4,230 $m
Harley-Davidson continues to expand its relevance to new audiences, yet stay firmly rooted in its heritage. This year, Harley-Davidson celebrates its 110th anniversary with epic events around the world highlighting the brand’s time-tested commitment to creating unparalleled experiences. With its traditional US customer base on the decline, Harley-Davidson has put greater emphasis on growing its appeal across demographics and in new global markets. There are signs that this is paying off. In 2012, nearly four in ten sales of new Harley-Davidson motorcycles in the US were to customers who are new to the brand. Nearly six in ten sales worldwide were to customers outside its usual demographic. While new Harley-Davidson motorcycle sales increased overall outside the US, growth in Europe continues to be a struggle with motorcycle revenue falling in Europe six percent last year and an additional 13 percent in the first quarter of 2013. Asia, Latin America, and other regions will be critical to the brand’s success down the road as it expects international retail sales of new Harley-Davidson motorcycles to exceed 40 percent of total unit sales by 2014. Balancing Harley-Davidson’s heritage story while expanding its presence globally is both a great opportunity and a challenge for the brand. Keeping the rider’s experience at the heart of everything it does will continue to strengthen Harley-Davidson as it charts new territories.