HARLEY-DAVIDSON has posted a positive start to 2021, with their first quarter sales showing good growth in the Milwaukee firms vital North American market - but a drop in the EMEA (Europe, Middle East, Africa) sales year-on-year.
It looks like the Rewire, and subsequent Hardwire strategy formed late last year, may be starting to get the motorcycle division pointing in the right direction.
Jochen Zeitz, chairman, president & CEO of Harley-Davidson:
"I am very pleased with the pace of recovery that we have seen across our business, as demonstrated by the strong financial results this quarter. The actions we have taken to reshape the business are having a positive impact on our results, especially for our most important North American region,”
"We can see the initial signs of consumer excitement and optimism returning and I am confident Harley-Davidson in 2021 is a significantly leaner, faster, and more efficient organization which is ready to win and successfully deliver on our 5-year Hardwire strategy, as the most desirable motorcycle brand in the world.”
Harley-Davidson post positive first quarter sales
Considering the global pandemic will still be influencing sales worldwide, Harley-Davidson sold a total of 44,200 units between January and the end of March - a 9% increase on the 40,400 units sold in the comparative period of 2020.
| First Quarter Sales | |||
| 2021 | 2020 | Variation | |
| North America | 32,800 | 25,200 | 30% |
| EMEA | 4,900 | 7,700 | -36% |
| Asia Pacific | 5,850 | 5,800 | 1% |
| Latin America | 700 | 1,800 | -59% |
| Total World | 44,200 | 40,400 | 9% |
The North American piece of the pie is still by far the largest, accounting for 74% of the total sales, and increasing by 30% year-on-year - growth that will let the board execs breathe a little bit easier.
The EMEA sales have dropped by 36%, with Europe taking a larger portion of this specific segment, but along with Covid-19 difficulties, shipping issues, and the disappearance of the Sportster family, particularly the Street all have a part to play.
So all things considered, the American ship looks to be steadying somewhat in the first quarter - with the Pan America on the way, Livewire getting charged, and H-D tours being planned, let’s see if it can start improving further.
If you’re interested in the full Harley-Davidson results, you can see their investor report here.
