If you’ve been keeping an eye on Harley-Davidson’s numbers, you won’t be surprised by the latest update: it’s not pretty. The 2024 full-year report is out, and, well, it’s hard to sugarcoat—2024 Harley-Davidson revenue dropped significantly.
For Q4, Harley’s motor company division (HDMC) saw revenues plummet by 47%, landing at a mere $420 million. Even worse, it suffered a staggering operating loss of $214 million. Only its financial services division saw a modest 4% growth, while LiveWire, the electric arm, took a hit, down 32%.
2024 Harley-Davidson Revenue Dropped, Which Is A Trend Over the Past Several Years
Overall, Q4’s total revenue for the company dropped by 35% compared to the previous year. On the full-year front, HDMC’s 2024 revenue was down 15%, and operating income saw a sharp decline of 58%.
When you tally up all three divisions—HDMC, financial services, and LiveWire—the company’s total revenue for 2024 was $5.2 billion, an 11% drop, with operating income sinking by 47%.
As for motorcycle shipments, Harley shipped 148,862 bikes in 2024, a 17% dip from the year prior. Retail sales weren’t much better, with worldwide sales down 15% in Q4. Across all regions, the drop was felt everywhere, but the Asia Pacific region took the hardest hit at 26%.
Looking ahead, Harley’s 2025 forecast isn’t optimistic. The company expects flat or slightly down revenue—around a 5% dip by year’s end. Can they turn things around? For now, it’s a wait-and-see game.
Source: RideApart, Harley-Davidson
