By Jean-Michel Lainé on .
Harley-Davidson is 8th in the 2022 market with 5,087 two-wheelers sold and a market share of 2.79%, that’s a drop of 475 units from the previous year. The 3 best-selling models in 2022 are the Sportster, Sport Glide and Low Rider.
Harley-Davidson sold 5,087 new two-wheelers in France over the 2022 period in a global market of 182,576 motorcycles and scooters. The American brand is still in decline in volume on the market, a decline that began in 2019 with the disappearance of the Sportster range, which represented a large volume of sales. In 10 years, from 2012 to 2022, a total of 82,783 two-wheelers have been sold by Harley-Davidson, including 6.14% in 2022. In 2022, Harley-Davidson is preceded by Piaggio with 5,944 two-wheelers sold and is ahead of Ducati with 4,583 units sold.
Harley-Davidson market share
The American brand has seen its sales volume drop since the discontinuation of the Sportster range despite the launch of new models, including the Pan America, which has had some success. Here are the rankings, sales volumes and market shares of Harley-Davidson over the past 10 years between 2012 and 2022. In 10 years, Harley-Davidson has sold 82,783 new motorcycles in France, including 5,087 over the last period.
| Year | Volume | Evo | Rang | Evo | Part | Evo | Market | Evo |
|---|---|---|---|---|---|---|---|---|
| 2022 | 5087 | -475 | 8 | 2.79% | -0.07% | 182576 | -6.16% | |
| 2021 | 5562 | -930 | 8 | +1 | 2.86% | -0.78% | [194552 | +9.19% |
| 2020 | 6492 | -2285 | 9 | -4 | 3.64% | -1.11% | 178181 | -3.56% |
| 2019 | 8777 | -150 | 5 | 4.75% | -0.66% | 184764 | +12.01% | |
| 2018 | 8927 | +730 | 5 | 5.41% | +0.01% | 164956 | +8.72% | |
| 2017 | 8197 | -50 | 5 | 5.40% | -0.03% | 151731 | -0.02% | |
| 2016 | 8247 | +709 | 5 | +1 | 5.43% | +0.09% | 151761 | +7.54% |
| 2015 | 7538 | -530 | 6 | 5.34% | -0.44% | 141123 | +1.17% | |
| 2014 | 8068 | +246 | 6 | +1 | 5.78% | +0.03% | 139492 | +2.46% |
| 2013 | 7822 | -244 | 7 | 5.75% | +0.65% | 136144 | -13.89% | |
| 2012 | 8066 | 7 | 5.10% | % | 158106 |
Evolution of the rank of Harley-Davidson on the two-wheeler market in France.
The rank of the brand in the French landscape drops according to sales volumes. Since the Covid period, market reactions for certain brands have been very diverse. The combination of the pandemic with the removal of an entire lineup has been felt in Harley-Davidson’s rankings since 2019.
| Year | Rang | Marque | Gap | Harley-Davidson | Rang | Marque | Gap |
|---|---|---|---|---|---|---|---|
| 2022 | 7 | Piaggio | +857 | 5087 | 9 | Ducati | -504 |
| 2021 | 7 | Piaggio | +1327 | 5562 | 9 | Suzuki | -558 |
| 2020 | 8 | Suzuki | +147 | 6492 | 10 | Kymco | -1808 |
| 2019 | 4 | Kawasaki | +7335 | 8777 | 6 | Triumph | -574 |
| 2018 | 4 | Kawasaki | +5044 | 8927 | 6 | KTM | -1061 |
| 2017 | 4 | Kawasaki | +5408 | 8197 | 6 | Triumph | -573 |
| 2016 | 4 | Kawasaki | +4412 | 8247 | 6 | Piaggio | -331 |
| 2015 | 5 | Suzuki | +2423 | 7538 | 7 | Piaggio | -1088 |
| 2014 | 5 | Suzuki | +2332 | 8068 | 7 | Piaggio | -1270 |
| 2013 | 6 | Piaggio | +348 | 7822 | 8 | KTM | -1345 |
| 2012 | 6 | Piaggio | +1501 | 8066 | 8 | KTM | -1419 |
Harley-Davidson’s Top 10 Sellers
In 2022, the Sportster is back in an all-new interpretation. From 2012 to 2022, the brand’s sales are divided on average into 43 models. Here is the Top 10 over the period in the Harley-Davidson range.
| Year | Rang | Model | Volume | % at Harley-Davidson |
|---|---|---|---|---|
| 2022 | 1 | Sportster | 668 | 13.13% |
| 2022 | 2 | Sport Glide | 607 | 11.93% |
| 2022 | 3 | Low Rider | 588 | 11.56% |
| 2022 | 4 | Pan America | 548 | 10.77% |
| 2022 | 5 | Softail Street Bob 114 | 322 | 6.33% |
| 2022 | 6 | Fat Boy | 279 | 5.48% |
| 2022 | 7 | Street Glide | 253 | 4.97% |
| 2022 | 8 | Road Glide | 225 | 4.42% |
| 2022 | 9 | Fat Bob 114 | 221 | 4.34% |
| 2022 | 10 | Breakout | 203 | 3.99% |
| 2022 | 11 | 24 other models | 1176 | 21.14% |
| 2021 | 1 | Sport Glide | 849 | 15.26% |
| 2021 | 2 | Pan America | 692 | 12.44% |
| 2021 | 3 | Softail Street Bob 114 | 503 | 9.04% |
| 2021 | 4 | Street Glide Special | 344 | 6.18% |
| 2021 | 5 | Fat Bob 114 | 343 | 6.17% |
| 2021 | 6 | Softail Standard | 342 | 6.15% |
| 2021 | 7 | Low Rider S | 328 | 5.90% |
| 2021 | 8 | Sportster | 291 | 5.23% |
| 2021 | 9 | Fat Boy S | 285 | 5.12% |
| 2021 | 10 | Softail Heritage Classic | 256 | 4.60% |
| 2021 | 11 | 32 other models | 1329 | 20.47% |
| 2020 | 1 | Forty Eight | 642 | 9.89% |
| 2020 | 2 | Sport Glide | 621 | 9.57% |
| 2020 | 3 | Low Rider S | 483 | 7.44% |
| 2020 | 4 | Sportster 883 Iron | 403 | 6.21% |
| 2020 | 5 | Softail Street Bob | 385 | 5.93% |
| 2020 | 6 | Fat Boy S | 371 | 5.71% |
| 2020 | 7 | Fat Bob 114 | 318 | 4.90% |
| 2020 | 8 | Street Glide Special | 286 | 4.41% |
| 2020 | 9 | Sportster 1200 Iron | 252 | 3.88% |
| 2020 | 10 | Breakout | 232 | 3.57% |
| 2020 | 11 | 33 other models | 2499 | 28.47% |
| 2019 | 1 | Sport Glide | 1056 | 12.03% |
| 2019 | 2 | Forty Eight | 723 | 8.24% |
| 2019 | 3 | Softail Street Bob | 700 | 7.98% |
| 2019 | 4 | Sportster 883 Iron | 528 | 6.02% |
| 2019 | 5 | Street Glide Special | 448 | 5.10% |
| 2019 | 6 | Fat Bob 114 | 425 | 4.84% |
| 2019 | 7 | Fat Boy S | 362 | 4.12% |
| 2019 | 8 | Breakout | 357 | 4.07% |
| 2019 | 9 | Sportster 1200 Iron | 348 | 3.96% |
| 2019 | 10 | Sportster 1200 Custom | 284 | 3.24% |
| 2019 | 11 | 32 other models | 3546 | 39.72% |
| 2018 | 1 | Forty Eight | 755 | 8.46% |
| 2018 | 2 | Sportster 883 Iron | 612 | 6.86% |
| 2018 | 3 | Sport Glide | 601 | 6.73% |
| 2018 | 4 | Fat Bob 114 | 599 | 6.71% |
| 2018 | 5 | Softail Street Bob | 555 | 6.22% |
| 2018 | 6 | Fat Boy S | 531 | 5.95% |
| 2018 | 7 | Breakout | 451 | 5.05% |
| 2018 | 8 | Softail Heritage Classic | 402 | 4.50% |
| 2018 | 9 | Street Glide Special | 386 | 4.32% |
| 2018 | 10 | Sportster 1200 Iron | 332 | 3.72% |
| 2018 | 11 | 31 other models | 3703 | 45.18% |
| 2017 | 1 | Sportster 883 Iron | 1020 | 12.44% |
| 2017 | 2 | Forty Eight | 976 | 11.91% |
| 2017 | 3 | Breakout | 499 | 6.09% |
| 2017 | 4 | Sportster 1200 Roadster | 490 | 5.98% |
| 2017 | 5 | Street Glide Special | 458 | 5.59% |
| 2017 | 6 | Softail Slim | 345 | 4.21% |
| 2017 | 7 | Dyna Street Bob | 278 | 3.39% |
| 2017 | 8 | Street 750 | 265 | 3.23% |
| 2017 | 9 | Road King Special | 244 | 2.98% |
| 2017 | 10 | Electra Ultra Limited | 241 | 2.94% |
| 2017 | 11 | 42 other models | 3381 | 41.00% |
| 2016 | 1 | Forty Eight | 873 | 10.59% |
| 2016 | 2 | Sportster 883 Iron | 866 | 10.50% |
| 2016 | 3 | Softail Slim | 804 | 9.75% |
| 2016 | 4 | Fat Boy S | 502 | 6.09% |
| 2016 | 5 | Dyna Street Bob | 490 | 5.94% |
| 2016 | 6 | Dyna Low Rider S | 486 | 5.89% |
| 2016 | 7 | Sportster 1200 Roadster | 454 | 5.51% |
| 2016 | 8 | Street Glide Special | 429 | 5.20% |
| 2016 | 9 | Breakout | 352 | 4.27% |
| 2016 | 10 | Electra Ultra Limited | 306 | 3.71% |
| 2016 | 11 | 36 other models | 2797 | 37.11% |
| 2015 | 1 | Dyna Street Bob | 1051 | 13.94% |
| 2015 | 2 | Forty Eight | 1000 | 13.27% |
| 2015 | 3 | Sportster 883 Iron | 877 | 11.63% |
| 2015 | 4 | Street Glide Special | 464 | 6.16% |
| 2015 | 5 | Dyna Low Rider | 335 | 4.44% |
| 2015 | 6 | Electra Ultra Limited | 321 | 4.26% |
| 2015 | 7 | Softail Slim | 316 | 4.19% |
| 2015 | 8 | Dyna Fat Bob | 279 | 3.70% |
| 2015 | 9 | Road King Classic | 261 | 3.46% |
| 2015 | 10 | Sportster 1200 Super Low | 237 | 3.14% |
| 2015 | 11 | 34 other models | 2397 | 29.71% |
| 2014 | 1 | Dyna Street Bob | 1342 | 16.63% |
| 2014 | 2 | Sportster 883 Iron | 890 | 11.03% |
| 2014 | 3 | Forty Eight | 838 | 10.39% |
| 2014 | 4 | Dyna Fat Bob | 429 | 5.32% |
| 2014 | 5 | Electra Ultra Limited | 427 | 5.29% |
| 2014 | 6 | Road King Classic | 322 | 3.99% |
| 2014 | 7 | Dyna Low Rider | 300 | 3.72% |
| 2014 | 8 | Softail Slim | 289 | 3.58% |
| 2014 | 9 | Street Glide | 288 | 3.57% |
| 2014 | 10 | Sportster 1200 Custom | 256 | 3.17% |
| 2014 | 11 | 36 other models | 2687 | 34.35% |
| 2013 | 1 | Forty Eight | 953 | 12.18% |
| 2013 | 2 | Dyna Street Bob | 894 | 11.43% |
| 2013 | 3 | Sportster 883 Iron | 845 | 10.80% |
| 2013 | 4 | Dyna Fat Bob | 442 | 5.65% |
| 2013 | 5 | Street Glide | 395 | 5.05% |
| 2013 | 6 | Softail Slim | 374 | 4.78% |
| 2013 | 7 | Sportster 1200 Custom | 374 | 4.78% |
| 2013 | 8 | Sportster 1200 Custom CA | 353 | 4.51% |
| 2013 | 9 | Road King Classic | 349 | 4.46% |
| 2013 | 10 | Fat Boy Special | 267 | 3.41% |
| 2013 | 11 | 35 other models | 2576 | 31.94% |
| 2012 | 1 | Forty Eight | 1119 | 13.87% |
| 2012 | 2 | Sportster 883 Iron | 859 | 10.65% |
| 2012 | 3 | Dyna Fat Bob | 517 | 6.41% |
| 2012 | 4 | Dyna Street Bob | 456 | 5.65% |
| 2012 | 5 | Sportster 1200 Custom | 450 | 5.58% |
| 2012 | 6 | Sportster 1200 Nightster | 423 | 5.24% |
| 2012 | 7 | Softail Slim | 407 | 5.05% |
| 2012 | 8 | Road King Classic | 386 | 4.79% |
| 2012 | 9 | Fat Boy Special | 336 | 4.17% |
| 2012 | 10 | Dyna Switchback | 328 | 4.07% |
| 2012 | 11 | 33 other models | 2785 | 34.53% |
Share of top 3 Harley-Davidson sales
The share represented by the 3 best-selling models in the Harley-Davidson range over the period has been around a third since 2021. This share was less obvious in the years before. This remains fairly regular over 10 years.
| Year | 1er | 2e | 3e | Volume | % at Harley-Davidson |
|---|---|---|---|---|---|
| 2022 | Sportster | Sport Glide | Low Rider | 1863 | 36.62% |
| 2021 | Sport Glide | Pan America | Softail Street Bob 114 | 2044 | 36.75% |
| 2020 | Forty Eight | Sport Glide | Low Rider S | 1746 | 26.89% |
| 2019 | Sport Glide | Forty Eight | Softail Street Bob | 2479 | 28.24% |
| 2018 | Forty Eight | Sportster 883 Iron | Sport Glide | 1968 | 22.05% |
| 2017 | Sportster 883 Iron | Forty Eight | Breakout | 2495 | 30.44% |
| 2016 | Forty Eight | Sportster 883 Iron | Softail Slim | 2543 | 30.84% |
| 2015 | Dyna Street Bob | Forty Eight | Sportster 883 Iron | 2928 | 38.84% |
| 2014 | Dyna Street Bob | Sportster 883 Iron | Forty Eight | 3070 | 38.05% |
| 2013 | Forty Eight | Dyna Street Bob | Sportster 883 Iron | 2692 | 34.42% |
| 2012 | Forty Eight | Sportster 883 Iron | Dyna Fat Bob | 2495 | 30.93% |
The worst Harley-Davidson sales over the period
In volume, the 3 least sold Harley-Davidson motorcycles over the period with the number of sales, often models leaving the catalog.
| Year | 3e | 2e | Pire |
|---|---|---|---|
| 2022 | Softail Deluxe (1) | Sportster 1200 Custom (1) | Sportster 1200 Iron (1) |
| 2021 | Forty Eight Special (1) | Road Glide (1) | Street Glide (1) |
| 2020 | Dyna Wide Glide (1) | Road King Police (1) | Sportster 883 Roadster (1) |
| 2019 | Livewire (3) | Road King Police (2) | CVO Softail Springer (1) |
| 2018 | Fat Boy Special (7) | Sportster 1200 Custom CB (5) | Dyna Low Rider (3) |
| 2017 | Dyna Switchback (1) | Seventy Two (1) | XR 1200 X (1) |
| 2016 | Sportster 883 Low (2) | Sportster 883 Roadster (1) | Street Glide (1) |
| 2015 | Softail Black Line (1) | Softail Night Train (1) | Sportster 883 Low (1) |
| 2014 | Softail Cross Bones (1) | Sportster 1200 Low (1) | Sportster 1200 Roadster (1) |
| 2013 | Sportster 1200 Roadster (1) | V Rod (1) | XR 1200 X (1) |
| 2012 | Sportster 883 Superlow (2) | Road King Police (1) | Sportster 883 Roadster (1) |
Breakdown of electric and thermal motorcycles
There are only electric motorcycles in the Harley-Davidson range and more precisely only one motorcycle with the Livewire which appears in sales since 2019.
| Year | Thermal | Part | Electric | Part |
|---|---|---|---|---|
| 2022 | 5080 | 99.86% | 7 | 0.14% |
| 2021 | 5538 | 99.57% | 24 | 0.43% |
| 2020 | 6438 | 99.18% | 53 | 0.82% |
| 2019 | 8774 | 99.97% | 3 | 0.03% |
| 2018 | 8927 | 100.00% | 0 | 0.00% |
| 2017 | 8197 | 100.00% | 0 | 0.00% |
| 2016 | 8231 | 100.00% | 0 | 0.00% |
| 2015 | 7538 | 100.00% | 0 | 0.00% |
| 2014 | 8068 | 100.00% | 0 | 0.00% |
| 2013 | 7822 | 100.00% | 0 | 0.00% |
| 2012 | 8066 | 100.00% | 0 | 0.00% |
