Harley-Davidson retained over 37% of the U.S. heavyweight motorcycle market last year. This dominance persisted despite a 40% drop in operating income and a sharp decline in earnings per share. The company sold over 572,000 motorcycles globally, including more than a thousand electric LiveWire models.
Key Takeaways
- Harley-Davidson reported net revenue of $5.836 billion in 2023, down 6% from 2022
- Gross margin for Harley-Davidson in 2023 was 23.5%, compared to 28.5% in 2022
- Operating income in 2023 was $695 million, a 40% decline from prior year
- Harley-Davidson was founded on September 17, 1903, by William S. Harley and Arthur Davidson in a small shed in Milwaukee, Wisconsin
- The first Harley-Davidson motorcycle, a 116cc engine prototype, was built in 1903 but did not perform well enough for production
- In 1904, the first production Harley-Davidson motorcycle was sold to a businessman in Milwaukee for use as a delivery bike
- Harley-Davidson has 37.3% share of U.S. heavyweight motorcycle market in 2023
- Brand value ranked #338 globally at $6.3 billion in 2023
- Over 1,400 independent dealers in 100+ countries
- Harley-Davidson Sportster weighs 443 lbs dry
- Milwaukee-Eight 117 engine produces 105 hp and 125 ft-lbs torque
- Road Glide features a 19-inch front wheel and 7-inch touchscreen
- Harley-Davidson sold 572,044 motorcycles globally in 2023
- U.S. retail sales were 188,028 units in 2023, up 3%
- International retail sales reached 132,000 units in 2023
In 2023, Harley-Davidson’s revenue fell 6% while profits and margins also declined, despite steady dealer reach.
Related reading
01 · Category
Financial Metrics24 stats
01
Harley-Davidson reported net revenue of $5.836 billion in 2023, down 6% from 2022
02
Gross margin for Harley-Davidson in 2023 was 23.5%, compared to 28.5% in 2022
03
Operating income in 2023 was $695 million, a 40% decline from prior year
04
Harley-Davidson had 1,400 dealerships worldwide as of 2023
05
Diluted EPS for 2023 was $4.38, down from $6.99 in 2022
06
Cash flow from operations in 2023 reached $912 million
07
Total assets as of Dec 2023 were $11.3 billion
08
Debt-to-equity ratio stood at 1.62 in 2023
09
R&D expenses in 2023 were $169 million, 2.9% of revenue
10
Harley-Davidson repurchased $572 million in shares in 2023
11
Dividend per share increased to $0.66in 2023 from $0.62
12
Market capitalization was $4.8 billion as of end-2023
13
SG&A expenses rose to $1.69 billion in 2023
14
Net income attributable to H-D in 2023 was $607 million
15
Inventory levels were $1.6 billion at year-end 2023, up 20%
16
Effective tax rate was 24.1% in 2023
17
Capital expenditures totaled $182 million in 2023
18
Return on equity was 24.1% for 2023
19
Current ratio was 1.36 as of 2023
20
Revenue from motorcycles was $4.78 billion in 2023, 82% of total
21
Financial services revenue was $615 million in 2023
22
LiveWire segment revenue was $38.2 million in 2023
23
EBITDA for 2023 was $1.02 billion
24
Pension liabilities were $1.2 billion net in 2023
Interpretation
Financial Metrics Interpretation
Harley-Davidson spent 2023 navigating some serious potholes, with profits and margins getting squeezed, but it kept the wheels turning by generating solid cash and aggressively returning money to shareholders, proving that even a rough road doesn't stop a dedicated rider.
More related reading
02 · Category
History and Milestones30 stats
01
Harley-Davidson was founded on September 17, 1903, by William S. Harley and Arthur Davidson in a small shed in Milwaukee, Wisconsin
02
The first Harley-Davidson motorcycle, a 116cc engine prototype, was built in 1903 but did not perform well enough for production
03
In 1904, the first production Harley-Davidson motorcycle was sold to a businessman in Milwaukee for use as a delivery bike
04
Harley-Davidson produced its first V-twin engine motorcycle in 1909, which became the foundation for future models
05
During World War I, Harley-Davidson supplied over 20,000 motorcycles to the U.S. military, helping establish its reputation
06
In 1912, Harley-Davidson began exporting motorcycles internationally, starting with Australia
07
The iconic Harley-Davidson bar and shield logo was registered as a trademark in 1910
08
Harley-Davidson introduced the Knucklehead engine in 1936, marking a significant advancement in motorcycle performance
09
During World War II, Harley-Davidson produced over 90,000 WLA models for the U.S. Army
10
In 1953, Harley-Davidson celebrated its 50th anniversary with a massive rally in Milwaukee attended by over 45,000 people
11
Harley-Davidson acquired the Aermacchi company in 1960 to expand into smaller displacement bikes
12
AMF Corporation acquired Harley-Davidson in 1969 for $12 million amid financial struggles
13
In 1981, a group of executives led a leveraged buyout to regain control from AMF for $80 million
14
Harley-Davidson went public on the NYSE in 1986 under ticker symbol HOG
15
The company introduced the Softail frame in 1984, reviving classic styling
16
Harley-Davidson opened its first museum in Milwaukee in 2009, attracting over 300,000 visitors annually
17
In 2018, Harley-Davidson faced EU tariffs leading to relocation of some production to Thailand
18
The company celebrated its 120th anniversary in 2023 with global events
19
Harley-Davidson produced its 5 millionth motorcycle in 2000
20
In 1920, Harley-Davidson reached peak production of 28,000 units annually
21
The Flathead engine debuted in 1929, used until 1952
22
Harley-Davidson entered sidecar production in 1912
23
In 1970, the FX Super Glide introduced the first factory chopper-style bike
24
The Evolution engine launched in 1984, replacing the Shovelhead
25
Harley-Davidson licensed its name for merchandise in 1905
26
The company survived the Great Depression by focusing on three-wheeled Servi-Cars
27
In 2008, Harley-Davidson acquired MV Agusta briefly before selling it
28
Harley-Davidson introduced Buell motorcycles in 1987 through partnership
29
The Twin Cam engine family was introduced in 1999
30
In 2020, Harley-Davidson launched LiveWire as a separate electric motorcycle brand
Interpretation
History and Milestones Interpretation
From a sputtering start in a Milwaukee shed to becoming a five million unit symbol of American grit, Harley-Davidson's history is a masterclass in how to turn road bumps, world wars, and even corporate buyouts into the very fuel for an enduring legend.
More related reading
03 · Category
Market and Brand Statistics23 stats
01
Harley-Davidson has 37.3% share of U.S. heavyweight motorcycle market in 2023
02
Brand value ranked #338 globally at $6.3 billion in 2023
03
Over 1,400 independent dealers in 100+ countries
04
H.O.G. membership exceeds 1 million worldwide as of 2023
05
48% of U.S. riders own a Harley-Davidson per 2023 survey
06
Exports account for 40% of production
07
China market sales grew 15% to 12,000 units in 2023
08
Europe represents 25% of global retail sales
09
Licensing revenue from merchandise over $500 million annually
10
Won 37 Superbike World Championship races historically
11
King of the Baggers racing series dominated with 100% wins in 2023 season
12
93% customer loyalty rate in U.S. per 2023 J.D. Power study
13
India joint venture with Hero MotoCorp launched in 2020
14
Australia/New Zealand retail sales 20,000 units annually average
15
Brazil is largest Latin American market with 10,000+ annual sales
16
Flat Track racing team secured 5 national championships since 2008
17
Museum in Milwaukee attracts 325,000 visitors yearly
18
Social media followers exceed 10 million across platforms in 2023
19
Women riders represent 24% of H.O.G. members in 2023
20
Average rider age is 50 years old per 2023 demographics
21
15% market share in global premium cruiser segment
22
Sponsored over 1,200 events worldwide in 2023
23
Dealer network grew 2% to 1,440 locations in 2023
Interpretation
Market and Brand Statistics Interpretation
Harley-Davidson has masterfully cultivated a fiercely loyal, middle-aged global tribe that buys the brand as much as the bike, proven by its commanding U.S. market share, a million-strong riders club, and the fact that nearly half its revenue comes from selling the idea of freedom both on and off the road.
More related reading
04 · Category
Product Specifications and Models25 stats
01
Harley-Davidson Sportster weighs 443 lbs dry
02
Milwaukee-Eight 117 engine produces 105 hp and 125 ft-lbs torque
03
Road Glide features a 19-inch front wheel and 7-inch touchscreen
04
LiveWire One electric bike offers 146 mph top speed and 3.5 sec 0-60
05
Pan America 1250 has 150 hp Revolution Max engine
06
Softail Standard model has 1,868cc Milwaukee-Eight 107 engine
07
Fat Boy 114 displaces 114 cubic inches with 94 hp
08
Street Glide Special offers Apple CarPlay and 12.3-inch display
09
Nightster has a 975cc liquid-cooled engine producing 90 hp
10
Tri Glide Ultra has electric reverse and 6-speed transmission
11
CVO Road Glide RR is limited to 156 units with 121 hp engine
12
Iron 883 (discontinued) had 883cc air-cooled Evolution engine
13
Breakout 117 features inverted front forks and 240mm rear tire
14
Heritage Classic 114 has detachable windshield and hard bags
15
Low Rider ST has fairing and saddlebags for touring
16
LiveWire S2 Del Mar offers 112 mile city range
17
Road King has classic styling with 107ci engine
18
Fat Bob 114 produces 94 hp and has drag bars
19
Pan America 1250 Special has adaptive ride height
20
Sportster S weighs 502 lbs with 121 hp Revolution Max 1250T
21
Electra Glide Ultra Classic has 103ci engine and premium audio
22
Freewheeler trike has 114ci engine and trunk
23
CVO Street Glide has 117ci engine and custom paint
24
Savage bobber styling on the Low Rider S with blacked-out components
25
X 350 mission bike for India has 350cc engine
Interpretation
Product Specifications and Models Interpretation
Harley-Davidson has mastered the art of offering an identity crisis for every rider, from earth-shaking classic cruisers that celebrate weight and inches to shocking electric bikes that swap rumble for instant silence and neck-snapping speed.
More related reading
05 · Category
Sales and Production25 stats
01
Harley-Davidson sold 572,044 motorcycles globally in 2023
02
U.S. retail sales were 188,028 units in 2023, up 3%
03
International retail sales reached 132,000 units in 2023
04
Production capacity at York plant is 300,000 units annually
05
Touring model sales were 123,000 units worldwide in 2023
06
Cruiser sales totaled 145,000 units in 2023
07
LiveWire electric motorcycle deliveries were 1,109 units in 2023
08
Average selling price per motorcycle was $26,200in 2023
09
U.S. market share in heavyweight motorcycles was 37.3% in 2023
10
Global wholesale shipments were 572,044 in 2023, down 8%
11
Street bike sales dropped to 10,000 units in 2023
12
Adventure touring sales were 28,000 units in 2023
13
Dealer inventory reached 70,000 units end-2023
14
Production halted briefly in Q4 2023 due to supply chain issues affecting 5,000 units
15
EMEA region retail sales were 38,000 units in 2023
16
Asia Pacific wholesale shipments were 45,000 units in 2023
17
Latin America retail grew 12% to 15,000 units in 2023
18
Canada retail sales were 12,500 units in 2023
19
Factory customization orders reached 25% of sales in 2023
20
Used motorcycle sales through dealers hit 50,000 units in 2023
21
Apparel and parts sales generated $1.04 billion in 2023
22
Milwaukee-Eight engine production exceeded 1 million units by 2023
23
Pan America adventure bike sold 18,000 units since 2021 launch by 2023
24
Sportster S sales reached 8,000 units in 2023
25
Trike sales were 22,000 units globally in 2023
Interpretation
Sales and Production Interpretation
Harley-Davidson spent 2023 proving its core riders are still roaring, but its quieter electric and street bike whispers suggest the road ahead needs a more diverse engine soundtrack.
Reference
Cite This Report
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APA
Alexander Schmidt. (2026, February 13). Harley Davidson Statistics. Gitnux. https://gitnux.org/harley-davidson-statistics
MLA
Alexander Schmidt. "Harley Davidson Statistics." Gitnux, 13 Feb 2026, https://gitnux.org/harley-davidson-statistics.
Chicago
Alexander Schmidt. 2026. "Harley Davidson Statistics." Gitnux. https://gitnux.org/harley-davidson-statistics.
Sources & references
52 datasets cited across this report · attribution is report-level