Harley-Davidson sales revenue and production data … 2nd quarter 2025
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NEWS
BRIEFS
Texas became the second state this year( after Arkansas) to sign motorcyclefocused " inherent risk " legislation into law in June 20. The new bill protects property owners and event operators from civil liability for injuries or damages resulting from the inherent risks of riding a motorcycle. The AMA, and Texas motocross track owners, motorcycle dealers, and riding enthusiasts, was closely engaged with efforts to pass the new legislation. The AMA says it commends the new rule as it aims to create a more consistent and predictable liability environment for property owners and off-road riding enthusiasts.
Congressman Tim Walberg( MI-05) has introduced the America the Beautiful Motorcycle Fairness Act to alleviate an unfair financial burden placed on motorcyclists visiting national parks. The legislation would amend the Federal Recreation Land Enhancement Act to require the Secretary of the Interior to issue guidance stating that one America the Beautiful Annual Pass will permit the admittance of two motorcycles into national parks.
The 2016 founded United States Motorcycle Coaching Association, dedicated to connecting riders with certified motorcycle coaches across the country, is now a program within the Irvine, California based Motorcycle Industry Council. Christy LaCurelle, President and CEO of the MIC, says that " this is part of MIC ' s broader market expansion initiative and reinforces the organization ' s commitment to supporting lifelong rider development and growing participation in the powersports industry." The network currently includes more than 425 active coaches, with a goal of reaching 500 in the next year. USMCA aims to connect 250,000 new and returning riders with coaching by the end of 2025.
It would appear that the North American powersports industry has finally woken up to the fact that future has 10,000 stamped all over it. That ' s $ 10,000- the market ' s new median price-point. Polaris joined the party earlier this year with its exceptionally well specified 2025 Scout line-up and has now announced a value segment Ranger 500 entry-level UTV for under $ 10K. The 2026 Ranger 500 will be an all-new midsize utility SxS " that offers the quality and reliability of Polaris at $ 9,999- " ideal for first-time sideby-side owners working around their yard or property "- and for all budget conscious buyers looking for an affordable market pathway.
Following its ' near death experience ' this past winter, despite staff shortages KTM finally resumed full-time, five-day week production operations at its Austrian HQ factory at the end of July.
Harley-Davidson sales revenue and production data … 2nd quarter 2025
Income statements in THREE MONTHS ENDED SIX MONTHS ENDED $ 1,000s( except share) 2025 Q2 2024 Q2 2025 Q2 2024 Q2
Net sales revenue |
$ 1,348,906 |
$ 1,198,136 |
$ 2,825,012 |
$ 2,755,965 |
Gross profit |
$ 433,126 |
$ 417,474 |
$ 894,196 |
$ 974,500 |
Total operating income |
$ 241,102 |
$ 221,338 |
$ 504,182 |
$ 590,947 |
Net income |
$ 215,406 |
$ 173,830 |
$ 447,639 |
$ 475,659 |
Diluted earnings per common share |
$ 1.63 |
$ 1.22 |
$ 3.34 |
$ 3.27 |
NET SALES REVENUE |
|
|
|
|
H-D Motorcycles |
$ 1,068,693 |
$ 890,919 |
$ 2,290,233 |
$ 2,193,297 |
Parts & Accessories |
193,865 |
215,520 |
360,058 |
383,192 |
Apparel |
63,393 |
66,356 |
127,504 |
137,747 |
Licensing |
5,485 |
5,116 |
14,414 |
11,326 |
Other |
17,470 |
20,225 |
32,803 |
30,403 |
MOTORCYCLE SHIPMENT DATA NOTE: H-D MOTORCYLE SHIPMENT DATA IS NOT THE SAME AS RETAIL REGISTRATIONS |
United States |
32,803 |
24,229 |
73,911 |
66,817 |
WORLDWIDE MOTORCYCLE SHIPMENTS |
Grand American Touring |
29,345 |
20,270 |
64,701 |
52,489 |
Cruiser |
14,410 |
15,476 |
30,101 |
36,734 |
Adventure Touring |
1,811 |
1,027 |
3,473 |
3,202 |
Sport and Lightweight |
4,094 |
6,161 |
9,057 |
12,746 |
Total |
49,660 |
42,934 |
107,332 |
105,171 |
RETAIL SALES OF H-D MOTORCYCLES: |
2024 Q2 |
2023 Q2 |
2024 Q2 |
2023 Q2 |
United States |
32,258 |
32,161 |
57,984 |
56,438 |
Canada |
2,579 |
2,899 |
4,339 |
4,643 |
EMEA Region |
8,015 |
8,120 |
13,279 |
14,037 |
Asia Pacific Region |
6,322 |
7,525 |
12,356 |
14,406 |
Latin America Region |
824 |
821 |
1,445 |
1,427 |
Total |
49,998 |
51,526 |
89,403 |
90,951 |
<<< Continued from page 48 Parts & Accessories revenue was down 4 % and Apparel revenue was down 13 %. Second quarter gross margin was down 3.5 points due to the negative impact of lower volume on operating leverage and due to the cost of new or increased tariffs implemented this year- partially offset by favorable foreign currency, favorable pricing, and favorable mix. Second quarter operating income margin was down 8.8 points due to the factors above, while operating expense was $ 2m higher than a year ago. Global retail motorcycle sales in the second quarter were down 15 % versus the prior year, reflecting soft demand and unfavorable consumer confidence due to a highinterest rate environment and an uncertain economic outlook. North America retail performance was down 17 %, reflecting lower than expected customer traffic at dealerships. EMEA retail performance was down 5 %, with ' puts and takes ' throughout the region. APAC retail performance was down 21 %, with significant weakness in China and Japan. Latin America experienced modest declines.
Seen here on July 12, the third day of the 2025 Homecoming Rally, The Milwaukee Journal Sentinal reported attendance of around 60,000 for the Veterans Park gigs- some 25 % down from the 80,000 or so cited for 2024. The 2026 Rally is confirmed( at this stage) as another four day brand appreciation gathering from July 9-12, 2026.
HDFS ' operating income decreased by less than $ 2m in the second quarter or 2 % versus prior year. This was due to lower net interest income and higher operating expenses, partially offset by a lower provision for credit losses and higher other income, as financing receivables declined modestly. Interest expense in the second quarter was largely flat. Total quarter ending
Continues on page 22 >>>
20 AMERICAN MOTORCYCLE DEALER- SEPTEMBER 2025 www. AMDmag. com