American Motorcycle Dealer AMD 220 November 2017

™ R NOW IN OU 26 EA t R h Y T H E L E A D I N G B U S I N E S S M A G A Z I N E F O R T H E I N T E R N AT I O N A L C U S T O M M O T O R C Y C L E A N D PA RT S I N D U S T RY Harley Q3: -8.1 percent in a domestic U.S. market that is -9.2 percent; international -4.6 percent arley-Davidson’s third quarter results were every bit as bad as had been feared, in market statistical terms at least. But having protected the bottom line, prevented a run on the share price, posted a modest market share increase in a seriously down market, and transitioned into 2018 Softail production by the end of the quarterly cycle, it could be argued that, actually, “the company done good.” Worldwide retail motorcycle sales were down -6.9 percent overall in the third quarter (-6.1%/41,793 units YTD), compared to the same period in 2016. However, domestic U.S. retail motorcycle sales were down -8.1 percent (-8.0 %/124,800 units YTD) against a -9.2 percent decline for the domestic U.S. motorcycle market overall. Harley’s domestic market share for the quarter therefore increased, marginally, to 53.1 percent in the 601cc-plus segment (50.7 % YTD), which is up compared to the same quarter of 2016 (52.3%). Harley- H Davidson’s international retail motorcycle sales decreased -4.6 percent (22,416 units) for the quarter (-2.9 percent YTD) compared to the third quarter in 2016, which, on a net basis, actually increases still further the percentage of the company’s overall business being done internationally. The EMEA (Europe, Middle East and Africa region) was only down by -1.4 domestic share up at 53.1% percent in the third quarter, and down by -1.2 percent YTD, which, given the constrained inventory and patchy 2017 market performance in Europe so far, this year is pretty good. Indeed, based on ACEM data, Harley’s third quarter 601+cc market share in Europe was up by +0.3 percent at 9.8 percent, and is only down by -0.6 percent at 9.6 percent YTD. Canada was -3.3 percent for the third quarter (-2.0 percent YTD); Asia Pacific Winner of the Freestyle Class at the Championship of the Americas at AIMExpo, Tim Dixon of Gas Axe Chop Shop in Tennessee is headed to compete at the October 2018 AMD World Championship of Custom Bike Building at 'INTERMOT Customized' in Cologne, Germany was -6.7 percent for Q3 (-6.3 percent YTD); Latin America was -11.5 percent (-0.9 percent YTD), with Mexico down, Brazil up. Harley has restated its three-pronged 10-year objective in terms of growing ridership, launching new models, and growing its international business to 50 percent of annual unit volume by 2027; Q3 saw the company open 15 more new dealers in international markets, taking it to 35 new stores internationally so far in 2017. “The continued weakness in the U.S. motorcycle industry only heightens our resolve and the intensity we are bringing to the quest to build the next generation of Harley-Davidson riders,” said Matt Levatich, President and CEO, Harley-Davidson, Inc. “Launching one hundred new high-impact motorcycles is a critical part of our 10-year journey, and the all new Softail line-up is a significant statement of our commitment. “As the U.S. motorcycle industry leader – with dealer strength and rider passion and loyalty like no other – we Continues on page 6 >>> NOV 2017 ISSUE #220 SHOW REVIEW