Preliminary Harley-Davidson registration figures January to October 2024
The Harley-Davidson Registration figures 2024 offer exciting insights into the German motorcycle market. Compared to the previous year, Harley-Davidson recorded a decline of 12.6 %, while other manufacturers such as BMW were able to make gains.
The figures so far are no surprise. Harley-Davidson is once again struggling to bring new models onto the market on time. Harley-Davidson's monthly registration figures show typical seasonal fluctuations. March was the strongest month with 1,020 registrations and traditionally marks the start of the motorcycle season.
Missed opportunities due to late model availability
From June onwards, a significant decline in registrations can be observed, which continues into the fall. In September and October, registration figures stagnate at less than 500 units per month. This development shows how important it is to have new models available in good time in order to make the most of the peak season sales window. Harley-Davidson is missing crucial opportunities here, while the competition is dividing the market among itself.
But it is precisely in this crucial phase that Harley-Davidson dealers often only have existing vehicles from the previous year in their stores, as new models are delivered too late. While other manufacturers such as BMW and Yamaha already dominate the market in spring, Harley-Davidson is losing valuable market share.
Late availability of new models makes the start of the season more difficult
The late availability of new models also has a negative impact on customizing and the accessories market. Due to the concentration of orders in a tight time frame, dealers are often unable to equip the vehicles with accessories or make individual adjustments in good time. When Harley-Davidson presented its new models in August, things were much more relaxed: Customers had plenty of time to get to grips with the new models and were able to take their first test rides at open house events.
Advantages of an early model presentation in August
Especially in anniversary years, the early presentation caused a lot of excitement. Merchandise items found their place under the Christmas tree - a perfect gift idea for relatives who already knew that there would be a new bike in the garage next season. The authorized dealers had plenty of time to equip vehicles with accessories for the new season and get them ready to go. This model offered numerous advantages for both customers and dealers that are unfortunately lacking today.
Model evaluation 2024
A closer look at the models reveals the winners and losers in the range so far.
Top performer 2024
1. Street Bob 114 - Approvals: 663 (+6.4 % compared to 2023) Market share: 10.9 %. Successful due to strong demand for classic models with modern technology.
2. CVO Road Glide - Approvals: 267 (+214.1 %). Market share: 4.39 %. An impressive increase thanks to exclusive equipment and limited availability.
3. Street Glide - Approvals: 401 New model (Helix). Market share: 6.59 %. The new Street is a strong contender in the touring segment.
Models with losses
1. Sport Glide - Approvals: 469 (-32.3 %). Market share: 7.71 %. A decline despite stable popularity in previous years.
2. Pan America - Approvals: 354 (-12.4 %). Market share: 5.82 %. The Adventure model is losing ground to the competition; Pan America is expected to be in a stronger position in 2025.
3. Street Glide ST - Approvals: 47 (-85.4 %). Market share: 0.77 %. A sharp drop compared to previous years, as there is still no new model based on the current Street Glide.
Market analysis January to October 2024
The overall figures for the German motorcycle market show slight growth of 0.5 % compared to the previous year. A total of 146,327 motorcycles were registered in the first ten months (2023: 145,609). However, Harley-Davidson recorded a significant decline of 12.6 %, with only 6,075 registrations (2023: 6,950). The market share fell accordingly from 4.77 % to 4.15 %.
Market leaders and trends.
1. Honda remains at the top: Approvals 2024: 31,807 (-7.9 % compared to the previous year), market share: 21.74 % Despite a decline, Honda remains the dominant manufacturer in Germany.
2. BMW gains ground. Approvals 2024: 25,253 (+7.8 %), market share: 17.26 %. BMW was the only major manufacturer apart from Triumph to record growth.
3. Yamaha and Kawasaki with solid growth. Yamaha: +6.9 % (17,196 registrations, market share: 11.75 %). Kawasaki: +5.8 % (14,822 registrations, market share: 10.13 %).
Harley-Davidson in comparison
| MANUFACTURER | APPROVALS 2024 | MARKET SHARE | CHANGES COMPARED TO THE PREVIOUS YEAR |
|---|---|---|---|
| Honda | 31.807 | 21.74% | - 7.9% |
| BMW | 25.253 | 17.26% | + 7.8% |
| Yamaha | 17.196 | 11.75% | + 6.9% |
| Kawasaki | 14.822 | 10.13% | + 5.8% |
| KTM | 13.124 | 8.97% | - 3.6% |
| Suzuki | 7.584 | 5.18% | + 2.6% |
| Aprilia | 7.101 | 4.85% | - 0.6% |
| Triumph | 6.441 | 4.40% | + 7.6% |
| Harley-Davidson | 6.075 | 4.15% | - 12.6% |
| Ducati | 5.815 | 4.24% | - 5.8% |
| Husqvarna | 4.535 | 3.10% | + 15.8% |
| Royal Enfield | 2.315 | 1.58% | - 15.9% |
| Moto-Guzzi | 2.145 | 1.47% | + 7.7% |
| Indian Motorcycles | 1.476 | 1.01% | - 0.1% |
| MV Agusta | 637 | 0.44% | 0.11% |
With a market share of 4.15 %, Harley-Davidson is only in ninth place among manufacturers in Germany. The decline of 12.6 % is significant compared to most competitors.
Influence of late availability
One of the main reasons for Harley-Davidson's weak figures is the late delivery of new models. While most manufacturers deliver their new motorcycles at the start of the season in March, Harley-Davidson dealers often only have last year's models available at this time. The new models, which are currently introduced in January, are usually not yet available in March. This gives the competitive advantage to manufacturers such as BMW, Yamaha or Honda, who can secure market share early on.
Conclusion
Harley-Davidson has once again squandered the potential to serve the German market early in the 2024 model year. The competition shows how important it is to be present with new models in time for the season. If Harley-Davidson continues to deliver too late, it will be difficult to assert itself in a highly competitive market. The hope lies in a more efficient production and supply chain for the coming years.
Harley-Davidson registration figures
Text & image credits: Harleysite / Volker Wolf / Sources: KBA
Official Harley-Davidson website: Harley-Davidson Germany
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