Harley-Davidson 2024 - Challenges, successes and looking ahead

2024 was a year of ups and downs for Harley-Davidson. While some dealers closed their doors and the overall market declined, there were also bright spots: the touring models performed excellently and financial services remained a stable revenue driver. A look at the current situation and what this means for the future.

Challenges in the year 2024

It's no secret that the motorcycle industry is in a state of flux. Rising interest rates, changing customer demographics and economic uncertainties have influenced the market.

• Decline in sales figures: Around 7 % fewer new Harley-Davidson motorcycles were sold worldwide than in the previous year.
• Dealer closures: In the UK and the USA in particular, some retailers have ceased operations. Reasons for this include economic pressure and strategic changes.
• LiveWire below expectations: Sales of electric motorcycles fell short of expectations with only 612 units sold, and the division recorded an operating loss of USD 110 million.

Touring models guarantee success

While some segments weakened, Harley-Davidson was able to hold its own in the touring segment:

• +5 % Growth in the US Touring segment
• Market share in the USA: 74.5 %
• Especially in demand: The new Street Glide and Road Glide models as well as the CVO versions
• Europe & Germany: The Touring segment also remains stronger than other model ranges in Europe, particularly in Germany. Despite a declining overall market, Harley-Davidson was able to consolidate its position here. The new Street Glide and Road Glide models are particularly popular here too, as they are ideal for long tours.
• EMEA shows resilience: Compared to other international markets, the EMEA region (Europe, Middle East and Africa) performed relatively well. While North America and Asia recorded sharper declines, sales in EMEA remained more stable. Touring models in particular continued to find buyers.

This success shows that Harley-Davidson continues to be strongly positioned in this area and serves a loyal customer base.

Financial services as a stabilizing factor

Harley-Davidson Financial Services (HDFS) played a central role in 2024:

• Sales: USD 1.04 billion (+9 % compared to 2023)
• Profit: USD 248 million (+6 %)
• Why this is important: Financing options facilitate motorcycle purchases and support the dealer business.

What happens next?

For 2025, Harley-Davidson expects a stable development with possible challenges:

• Sales development in the motorcycle segment: Stagnation or a decline of up to 5 % is expected.
• Touring remains in focus: The strong demand in this segment is likely to continue.
• Dealer network in transition: The restructuring of the dealer network could lead to more efficient sales structures in the long term.

Conclusion

Yes, 2024 was not an easy year for Harley-Davidson. But the company is still in a good position. The touring models are going strong, HDFS ensures financial stability, and the large dealer network is the brand's real strength; it will adapt independently to new market conditions.

Everyone knows it won't be an easy year, but the prospects for fall 2025 and 2026 will bring a breath of fresh air to the market again, according to insider information. If there were no prospects, one could be pessimistic, but the strong community and events will increasingly drive Harley-Davidson events in 2025. In any case, my analysis of hotel event bookings indicates that there will be around 25 % more interest in the events in 2025.

Positive outlook for 2025 and beyond

This means that customers will be out and about more, which will ensure more turnover in the establishments. Although the mood is somewhat subdued, the scene is active early this year, which is always a good sign. There was measurable interest in the model presentation, although it was an unspectacular presentation.

The fact that many people still wanted to find out about the innovations is a good sign. So it remains exciting - my personal impression is rather optimistic. Due to the community's growing interest in the events, my experience tells me that we shouldn't see everything too negatively. In the end, everyone involved already knows that we need to move a little more this year than we might have done in previous years. A first step would be to establish a modern customer information and response management system. There is still a lot to do here, because there is still untapped potential that not every retailer is using.

Text & picture credits : Harleysite / Volker Wolf

Financial figures as PDF

DisclaimerThe information presented here is based on current knowledge and analyses. Despite careful research, no guarantee can be given for the completeness or accuracy of the information. This article reflects my personal assessment of the current market situation. 

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