Globally, Harley-Davidson shipped some 162,800 ‘hogs’ in 2023. Worldwide retail sales of Harley-Davidson motorcycles decreased by 8.8 percent between 2022 and 2023. Sales are falling in key markets   While the brand started to recover from the COVID-19 pandemic, markets such as North America still recorded a decline in retail sales of around ten percent. The retail sales of EMEA region (European, Middle Eastern, and African markets) were also impacted by this dip in the market and continued to fall. Numbers were down approximately 12 percent compared to the previous year. Disappointing shipments in key markets are continuing to affect Harley-Davidson’s revenue, with 2023 figures dragging behind pre-pandemic levels.

The total number of Harley-Davidson motorcycles on the road in Great Britain was over 52,000 units in 2019. This number grew in 2020. In March of that year, Harley-Davidson sold 516 motorcycles in the United Kingdom. Across all years recorded, sales figures were highest in March, as this is one of the months when the Driver & Vehicle Licensing Agency (DVLA) issues new registration plates.

A decline in ‘HOGs’ sales

In 2020, Harley-Davidson sold some 180,000 ‘HOGs’ worldwide, of which roughly 20 percent were bought by residents in Europe, the Middle East, and Africa. As a result, the U.S. based company generated annual revenue of roughly 3.3 billion U.S. dollars in 2020.

Honda dwarfes other brands in the UK market

A ranking of the six most popular motorcycles in the United Kingdom was topped by the Japanese company Honda, which sold some 16,900 motorcycles in the country in 2020. Comparatively, Harley-Davidson was left out of the rankings, with some 1,900 total units sold on the UK market.

Harley-Davidson's global revenue increased by 1.1 percent in 2023 compared to the previous year. H-D generated around 5.83 billion U.S. dollars in revenue for the full 2023 financial year, nearly one billion U.S. dollars of which was generated from financial services. That same year, revenue generated from motorcycle sales decreased by around one percent to some 4.88 billion U.S. dollars. The U.S. was the most important regional market for Harley-Davidson in 2022 with 98,500 unit sales. Potential for growth in Asian markets In terms of units sold, the Asia-Pacific region is by far the world’s largest market for motorcycles and other two-wheelers. Motorcycle sales in China reached almost 14.7 million units in 2023. The U.S. will remain a priority for Harley-Davidson, but the company is making concerted efforts to grow in Asian markets. New lineup caters to untapped markets Harley-Davidson has this far been unable to make its mark in Asian markets. The company predominantly operates in the medium to heavy segments, and the brand has only recently expanded its platform to include medium weight models. Although H-D has strong loyalty among many of its consumers, the U.S. motorcycle market has shrunk since the mid-2000s. H-D now has a partner in both India and China. To suit these markets, smaller displacement engines are becoming more common in the Harley line-up and are more likely to be produced abroad.

Just over 100,000 off-highway motorcycles were sold to customers in the United States in 2019. Of the 468,000 motorcycles sold in 2019, around 300,800 were on-highway motorcycles.

U.S. motorcycle sales by type

Harley-Davidson has been experiencing dwindling sales over the past years. Founded 110 years ago by William S. Harley, as well as Arthur, Walter and William A. Davidson, the Wisconsin company has established itself as one of the key brands on the global motorcycle market. The company is one of the biggest motorcycle manufacturers not only in the United States, but also in overseas markets: In 2019, more than 29,500 Harley-Davidson motorcycles were sold in the Asia-Pacific region. The company’s revenue from worldwide motorcycle sales came to around 5.36 billion U.S. dollars in 2019.

Indian Motorcycles, which was acquired by Polaris Industries in 2011, Yamaha and Honda are counted among Harley-Davidson’s closest rivals. These manufacturers produce many different motorcycle models, including sports bikes, touring motorcycles and street motorcycles.

Harley Davidson reported $1.33B in Sales Revenues for its fiscal quarter ending in March of 2025. Data for Harley Davidson | HOG - Sales Revenues including historical, tables and charts were last updated by Trading Economics this last June in 2025.

Harley Davidson, the American motorcycle manufacturer, sold around 835 motorcycles in the Netherlands in 2022. It is a slight increase compared to the previous year, when there were just under 830 motorbikes sold. Most of the Harley-Davidson motorcycle sales happened in the United States with some 125,700 units sold, whereas in Europe, Middle East and Africa there were just over 30,900 motorcycles sold.

Number of motorcycles sold in the Netherlands

The total number of motorcycles that were sold in the Netherlands in 2022 amounted to 15,483 units. The highest volume was registered in 2000, when Harley had sold 19,626 units in total. Observing the number of newly sold motorcycles by cylinder type, having a cylinder capacity of more than a thousand cc was the most common. Just over 1,965 motorcycles that were sold had a 651 to 850 cc cylinder, whereas some 2,254 motorcycles had 251 to 450 cc.

Sales volume of second-hand motorcycles

The number of second-hand motorcycles that were sold in the Netherlands in 2022 amounted to 140,157 units.

Harley Davidson reported $377.5M in Gross Profit on Sales for its fiscal quarter ending in March of 2025. Data for Harley Davidson | HOG - Gross Profit On Sales including historical, tables and charts were last updated by Trading Economics this last June in 2025.

Harley-Davidson days sales in receivables from 2010 to 2025. Days sales in receivables can be defined as the average number of days it takes to collect outstanding receiveable amounts from customers.

Motorcycle Sales & Repair in the UK is an industry revved by passionate leisure riders and pragmatic commuters seeking cost-efficient transport solutions. Performance bikes and scooters wheel in significant sales, with collectors and tour enthusiasts opting for luxury on two wheels, and city-dwellers zigzagging through traffic on more affordable rides. The sector's engine runs on various economic factors, including fuel prices, import costs, and consumer purchasing power. The industry's enjoying a smooth ride in the leisure market, thanks to a steady rise in fancy bike registrations among older enthusiasts. This uptick aligns with a fuel duty freeze announced in March 2023, keeping enthusiasts' tanks full without burning holes in their pockets. However, scooters, usually the go-to for penny-pinching commuters, have skidded slightly in popularity due to recent decreases in fuel costs and tax reductions, making petrol a less daunting expense. Revenue is anticipated to drop at a compound annual rate of 4.2% over the five years through 2023-24 to £2.2 billion, including an estimated fall of 6.6% in 2023-24. Since most motorcycles and parts sold are imported, the weak pound has inflated purchase costs for dealerships, squeezing profitability. Revenue is expected to expand at a compound annual rate of 1.1% over the five years through 2028-29 to £2.4 billion. Looking down the road, the industry's outlook seems geared up for change. Rising fuel prices are likely to nudge more people towards two wheels as they seek cheaper alternatives to gas-guzzling cars. And with the pound forecasted to gain strength, imported motorcycles could become more wallet-friendly, potentially turbocharging sales. Electrifying developments also loom large as the government's zero-emission ambitions are set to supercharge interest in battery-powered bikes—revving up for a cleaner, cost-effective future in motorcycling.

Harley Davidson reported $951.71M in Cost of Sales for its fiscal quarter ending in March of 2025. Data for Harley Davidson | HOG - Cost Of Sales including historical, tables and charts were last updated by Trading Economics this last June in 2025.

Harley-Davidson p/s ratio from 2010 to 2025. P/s ratio can be defined as the price to sales or PS ratio is calculated by taking the latest closing price and dividing it by the most recent sales per share number. The PS ratio is an additional way to assess whether a stock is over or under valued and is used primarily in cases where earnings are negative and the PE ratio cannot be utilized.

In fiscal year 2024, around 14.5 thousand Harley-Davidson motorcycles were sold across India. The significant increase in sales was due to the introduction of the Harley-Davidson X440, which was launched in July 2023. It is in collaboration with Hero MotoCorp and is the cheapest model in the brand's line-up. Harley-Davidson and India The product portfolio of the two-wheeler companies is gradually moving towards engines with higher volumes. Several foreign motorcycle companies established their presence in India by collaborating with domestic two-wheeler companies. KTM AG partnered with Bajaj Autos. Since fiscal year 2013, the sales volume for KTM bikes in India has grown considerably. This was in contrast with Harley-Davidson, which went solo in the country. In September 2020, it announced on seizing its operations, independently, in the country. This closure resulted in the unemployment of 70 employees. The company later partnered up with Hero MotoCorp which took over the distribution and manufacturing rights in the country. Two-wheeler industry The two-wheeler industry in India has grown rapidly, post-liberalization. In the last 30 years, the number of two-wheeler manufacturers soared in the country. It went on to become the largest commercial vehicles segment in terms of sales volume. The two-wheeler segment was further subdivided into scooters, motorbikes, and mopeds, with motorbikes being in the highest demand. The segment evolved quickly according to the market norms and customer requirements. Initially, two-wheelers in the country had a two-stroke engine, which was faced out owing to India being a signatory to the Kyoto protocol. The industry is now trending towards electrically operated vehicles.

New legal regulations have led to a number of upheavals in recent years, which resulted in an increase in turnover at the start of the five-year period from 2019 to 2024. Despite declines in turnover in 2022 and 2023, the industry has developed positively overall. In 2024, it is expected to generate turnover of €5.8 billion, which corresponds to a decline of 1.8% compared to the previous year. However, turnover has increased by an average of 0.7% per year since 2019. Sales growth in this period was primarily driven by a boom in e-bikes and light motorbikes and scooters. At the end of 2020, many purchases of motorbikes with Euro 4 standards were brought forward due to an impending tightening of regulations, which limited sales growth in the following years. In the current year, a positive impetus is likely to come from an increase in net household income. The continuing increase in environmental awareness should primarily contribute to an increase in demand for e-bikes, scooters and light motorbikes. The consumer climate is likely to improve only minimally in 2024 and therefore have no stimulating effect on demand for sector products. The forecast rise in the effective exchange rate, and consequently the appreciation of the euro, is likely to make imports more favourable. This will primarily affect trading companies that deal in imported motorbike brands.Over the next five years, IBISWorld expects average annual industry sales growth of 1% and industry sales of 6.1 billion euros in 2029. Sales growth is likely to be positively influenced by a steady increase in net monthly household income. Further sales potential is provided by the continuing increase in urbanisation, which should open up additional growth opportunities in the scooter, light motorbike and e-bike segment in the coming years. The increase in online retail in the coming years is likely to limit the sales growth of stationary industry players, particularly in the e-bike segment. In addition, the very high sales figures for e-bikes in recent years could lead to a gradual saturation of the market and reduce demand for motorbikes.

Harley Davidson 销售毛利 - 当前值，历史数据，预测，统计，图表和经济日历 - May 2025.Data for Harley Davidson | 销售毛利 including historical, tables and charts were last updated by Trading Economics this last May in 2025.

Harley Davidson 销售成本 - 当前值，历史数据，预测，统计，图表和经济日历 - Jun 2025.Data for Harley Davidson | 销售成本 including historical, tables and charts were last updated by Trading Economics this last June in 2025.

China Motorcycle: Sales Revenue: Year to Date data was reported at 265.379 RMB bn in Oct 2015. This records an increase from the previous number of 236.728 RMB bn for Sep 2015. China Motorcycle: Sales Revenue: Year to Date data is updated monthly, averaging 114.464 RMB bn from Dec 1998 (Median) to Oct 2015, with 102 observations. The data reached an all-time high of 317.692 RMB bn in Dec 2014 and a record low of 19.050 RMB bn in Feb 2006. China Motorcycle: Sales Revenue: Year to Date data remains active status in CEIC and is reported by National Bureau of Statistics. The data is categorized under China Premium Database’s Industrial Sector – Table CN.BIK: Rail, Ship, Aircraft, Spacecraft and Other Transport Equipment: Motorcycle.

Harley Davidson Ventas - Los valores actuales, los datos históricos, las previsiones, estadísticas, gráficas y calendario económico - Jun 2025.Data for Harley Davidson | Ventas including historical, tables and charts were last updated by Trading Economics this last June in 2025.

Honda sold around 18.7 million motorcycles worldwide in the fiscal year 2024. This is a year-on-year rise of 0.3 percent compared to the company's 2023 sales volume. Honda's motorcycle sales declined for the first time in five years in 2020, after demonstrating an upward trend between 2016 and 2019.

Among the leading brands in key markets
Pakistan, India, Vietnam, and the United States are among Honda’s largest target markets. At the end of the 2023 fiscal year, Honda Motorcycles and Scooters held about 25 percent of the motorcycle market in India. In 2023, North American Honda sales reached approximately 459,000 units, making it the second leading regional market . The Honda Motor Corporation is one of the largest motorcycle manufacturers in the United States and worldwide. Trailing the automobile business
Honda's revenue generated through motorcycle sales fell short of the automobile business. Motorcycles accounted for around 15 percent of overall revenue streams. This figure compares to close to 70 percent attributable to the company’s automobile business. Overall, Honda’s revenue rose by about 20.8 percent in the financial year ended March 31, 2023. This increase and the jump in unit sales can both be linked to demand picking back up after the national lockdowns in 2020, which were linked to the COVID-19 pandemic.

Harley Davidson Продажи - Текущие значения, предыдущие значения, прогнозы, графики и экономический календарь - Jun 2025.Data for Harley Davidson | Продажи including historical, tables and charts were last updated by Trading Economics this last June in 2025.

The global cruiser bike market, valued at $32,570 million in 2025, is projected to experience robust growth, exhibiting a Compound Annual Growth Rate (CAGR) of 5.4% from 2025 to 2033. This expansion is fueled by several key factors. A rising disposable income in developing economies, coupled with a growing preference for personalized and stylish motorcycles, is driving increased demand, particularly among younger demographics. The increasing popularity of motorcycle touring and weekend getaways contributes significantly to this trend. Furthermore, continuous innovation in engine technology, leading to improved fuel efficiency and enhanced performance in cruiser bikes, is attracting a wider range of consumers. The market is segmented by engine capacity (Less than 500cc, 501cc to 1000cc, More than 1000cc) and application (Racing, Amateurish), with the larger engine capacity segments expected to dominate due to their superior performance and appeal to experienced riders. Established players like Harley-Davidson, Ducati, and Kawasaki are key market participants, constantly introducing new models and leveraging their brand equity to maintain their competitive edge. However, increasing manufacturing costs and stringent emission regulations pose potential challenges to market expansion. The regional distribution of the market shows significant variations. North America and Europe currently hold the largest market shares, driven by established motorcycle cultures and high consumer spending power. However, Asia-Pacific, particularly India and China, are poised for significant growth in the coming years due to rising middle-class populations and increasing motorcycle adoption rates. The market is expected to witness increased competition as new players enter, particularly from Asian markets known for their cost-effective manufacturing capabilities. This competitive landscape will necessitate innovation and strategic partnerships to maintain market share and profitability throughout the forecast period. The increasing focus on sustainable practices within the motorcycle industry, including the development of electric cruiser bikes, will also influence market dynamics in the years to come.