
We need the CEO to take a ride with us and change his mind
We love twin Harleys because they are crude and make a cool noise. Government leave them alone... please.
As a millennial I want a Harley. I truly do but I can’t justify buying a motorcycle that’s so expensive and unreliable. The maintenance would cost an arm and a leg.
I think my next bike is going to be a Honda Goldwing that is the best motorcycle in the world. I’m gonna tell you that right now so you could take your electric bike and shove it where the sun don’t shine.
The live wire will get you killed on the road and you cannot ride it on long distances.
Yes, they need to drop their prices on bikes and maintenance.
Every time I hear Harley Davidson I think of South Park.
Hahaaa
That South Park episode was the BEST!
Again HD doesn’t see that the problem is Premium for over inflated prices. Even if the new generation goes EV the cheapest starts at $16K. Again I am 44 and I cannot justify spending that much on a toy. The Livewire S2 Del Mar looks amazing but way too pricey. Plus motorcyclist are not ready for EV yet. We still love the loud rumble of a motorcycle.
Harley needs to diversify with both gas and electric. The Ebikes need to be affordable and have more distance between charges or it is DOA for that piece of the market. Make more affordable bikes that are easy to work on at home or in a parking lot. The Pan American is a great bike and they should make a smaller cc and cheaper version for commuting and adventure rides on and off road. I know two individuals with the Pan American and they love it for commuting and it's ability to tackle the potholes and abuse of NYC streets.
Generation Z is where the problem lies, they've got no spunk, while the boomers are dying off.
Zeitz , the German Commie CO of Harley is hell bent on destroying this iconic brand,
This will push up old Harley prices !!! AMF will be in demand soon
Maybe it's time to stop getting extra fees at dealerships. That really marked the price up. That's another.
Reason why wouldn't you look at another Harley. It's like you deal with a used car salesman.
Honda davidson to much plastic to top heavy their no reason to be 8 inches from frame to ground motor sits on top of frame should be down in frame
indian is doing it right... harley in the early days and the willie g days did it right but no longer.
Actually as of June 2024, all motorcycle sales have gone flat with loads of well priced bikes available used out there of all makes. People are keeping their money close to the chest as pretty much everyone is having a harder time making ends meet. A lot of people simply don't like Harley for a multitude of reasons....crude design, loud pipes, relatively poor quality and reliability, far too high prices both new and used, plus not everyone buys into the phoney "Harley lifestyle" which equates to dressing to look like something the cat dragged home. But to each his own.....
I'm 58 and have a 2020 fltrk road glide limited, its amazing 😊
Harley needs a new CEO and Board of directors now! The live wire is a dud as far as sales go!
THEY ARE JUST TO EXPENSIVE. THEY NEED TO BRING THE PRICE DOWN BEFORE THEY GO DOWN THE PAN !!
Buy lightly used from a. Individual, get locally financed, get worked on @ a independent harley shop, save a fortune be happy, ur welcome. 😊
in a nutshell. Harley got president Ronald Reagan to slap a 45% tariff on imported motorcycles in 1984. This made beginner motorcycles out of reach, meaning, Japanese motorcycle speed came too expensive.
because of the tariff, raising the price of motorcycles here in the United States, by nearly 50% during the tariff, people were not buying motorcycles for themselves, or in later years for their kids to start out on minibikes, small dirt, bikes, they did not become enthusiast at a young age
please kids that grew up, not riding motorcycles because of the price of motorcycles, which was raised at the request of Harley Davidson, eliminated generation, after generation of motorcycle enthusiasts from a young age that today would have possibly become Harley Davidson riders now. They eliminated their future customers with the tariff. Now it has gone full circle and is biting Harley in the ass. They have no one to blame but themselves.
I realize that not all the people that would have started out on cheap Japanese motorcycles since 1984 would have made the switch to Harleys today. Not all of them would have switched, probably only a couple hundred thousand of them would have switched two Harleys.
The tariff on imported bikes applied only to 750 CC or larger, IOW Harley's competition in the marketplace. All the 750 CC bikes became 700 CC bikes overnight to get around the tariff.
Their prices are way to high.
Harley just showed at Sturgis HD was $40,000!
Just bought one today. This is not all true.
Good. No one needs a new Harley since real bikers wrench our own and the aftermarket covers all (even my Norton Commandos have full parts support and that company is ancient history). There's nil reason to buy new unless one is rich and helpless. The used market is flooded as boomers die off and that's fine too because it makes their old rides available to younger buyers just like the early 1970s (the last era when they were accessible).
Such incorrect information, Let’s Talk about when AMF took over in the Mid 70’s and was Building JUNK, Also President Reagan Saved the company back in 1983. They were on a “Downfall” for Years.
Yeah, Reagan saved the company all right. The government slapped a tariff on large, foreign-made motorcycles over 750 CC. So much for the "invisible hand of the free market."
biggest mistake was and is pulling out of india........ electric is not the way foward ...... the live wire is ok but its not a motorcycle and never will be
There are more than enough used HDs for everyone. The aftermarket even makes riding a 1936 Knuckle practical if you wrench. Wokely-Pervertson is not necessary and can pass into history. The real will ride regardless.
What a BS video, has NO idea about Harley, especially the electric bikes - NO ONE IS BUYING THEM, here in Switzerland you get a discount of 50%!!!
I recently bought a Harley Davidson bike and the bike sucks way over rated. Honda puts out a really good bike kinda like their cars.harley is losing because they are not producing a good bike they give trouble all the time not worth the money they charge.
I went to the dealership to buy a nightster. For what they wanted i could buy a kawasaki ninja 500 and a kawasaki z500 2024.
Another bad AI video. I’m blocking all these AI channels
If you have been paying attention to their financials you will see that they have adjusted well with the times. The motorcycle industry as a whole has shrunk, but Harley has. Managed the company well through these changes. They are handling these changes pretty well, compared to other brands. My prediction, where here Indian is in 3- 5 years. Polaris financials show their on road segment business showed a profit (barely) in 3 rd qtr 2023. This is not just Indian, but slingshots and their other product offerings. Polaris will not report on Indian sales volumes and related operating expenses. The internal numbers are not good. Polaris can’t continue to fund this effort much longer, there is already internal pressure to abandon it as it it pulling dollars away from the off road segment, which is Polaris bread and butter. Unfortunately, I sense Indians revival going the way of the Victory brand
For the way they shafted some of their dealers by axing Victory, Polaris deserves to lose Indian.
You can’t change your stripes so soon!!🤨😡🤬
I bought my last had in 2020RKS 131 engine I am now 72 years old
Their the best, but must offer enduros, dirt bikes, and lower prices.
Sold my bike for pennies on the dollor refuse to give harly any business EVER. Who knows maybe I'll go to Japan bike their a lot better for reliability.
I can’t ride the electric bike Harley makes because the range sucks and I can buy a much better bike for that cost 💲
Over priced , over weight,can't compete 400 dollars for a oil change for a Sportster? Come on these bikes are junk over priced......what young rider would even want one???
Harley making a rainbow flag badge yet? 😂
Nobody wants a fire waiting to happen under their butts. Hell dealers have to have a fireproof offsite storage facility for these electric flamers. They also need to stop trying to earn all their profits by only selling 200 bikes a year. Drop the prices and watch the profits rise.
Who paid for this film being made? Harley Davison?
Generation Z guys who want to be cool buy pickup trucks instead of motorcycles ....cycles in the USA is a dying industry
Harley, since introducing the Live Wire, and suffering tremendous financial loss from the investment in this technology, has been rethinking its foray into the electric market. What they have to do is actually address the cause of the decline in their market share. The younger generation isn’t abandoning HD because of its offerings, it’s suffering because it continues to price itself out of the market particularly the millennial market share. That’s why market share has nosedived. All of you keep pointing to the electric market. Even car manufacturers are struggling in this market. The infrastructure isn’t there to support it. For bikers, there’s nothing like the rumble of a V-twin engine between our legs. Most of us are opting to keep and update our older Harley’s, rather than make a major capital expenditure for the new ones. You can measure the Harley market by another metric, that being the number of aftermarket manufacturers. There’s no other brand of motorcycle that enjoys such a depth of aftermarket manufacturing. We mostly don’t need HD to replace or upgrade parts. We have several excellent sources to obtain these parts from. Stupidly, Harley has moved much of its manufacturing to China and Mexico. For its U.S. base, this decision isn’t endearing any of us to the HD logo. China, for its part doesn’t honor any of the trademarks it produces Harley parts under. Right now they’re selling cheap knockoff parts that will bolt right up to most HD bikes. Lower the price and bring manufacturing home and things will turn around for the motor company.
bring 600+cc and get rid of the bulkyness
Everyone has their choice of style of bikes And you're right harley davidson us not going to be around much longer sad to say Sticking with the same style for generations is not gonna cut it japan wll Dominate the motorcycle market Because they expand their overall market to different type of riders But who knows? Maybe they'll sneak someone in the White House again. To put tariffs on foreign motorcycles so they can get a leg up again.
I'm a boomer only like Harley gas whether Electraglide or Nightrod
Is this an infomercial?
I've had 5 brand new Harleys in the last 15 years. They are now priced out of my price range. Yeah lower the cost, you'll sell more bikes.redesign the live wire it looks more like a trail bike than a road bike. Make your electric bikes sporty looking. Younger bikers want a sharp sporty looking bike more like a low rider or chopper, now that will sell. More two tone paint and brighter colors.
They can't keep stripping the bikes down and raising the prices! Soon all they will have is a rolling chassis