- US dealers only closed on Christmas and New Year’s Day.
- Several German Harley-Davidson locations were closed or restructured.
- Significant decline in new registrations in Germany.
After sensational headlines about alleged widespread closures of Harley-Davidson dealers in the US, it is worth taking a sober look at the facts. While many reports prove to be highly distorted or simply false, the situation in the German dealer network is indeed characterized by change.
Alleged dealer closures in the US
In recent weeks, several international media outlets reported that Harley-Davidson would be closing all US dealers for 24 hours. The reports suggested economic problems or structural cuts in the distribution network. In fact, however, these are regular holiday closures at Christmas and New Year, as is customary for many companies in the US.
Individual headlines deliberately dramatized these brief interruptions. The context that these were scheduled holidays was only made clear after several paragraphs, if at all. In terms of content, there was no connection to sales problems, a strategic realignment, or a threat to the dealer network.
Movement in the German Harley-Davidson dealer network
While the reports from the US are mainly based on misleading representations, the situation in Germany is more nuanced. Last season saw several significant changes at authorized Harley-Davidson dealers.
In Erfurt, managing director Robert Kremer announced a temporary closure at the end of August. The location will only reopen once a new business successor has been found. Until then, the company will focus on its headquarters in Fulda.
In Berlin, the dealership CBB Classic Bike Berlin GmbH closed permanently. Following the death of owner Lothar Schmidt, the business premises were finally closed on November 25.
A long-standing presence in Koblenz is also coming to an end. Harley-Davidson Vertretung Koblenz GmbH set the course for liquidation at the beginning of October. Operations are to be discontinued at the end of 2025. Managing Director Andrea Vetter and authorized signatory Oliver Rasbach initiated the necessary steps.
Name changes and location concentration
Not all changes mean a complete end. In the Rhine-Neckar region, the former Harley-Davidson dealer has been operating under the name Rhein-Neckar Motorcycles since October 28. This was preceded by a contract termination by the manufacturer, as owner Pascal Vergnaud explained.
After 23 years, Harley-Davidson Osnabrück is also bidding farewell to the market. The authorized dealer Reibchen + Stegemann GmbH is withdrawing from the location. Managing Director Stephan Kaminski will focus his attention on the Harley headquarters in Bielefeld in the future.
New registrations down significantly
A look at the current registration figures illustrates the economic pressure. According to IVM, 3,586 new Harley-Davidson motorcycles were registered in Germany in the first eleven months of the year. This represents a decline of 47.6 percent compared to the same period last year.
The market share thus fell to 3.77 percent, after reaching 5.09 percent in the previous year. However, this result was also significantly influenced by the Euro 5 Plus issue, which affected numerous manufacturers and models.
Outlook under new leadership
Artie Starrs is the new CEO of Harley-Davidson. He has a challenging task ahead of him. The brand needs to be stabilized, growth potential tapped, and the customer experience revitalized. It remains to be seen how this strategy will specifically affect the dealer network in Europe, and in Germany in particular.
