Lower than expected sales for the American motorcycle brand as Harley-Davidson (H-D) releases its first quarter report for 2025. Global motorcycle shipments decreased 33% year-over-year, with a corresponding loss of revenue of 27%, worldwide.
The news is bad enough H-D is withdrawing its full year 2025 financial outlook. H-D says the drop in sales was driven by a volatile macroeconomic environment and overall consumer uncertainty.
For Asia-Pacific, the sales number was down 28%, with significant retail shortfalls in China and Japan. In its home market, North American retail performance was down 24%, while Europe, Middle East and Africa (EMEA) remained somewhat steady with retail performance down 2%, translating to an overall global sales drop of 21%.
Thing were worse for H-D’s spin-off electric motorcycle brand Livewire, with revenue for the first quarter decreasing by 42% operating loss of $20 million (RM84,18 million). This equated to only 33 Livewire electric motorcycles sold in the first quarter of 2025.
And its going to get worse for Harley Davidson and other American brands as countries affected by Trump’s tariff policy starting to boycott American products. Is American great already?