HARLEY-DAVIDSON: The Important Numbers

Harley-Davidson has just released its sales and financial figures for 2014. We’ve boiled down the report to the news of most interest to Cycle World readers:

–For full-year 2014, Harley shipped 270,726 motorcycles to dealers and distributors, a 3.9 percent increase compared to 2013.

–For full-year 2014, dealers sold 267,999 new Harleys worldwide, up 2.7 percent compared to 260,839 motorcycles in 2013.

–Retail unit sales for 2014 were up 1.3 percent in the U.S., 11.8 percent in the Asia Pacific region, 6.4 percent in the EMEA (Europe, Middle East, Africa) region, 2.1 percent in the Latin America region.

–Retail unit sales for 2014 were down 10.8 percent in Canada.

INCOME AND EARNINGS

–Net income for 2014 was $844.6 million, based on consolidated revenue of $6.23 billion. (In 2013, those figures were 734.0 million and 5.90 billion, respectively.)

–For full-year 2014, revenue from motorcycles was $4.39 billion compared to $4.07 billion in 2013.

–Revenue from parts and accessories was $875.0 million in 2014, compared to $873.1 million in 2013.

–Revenue from general merchandise, which includes MotorClothes apparel and accessories, was $284.8 million in 2014 compared to $295.9 million in 2013.

Here’s how Keith Wandell, Chairman, President, and CEO of Harley, summed it up: “Harley-Davidson achieved a great year of financial performance in 2014, with double-digit earnings growth, revenue topping $6 billion and continued strong improvement in margins. We also continued to broaden our customer base and expand the reach of our brand through unrivaled products and experiences. In international markets, our dealers in Asia Pacific, EMEA and Latin America posted their highest new motorcycle sales on record for each region, delivering on our expectation for international sales to grow at a faster rate than U.S. sales. And in the U.S., for the third straight year, sales to our outreach customers grew at more than twice the rate of sales to core customers.”

Added Wandell: “Our success is the result of a clear focus on managing the company for the long term, building on our well-established strategies and driving continuous improvement in every aspect of our business.”