Harley-Davidson 2025 Q1 sales lower than expected

Lower than expected sales for the American motorcycle brand as Harley-Davidson (H-D) releases its first quarter report for 2025. Global motorcycle shipments decreased 33% year-over-year, with a corresponding loss of revenue of 27%, worldwide.

The news is bad enough H-D is withdrawing its full year 2025 financial outlook. H-D says the drop in sales was driven by a volatile macroeconomic environment and overall consumer uncertainty.

For Asia-Pacific, the sales number was down 28%, with significant retail shortfalls in China and Japan. In its home market, North American retail performance was down 24%, while Europe, Middle East and Africa (EMEA) remained somewhat steady with retail performance down 2%, translating to an overall global sales drop of 21%.

Thing were worse for H-D’s spin-off electric motorcycle brand Livewire, with revenue for the first quarter decreasing by 42% operating loss of $20 million (RM84,18 million). This equated to only 33 Livewire electric motorcycles sold in the first quarter of 2025.

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