Harley Davidson 2012 Annual Report Download - page 29

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29
Motorcycles and Related Products Segment
Harley-Davidson Motorcycle Retail Sales
Worldwide independent dealer retail sales of Harley-Davidson motorcycles increased 6.2% during 2012 compared to
2011. Retail sales of Harley-Davidson motorcycles increased 6.6% in the United States and 5.6% internationally in 2012.
International retail sales as a percent of total retail sales were down slightly compared to 2011 reflecting the tough market
conditions in Europe. International retail sales represented 35.3% and 35.5% of total retail sales in 2012 and 2011, respectively.
Given the fact that the Company's European business was down in 2012 and the economic concerns that remain in Europe for
the near term, the Company no longer believes it will meet its goal of international retail sales exceeding 40% of total retail
sales by 2014. However, the Company continues to believe international retail sales will grow at a faster rate than domestic
sales through 2014(1).
The following table includes retail unit sales of Harley-Davidson motorcycles:
Harley-Davidson Motorcycle Retail Sales(a)
Heavyweight (651+cc)
2012 2011 Increase
(Decrease) %
Change
North America Region
United States 161,678 151,683 9,995 6.6%
Canada 10,573 10,502 71 0.7
Total North America Region 172,251 162,185 10,066 6.2
Europe, Middle East and Africa Region (EMEA)
Europe(b) 37,027 39,334 (2,307)(5.9)
Other 6,000 5,006 994 19.9
Total EMEA Region 43,027 44,340 (1,313)(3.0)
Asia Pacific Region
Japan 10,642 10,401 241 2.3
Other 13,839 11,015 2,824 25.6
Total Asia Pacific Region 24,481 21,416 3,065 14.3
Latin America Region 10,090 7,247 2,843 39.2
Total Worldwide Retail Sales 249,849 235,188 14,661 6.2%
(a) Data source for retail sales figures shown above is new sales warranty and registration information provided by Harley-Davidson dealers and compiled
by the Company. The Company must rely on information that its dealers supply concerning retail sales and this information is subject to revision.
(b) Data for Europe include Austria, Belgium, Denmark, Finland, France, Germany, Greece, Italy, Netherlands, Norway, Portugal, Spain, Sweden,
Switzerland and the United Kingdom.
The following table includes industry retail motorcycle registration data:
Heavyweight Motorcycle Registration Data(a)
2012 2011 Increase
(Decrease) %
Change
United States(b) 281,974 271,029 10,945 4.0 %
Europe(c) 268,299 292,533 (24,234) (8.3)%
(a) Heavyweight data includes street legal 651+cc models. Street legal 651+cc models include on-highway and dual purpose models and three-wheeled
vehicles.
(b) United States industry data is derived from information provided by Motorcycle Industry Council (MIC). This third party data is subject to revision and
update. Prior periods have been adjusted to include all dual purpose models that were previously excluded.