American Motorcycle Dealer AMD 226 May 2018

™ 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 Q1 Revenue Up, but Domestic U.S. Sales Down by -12 percent in a 601+ cc Market that was Down -11.1 percent n an announcement that is long on hyperbole and the promise of sunlit uplands to come, in the context of the hopes pinned on the M-8 Softails, Harley-Davidson’s first quarter performance disappoints. The good news is that revenue is up as the company’s model mix continues to track higher in mean price-point terms and that international sales were essentially flat (actually +0.2 percent up) against recent declines. The bad news is that Harley still appears to be underselling a declining domestic U.S. market and seeing an ever greater proportion of its sales dependency migrating away from the kind of price points where growth is expected to be found in the next five years. While the M- 8s (Softails and otherwise) are continuing to favorably affect the revenue position, there is no evidence that they are enabling Harley to grow new unit sales ahead of market decline. Indeed, the company also announced that it is accelerating its strategy for growth, “anchored by its objective to build the next generation of riders I globally” and that, in what is a tacit admission that its plans to return to growth have failed so far, the company says that it is “currently refining its plans, and this summer intends to reveal significant additional steps to improve performance and value creation through 2022.” Harley-Davidson international retail motorcycle sales were up +0.2 percent we are pleased to deliver revenue growth in the first quarter of 2018 compared to 2017, and U.S. retail sales were down - 12.0 percent. Worldwide retail sales decreased -7.2 percent. “We are pleased to deliver revenue growth on the heels of our recent product investments in Softail and Touring. This, plus solid financial services segment performance and strong cash returns during the first quarter, underscores our commitment to drive shareholder value,” said Matt Levatich, President and Chief Executive Officer, Harley-Davidson, Inc. “Our international markets returned to retail sales growth supporting our long-term objective to increase international sales to build the next generation of riders globally.” The company says that during the first quarter it continued progress on its 2027 objectives: build 2 million new riders in the U.S., grow its international business to 50 percent of annual volume, launch 100 new high impact motorcycles, and do so profitably and sustainably. The company’s release also states that, considering the prolonged softness in the U.S. industry, and what the company believes is untapped potential in international markets (and in certain high-growth spaces globally), the company is “crafting strategy accelerants to deliver significant value through 2022” and that it “plans to leverage its core business more fully and expand in new directions to accelerate value creation as it pursues its long- term objectives.” Continues on page 6 >>> MAY 2018 ISSUE #226 WHEN YOU JUST CAN’T HAVE ENOUGH INCHES LATEST LICHTER AT This year's INTERMOT custom special is a drag style Yamaha XV950R customized in Germany by Marcus Walz. INTERMOT 'Customized' and the AMD World Championship of Custom Bike Building return to Hall 10 at the Cologne exhibition complex in October - full details page 12 BUFFALO CHIP