FI showroom red and grey logo
MenuMENU
SearchSEARCH

Harley-Davidson Reports Lower 2Q Income, Reduces Shipment Plans and Workforce

Harley-Davidson Inc. reported decreased net income and revenue for the second quarter of 2009 compared to the year-ago period. Net income dropped from $222.8 million in the year-ago quarter to $19.8 million, while revenue fell from $1.57 million in the year-ago period to $1.15 billion.

by Staff
July 16, 2009
3 min to read


MILWAUKEE — Harley-Davidson Inc. reported decreased net income and revenue for the second quarter of 2009 compared to the year-ago period. Net income dropped from $222.8 million in the year-ago quarter to $19.8 million, while revenue fell from $1.57 million in the year-ago period to $1.15 billion.

For the first six months of 2009, revenue totaled $2.44 billion, a 15.1 percent decrease from the year-ago period. Net income was $137.1 million, compared to $410.4 million in the first half of 2008.

Ad Loading...

The motorcycle manufacturer said net income was primarily affected by the planned 27.6 percent reduction in motorcycle shipments compared to the year-ago period and by two non-cash charges related to Harley-Davidson Financial Services (HDFS): a $72.7 million credit loss provision for a one-time reclassification of motorcycle loan receivables; and a one-time $28.4 million charge to write off the total goodwill associated with the 1995 purchase of HDFS.

The manufacturer said it will continue to focus on the funding needs of HDFS and balance the long- and short-term debt needs of the finance company. Harley-Davidson also said it provided liquidity for anticipated HDFS lending activities through the end of this year and into 2010.

HDFS recorded an operating loss of $62.1 million for the second quarter, compared to operating income of $37.1 million in the year-ago quarter. In addition to the effects of the finance receivables reclassification, HDFS recorded $15.0 million in writedowns on retained securitization interests due to expected higher credit losses compared to a $6.3 million write-down in the year ago period. For the first half of 2009, HDFS reported an operating loss of $50.9 million, compared to operating income of $72.1 million for the prior-year period.

Worldwide retail unit sales of new Harley-Davidson motorcycles were down 30.1 percent compared to the year-ago quarter. Retail new Harley-Davidson motorcycle sales in the U.S. were down 35.1 percent and declined 18.2 percent in international markets compared to last year's second quarter. Industry-wide retail sales of heavyweight motorcycles in the U.S. declined 48.1 percent for the same period.

"While the underlying fundamentals of the Harley-Davidson brand remain strong and our dealers' retail motorcycle sales declined less than our competitors, it is obviously a very tough environment for us right now, given the continued weak consumer spending in the overall economy for discretionary purchases," said Harley-Davidson Inc. President and CEO Keith Wandell.

Ad Loading...

With the decline in retail motorcycle sales, the manufacturer lowered its 2009 worldwide shipment expectations by 25 to 30 percent for Harley-Davidson motorcycles. As a result of the lowered shipment volume, the company will reduce its workforce by about 1,000 hourly and salaried positions, which includes reductions at HDFS. Earlier this year, the manufacturer made cuts to its hourly and salaried workforce.

More Auto Finance

Photo of document next to calculator and inkpen
Auto FinanceJuly 20, 2026

Dealerships Are Paying the Price for Extended Car Loans

Growing negative-equity scenarios mean such lengthy terms should be addressed in a forward-looking way to make them work for the dealer and the consumer down the road.

Read More →
silver car in background with hand in front holding out a set of keys, Trade-In Trouble, F&I and Showroom
Auto Financeby Lauren LawrenceJuly 20, 2026

Trade-Ins in Negative Equity Reach New Heights

As such trade-ins rise in frequency, so do monthly loan payment amounts and interest rates, according to second-quarter data compiled by Edmunds.

Read More →
Two men in suit jackets shaking hands in front of a new-looking white vehicle
Auto Financeby Hannah MitchellJuly 15, 2026

Auto Credit Plentiful

June numbers show lenders are readily granting access, including to risky borrowers, as consumers leverage themselves to take on high prices.

Read More →
Ad Loading...
Woman's hands holding an wallet empty of cash
Auto Financeby Hannah MitchellJuly 1, 2026

Automotive Consumers Sink Further in Debt

Most financing metrics hit records in the second quarter as more buyers locked themselves into long terms and high monthly payments.

Read More →
Three men smiling for headshots
Auto Financeby Lauren LawrenceJuly 1, 2026

Porsche Financial Services Shifts Structure

After 36 years with Porsche, the Financial Services Chief Financial Officer Konrad Riedl is retiring, and the department is realigning its management structure.

Read More →
$100 bill and magnifying glass on top of paper that says insurance policy terms and conditions.
F&Iby Lauren LawrenceJune 29, 2026

Tariffs Could Raise Insurance Premiums

As U.S. import tariffs affect repair costs, consumers might find it more affordable to replace a damaged vehicle, according to recent Insurify tariff analysis.

Read More →
Ad Loading...
Red toy car sitting on top of coins.
Auto Financeby Lauren LawrenceJune 24, 2026

Smaller Loans, Longer Terms

The youngest generation of car buyers is more likely to finance less expensive vehicles, more than half of generation Z consumers borrowing less than $25,000.

Read More →
Photo of man holding a car key
Auto Financeby Hannah MitchellJune 17, 2026

New Cars a Tad More Affordable

May averages show that combined circumstances gave auto consumers slightly better buying power for the month, though average prices were up year-over-year.

Read More →
Photo of a white toy car next to piles of coins
Auto Financeby Hannah MitchellJune 8, 2026

First-Quarter Sees Long Auto Loan Growth

Experian data show more consumers are tapping the method, along with refinancings, to afford buying. Meanwhile, subprime borrowers are getting more access.

Read More →
Ad Loading...
Assurant, Mastering Credit Friction, Sales Series, Expert Trainer Josh Krach
Auto FinanceMay 29, 2026

Mastering Credit Friction

In this video, Josh Krach explains how to turn credit friction into an advantage.

Read More →