Harley-Davidson had quite an eventful 2021. Guided by CEO Jochen Zeitz’s Hardwire strategy, the Motor Company posted gains in Q1 and Q2, but also juggled proposed European Union tariff increases and supply chain-imposed 2-percent surcharges. Coming off a $96.4M loss in Q4 2020, Harley had an uphill battle on its hands, but the brand turned its fortunes around by the end of the year, reporting a 40-percent revenue increase in the final quarter of 2021.
The latest numbers bode well for Zeitz’s Hardwire plan, with the Bar and Shield recording a $1.02B revenue in Q4 alone. That’s an impressive figure when compared to the $725M profit posted during the same period in 2020. The $21.6M revenue bump increased Harley share prices by 14 cents, which equates to a 15-percent growth at $41.73 per share.
