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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.

Harley-Davidson's worldwide motorcycle retail sales between FY 2017 and FY 2023, by country or region (in units)

Characteristic	U.S.	Canada	Europe, Middle East, Africa (EMEA)	Asia-Pacific	Latin America
2017	147,972	10,081	44,935	30,348	9,452
2018	132,868	9,690	46,602	28,724	10,167
2019	125,960	8,946	44,086	29,513	9,768
2020	103,650	6,477	36,906	27,220	5,995
2021	125,713	8,005	30,907	25,020	3,652
2022	109,190	7,924	30,510	27,905	2,922
2023	98,468	7,422	27,005	26,953	2,923

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Release date

February 2024

More information

Region

Worldwide

Survey time period

FY 2017 to FY 2023

Special properties

fiscal year ends December 31.

Supplementary notes

According to the source, these figures include new sales warranty and registration information; the figures are provided by Harley-Davidson dealers.
Figures for 2017 and 2021 were taken from previous reports.

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