Harley-Davidson’s International Market Sales Disappointed in 2Q17



HOG’s 2Q17 international sales

In 2Q17, Harley-Davidson’s motorcycle retail sales in international markets were at 31,720 units, a YoY (year-over-year) sales decrease of about 2.1%. However, these sales figures were higher than the company’s international market retail sales of 21,733 units in the previous quarter this year.

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Market share in Europe also fell

In the second quarter of 2017, Harley’s market share in the European market fell to just 9.4% from 10.3% in 2Q16. This drop in the European market share could be seen as a big setback for the company, as Harley has been trying to improve its international market sales lately. HOG continues to face tough competition from other Japanese and European motorcycle makers in the European market. HOG’s retail sales in Canada rose 0.4% YoY for the quarter.

Weakness in Latin America and Asia Pacific

In 1Q17, Harley-Davidson’s Latin America retail sales recovered sharply by 24% YoY (year-over-year). In contrast, the company reported a decrease of 8.5% YoY in its Latin America sales in the second quarter. Likewise, HOG’s Asia-Pacific sales dropped 3.2% on a YoY basis.

In Latin America, the sales of automakers (XLY) such as General Motors (GM), Ford (F), and Fiat Chrysler (FCAU) also suffered last year due to a challenging economic environment.

Continue to the next part to learn about Harley-Davidson’s 2Q17 profit margins.


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