STOCKS | Harley-Davidson Sales Rise as Americans Cut Yacht and RV Spending

Harley-Davidson’s sales have grown despite a downturn in the recreational-goods market, as consumers respond to new models and low-interest financing. According to Sina Finance, the company’s North American retail sales rose year over year for four consecutive quarters, while global sales were up 4% so far this year. The company’s shares have gained more than 60% this year. Citi analyst James Hardiman upgraded the stock to Buy after sales increased month by month. CEO Artie Starrs said updated three-wheel motorcycles and two midrange models, the Super Glide and Deadwood, helped tap demand. Dealers also cited manufacturer rebates and financing rates as low as 1.99%. Harley-Davidson expects sales to rise again next year, with the Sprint 440, priced below $6,000 in the United States, and a revived Sportster 883, priced at about $10,000, among its planned launches. The models are particularly important in Europe, where retail sales have fallen 6% this year. The Sportster left the European lineup in 2022 because its engine did not meet local emissions standards; Starrs said that issue has been resolved. Harley-Davidson forecasts global motorcycle sales of 135,500 to 139,000 this year, above last year’s 132,535 even at the low end. That would remain below the 344,000 sold in 2006. Hardiman said demographic headwinds remain a concern and that more evidence is needed to determine whether they have stopped weighing on the business.