Harley Davidson feeling the loss of market share - Star Motorcycle Forums: Star Raider, V-Max, V-Star, Road-Star Forum
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post #1 of 90 (permalink) Old 06-11-2018, 12:03 PM Thread Starter
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Harley Davidson feeling the loss of market share

Harley Davidson at one time held 50% of the over 1000cc market, but those days are over and Harley Davidson now only has 36% of the market. That is a 14% drop in market share.

I keep getting fliers from Harley Davidson in the mail saying: Hurry bring this in by (in this case) June 30th and get $1500 towards your purchase.

This deal states: In our 115th year, we're making it easier for you to get on our best motorcycles ever and join us for our celebration, get $1500 toward any new 2017 or 2018 softball, touring or trike model.

So they are still trying to move 2017 models as well as their current 2018 models and the 2019 models are just around the corner. I personally think it would be great to see move evening out of the market, Harley Davidson's days of selling their pirate image are over.
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post #2 of 90 (permalink) Old 06-11-2018, 12:35 PM
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Harley Davidson's days of selling their pirate image...
I saw this change in the mid-80s and early 90 because of the stock market boom of the 80s with the creation of the Rich Urban Bikers (RUBs). Yuppies had way too much money and wanted a status symbol. And HDs were the only AMERICAN MADE bike at the time. So they bought them hand over fist and made the price skyrocket. THEN only rode them once or twice a year and never in the rain.

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post #3 of 90 (permalink) Old 06-11-2018, 01:16 PM
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there is a paradox on used MC prices.

The price floor for a running bike in my area is about $2000, going back to around 2003 (15 year old bikes). Older than that the price drops.

I could get just about any Vstar bike (650, 1100, royal star, road star...) in pretty good condition for $3000 to $3500. The Strats and Warriors maybe $1k more.

But harleys - you cant find a used sportster in that year-range for less than $3500, and all the higher end HDs are $5k and up. Some of the used HD baggers sell for $10k or more.

HD bikes have a reputation of having mechanical issues, needing frequent repairs, leaking oil, but for some reason they hold their price better than "change the oil and ride ride ride" Vstar bikes.

Maybe it is a money issue? Maybe people with disposable income dont care if they have to take their Harley in to the shop and have a couple thousand dollars in repairs done repeatedly over the years. If I had to take my daily rider VS650 to the shop and have any work done on it, before the odo hit 80,000 miles, I would be pretty pissed!
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post #4 of 90 (permalink) Old 06-11-2018, 02:14 PM
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I can't stand HD, can't tolerate their fanboys but still love the Sportsters. I'm looking for my second one to use as the basis for my dream old school 1960s 'form over function' chopper build. They're still inexpensive.

https://louisville.craigslist.org/se...odel=sportster

https://nmi.craigslist.org/search/mc...odel=sportster
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post #5 of 90 (permalink) Old 06-11-2018, 04:10 PM Thread Starter
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Originally Posted by KCW View Post
there is a paradox on used MC prices.

The price floor for a running bike in my area is about $2000, going back to around 2003 (15 year old bikes). Older than that the price drops.

I could get just about any Vstar bike (650, 1100, royal star, road star...) in pretty good condition for $3000 to $3500. The Strats and Warriors maybe $1k more.

But harleys - you cant find a used sportster in that year-range for less than $3500, and all the higher end HDs are $5k and up. Some of the used HD baggers sell for $10k or more.

HD bikes have a reputation of having mechanical issues, needing frequent repairs, leaking oil, but for some reason they hold their price better than "change the oil and ride ride ride" Vstar bikes.

Maybe it is a money issue? Maybe people with disposable income dont care if they have to take their Harley in to the shop and have a couple thousand dollars in repairs done repeatedly over the years. If I had to take my daily rider VS650 to the shop and have any work done on it, before the odo hit 80,000 miles, I would be pretty pissed!
Just because Harley owners put big price tags on their used Harleys does not mean that is what they end up selling them for.

I have seen many a Harley sit for sale for many months and sometimes years with big price tags on them, so what they ask for a Harley and what they actually get for that same Harley are two different figures. In the end I bet the vast majority of used Harleys go for a whole lot less than their asking price.
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post #6 of 90 (permalink) Old 06-11-2018, 06:46 PM
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Lately Iíve seen the same thing. The dealership in Cookeville, Tn that I did my demo ride and bought my Sena 30K headsets from have had several used HDís on their floor for several months now, some of them were clean looking bikes. The prices havenít dropped much at all though.


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post #7 of 90 (permalink) Old 06-11-2018, 06:58 PM
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they still hold over 50% of the market share of all bikes over 600cc sold in the U.S. What is surprising is how Indian seems to keep growing while Harley is shrinking; Indian now commands 10% of the market as of last fall. Harley has decreased in sales nearly every quarter for the past 4 years, but Indian has been making huge strides in the same time, even tripling their market share just last year. could it be that the baby boomer Harley die-hards have been retiring from riding while Millennials aren't buying into the image? Is Indian picking up all the customers Harley is losing?

https://www.bizjournals.com/milwauke...le-digits.html




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post #8 of 90 (permalink) Old 06-11-2018, 08:06 PM
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All of the above is true and many Harley owners are switching to Indian.

The all new great Milwaukee 8 engine has issues, they have had a rash of catastrophic failures due to oil sumping (oil being suspended by the crank shaft and not returning back to the oil scavenging pumps) Harley has already issued TSB's for several oil pump updates and replacements. The Harley forums are full of issues with the new engine.

One Harley owner said, he was tired of his metric friends bashing him about is Harley issues, and he came to the realization they were right. Harley really sold the American made concept and Patriotism. They are now struggling with the world economy and must outsource like everyone else, but that goes against their entire heritage.
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post #9 of 90 (permalink) Old 06-11-2018, 08:41 PM
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Quote:
Originally Posted by Scrumdown View Post
I saw this change in the mid-80s and early 90 because of the stock market boom of the 80s with the creation of the Rich Urban Bikers (RUBs). Yuppies had way too much money and wanted a status symbol. And HDs were the only AMERICAN MADE bike at the time. So they bought them hand over fist and made the price skyrocket. THEN only rode them once or twice a year and never in the rain.
Thats why I quit going on going on poker and toy runs. I still donate but to many weekend warriors.
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post #10 of 90 (permalink) Old 06-11-2018, 08:42 PM
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This is off topic but thought it was interesting. I knew motorcycle sales were down but had not looked stats up. No wonder every manufacturer is clawing for every sale.

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