American Motorcycle Dealer AMD 241 August 2019

NOW IN OUR ™ 27 EA th R 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 Q2 U.S. Sales -8.5%, International Sales -8.9%; Thailand EU Softail/XL Production Delayed to October 2019 Harley-Davidson worldwide retail sales decreased -8.4% in the second quarter, while U.S. retail sales were down -8.0% in the quarter driven largely by continued weak industry sales with international retail sales down -8.9%. The U.S. 601+ cc industry was down - 4.9% in the second quarter compared to the same period in 2018. Harley- Davidson's second quarter U.S. market share was 46.6%. Harley-Davidson's year-to-date European market share was 8.8% through June. "In the second quarter we achieved significant advancements under our 'More Roads' plan, and we continued to lay a solid foundation for future growth," said Matt Levatich, President and Chief Executive Officer, Harley- Davidson, Inc. "The decisions and investments we're making, within a highly dynamic and competitive global marketplace, demonstrate our intense focus to build the next generation of riders and maximize shareholder value." Harley-Davidson says it continues to inspire diverse new riders around the globe. Harley-Davidson ridership in the U.S. has been up each year since 2001 and was at an all-time high of over three million riders in 2018. The company increased its reach and impact in the second quarter and delivered more younger riders - U.S. rider training participation was up, with the greatest increase among 18-34 year-olds. Of total U.S. new retail sales in Q2, the 43-48,000 Q3 shipments mix of 18-34 year-olds was up +2.7%. Emerging market year-over-year retail sales growth of +7.6% was aided by more accessible pricing from local manufacturing in Thailand. In which connection, European Union regulatory approval for Thai production to qualify for tariff relief was delayed, with production of European destined Softails and Sportsters now slated to start in October this year. Tariff relief approval has now been received by Harley, meaning that the units shipped to Europe from Harley's Thailand plant will be at the standard WTO 6% rate rather than the punitive increase to 31% on domestic U.S. produced models imposed by the European Union a year ago. Non-Trike Touring model tariff relief is expected to be approved later in 2019. Without the agreed exemptions and ramp-up of production in Thailand, U.S. built Harley inventory could have otherwise been facing even higher tariffs in the future - a ramp-up to around 56% is slated for 2021 under current plans. As a result of the timing of these approvals and softer than expected European retail sales as key drivers, the company has adjusted its 2019 outlook and now expects motorcycle shipments to be approximately 212,000 to 217,000 for the full year. In the third quarter, the company expects to ship approximately 43,000 to 48,000 motorcycles. During the second quarter, Harley announced a collaboration with Continues on page 8 >>> PAN-O-MANNAIA 'Flying Marla' from Italy, 6th place in the Avon Freestyle Class at the 2018 AMD World Championship of Custom Bike Building - see pages 32 & 33 AUG 2019 ISSUE #241 TUCKER'S NEW PRESIDENT PRO-GUIDE EXTRAS