Table of contents

• Harley-Davidson in crisis Red numbers, fewer models, fewer markets
• Harley is in the red
• Fewer markets, fewer new models
• Harley fires several hundred employees
• Jochen Zeitz is the new Harley CEO

Harley-Davidson

51 pictures

Harley-Davidson

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The Harley-Davidson Pan America is slated to hit the market at the end of 2020, the price is not yet known.

Harley-Davidson

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It is called Pan America, but is said to sell mainly in Europe. It meets the Euro 5 emissions standard.

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The American group wants to use it to launch its first travel enduro.

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The Harley-Davidson Bronx was also presented at EICMA 2019 and is set to roll out to dealers at the end of 2020. It complies with the Euro 5 emissions standard.

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The Harley-Davidson Bronx comes with the newly developed 975 cm³ V2, which is to go into series production for the first time with this model.

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Harley-Davidson LiveWire. Price: from 32,995 euros.

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The electric Harley accelerates silently, but brutally.

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Thanks to a low center of gravity, no lean angle and plenty of pressure, including control electronics, the quietest Harley is also the sportiest.

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Harley-Davidson Street 750. Price: 7,395 euros. Suitable for Euro 4 and A2.

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Harley-Davidson Street Rod. Price: from 8,395 euros. Suitable for Euro 4 and A2.

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Harley-Davidson Iron 883. Price: from 10,615 euros. Suitable for Euro 4 and A2.

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The Iron 883 is offered with the smaller of the two Sportster engines.

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Harley-Davidson SuperLow. Price: from 10,395 euros. Suitable for Euro 4 and A2.

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Harley-Davidson Sportster 1200 Custom: Price: from 12,275 euros. Suitable for Euro 4 and A2.

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Harley-Davidson Iron 1200. Price: from 10,995 euros. Suitable for Euro 4 and A2.

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The colored tank design of the Harley-Davidson Iron 1200 costs 280 euros extra.

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Harley-Davidson Forty Eight. Price: from 12,195 euros. Suitable for Euro 4 and A2.

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The Harley-Davidson Forty Eight is the best-selling Sportster model in Germany.

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The Harley-Davidson Forty Eight Special allows the rider to maintain an upright posture.

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Harley-Davidson SuperLow 1200 T. Price: from 12,695 euros. Suitable for Euro 4 and A2.

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Harley-Davidson Roadster. Price: from 12,795 euros. Suitable for Euro 4 and A2.

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Harley-Davidson Street Bob. Price: from 14,495 euros. Suitable for Euro 4 and A2.

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The Harley-Davidson Street Bob is a puristic single-seater chopper and was the best-selling Harley in Germany in 2019.

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Harley-Davidson Sport Glide. Price: from 17,995 euros. Suitable for Euro 4 and A2.

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Thanks to removable accessories, the Sport Glide is cruiser and tourer at the same time, making it the most versatile of the Softails.

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Harley-Davidson Low Rider. Price: from 16,395 euros. Suitable for Euro 4 and A2.

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Harley-Davidson Low Rider S. Price: from 19,795 euros. Euro 4.

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Harley-Davidson Low Rider S – new for 2020, but ultimately a variation of the familiar scheme: a sporty chopper from the Softail range.

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Harley-Davidson Fat Bob. Price from 17,695 euros. Suitable for Euro 4 and A2. Buyers can choose between the 107 and 114 Milwaukee Eight.

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Harley-Davidson Fat Bob 114. Price: from 19,795 euros.

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Harley-Davidson Softail Slim. Price: from 19,495 euros. Suitable for Euro 4 and A2.

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Harley-Davidson Deluxe. Price: from 20,995 euros. Suitable for Euro 4 and A2.

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Harley-Davidson Breakout 114. Price: from 23,795 euros. Euro 4.

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The Harley-Davidson Breakout 114 rolls on a 21-inch front wheel and a 240-inch roller at the rear.

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Harley-Davidson Fat Boy 107. Price: from 21,695 euros. Suitable for Euro 4 and A2.

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Harley-Davidson Fat Boy 114. Price: from 23,795 euros.

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Harley-Davidson Heritage Classic 114. Price: from 23,995 euros. Euro 4.

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The windshield of the Harley-Davidson Heritage Classic 114 is just as removable as the pillion seat.

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Harley-Davidson FXDR 114. Price: from 21,995 euros. Euro 4.

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Harley-Davidson Electra Glide Standard. Price: from 24,995 euros. Suitable for Euro 4 and A2.

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Harley-Davidson Road King. from 24,395 euros. Suitable for Euro 4 and A2.

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Harley-Davidson Road King Special. Price: from 26,195 euros. Euro 4.

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Harley-Davidson Street Glide Special. Price: from 28,595 euros. Euro 4.

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The Street Glide Special has the full equipment package.

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Harley-Davidson Road Glide Limited. Price: from 29,195 euros. Euro 4.

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The Road Glide Limited has everything on board in terms of electronics and assistance systems that the Street Glide Special offers.

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The infotainment system of the Road Glide Limited Cockpit receives DAB +. The battery charge status, remaining range and usage statistics can be queried via smartphone.

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Harley-Davidson Road Glide Special. Price: from 28,995 euros. Euro 4.

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Harley-Davidson Ultra Limited. Price: from 30,595 euros. Euro 4.

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Harley-Davidson CVO Street Glide. Price: from 41,485 euros. Euro 4.

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Harley-Davidson CVO Limited. Price: from 44,085 euros. Euro 4.

counselor

traffic & business

Harley-Davidson in crisis: The downward trend continues

Harley-Davidson in crisis
Red numbers, fewer models, fewer markets

Harley-Davidson was already in crisis before Corona. Meanwhile there is a new managing director, massive cost savings, job cancellations and a loan of 150 million US dollars. The new quarterly figures continue to point downwards.

Uli Baumann,

Dina Dervisevic,

Slawomir Niewrzol

07/29/2020

Has been reporting for five years Harley-Davidson falling sales, falling sales and falling profits. The American motorcycle manufacturer is struggling with an aging, extremely conservative clientele and little success with young motorcyclists. They wanted to take countermeasures with the future roadmap published in 2018 “More Roads to Harley-Davidson”. This envisaged an expansion of the model portfolio to include smaller displacement classes, which are particularly in demand in Asia, more electric bikes – from e-bikes to LiveWire – and models for new segments (including Pan America Enduro and Bronx Streetfighter). The investments required for this should be financed through extensive cost reductions and reallocations of previously planned investments and resources. Then came the US trade dispute with the EU, which put an additional burden on sales and Harley’s balance sheet. In order to circumvent the customs barriers, Harley planned to relocate some of the production. The focus was on Thailand.

Harley is in the red

At the end of July, Harley-Davidson presented the results for the second quarter of 2020 with dire figures. Global motorcycle sales fell by 27 percent to just under 52,700 bikes compared to the previous year. Sales of motorcycles and related products decreased 53 percent year over year to $ 669 million. During the April-June Corona lockdown alone, there was an operating loss of $ 121 million, compared to a profit of $ 181 million a year ago. There was a loss of $ 92 million in the second quarter. In the same period last year there had been a profit of 196 million dollars.

Fewer markets, fewer new models

Harley boss Zeitz also announced “The hardwire” proposed a new five-year plan that should take effect from 2021. The range of planned new models is to be cut by around a third. Zeitz does not say which Harleys will not come with it, but confirms that the big enduro Pan America is planned for 2021. In addition, Harley wants to focus on its bestsellers, new market launches will be brought forward from August to the beginning of the year. The Americans have also hired actor Jason Mamoa as a new brand ambassador.

Harley-Davidson

The withdrawal from various markets is also being examined. Strong markets such as North America, Europe and parts of the Asia-Pacific region are to be promoted. A market exit from Latin America is therefore very likely. Overall, the company does not want to serve more than 50 markets in the future, with individual regions being given more autonomy in sales and marketing. Harley wants to serve 36 markets directly, 17 markets are to be cultivated with a local sales partner. They want to completely withdraw from around 40 markets. Harley also wants to adapt production more to sales in order to reduce stocks and to avoid price wars and discount campaigns in stores. Zeitz also sees potential for added value in merchandising, accessories and parts. Harley buyers should be served all around at Harley.

Harley fires several hundred employees

In July 2020, Harley-Davidson announced that restructuring measures cost the company approximately $ 42 million in the second quarter. However, they should bring annual savings of up to 100 million dollars in the future. In addition, Harley has confirmed that hundreds of employees will be laid off as a result of these measures. Even the Chief Financial Officer (CFO) John Olin has to resign after 17 years with the company. A total of 500 employees are to be cut out of the company by the end of the year. According to Harley CEO Jochen Zeitz, the company can do without around 700 employees worldwide thanks to the new and optimized structure.

Already in the spring there were some decisions at Harley to save costs. With Jochen Zeitz, a new CEO recently took over the company’s fortunes. Harley has also announced that further details about the company’s restructuring will be announced later this month.

Jochen Zeitz is the new Harley CEO

At the end of February 2020, long-time Harley Davidson boss Matt Levatich had to take his hat off. Allegedly a major shareholder pulled the strings in the background. Current balance sheets show that Americans are now making more money from financing business than from selling motorcycles. And then came the corona crisis.

Harley CEO Jochen Zeitz announced cost-cutting measures to cushion the effects of the production stops. The announcement followed the company’s decision to withdraw its earnings guidance for the current fiscal year. Financial analysts expect Harley sales to fall 25 percent this year. According to Zeitz, executive salaries are to be cut by 30 percent (Levatich allegedly earned $ 11 million in the previous year), and all other administrative employees in the US should allegedly forego 10 to 20 percent of their salaries. The majority of global manufacturing workers were laid off temporarily in the spring, with health care costs still being paid. All wage increases for 2020 will also be canceled. In addition, as CEO and the entire Board of Directors of Harley-Davidson, he intends to forego bonus payments in the current year. Critics counter that this waiver is likely to fall slightly, since no bonus payments can be expected in the current business development. In addition, Harley imposed a hiring freeze. Similar cost-cutting measures followed for all other locations outside the USA. Initially, all of the above measures were limited to the end of the second quarter. After the situation was reassessed in July, the manufacturer decided, as described above, to lay off hundreds of employees.

$ 150 million loan

Harley-Davidson also wants to borrow $ 150 million for 2021. These steps would stand “consistent with disclosed intentions with respect to liquidity”, Harley informed his shareholders. Viewed objectively, this is a normal process. Companies of this size are constantly borrowing, paying back, borrowing, and so on. At this time, Harley does not appear to be acting in a panic. It looks more like these steps are part of the new CEO’s strategy.

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