Annual analysis 2024: Harley-Davidson and the dynamics of the German motorcycle market

Registration figures 2024 - Strong year-end with December effect

With 8.706 authorized Harley-Davidson motorcycles in Germany in 2024, the American manufacturer was able to achieve a remarkable increase of +19,9 % compared to the previous year (7,263 units).

- Approvals January to November 2024: 6,846 units

- This corresponds to a moderate increase of +12,9 % compared to the same period of the previous year (2023: 6,063 units).

- The figures reflect solid growth achieved through continuous demand and strong models.

- December 2024: 1,860 units

- This extraordinary increase is mainly due to the new Euro 5+ regulations which will apply from 2025. Many one-day registrations were made in order to bring 2024 models onto the market.

The 2024 Harley-Davidson registrations show that the market remains competitive. Despite challenges such as the Euro 5+ standard and discontinued models, 2025 opens up exciting prospects with new opportunities and potential customers from the KTM camp.

Harley-Davidson in focus

Market share and registrations

Harley-Davidson achieves 6,836 registrations by November. The market share falls from 5.27 % in the previous year to 4.79 %. This shows the challenges facing the manufacturer in an increasingly competitive market.

Challenges and opportunities

- Availability of new models: The late introduction of new models affects sales figures at the start of the season.
- Competitive pressure: Brands such as BMW and Kawasaki offer models that are available early and are establishing themselves in the growing adventure and touring segment.

Top models from Harley-Davidson

The top 10 Harley-Davidson models in Germany

The current figures up to and including December 2024 show which models were particularly in demand. December provided additional impetus for some models, but is considered separately here.

1. Street Bob 114
   - 724 registrations (Jan-Nov), 879 registrations in total (+33.6 %)
   - Market share: 10.1 %
   - Strong sales figures throughout the year, with a significant boost in December (155 units).
2. Street Glide (New model)
   - 507 registrations (Jan-Nov), 758 registrations in total (+75,700 % new registrations)
   - Market share: 8.71 %
   - An impressive rise, boosted by high registrations in December (251 units).
3. Breakout
   - 459 registrations (Jan-Nov), 681 registrations in total (+25.9 %)
   - Market share: 7.82 %
   - A strong classic that gained further momentum in December in particular (222 units).
4. Fat Boy 114
   - 475 registrations (Jan-Nov), 632 registrations in total (+22.0 %)
   - Market share: 7.26 %
   - Stable bestseller with 157 registrations in December.
5. Sport Glide
   - 494 registrations (Jan-Nov), 539 registrations in total (-24.4 %)
   - Market share: 6.19 %
   - Despite a decline, the Sport Glide remains an important model in the Harley portfolio.
6. Low Rider ST
   - 440 registrations (Jan-Nov), 530 registrations in total (-12.1 %)
   - Market share: 6.09 %
   - Shows solid performance, but could gain new momentum through model updates in 2025.
7. Pan America
   - 401 registrations (Jan-Nov), 499 registrations in total (+17.7 %)
   - Market share: 5.73 %
   - The Pan America continues to assert itself as an adventure bike, with potential for new variants in 2025 that could appeal to the sporty KTM clientele in particular.
8. Low Rider S
   - 358 registrations (Jan-Nov), 466 registrations in total (+54.3 %)
   - Market share: 5.35 %
   - An impressive increase, boosted by high demand and the success of the sporting focus.
9. Road Glide (New model)
   - 314 registrations (Jan-Nov), 388 registrations in total
   - Market share: 4.46 %
   - A strong new model that made further gains in December.
10. Softail Standard
    - 345 registrations (Jan-Nov), total 345 registrations (+55.4 %)
    - Market share: 3.96 %
    - The Softail Standard remains a favorite with its minimalist design.

Conclusion

The registration figures up to and including November 2024 show solid growth of +12.9 % compared to the previous year. With 1,860 registrations in December, the Euro 5+ standard had a special effect.

The Street Bob 114, Street Glide, and Breakout have proven to be the strongest models, while models such as the Sport Glide and Fat Bob 2025 are facing a possible realignment.

Harley-Davidson can continue to make its mark in a highly competitive market, but it needs to focus on its core strengths.

What are the strengths of the Harley-Davidson brand?

Harley-Davidson's greatest strength undoubtedly lies in its unique community. The customer base is not only extremely loyal, but also has remarkable purchasing power. What sets Harley-Davidson apart are the events around the world - no other manufacturer can match them. Despite numerous attempts by other brands to build something similar, Harley-Davidson remains unmatched. In addition, the Harley community is known for its love of international travel, a characteristic not found in other brands to the same extent.

An often underestimated strength is the strong global network of authorized dealers. Although some markets were left in the course of the strategic realignment, a look at the dealer map in Germany shows how well the brand is positioned regionally. The dealer structure is designed in such a way that Harley-Davidson is available in the immediate vicinity for most customers - a clear advantage over the competition.

Harley-Davidson on course for growth from 2026

The German motorcycle market continues to offer potential. With the right strategy, Harley-Davidson can return to growth and maintain its position in the premium segment. However, I don't see this happening until 2026, when Harley-Davidson is expected to go full throttle to reclaim its lost market share.

Harley-Davidson operates in a dynamic market environment in which innovation and speed to market are crucial. The decline in is a warning to strengthen the market position through targeted measures.

Outlook 2025: Opportunities and challenges for Harley-Davidson in the German motorcycle market

2024 ends with mixed results for Harley-Davidson, but 2025 promises to be a year of strategic realignment and exciting developments. New models and market opportunities could put the manufacturer in a stronger position - especially in a market environment characterized by changes such as the insolvency of KTM and the introduction of the Euro 5+ standard.

New opportunities due to KTM insolvency

The insolvency of KTM creates space for Harley-Davidson to win over customers looking for adventure and naked bikes. The Pan America in particular could benefit from this market upheaval, as it represents an alternative for KTM riders looking for strong off-road performance.

New models: Pan America 2.0 and more

Harley-Davidson is reportedly planning a new version of the Pan America, which is to be designed more for road use. This model could position itself as a naked bike in disguise and impress with the power of the Revolution Max engine. It is being touted as a sporty hybrid between the current Pan America and the long-awaited Bronx model.

Challenges posed by the Euro 5+ standard

From 2025, the Euro 5+ standard will come into force, which means that motorcycles without this certification will not be able to obtain new registrations. This presents Harley-Davidson with the task of keeping existing models on the market until the end of 2024 through one-day registrations.

Harley-Davidson will present the 2025 model year on January 23 at 5:00 pm.

Text & photo credits: Harleysite Source: KBA/IVM Status: January 8, 2025

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