agent Entrepreneur logo
MenuMENU
SearchSEARCH

Harley-Davidson Upstaged by Polaris in Motorcycle Sales

Harley-Davidson Inc. reported disappointing retail sales of its motorcycles in the second quarter even as smaller rival Polaris Industries Inc. posted a strong showing, reported The Wall Street Journal. Milwaukee-based Harley, the dominant supplier of heavyweight motorcycles in the U.S., reported a 30% rise in profit, reflecting higher profit margins and a rise in shipments ... Read More »

July 24, 2014
2 min to read


Harley-Davidson Inc. reported disappointing retail sales of its motorcycles in the second quarter even as smaller rival Polaris Industries Inc. posted a strong showing, reported The Wall Street Journal.

Milwaukee-based Harley, the dominant supplier of heavyweight motorcycles in the U.S., reported a 30% rise in profit, reflecting higher profit margins and a rise in shipments to dealers for sales in the months ahead. In the second quarter, Harley dealers world-wide sold 90,218 new Harley motorcycles in the quarter, barely changed from a year earlier.

Ad Loading...

The company blamed bad weather in parts of the U.S. and said some customers apparently held off purchases because they were waiting for new models. Harley now expects its shipments to grow between 3.5% and 5.5% this year, down from an earlier forecast of 7% to 9%.

Harley said its share of the market for new heavyweight motorcycles with engines of 601 cubic centimeters or greater slipped to about 50% in the quarter from 53% a year earlier.

“We believe the flat retail sales are a temporary situation,” Harley-Davidson Chief Executive Officer Keith Wandell said in a call with analysts. He said riders were enthusiastic about new Rushmore and Street models.

Quality problems with imported parts for the new lighter-weight Street models reduced availability of that product, Harley executives said. Harley generally relies on U.S. suppliers but is using imported engine parts to hold down costs on the Street bikes, which retail for between $6,800 and $7,500 and are aimed at young urban adults. Larger and more luxurious Harley bikes can retail for as much as $39,000.

Supplies of the Street models should be much higher later this year, said John Olin, chief financial officer. Also hurting sales in the second quarter was the absence of new models of the Road Glide series, which is being retooled. Road Glide accounted for 10% of sales in the year-earlier quarter, Mr. Olin said.

Ad Loading...

Polaris, which posted a 21% increase in second-quarter profit, touted a big increase in sales of its recently relaunched Indian heavyweight motorcycle brand. Polaris said sales at its motorcycles division more than doubled to $103.1 million.

Harley’s profit came to $354.2 million, or 1.62 per share, up from $271.7 million, or $1.21 a share, a year earlier. Wall Street expected earnings of about $1.47 per share in the latest quarter, according to FactSet.

Harley’s revenue, including motorcycles and financial services, grew 12% to $2 billion. The company books revenue when it ships to dealers.

Minneapolis-based Polaris, which also makes snowmobiles and all-terrain vehicles, reported net income of $96.9 million, or $1.42 per share, up from $80.0 million, or $1.13 per share. Sales increased 20% to $1.01 billion.

More Industry

Foreign Cars Italia dealership store in front of sunset
Industryby Hannah MitchellJuly 2, 2026

Luxe N.C. Dealerships Change Hands

A collection of Italian and English brand franchises were handed off to the owner’s friend in the business and include the Carolinas’ only Ferrari retail stores.

Read More →
inside of car, person with hands on black steering wheel
Industryby Lauren LawrenceJuly 2, 2026

Exposure Drives Interest in Chinese Cars

At a recent demonstration, consumers had the chance to ride in a Chinese-branded vehicle, a firsthand experience that improved their perceptions and purchase intent.

Read More →
Woman's hands holding an wallet empty of cash
Industryby Hannah MitchellJuly 1, 2026

Automotive Consumers Sink Further in Debt

Most financing metrics hit records in the second quarter as more buyers locked themselves into long terms and high monthly payments.

Read More →
Ad Loading...
Rob Mancuso sitting in a chair on stage
Industryby Hannah MitchellJuly 1, 2026

Agent Advocate

Rob Mancuso, who comes from a long line of auto dealers, values general agents’ place in the industry and makes a case for them taking an even bigger seat at the table.

Read More →
Photo of a touchscreen on a car's dashboard
Industryby Hannah MitchellJune 25, 2026

Driving Under Distraction

Though consumers gave higher marks to new vehicles in JD Power’s most recent initial-quality poll, high-tech interference worsened, pointing to craving for simplicity.

Read More →
split background green and blue. 2019 to 2025 with car going from starting location to end point. $37,310 and $48,402. Agent Entrepreneur logo
Industryby Lauren LawrenceJune 25, 2026

Affordable New Cars a Thing of the Past

More than one out of five new vehicles sell for more than $60,000, according to Edmunds. That's up 7% compared to prepandemic 2019.

Read More →
Ad Loading...
Photo of multiple new SUVs on a car dealership lot
Industryby Hannah MitchellJune 22, 2026

State Follows Federal Warning on Auto Ads

The Massachusetts attorney general cautioned the state’s automotive dealers to be upfront with the consuming public about their vehicle prices or risk punishment.

Read More →
Gas pumps.
Industryby Lauren LawrenceJune 15, 2026

Consumer Outlook on the Rise

Younger generations are feeling more positive about their financial futures and current affordability pressures than older generations, according to recent TransUnion data.

Read More →
Group photo of men outside storefront.
Industryby Hannah MitchellMay 28, 2026

Pennsylvania Dealership Under New Retailers

The sale of the Chrysler Dodge Jeep Ram store puts a family auto group on a leaner path as first-time dealers take the helm.

Read More →
Ad Loading...
Hallway with lockered wiring and computer
Industryby Lauren LawrenceMay 28, 2026

Battery Storage Takes Priority Over EVs

U.S. automakers are prioritizing battery energy stationary storage over electric-vehicle production as the consumer demand for EVs lags the rest of the world.

Read More →
Ad Loading...