Harley-Davidson highlights 2023 | The current TOP 10 ranking

Harley Davidson | Current registration numbers and the top models of 2023

The topics are: top models, market trends and the strategies of the Harley-Davidson brand

Harley-Davidson 2023 – highlights of the new registrations

The year 2023 shows significant developments in new registrations of Harley-Davidson models. The list from January up to and including November shows current trends. Harley-Davidson model made it into the top 50 new registrations among all manufacturers in Germany this year

Here are the top 10 models based on new registrations through November 2023: The best Harley is the Sport Glide!

The Harley-Davidson TOP models 2023

Harley-Davidson in the year of contrasts: ups and downs in focus

These numbers show both rising and falling trends across different models. While some models, such as the Sport Glide and Low Rider ST, are experiencing a resurgence, others, such as the Pan America and Sportster S, are seeing significant declines.

The year 2023 has proven to be a year of change and contrast for Harley-Davidson. With a mix of impressive gains and noticeable declines across various models, the company was unable to generate any gains.

At the top of the list is the Sport Glide , which shows an impressive performance with 710 new registrations and a growth of 21% compared to the previous year. This model has emerged as a favorite among enthusiasts and reflects the increasing demand for versatile and powerful motorcycles.

Diverse trends at Harley-Davidson: upswings and declines in individual models

In contrast, the Street Bob 114 , which, despite its popularity, recorded a slight decline of 6% to 647 new registrations. This could indicate a shift in buyer preferences or growing competition in its segment.

Another highlight is the Low Rider ST , which boasts an astonishing increase of 77.6% to 595 new registrations. This leap underlines the growing enthusiasm for this model that offers a perfect combination of classic design and modern technology.

The case of the Breakout 117 , showing a solid performance with 533 new registrations. The Breakout has been upgraded with the 117 Milwaukee-Eight engine and obviously has strong appeal to new customers.

More Harley-Davidson models with positive development

The Road King Special is in 13th place and has 243 registrations this year, 43 models more than last year and an increase of 19.1%. Maybe the upswing in 2023 will save them from this after all. There are rumors that it will be removed from the model range without replacement in 2025.

Heritage Classic 114 also achieved strong growth in 2023. With 15th place and 205 registrations, it has increased by a whopping 45.4%.

The Road Glide ST 117 can already be found in 16th place; it has increased by a whopping 40.7% this year. The Street Glide ST, on the other hand, has more registrations and can be found in the TOP TEN, but it is from 2023 -7.1% fewer registrations were made. In front of it is the Street Glide Special in 12th place, which is -7.0% short of the previous year and the Road Glide Special, in 21st place, has made -29.2% compared to the previous year. Actually it's good for more, I really enjoy driving it.

The two new CVO models have a total of 191 registrations this year. This shows that the CVO models do not belong to a mass market. Purchasing new CVO Harley-Davidson models in Germany is a challenge. This is mainly due to the limited availability of the motorcycles and usually only deliveries are made to order. There are of course exceptions; availability is already higher in the USA. A significant surge in registrations for the CVO models and in the tourer segment in general is not expected until 2024, when a larger number and new colors are expected to hit the German market.

Global challenges for Harley-Davidson: Decline in new registrations despite growing market

The year 2023 marks a turning point in Harley-Davidson's business strategy. With a global drop in new registrations of 7.2% and total registrations of 137,000 motorcycles, management in the US appears to have made a conscious decision aimed at generating desire.

Harley-Davidson 2023: Strategy of Desirability and its Consequences

This strategy was implemented by deliberately reducing supply on the market. A key element of this approach was the increase in prices at the beginning of 2023. This measure was intended to suggest exclusivity and increase demand for Harley-Davidson motorcycles by positioning them as desirable and prestigious products.

Pricing strategy at Harley-Davidson: balancing act between exclusivity and market adaptation

However, some of these price increases were reversed at the end of 2023. This could be a response to market developments or an adjustment to customer expectations. These price fluctuations had far-reaching effects that extended to the used market and, in some cases, caused uncertainty among customers.

The challenge for Harley-Davidson now is to find the balance between exclusivity and accessibility. While the strategy of creating desire may result in a short-term gain in prestige, the company must ensure that it does not lose the broader customer base that has supported the brand for decades.

The decisions and pricing developments in the coming 2024 could therefore be viewed as a bold step into a new era for Harley-Davidson, but one that must be carefully balanced to ensure long-term success and customer satisfaction.

Harley-Davidson 2023: Outside the top 50 in a growing market

The year 2023 represents a remarkable turnaround for Harley-Davidson. In a year in which the overall motorcycle market saw an impressive 18.2% increase in new registrations, Harley-Davidson remained conspicuously on the sidelines. Surprisingly, no Harley-Davidson model made it into the top 50 new motorcycle registrations among all manufacturers in Germany.

This development could be seen as an indicator of the changing dynamics in the motorcycle market. While other manufacturers benefited from increased demand, Harley-Davidson appears to have taken a different approach. This could be partly due to the company's strategic decisions, perhaps aimed at creating exclusivity and creating desire, as suggested by the pricing strategy and changes in the color palette for 2024.

Realigning the market: Customer preferences are shifting away from Harley-Davidson's premium focus

The absence of Harley-Davidson models in the top 50 could also indicate a shift in customer preferences, where buyers may be looking for more diverse or economical options. This contrasts with Harley-Davidson's traditional focus on premium motorcycles.

This situation presents a challenge for Harley-Davidson to reconsider its market position and potentially adjust its strategy to keep pace with changing market conditions. It remains to be seen how the company will react to this development and whether it will adapt its strategy to strengthen its presence in the market again.

Overall, 2023 shows that Harley-Davidson is in a phase of reorientation that poses both risks and opportunities for the legendary motorcycle company.

Troubled times: The mood among Harley-Davidson dealers in 2023

The year 2023 is proving to be challenging for Harley-Davidson dealers. Amid a changing market and strategic corporate realignments, many traders report subdued sentiment.

This development can be attributed to several factors. Firstly, the absence of Harley-Davidson models in the top 50 new motorcycle registrations has a direct impact on sales and the brand's visibility in the market. This could lead to uncertainty among traders regarding future sales figures and overall market positioning.

Market on the rise, Harley-Davidson on the sidelines: dealer sentiment and future strategies

The general upward trend in the motorcycle market, which does not seem to benefit Harley-Davidson, could lead to concerns among dealers. While the overall market is experiencing an 18.2% increase in registrations, Harley-Davidson is bucking this trend.

These factors taken together could explain why sentiment among Harley-Davidson dealers is not currently positive. The challenge for Harley-Davidson will be to regain the trust of its dealers and develop a strategy that takes into account both the needs of dealers and end customers.

At this crucial time, Harley-Davidson's ability to address dealer concerns and adapt to rapidly changing market conditions will be critical to the future of the brand.

Harley-Davidson's online shop: confusion and discount strategy

The launch of Harley-Davidson's own online store has caused some confusion. Particularly noticeable are the frequent and significant year-end discounts offered in the shop. This phenomenon could be due to several factors closely related to the company's experience in online commerce.

On the one hand, the discounts could be interpreted as an attempt to boost online sales and encourage customers to buy directly from Harley-Davidson. This strategy could aim to promote the online shopping experience and strengthen customer loyalty.

On the other hand, the discounts could indicate that Harley-Davidson is having difficulty correctly estimating demand in online retail. Significant discounts often occur when companies have miscalculated the purchase of goods, which indicates a discrepancy between expected and actual sales.

Harley-Davidson's online strategy: Between desire and market realities

These developments suggest that Harley-Davidson is still refining its online retail strategy. The company is faced with the challenge of establishing an effective online sales model that both meets customer needs and ensures appropriate inventory management.

Overall, Harley-Davidson's online shop could be viewed as another step towards modernization and adaptation to the digital age. However, the company must ensure that its online strategy is cohesive and reflects the brand and its values ​​without confusing customers or tarnishing Harley-Davidson's image.

Harley-Davidson's online sales strategy in 2023 raises important questions, particularly regarding the long-term impact of discounting and the role of online commerce. High discounts, such as those found in the Harley-Davidson online shop, contradict the concept of arousing desire. Rather than emphasizing exclusivity and value, such discounts could, in the long term, erode market prices and harm company profitability.

Online trading vs. authorized dealers: Harley-Davidson's dilemma in the digital era

This development leads to a fundamental question: Does direct sales via an online shop make sense for a company like Harley-Davidson? On the one hand, online trading offers the opportunity to expand the reach and address customers directly. On the other hand, this strategy could conflict with the interests of the authorized dealers, who have traditionally formed the backbone of Harley-Davidson's sales and customer experience.

Digital innovations as a key strategy

An alternative strategy could be to focus on strengthening the customer experience through digital innovation instead of directly competing with your own dealers. For example, an online configurator could be an effective tool to attract customers and increase engagement. By providing a platform where customers can customize their motorcycles, Harley-Davidson would enrich the shopping experience while maintaining the role of authorized dealers as a single point of contact for actual purchasing and service.

This approach could have the dual benefit of strengthening Harley-Davidson's brand image and strengthening relationships with authorized dealers. By leveraging digital technologies to improve the customer experience rather than becoming mired in stifling pricing strategies, Harley-Davidson could create a more sustainable and profitable future for itself and its partners.

The online configurator has already gone online in the USA.

This is an interesting development for Harley-Davidson and its customers. The online configurator in the USA allows customers to design their motorcycle according to their personal preferences and needs. This move suggests that Harley-Davidson has recognized the importance of digital innovation and personalized customer experiences.

Such a configurator offers various advantages:

This development could be an important step for Harley-Davidson to remain competitive in the digital age while improving the customer experience.

The following photos are from the online configurator, the points on the picture are the assignment to the respective part that can be selected in the configurator.

Back to the roots: Harley-Davidson's focus on core competencies

At a time when Harley-Davidson is facing challenges such as a decline in new registrations and changing market dynamics, focusing on core competencies appears to be a smart strategic move. This approach could mean a return to the core principles that have made the brand successful for decades.

Harley-Davidson is known worldwide for its iconic motorcycles, strong brand identity and loyal fan base. Instead of getting bogged down in various market segments, the company could focus on further building on these strengths. This includes developing motorcycles that are not only technically outstanding but also emotionally engaging, and nurturing the community that has formed around the brand.

Strengthening the distribution network

A focus on core competencies would also mean strengthening the sales network, especially the authorized dealers. These retailers are often more than just outlets; they are meeting points for the Harley community and play an integral role in the customer experience. Instead of investing in direct online commerce, Harley-Davidson could deepen its relationship with these dealers and use them as important ambassadors for the brand.

Harley-Davidson and the importance of innovation in harmony with tradition

Another aspect of focusing on core competencies could be to encourage innovation within the traditional motorcycle segment, rather than focusing too heavily on unknown or untested market segments. This could include developing new models, improving the existing range or investing in pioneering technologies such as electromobility, but always with a clear reference to the Harley-Davidson DNA.

Overall, a return to what makes Harley-Davidson unique could help the company compete in a rapidly changing market and create a strong foundation for future growth. By emphasizing its core competencies, Harley-Davidson would not only consolidate its market position but also ensure its long-term relevance and attractiveness.

Corporate strategy and its impact on the Harley-Davidson registration trend

Recent developments at Harley-Davidson suggest that U.S. management decisions, particularly regarding pricing, may play a significant role in current registration trends.

When these aspects are considered overall, a complex picture of the current challenges for Harley-Davidson emerges. As the company attempts to enter new market segments and adapt to changing customer needs, it must also be careful not to neglect its existing customer base. The future of Harley-Davidson will largely depend on how well it manages to find this balance between tradition and innovation and create an offering that appeals to both new and existing customers.

A return to the tried and tested: a possible way out of the crisis

Perhaps Harley-Davidson lacks the recognition that previous strategies and approaches were not entirely negative. This becomes particularly clear when you consider that the brand was still among the top 50 motorcycle registrations last year. It may make more sense if each dealer decides for himself which models and colors he would like to have in the showroom because he knows better what his customers are asking for. There are also regional differences to consider, which are certainly not known in the USA. This positioning suggests that traditional values ​​and approaches that Harley-Davidson has taken in the past have been successful and valued by customers. The elimination of the legendary Sportster models leaves a hole of around 20%, which means that there is no longer an offer in the €10,000 to €12,000 entry-level class.

The cheapest Harley-Davidson on the German market is the new Sportster Nightster, from €14,905 ex works (as of 12/2023).

While recent changes in the company's strategy, including a focus on premium motorcycles and the introduction of price increases, may be aimed at repositioning the brand, they also appear to be alienating some of the existing customer base. This development suggests that a return to the proven qualities and values ​​that once made Harley-Davidson great may be necessary.

The challenge for the company is to find a path that both addresses the needs of the traditional customer base and appeals to new customers. Harley-Davidson's future strategy may therefore require a balanced mix of tried-and-tested traditions and innovative approaches to bring the brand back into the top 50 while paving the way for future growth.

Source of data: KBA/IVM Association – Text and image credits: Harleysite – Volker Wolf