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Harley-Davidson Global Sales Figures: 2019 to Present

Jochen Zeitz, Chairman, CEO and President of Harley-Davidson, enjoying the all-new Harley Davidson Pan America
Jochen Zeitz, Chairman, CEO and President of Harley-Davidson, astride the Pan America

Harley-Davidson’s stocks are on the rise, and now that they don’t have to worry about sky-high taxes with the now-resolved EU Tariff Dispute, we’re taking a look at just how well Harley-Davidson is doing on the financial front – and we dug into the nitty-gritty details, just for you (as per usual). 

(Note: many of you have asked for the exact sales figures of Harley Davidson’s new Pan America, given their boast that it topped the charts shortly after its debut. We’ve sent our request for those figures to the brand, so be sure to stay put for those results. By the way, the Pan America should be a part of the 2021 figures below, so you can eyeball it a bit while you wait.)

A view of a rider tricking out on the all-new Harley Davidson Pan America

Back in mid-September of this year, H-D released their results of 2021 Q2, with the figures showing a definite improvement in motorcycle sales from the pandemic-stricken 2020. MarketScreener states that “Harley-Davidson motorcycles declined by 17.4 percent between 2019 and 2020”, with the EU Tariff Dispute playing a big role in extra expenditures

Had Harley-Davidson had to pay the 56% tax imposed by the EU government, the American motorcycle manufacturer estimated that “the impact of additional EU tariffs [would have been] approximately $200 million to $225 million (USD) on annual basis after 2021, assuming a total EU tariff rate of 56%.”


A view of the brace of a HOG rider

Today, the report states that “the Company now estimates the impact of the additional EU tariffs (the 31% imposed as of April 19 that will last until the end of this year, as well as the 9% tariff they had to pay at their infamous Thailand facility) in 2021 to be approximately $61 million (USD), including approximately $44 million recognized in the first nine months of 2021.”

Now that everything is cleared up in the Central Hemisphere, we’re told that “the additional tariffs imposed by the EU on the Company’s motorcycles…[will reduce] the total EU tariff rate on the Company’s motorcycles from 31% to 6%, effective January 1, 2022.”

2021 harley davidson electra glide revival

Here’s a comparison of the overall figures from 2019 to the present. Keep in mind, the rise and fall of these sales do not completely depict the success of Harley-Davidson, seeing as they’ve had to pay for the influx in EU taxes from the earnings stated below, leaving less in their pockets than in previous years of income. 

*Sources acquired from Statista, as well as MarketScreener and MotorcyclesData

Harley-Davidson Sales Figures (Global)


Total Earnings

$4.57 billion (USD)

Total units sold



Total Earnings

$3.26 billion (USD)

Total units sold




Q1 Earnings

$1.232 million (USD)

Q1 Units Sold



Q2 Earnings

$1.532 million (USD)

Q2 Units Sold



Q3 Earnings

$163.0 million (USD)

Q3 Units Sold



Projected Earnings

“The Company expects Financial Services segment operating income growth in 2021 over 2020 of 95% to 105%, up from the previous range of 75% to 85%. The improved outlook takes into account the favorable credit loss experience through the first nine months of 2021, as well as the outlook for the remainder of the year.”

Projected Units Sold

“The Company expects to ship approximately 22,000 to 29,000 motorcycles at wholesale.”

an image of Harley Davidson's prototype custom 1250cc bike

The report (MarketScreener) also leaves us an idea of how much extra cash is flowing in now that H-D isn’t pinned with the EU levy. 

“At the end of the third quarter of 2021, the Company had $3.4 billion of available liquidity through cash, cash equivalents, and availability under its credit and conduit facilities. The Company continues to closely monitor its liquidity in light of the COVID-19 pandemic; however, during 2021, the Company has gradually reduced its cash and cash equivalents from the elevated December 2020 levels.”

A view of a rider try gin out a Harley-Davidson motorcycle

All told, it appears that Harley-Davidson is recovering decently from the trauma of the previous years.  If you want a more in-depth explanation of the Tariff Trouble that was resolved recently, make sure to head over to our archives, where we have the whole caboodle recorded for your reading pleasure.

Make sure to leave a comment below, and as always – stay safe on the twisties.