Harley-Davidson did not have a good end to 2017, as its net income fell 82 percent in its fiscal fourth quarter to $8.3 million, down from $47.2 million a year earlier. Earnings per share were 5 cents, down from 27 cents a year earlier, while revenue was $1.23 billion, up from $1.11 billion.

2018 is not starting off any better for the Bar & Shield. Harley released their Q1 2018 report and is reporting a global decrease in sales to the tune of 7.2 percent. International retail sales were up 0.2 percent in the first quarter compared to 2017, while U.S. sales were down 12 percent.

Harley’s 2027 objectives have remained unchanged: “build 2 million new riders in the U.S., grow its international business to 50 percent of annual volume, launch 100 new high impact motorcycles, and do so profitably and sustainably.”

“Our view of the highly competitive global motorcycle market is grounded in a realistic assessment of risks, opportunities and capabilities needed to inspire ridership and grow our business. Our data-driven insights compel us to enhance and accelerate our strategies to ensure we deliver on our long-term objectives as we build the next generation of Harley-Davidson riders,” Matt Levatich, president and chief executive officer, Harley-Davidson, said. 

Harley is trying different things to increase sales, including introducing the Harley-Davidson Snow Hill Climb at X Games Aspen and investing in Alta Motors.

Harley-Davidson Retail Motorcycle Sales

Vehicles	First Quarter
	2018	2017	Change
U.S.	29,309	33,316	-12.0%
EMEA	10,862	10,167	6.8%
Asia Pacific	6,329	6,863	-7.8%
Latin America	2,506	2,342	7.0%
Canada	2,080	2,361	-11.9%
International Total	21,777	21,733	0.2%
Worldwide Total	51,086	55,049	-7.2%

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