Here’s How Harley-Davidson’s Global Sales Are Trending

Not all Bad

Most are well aware that Harley-Davidson - like many companies - has faced its fair share of adversity over the years, largely due to macroeconomic factors, changing demographics, and various other external influences. MoCo has responded by rolling out a host of new products, but it still faced a tough 2023, financially speaking. However, Harley isn't exactly struggling in every market around the globe, as we can see from this sales breakdown. 

Photos: Harley-Davidson

North America

In its home of North America, Harley-Davidson sold a total of 105,890 motorcycles in 2023, which consists of 98,468 in the U.S. and 7,422 in Canada. That figure also marks the second straight year of sales decreases for Harley in that particular region after it moved 109,190 motorcycles in 2022 and 126,276 in 2021, however. 

Photos: Harley-Davidson

Europe

Over in Europe, it was more of the same, as Harley-Davidson recorded 27,005 sales in that region, which is down from 30,510 in 2022, 31,101 in 2021, 36,906 in 2020, and 44,086 in 2019. 

Photos: Harley-Davidson

Asia Pacific

Asia Pacific sales increased from 25,090 units in 2021 to 27,905 in 2022, but dropped slightly in 2023, down to 26,953 units. However, it wasn't all bad news in that particular region, as sales in India actually increased by 1.74 percent as Harley continues to prove popular in that two-wheel-happy part of the world. 

Photos: Harley-Davidson

Latin America

Harley-Davidson also enjoyed a sales increase in Latin America, though it isn't exactly what anyone would call substantial - rather, MoCo sold exactly one more bike there in 2023 than in 2022 - 2,923 units versus 2,922, both numbers that are a far cry from 2019's sales that totaled 9,768 units. 

Photos: Harley-Davidson

Total Global

Altogether, Harley recorded 162,771 sales in 2023, which is down from 178,451 in 2022. It also continues a streak dating back multiple years of declining sales that came in at 218,273 in 2019 and 180,248 in 2020 before things surged to 194,256 in 2021 - a rare strong performance by H-D in recent times. 

Photos: Harley-Davidson

>>Join in the conversation about H-D's global sales right here in Harley-Davidson Forums.

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