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Globally, Harley-Davidson shipped some 132,500 ‘hogs’ in 2025. Worldwide retail sales of Harley-Davidson motorcycles decreased by 18.6 percent between 2023 and 2025. 

Sales are falling in key markets 

 While the brand started to recover from the COVID-19 pandemic, markets such as North America still recorded a decline in retail sales of around ten percent. The retail sales of EMEA region (European, Middle Eastern, and African markets) were also impacted by this dip in the market and continued to fall. Numbers were down approximately 12 percent compared to the previous year. Disappointing shipments in key markets are continuing to affect Harley-Davidson’s revenue, with 2023 figures dragging behind pre-pandemic levels.