However, this segment is now aging, and the iconic manufacturer is struggling to replace its core customer base. This is primarily as the millennials are typically more price-conscious, especially after the recession, and are looking to hold off on making discretionary expenditures, which includes the luxury heavyweight motorcycles. has a significant bearing on the overall results of the motorcycle maker. Harley’s retail sales declined 1.6% year-over-year in 2016, despite a 2.3% growth in international sales, due to a 3.9% decline in U. This process, however, could be long and drawn out.
Customer spending also took a hit due to the growing uncertainty regarding the political scenario in the country. ambitions are of prime importance to the company is because shipments to the domestic market alone constitute approximately two-thirds the net shipments. As can be seen from the chart, total shipments for Harley have a strong correlation with the U. The company expects global shipments this year to be flat to down compared to 2016 levels, as it looks to clear out inventory before the new model year bikes can be sold.
Other Case Studies:- Multimedia Case Studies, Cases in Other Languages.
Strategic Management and Policy Case Study of Harley-Davidson, Inc.