Harley, stung by tariffs, shifts some production overseas
MILWAUKEE — Production of Harley-Davidson motorcycles sold in Europe will move from U.S. factories to facilities overseas, the Milwaukeebased company announced Monday, a consequence of the retaliatory tariffs the EU is imposing on American exports in an escalating trade war with the Trump administration.
President Donald Trump has used the iconic American motorcycle maker as an example of a U.S. business harmed by trade barriers in other countries, but Harley had warned that tariffs could negatively impact its sales.
Trump tweeted Monday that he’s surprised that Harley-Davidson was first “to wave the White Flag” in the tariff dispute between the U.S. and the European Union.
“Surprised that HarleyDavidson, of all companies, would be the first to wave the White Flag. I fought hard for them and ultimately they will not pay tariffs selling into the E.U., which has hurt us badly on trade, down $151 Billion. Taxes just a Harley excuse — be patient! #MAGA,” Trump tweeted.
A Harley-Davidson spokesman said the company had nothing to say in response to Trump’s tweet beyond its filing with the U.S. Securities and Exchange Commission.
The European Union on Friday began rolling out tariffs on American imports including bourbon, peanut butter and orange juice. The EU tariffs on $3.4 billion worth of U.S. products are retaliation for duties the Trump administration is imposing on European steel and aluminum.
The company said in a regulatory filing Monday that EU tariffs on its motorcycles exported from the U.S. jumped between 6 percent and 31 percent, adding about $2,200 per average motorcycle exported from the U.S. to the EU.
The impact on U.S. workers because of Harley-Davidson’s decision was not immediately clear. HarleyDavidson declined interview requests Monday but said in prepared remarks that the company “maintains a strong commitment to U.S.-based manufacturing which is valued by riders globally.”
Harley-Davidson Inc. sold almost 40,000 motorcycles in the EU last year, its second-largest market after the United States, according to the company. The EU sales make up almost 16.4 percent of Harley-Davidson’s worldwide sales. In the U.S., HarleyDavidson sold 147,972 motorcycles last year, according to company data.
“Increasing international production to alleviate the EU tariff burden is not the company’s preference, but represents the only sustainable option to make its motorcycles accessible to customers in the EU and maintain a viable business in Europe,” the company said in its prepared remarks.
Harley-Davidson said it will not raise its prices to avert “an immediate and lasting detrimental impact” on sales in Europe. It will instead absorb a significant amount of the cost in the near term. It anticipates the cost for the rest of the year to be approximately $30 million to $45 million.
Shifting the production overseas could take up to 18 months, the motorcycle maker said.