American iconic motorcycle brand, Harley Davidson is seeing a year on year drop in revenue as worldwide motorcycle sales fall 6.7% to 39,311 units.

This is the eighth consecutive quarter that Harley has taken a sales hit in the US.

Harley’s weakness is the most pronounced in the US market, where motorcycle sales have declined 10.1% to 20,849 vehicles.

On the top line, revenue from Harley’s motorcycle segment declined 6.6% this quarter to US$738.2 million (RM3.024 billion), sales from parts and accessories dropped 15% to US$142.2 million, and general merchandise revenue fell 18% to US$58.4 million.

But if Harley’s struggle to find growth isn’t enough, the brand also took a hefty US$55 million loss this quarter under its selling, general, and administrative expenses, related to two voluntary recalls.

Increasing competition from Japanese rivals with new street bikes and cruisers have been part of the reason coupled with better pricing and after sales.

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