European punitive tariffs would not improve the situation. (Best regards to Donald)
Shares in Harley-Davidson came under pressure on Wednesday after weaker consumer confidence hit the US motorcycle manufacturer's sales.
When publishing its figures for the fourth quarter, the New York-listed company announced that sales had fallen by 35% to 688 million dollars, while operating losses had increased from 21 million dollars in the previous year to 193 million dollars.
The diluted loss per share amounted to USD 0.93, compared to earnings per share of USD 0.18 in the last three months of 2023.
Global motorcycle deliveries declined 53% to 14,000 units in the quarter and 17% to 148,862 units for the year.
Revenue for the year as a whole was 11% lower at USD 5.2 billion.
Jochen Zeitz, CEO, said: "In 2024, we saw our performance significantly impacted by the ongoing economic headwinds for consumer goods, including the high interest rate environment which is impacting consumer confidence."
For 2025, the company expects sales to be flat at best and 5% lower at worst. The operating margin is expected to be between 7% and 8%.
It also forecasts that the LiveWire electric motorcycle brand will deliver between 1,000 and 1,500 units and that the division's operating losses will amount to 70 to 80 million dollars.
Harley-Davidson sold 612 LiveWire motorcycles in 2024 and reduced its operating loss by 6% to 110 million dollars.
Harley-Davidson shares had lost 5% in pre-market trading by 14:00 GMT.
Zeitz said: "The industry has faced numerous challenges in recent years, which have had an impact at all levels. But we are confident that we are well positioned to benefit from any upturn in consumption."
