Harley Davidson Exits Morocco, Shifts Focus to Key Global Markets

The option of the famous American brand Harley Davidson to leave Morocco is gradually being confirmed. According to market operators, the brand’s concessionaire, located near the Tram terminus in Ain Diab, is closed, reports Le Matin, which was unable to obtain a clear response from the American brand about this withdrawal or not from the Kingdom.

However, the company has stated that it wants to focus in its "Rewire" plan on "the markets that count". These are 50 markets, particularly in North America, Europe and certain Asia-Pacific regions, the same source indicates. In addition to Morocco, the company also plans to withdraw from Lebanon, Bahrain, Oman..., a total of 40 countries, before the end of the current quarter.

This "Rewire" plan, "redefines our mission, reduces complexity, sharpens our focus and increases speed and will serve as a solid foundation for our new five-year strategic plan," the brand said in the document.

For the record, over the first three quarters of the year, the brand’s revenue at the Bar and Shield fell by 22.41%, or $3.34 billion. In addition, the company’s earnings fell by 76.2%, from $409.9 million to $97.5 million. In terms of sales, only 146,772 Harleys were sold in the first 9 months of 2020, compared to 179,321 in 2019, a drop of 18.2%. The real question now is what will become of the maintenance and refurbishment of the Harley Davidson fleet in Morocco?