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Harley-Davidson's Slow Decline Is Getting Hard To Watch
MOTORCYCLES
Harley-Davidson's Slow Decline Is Getting Hard To Watch
Erik Shilling
Yesterday 9:00PM • Filed to: HARLEY-DAVIDSON
Harley knows what it’s future looks like with, perhaps by as soon as next year, more sales internationally than in the U.S., the continuation of a long-term trend. It’s desperately trying to prop up U.S. sales, but the LiveWire hasn’t been selling great, and its core demo is aging out. Revenue numbers for 2019 released today were also a lot worse than expected.
Let’s go to Reuters first off for some of the numbers:
....
Per the Milwaukee Journal Sentinel:
....
Harley-Davidson's Slow Decline Is Getting Hard To Watch
Erik Shilling
Yesterday 9:00PM • Filed to: HARLEY-DAVIDSON
Harley knows what it’s future looks like with, perhaps by as soon as next year, more sales internationally than in the U.S., the continuation of a long-term trend. It’s desperately trying to prop up U.S. sales, but the LiveWire hasn’t been selling great, and its core demo is aging out. Revenue numbers for 2019 released today were also a lot worse than expected.
Let’s go to Reuters first off for some of the numbers:
Motorcycle revenue fell an annual 8.5% to $874.1 million in the December quarter, faster than a 3.4% fall predicted by analysts in a Refinitiv survey.
Its shares, after falling as much as 7%, pared losses to trade 2.5% lower at $33.96 on Tuesday afternoon.
[...]
Its bike sales in America last year were the lowest in at least 16 years. Falling sales in the past 12 quarters have forced the company to tighten the supply of its bikes to prevent price discount pressure and protect profit.
In 2019, the shipment volume of its bikes in the United States was the lowest in at least two decades. Global shipments were the lowest since 2010.
In a reflection of the demographic headwind, the motorcycle maker’s stock price has declined by 44% in the past five years. By comparison, the S&P 500 Index .SPX has gained 63%.
....
Per the Milwaukee Journal Sentinel:
“These are declines on top of declines on top of declines. Years of declines,” said analyst Brian Yarbrough with Edward Jones Co. “If we hit a recession in the next two years, then all of their (sales) targets are off the table. There is no way they are going to hit those targets then.”
....
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