February 11, 2019
New motorcycles, more international dealers, additional ways for customers to access Harley-Davidson – and we’re just getting started on our More Roads plan.
When we launched the More Roads plan last summer, we established very specific annual milestones that would help all stakeholders measure our success through 2022. Check out the summary of our 2018 success.
To keep current riders engaged and inspire new riders, six high-impact Harley-Davidson® motorcycles launched in 2018: the Iron 1200™, Forty-Eight®
H-D also introduced the following new product innovations in 2018: Reflex™ linked brake system, the Milwaukee-Eight® 114 engine, premium touring suspension, Boom!™ Box GTS infotainment and Apple CarPlay.Special, FXDR™ 114, CVO™ Road Glide®, CVO™ Street Glide®, and CVO™ Limited models.
And, we debuted LiveWire™, our first production electric vehicle, which will launch in August 2019.
In the U.S., Harley-Davidson expanded its reach in a big way with the launch of a Harley-Davidson® branded storefront on Amazon.com. Sales were strong and initial data indicates that the majority of people purchasing H-D® products on Amazon are new to the brand. In 2018 H-D also launched eCommerce in China via TMall, one of the largest eCommerce platforms in the world.
Harley-Davidson enhanced its eCommerce store on H-D.com and exceeded its milestone for the year with 6 percent of General Merchandise sales coming through H-D.com in 2018. Full year total eCommerce sales were up 32 percent.
And, in line with the company’s plans to reach more urban dwellers, especially in Asia, 23 branded Harley-Davidson apparel stores were opened in 2018. These stores, in heavy foot traffic areas, offer a unique line of branded apparel, which we know is one of the first and easiest ways people “try us on” and begin their journey with Harley-Davidson. In fact, in our sample survey over 75 percent of shoppers told us it was their first visit to any Harley-Davidson® store and over 60 percent were under 34 years old.
In 2018, Harley-Davidson saw an improvement in its Riding Academy conversion--to-sale rate, which was up 2.2 pts. The company also continued to focus on the customer experience, achieving a net promoter score of 75 (out of 100) for dealer service experience and 85 for dealer purchase experience.
To help bring Harley-Davidson® products to more people around the world, 56 international Harley-Davidson® dealerships were added and production began at our new facility in Thailand.
The company is on-track and energized that new and different people, riders and non-riders, are standing up and taking notice of Harley-Davidson.
It’s clear that for riders today and Harley-Davidson® motorcycle riders of tomorrow, the groundwork for an exciting future is being built in real time.