Shipment Slowdown Implies Harley Continues to Struggle to Attract New Customers Fast Enough
Although Harley has made inroads in outreach categories in recent years, we contend these steps have failed to stall declining demand from its core domestic demographic. Coincident with aging baby boomers falling out of the end user market for Harley, shipments have stalled, set to contract to an estimated 219,000 in 2019 from more than 270,000 in 2014. Furthermore, although touring represented around 45% of sales in 2018 (in line with 2014), motorcycle operating margins have contracted, declini...Harley-Davidson is the parent company of Harley-Davidson Motor Company (HDMC) and Harley-Davidson Financial Services (HDFS). The company's segments are: Motorcycles and Related Products, which consists of HDMC that designs, manufactures and sells Harley-Davidson motorcycles as well as motorcycle parts, accessories, general merchandise and services; and Financial Services, which consists of HDFS that is engaged in the business of financing and servicing wholesale inventory receivables and retail consumer loans, primarily for the purchase of Harley-Davidson motorcycles. HDFS also provides motorcycle insurance and protection products to motorcycle owners.
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