share price below $ 24.00
NOW IN OUR
33rd ! YEAR
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AWARD WINNING VOICE OF THE GLOBAL V- TWIN CUSTOM PARTS , PERFORMANCE AND ACCESSORY INDUSTRY
H-D 2024 - Near Halving of Operating Profit ; Global Retail -17 % at 148,862 Units ; Market Cap Collapses
Harley-Davidson , Inc . ( HDI ) reported fourth quarter and full year 2024 results and provided 2025 outlook ( on February 5 ) that sent shares tumbling from $ 30.02 at the start of the year to below as $ 24 at one stage . This dragged the company ' s market capitalization down to as low as $ 3.31bn , fuelling concerns that Harley-Davidson is increasingly vulnerable to a hostile or even foreign ( Chinese ?) take-over bid . From a 2024 post financial crisis high of $ 16.27bn in April 2024 , Harley ' s stock market value is now approaching the March 2020 Covid triggered 10-year low of around $ 3bn . HDMC global motorcycle shipments of 148,862 units ( excluding LiveWire ) were down by -17 % compared to 2023 . Available trend data show that H-D unit sales ( including LiveWire ) have tanked in the past decade . From 267,999 total units in 2014 , the 2024 comparable was 151,229 units ; a collapse of 116,700 units ( -43.57 %) as the Hardwire five-year strategic plan continues its ambition of achieving brand exclusivity through scarcity . In 2022 Harley-Davidson Chairman , President and CEO Jochen Zeitz told investors that Stage II of the Hardwire five-year corporate strategy ( slated to run through the end of 2025 ) would see key investor objectives achieved ,
share price below $ 24.00
including steering Harley to becoming " one of the most powerful and the most desirable motorcycle brands in the world , evolving as a global lifestyle brand rooted in ' MotoCulture '." A brand that would " grow beyond motorcycles ", delivering " growth and profitability , projecting [ a ] strong financial and growth profile " that would provide " solid fundamentals for motorcycle demand " with the fifth pillar of the " integrated customer experience " strategy delivering " significant improvement in dealer health ." In February 2025 Zeitz stated that 2024 " saw our performance being significantly impacted by the continued cyclical headwinds for discretionary products , including the high-interest rate environment affecting consumer confidence . " The launch of our new Street Glide and Road Glide touring motorcycles contributed to nearly 5 % growth in the U . S . Touring segment and drove H- D ' s market share to 74.5 % in ' 24 . The decisions we have made and the bold actions we have taken as part of our Hardwire strategy are continuing to strengthen our foundation for the future . " The industry has faced many challenges over the past couple of
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APR 2025
ISSUE # 309
SHOWZONE 8
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2025 SPRING NVP PRODUCT EXPO Drag Specialties & Parts Unlimited NVP Dealer Expo , Louisville , January 2025 . See pages 20-26 …
HORSEPOWER INC .