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Nearly, the relative market for Harley-Davidson (motorcycles at least 601cc in relocation) were down in deals for Q3 2018, to the tune of 9.8% – however we should take note of that the brand represents generally 50% of this important market.

In that capacity, Harley-Davidson is revealing a 13.3% sales drop on bike retail deals in the United States (36,220 units), with global deals up 2.6% (23,006 units), both contrasted with Q3 2017. This implies Harley-Davidson’s aggregate deals are down 7.8% for Q3 2018, with 59,226 units sold.

Harley-Davidson Retail Motorcycle Sales

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Vehicles

3rd  Quarter9 months
20182017Change20182017Change
U.S.36,22041,793(13.3)%112,019124,777   (10.2)%
EMEA10,54310,078       4.6%39,24937,475     4.7%
Asia Pacific7,4337,457 (0.3)%21,48022,628      (5.1)%
Latin America2,5772,306     11.8%7,6527,003        9.3%
Canada2,4532,575(4.7)%8,3408,763      (4.8)%
International Total23,00622,416       2.6%76,72175,869      1.1%
Worldwide Total59,22664,209  (7.8)%188,740200,646(5.9)%

The U.S. 601+cc industry was down 9.8 percent in the third quarter compared to 2017. Harley-Davidson’s third quarter U.S. market share was 50.9 percent.  Harley-Davidson’s Europe market share was up 0.8 percentage point to 10.4 percent through September.

Motorcycles and Related Products Segment Results

 

$ in thousands

3rd Quarter9 months
20182017Change20182017Change
Motorcycle Shipments (vehicles)48,63941,662    16.7%185,176194,300(4.7)%
Revenue $1,123,945$962,136    16.8%$4,013,013$3,867,982     3.7%
   Motorcycles$821,670$639,849    28.4%$3,144,796$2,975,650     5.7%
   Parts & Accessories$212,406$228,993 (7.2)%$612,495$633,532(3.3)%
   General Merchandise$58,266$72,687(19.8)%$183,520$191,540     (4.2)%
Gross Margin30.9%28.5%2.4 pts.33.7%34.2%(0.5) pts.
Operating Income$65,662$17,352278.4%$481,906$571,250(15.6)%
Operating Margin5.8%1.8%4.0 pts.12.0%14.8%(2.8) pts.

Third quarter revenue from the Motorcycles and Related Products segment (Motorcycles segment) was up versus the prior year. Operating margin as a percent of revenue increased in the quarter compared to 2017 due to higher gross margin and lower SG&A as a percent of revenue.

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