Harley-Davidson Business Supported by Spare Parts and Loyal Consumers

JAKARTA – Harley-Davidson’s sales performance in 2025 is under pressure. The official distributor in Indonesia acknowledges a decline in motorcycle sales compared to the previous year, in line with less conducive global and domestic conditions.

Operations Director of PT JLM Auto Indonesia, Irvino Edwardly, stated that various external factors are the main causes of the weakening sales in the premium motorcycle segment.

From the global geopolitical situation, fluctuations in world oil prices, to unfavourable exchange rates.

“Especially if we look at the current regulations, the global conditions with ongoing wars, world oil, and forex that are also not favourable. Of course, we try not to be too aggressive but remain optimistic. We aim for a minimum achievement that is the same or better than last year,” he said.

He also admitted that sales declined last year, though he was reluctant to provide specific figures.

Interestingly, amid the decline in unit sales, the aftersales line is showing very strong performance. Demand for spare parts and service has experienced a significant surge.

“From the aftersales side, Harley-Davidson Indonesia has also grown very solidly. For example, parts and services grew 120 percent compared to last year.

This surge reflects a change in Harley-Davidson consumer behaviour. Instead of buying new units, many users choose to maximise their existing motorcycles through modifications and maintenance.

“Apparel and general merchandise are also not left behind as a symbol and identity for riders and fans; that too shows very good development (up) 115 percent compared to last year,” he said.

Spare parts, accessories, to merchandise are now the new backbone in maintaining consumer loyalty while supporting the business amid market challenges.