Earlier this year, MidlifeMotoz wrote on the things that might revive the motorcycle industry. A far reaching opinion that everything from new trendier models to new and fresh TV series (MAYANS MC) would be the shock that it needed. The American motorcycle is thing of beauty. Big, chromed out or all black, V-Twin, and loud. These are the bikes we love.
The leaders in motorcycle sales in this category include Harley Davidson and Polaris. Polaris is the broad company that includes both Indian and Slingshot. As we watch the new models role out, we expect all the press and energy to be fueling an increase in sales.
The year is quickly wrapping up however, so lets take a peak at highlights from both Harley and Polaris’s 3rd Quarterly reports for 2018.
In The Numbers
There is good and bad in the numbers posted by both American motorcycle companies.
Looking at Harley Davidson, they reported an INCREASE in profit. Making money is always a good thing Score one for HD. However in that same report, they indicated that sales were down 13% and ultimately predicted slower sales ahead.
Flipping over to Polaris , they reported overall flat sales , with an ever growing market share for their motorcycle line. In North America specifically, it was reported that sales increased only in the single digits. (NOT A LOSS). However, if you dial into the larger bike segment, you’ll see that they also stated that bikes over 900cc were DOWN low teens.
The aging population , baby boomers falling out of riding, will keep the big bike market in a slow growth phase for the near future.
With new models from both Harley and Indian that are just the opposite of “BIG BIKE” , will we see a spike as next year’s season kicks off.
We Wish you A Merry Christmas
The year , being almost done, will rely on strong sales through the holiday season. Considering that the weather in much of the country isn’t optimal for motorcycles, you can guess that there will be less sales. Accessories and bike culture however, fresh off the energy this summer, could see a strong surge. Profit is profit.
That keeps the lights on.
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