Grant Case_

Is Harley-Davidson Losing Market Share On Purpose?

"It makes sense that the whole industry should shrink, considering the economy, but is there something else going on here? Why is Harley disproportionately affected?"

If you remove HOG from the industry data you get the rest of the industry,
Market - HOG = Rest of Industry

If you look at the rest of the industry YTD it is up .08% versus last year where HOG is -10%. If you do the same calculation for this quarter's sales only you get HOG down ~-9% versus the rest of the industry up ~8%.

Personally, I believe the difference this year versus last was HOG's big price cut / sales push last year in the 2nd quarter. Of course, HOG now believes they can stablize or raise prices and not be hurt on the sales end. The market share slide in heavyweights and difference in sales between HOG and rest of the industry begs to differ.