American Motorcycle Dealer AMD 224 March 2018 | Page 6

<<< Continued from cover shipments , resulting in an increase in operating margin as a percent of revenue compared to the same period in 2016 .” For 2018 , Harley says it anticipates fullyear motorcycle shipments to be approximately 231,000 to 236,000 motorcycles – down by between -2 and -4 percent . In the first quarter of 2018 , Harley said it expected to ship approximately 60,000 to 65,000 motorcycles . The annual figures somewhat camouflaged a dramatically disappointing final quarter of 2017 , one theoretically underpinned by the new M-8 engined Softails becoming available at dealerships .

Harley-Davidson Iron 1200

Harley-Davidson Forty-Eight Special

6 AMERICAN MOTORCYCLE DEALER - MARCH 2018

The company ’ s worldwide retail motorcycle sales were down -6.7 percent in 2017 compared to 2016 , with domestic U . S . retail sales down - 8.5 percent , while international retail sales fared better at down -3.9 percent . Harley ’ s release went on to say that “ as the company executed against its longterm objective to build the next generation of Harley-Davidson riders globally , 57 new international dealer points were added in 2017 , and U . S . dealers trained more than 62,000 riders through the Harley-Davidson Riding Academy . The company also maintained its number one 601 + cc motorcycle market share position in

Income statements in THREE MONTHS ENDED TWELVE MONTHS ENDED $ 1,000s ( except share ) DEC 2017 DEC 2016 DEC 2017 DEC 2016

countries including the U . S ., Canada , Japan , Australia and India for 2017 .” When asked , the company was unable to say how many of these new riders had bought a Harley-Davidson motorcycle as a result of their Riding Academy training . It went on to state that it remained “ fully committed to investing in product development to inspire new riders through redefining its product in traditional spaces and expanding into new spaces . The company is on target to launch its first electric motorcycle within 18 months . Today , the company announces it will invest more aggressively to lead in the application of electric motorcycle technology to inspire ridership among a new audience .” CEO Matt Levatich added that “ the EV motorcycle market is in its infancy today , but we believe premium Harley- Davidson electric motorcycles will help drive excitement and participation in the sport globally . As we expand our EV capabilities and commitment , we get even more excited about the role electric motorcycles will play in growing our business .” For the record , ACEM , the Brussels based international motorcycle industry trade association for Europe , says that ( for the 28 member states of the European Union ) a mere 4,121 electric motorcycles were registered in the whole of 2017 ; plus 27,029 electric mopeds ( equivalent to 50cc and smaller units ) and a further 3,242 electric “ quadricycles ”. That is in a market of some 360 million consumers of riding age , where development of acceptance of and demand for E-bikes is at least a decade or more ahead of the United States ; and in a continent where the concept of Urban Mobility is well understood and heavily promoted by regulators as a potentially major contributor to environmentally friendly and congestion busting , future facing transportation policy .

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