American Motorcycle Dealer AMD 217 August 2017

™ R OU NOW IN 2 Y 5 EA t R h T H E # 1 B U S I N E S S M A G A Z I N E F O R T H E A M E R I C A N V- T W I N A N D C U S T O M M O T O R C Y C L E PA R T S I N D U S T RY More lay-offs loom at Harley as second AUG 2017 ISSUE #217 quarter domestic U.S. sales plummet ahead of significant peak season market decline FREE WITH he shocking headline news quarter shipments were 81,807 units of channel inventory levels not just a is that Harley-Davidson’s (down by -7.2 percent on Q2 2016 and first quarter fix, as originally suggested. THIS second quarter domestic are 152,638 for the half year (down by The cut in production will result in U.S. sales were down a massive - -10.8 percent of the first half of 2016). further lay-offs, likely of hourly paid ISSUE 9.3 percent compared to the Touring model sales were up by +13.4 staff, as the company continues to T second quarter of 2016, a result that is way worse than the one they were expecting in a peak selling season where total domestic U.S. new motorcycle sales were down by around 7 percent for the quarter. This puts Harley’s domestic sales down by - 7.9 percent for the first half of the year and leaves their domestic market share in the 601+cc category at 48.5 percent for the second quarter (compared to 49.5 percent for Q2 in 2016) and at 49.6 percent for the first half year 2017. The company is citing “weak industry sales on soft used bike process” as among the Q2 impactors. The company says that dealer inventory is down by approximately 7,200 motorcycles year on year and that it will further cut production with its revised unit shipments now forecast at between 241,000 and 246,000 for the full year 2017, 39,000 to 44,000 of them in Q3 – down by between 10 and 20 percent from Q3 2017. Total second RMOT TE percent for the quarter, at 44.8 percent of the model mix, and are 43.1 percent of the mix YTD, up by +4.4 percent; their Street/Sportster lines were 24.3 percent of Q2 shipments, but Cruisers, which includes V-Rods and CVOs as Harley shares tanked -11 percent well as Softails and Dyna models, were down by -11.8 percent in terms of the overall model mix, at 30.9 percent of the total (33 percent/-4.7 percent YTD). Originally the company had forecast that 2017 would be “flat to modestly down for them,” but they are now having to accept that the “new normal” Levatich referenced in February means “down double digits” for the year, with massive restructuring ‘ Bonny’ Say hello to 'Bonny' - a 750cc 'Boxer' engined Bonneville racer, all the way "From Russia With Care" - page 31 “aggressively manage our cost structure,” CEO Matt Levatich said, in acknowledging the “unexpected magnitude of the industry softening in the second quarter.” Managing supply, further reducing costs, and continuing pursuit of their previously announced 10-year strategies, not least the training of 2 million new riders and introduction of 100 new models, are the three pillars of recovery that the Harley ranch is bet on at this time – with much now hinging on market reaction to the new 2018 model year introductions. CFO John Ollin and CEO Matt Levatich both acknowledged that “our biggest opportunities for growth is outside the United States,” and both have reaffirmed their stated objective of seeing at least 50 percent of sales being made internationally within 10 years, and the recently announced plan to build an assembly plant in Thailand to service the ASEAN region – believed Continues on page 8 >>> NITRON’S SHOCKINGLY GOOD V-TWIN SUSPENSION STORY NUVIZ FULLY INTEGRATED HEAD-UP DISPLAY JAMES GASKETS NEW WEBSITE