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Harley-Davidson reports positive results for the first quarter of 2021

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The American motorcycle brand recorded a 9 percent increase in overall sales in all markets around the world.


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Harley-Davidson Reports Strong First Quarter Sales and Net Profit

Harley-Davidson has announced a positive start to 2021, with results for the first quarter of the calendar year showing strong results in the crucial North American domestic market. Sales in North America were up 30%, although year-over-year sales in Europe, Middle East, Africa (EMEA) and Latin America were beaten. Asia-Pacific sales remained stable and, by all indications, CEO Jochen Zeitz’s Hardwire strategy of focusing on brand strengths and downsizing operations in certain geographies appears to have benefited the Bar & Shield brand. .

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Harley-Davidson CEO Jochen Zeitz leads brand renaissance with strong metrics

“I am very pleased with the pace of recovery that we have seen across our business as evidenced by the strong financial results this quarter. The steps we have taken to reshape the business are having a positive impact on our results , especially for our major North American region, ”said Zeitz, president and CEO of Harley-Davidson.

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“We can see the first signs of consumer enthusiasm and optimism returning and I have no doubts that Harley-Davidson in 2021 will be a significantly leaner, faster and more efficient organization, ready to win and successfully implement. our 5-year Hardwire strategy as the world’s most sought-after motorcycle brand, ”added Zeitz.

Read also: Harley-Davidson launches Pan America 1250 demo tour

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(There will be two variants of the Pan America 1250 on sale – Standard and Special)

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Although global motorcycle sales have been affected by the COVID-19 pandemic, Harley-Davidson sold 44,200 units between January and March 2021, a 9% increase from the 40,400 units sold in the same period a year ago . North America (32,800 units) remains Harley-Davidson’s strongest market in 2021, followed by Asia-Pacific (5,850 units), EMEA (4,900 units) and America Latin (700 units). First quarter 2021 revenue is $ 1,423 million, an increase of 10% from the same period a year ago, while net income is $ 259 million, an increase of 272 % compared to just $ 70 million in the same one year period. since.

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