What Are the Key Geographical Markets for Harley-Davidson?


Apr. 5 2016, Updated 9:07 a.m. ET

Key markets for Harley-Davidson

With an expertise in producing high-end motorcycles, Harley-Davidson is a well-known brand globally. In this article, we’ll talk about the key geographical markets for Harley-Davidson Motor Company (HOG).

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United States

The United States is the most important market for Harley-Davidson motorcycles. In 2015, the US market accounted for 71% of the company’s total automotive revenues. This also reflects the high dependence of Harley-Davidson Motor Company on its home market.

To facilitate its US sales, the company currently has a countrywide network of 696 dealers. Last year, the company sold 170,000 motorcycles in the United States. This data includes retail sales to individual customers and wholesale to departments including US police departments.

Among other mainstream automakers (VCR), General Motors (GM), Ford (F), and Fiat Chrysler (FCAU) also earn the majority of their revenues from the US auto market.


The European market is the second largest market for Harley-Davidson motorcycles. According to 2015 sales data, the company shipped ~36,000 motorcycles to Europe. This accounted for 14% of Harley-Davidson’s total automotive segment revenues.

Other international markets

The strong brand image of Harley-Davidson motorcycles has helped the company to grow its business globally. As noted earlier in this series, the company shipped its first motorcycle into Japan in 1912. This was the first international sales recorded by the company. Today, Japan accounts for nearly 3% of total automotive revenues for Harley-Davidson Motor Company.

In recent years, the company has also witnessed growing demand from emerging markets. This is primarily due to an increase in high net worth individuals in countries such as Brazil, China, and India. In 2015, the company shipped ~95,000 motorcycles outside the US. Australia, Mexico, and Canada are also some of the other key markets for Harley-Davidson motorcycles.

Continue to the next part to read about the margins of Harley-Davidson Motor Company.


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