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%.
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