EDITOR’S NOTE. Power Systems Research tracks the global trends powersports recreational equipment, especially the electrification of these units. This is one of a series of reports on these trends.
Harley-Davidson’s LiveWire strategy includes these key take-aways:
- Unique lineage: LiveWire draws on its DNA from the lineage of Harley-Davidson, capitalizing on a decade of experience in the EV sector.
- Motorcycles + beyond: with an initial focus on the urban market.
- Virtual HQ: LiveWire will be headquartered virtually, with initial hubs in Silicon Valley, CA (LiveWire Labs) and Milwaukee, WI.
- Marketplace: LiveWire will work with participating dealers from the Harley-Davidson network as an independent brand. A go-to-market model will blend digital and physical retail formats.
- Dedicated showroom: LiveWire will operate dedicated EV showrooms in select locations, starting in California.
- Technology focus: LiveWire plans to develop the technology of the future and to invest in the capabilities needed to lead the transformation of motorcycling. LiveWire expects to benefit from Harley-Davidson’s engineering expertise, manufacturing footprint, supply chain infrastructure, and global logistics capabilities.
- Technology sharing: Harley-Davidson and LiveWire intend to cooperate and share their technological advancements to ensure an industry leading application in their respective core segments.
POLARIS FIRST QUARTER 2021 EARNINGS RESULTS. Polaris released first quarter 2021 results with reported sales of $1,951 million, up 39% from reported sales of $1,405 million for the first quarter of 2020. The company reported first quarter 2021 net income of $134 million compared with a net loss of $5 million for the 2020 first quarter.
Gross profit increased 64% to $481 million for the first quarter of 2021 from $293 million in the first quarter of 2020. Reported gross profit margin was 24.6% of sales for the first quarter of 2021.
Polaris Product Segment Highlights:
- Off-Road Vehicles (“ORV”) and Snowmobiles totaled $1,232 million for the first quarter of 2021, up 50% compared to $824 million for the first quarter of 2020. PG&A sales for ORV and Snowmobiles combined increased 51% in the first quarter of 2021 compared to the first quarter last year.
- Motorcycles totaled $166 million, up 31% compared to the first quarter of 2020, driven primarily from increased sales of Slingshot, Indian Motorcycles.
- Global Adjacent Markets segment sales, including PG&A, increased 27% to $125 million in the 2021 first quarter compared to $98 million in the 2020 first quarter driven by increases in demand in North America and EMEA.
- Aftermarket segment sales of $230 million in the 2021 first quarter increased 14% compared to $202 million in the 2020 first quarter. Transamerican Auto Parts (TAP) sales of $193 million in the first quarter of 2021 increased nine percent compared to $177 million in the first quarter of 2020.
- Boat segment sales increased 29% to $199 million in the 2021 first quarter compared to $155 million in the 2020 first quarter, driven by sales growth in all three brands, Bennington, Godfrey and Hurricane.
POWERSPORTS MARKET ANALYSIS. The powersports market observed a slowdown during the first two quarters of 2020 driven by the spread of the COVID-19. Shortages of labor and materials in the first quarter led to many industry challenges. Governments began lifting the lockdown restrictions to stabilize the economic activities in the third quarter of 2020. During this period, the powersports industry witnessed steady growth owing to the rising inclination of individuals toward participating in outdoor recreational activities while complying with social distancing norms.
Powersports market size exceeded $34 billion in 2020 and is expected to grow at around 6% CAGR between 2021 and 2027. The global power sports unit sales are anticipated to reach over 3 million units by 2027. PSR
Michael Aistrup is Senior Analyst covering Recreational Products for Power Systems Research
