Motorcycle Types Cruiser Harley-Davidson Q2 Report: U.S. Sales Down 6.4% (10-Year Objectives Inline)

Harley-Davidson Q2 Report: U.S. Sales Down 6.4% (10-Year Objectives Inline)

2018 Harley-Davidson Q2 Report: Finance and Outlook

Into the second year of its 10-year growth strategy that includes heavy restructuring across the globe, Harley-Davidson released its 2018 second-quarter financial report.

Compared to the second quarter of 2017, Harley reports that during 2018 Q2:

  • International motorcycle sales were up 0.7 percent
  • U.S. sales were down 6.4 percent
  • Worldwide sales were down 3.6 percent

Though still in negative territory in regards to U.S. and worldwide sales, the numbers are much better than 2018 Q1 when the U.S. was down 12 percent, and worldwide down 7.2 percent.

Harley-Davidson Q2 Report: U.S. Sales Down 6.4% (10-Year Objectives Inline)
2018 Harley-Davidson Forty-Eight Special

“Our results in the second quarter reflect business performance that is in line with our expectations,” says Matt Levatich, President and CEO of Harley-Davidson.

“With the focus of every employee and dealer, we are making progress building the next generation of Harley-Davidson riders in line with our long-term objectives. Our manufacturing optimization, demand-driving investments and commitment to manage supply in line with demand remain on target and continue to strengthen our business.”

This restructuring plan began in spring 2017 when Harley-Davidson announced its 10-year objective to:

  • Build 2 million new riders in USA
  • Grow International Business by 50 percent
  • Launch 100 new “high-impact motorcycles” like the Forty-Eight Special.

In its 2018 Q2 report, Harley added to these objectives, saying its “accelerated strategy” will deliver:

  • New products: Keep current riders engaged and inspire a new generation of Harley-Davidson riders
  • Broader access: Meet customers where they are and how they want to engage with a multi- channel retail experience
  • Stronger dealers: Drive a performance framework to improve our dealer financial strength and the Harley-Davidson customer experience

The Motor Company says it believes that this accelerated strategy will drive revenue growth and expand operation margins.

“We will take bold actions that better leverage our vast capabilities and competitive firepower – excellence in product development, manufacturing, brand and our great dealer network,” Levatich says.

“We will motivate our existing loyal riders and inspire future riders who are not even thinking about two- wheeled freedom. We are tapping into the spirit that drove our founders back in 1903.

“Our plan will redefine existing boundaries of our brand – reaching more customers through new types of products and channels and doing so in a way that reinforces all we stand for as a brand and as a company. We’re out to secure the legacy of Harley-Davidson freedom for the next generations of riders.”

As per its building 2 million riders in the USA by 2027, Harley-Davidson says the company increased its reach and impact during the second quarter through a wide range of efforts including:

  • Expanded Hooligan racing at the X Games and brought the first-ever flat track racing event to India
  • Improved rate of Riding Academy participants who purchased Harley-Davidson motorcycles
  • Drove 4.5 million visits to, a 29 percent increase
  • Delivered 36.7 million social media impressions from #MotorcycleMonday; reached over 6 million Facebook viewers with #freedomstories and #harleyasia
  • Garnered 9.8 million social media views of #FindYourFreedom interns content. From 7,500 applications, selected 8 young riders to explore U.S. motorcycle culture on their new Harley- Davidson motorcycles and inspire new riders along the way
  • Increased access to Harley-Davidson by adding new international dealers and new apparel and lifestyle boutiques in popular shopping areas

Looking forward, Harley provided its 2018 full-year outlook, expecting motorcycle shipments to be approximately 231,000 to 236,000 motorcycles. In the third quarter, the company expects to ship approximately 45,500 to 50,500 motorcycles.

Ron Lieback
Ron Lieback
One of the few moto journalists based on the East Coast, Ron Lieback joined the motorcycle industry as a freelancer in 2007, and is currently Online Editor at Ultimate Motorcycling.

2019 Motegi MotoGP Results: Champ Marquez Claims Win #10

Two weeks after clinching the 2019 MotoGP Championship in Thailand, Repsol Honda's Marc Marquez was once again unstoppable at 2019 Motegi MotoGP.

2020 Suzuki GSX250R and GSX250R ABS Buyer’s Guide: Specs & Price

The smallest sport motorcycle in the 2020 Suzuki lineup, the GSX250R offers big-bike features such as a full fairing, fuel injection, electric cooling, and optional ABS.

BMW K 1600 GT, GLT & B Motorcycle Recall: Transmission Issues

BMW K 1600 GTL & K 1600 B Recall BMW of North America is recalling 4,672 of its 2017-2020 K 1600 GT sport-touring motorcycles, and...

2019 Monster Energy Cup Supercross Results: Las Vegas

2019 Monster Energy Cup Supercross Results: Cianciarulo Wins In 450 Debut With three riders—Adam Cianciarulo, Malcolm Stewart, and Eli Tomac—tied for the lead going into the...

Kawasaki SuperBike Club Racer: Spec Bike Test

Race-Ready 300-pound Ninja 400 From Norton Motorsports Back in late 2017, I found myself twisting the throttle of the then all-new Kawasaki Ninja 400 around...

2019 Monster Energy Cup Guide: Supercross In Las Vegas

2019 Monster Energy Cup Guide: How To Watch, Plus Rider Quotes and News Supercross returns to Las Vegas for the 2019 Monster Energy Cup, giving fans...