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Harley-Davidson’s revival is in the books, up 24% for the first half of 2021

With a good start to 2021, let’s see how the rest of the year pans out.

Earl Lee Earl Lee on Jul 22, 2021
Harley-Davidson Pan America

Harley-Davidson released its 2021 Q2 results, and things are looking up for the American brand. HD is definitely back on track to profitability with such numbers. Now the question is whether the brand can ride the wave of success. 

On the back of the Harley-Davidson Pan America and other popular cruisers, riders are finding themselves gravitating towards the new modern of Harley. According to the report, worldwide sales are up by 24% in the same period of last year. The recovery was experienced the most in North America. 

Related:
Harley-Davidson unveils all-new Sportster S with 121 hp

Year on year, the North American market contributed up to 43% more sales in Q2 of 2020. However, there are some shortcomings in other regions like Europe, the Middle East, and Africa. All these regions are down by 7% under last year. 

Asia Pacific sales are also down, but by nearly double in contrast to the prior regions mentioned at 13% 

Latin American sales are also quite lackluster as the report filed a 31% decrease in year on year sales. 

For the first half of 2021, Harley-Davidson reported, however, that their motorcycle sales are up by 18%. Still, good news seeing as there are negatives across the globe. North American sales are up by 38%. 

In contrast, Middle-Eastern sales are down by 19% and Asia Pacific sales are down 7%. These numbers are not as bad as the Latin America sales, which are down by 47%. 

It’s not a glowing report by any means. In fact, with all these negative numbers in the rest of the world, how are these all contributing back to the growth of the brand? According to executives at HD, the company stated that it discontinued the sales of the Street and legacy Sportster models in the Middle East. 

The 47% decrease in sales for Latin America comes as no surprise as Harley closed many dealerships across the region. Also, “pricing actions across the portfolio, which were executed as part of the Rewire strategy,” contributed to the lackluster sales performance in the region. 

However, even after all of this, revenues are still up by 99% over the same period in 2020, which is definitely some great news for the American motorcycle manufacturer. 

HD was also proud to announce that its Parts and Accessories department also get a boost in sales by 32%. General merchandise, on the other hand, is up by 47%. That being said, it looks like the brand’s following is also improving with its image. Not to mention that the Pan Am is one kick-ass adventure tourer. 

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