Jochen Zeitz
Analyst · Craig Kennison from William and Blair. Your line is open
Thank you, Gina. We believe that substantial changes implemented with the Rewire have set us up to win, and we will not rest here. We will continue to explore additional opportunities as the Hardwire strategic plan is implemented and as we continue to deliver organizational speed, alignment and efficiency. As we close this first quarter, we can see that we've been through a significant transformation over the course of the past year. These changes are manifested in strong first quarter results and reinforce our decision to move the model year to coincide with the start of riding season for the first time in our modern history. This new journey is powered by Harley-Davidson number one, high-performing winning organization based on our 10 defined leadership principles and pillars of the powerful vision and mission of Harley-Davidson. Through the pandemic and into this first quarter, we've seen the willingness and growing capabilities of our team to win. Our future successes will only come from an effort by everybody in our team. So, thank you our team Harley-Davidson. I know many of you are listening in today. As you know, the Hardwire and its success is rooted in desirability in our ambition to enhance our position as the most desirable motorcycle brand in the world, desirability is the motivating force driven by emotion. It's in our DNA. It's embedded in our vision, and it's at the heart of our mission and it's part of our 118 year legacy. Done right, Harley-Davidson desirability preserves the value of our customers purchases, builds our brand beyond our riders and ensures loyalty and drives engagement. Our strategic ambition for desirability is very simple: Design, engineer and advance the most desirable motorcycles in the world to reflect it in quality, innovation and craftsmanship. Build a lifestyle brand valued for the emotion reflected in every product and experience for riders and non-riders alike, and focus on our customers delivering adventure and freedom for the soul. Desirability provides the framework of our Hardwire strategic plan and the framework for our success measures. I will now address a few specific highlights for the quarter delivered against some of the Hardwire strategic priorities. First, profit focus. I'm increasingly more confident of the market conditions and consumer appetite for our brand, our iconic motorcycles and our new products. The pandemic has provided a reminder of the power of getting outside, reconnecting with our community and the significant freedom and adventure that our brand represents. We've experienced significant demand in the market for our product and our brand, especially since March of this year. And the demand we are seeing is strongest in our most profitable segments. This improved mix is resulting in stronger year-over-year Motorcycle segment margins, and can be attributed directly to our desirability and Rewire efforts. This quarter has demonstrated the increasing strength of the market and the enduring power of our brand in both the USA and Canada, as well as Asia. Despite the continued impact of the pandemic, especially in Europe, we also see post pandemic potential as part of our streamline market strategy. We maintain a long-term focus on sustained, profitable and desirable growth in line with the Hardwire strategy. We're excited by the initial impacts. As we begin to execute against our strategy of 70, 20, 10 [ph] skews to our stronghold segments of Touring, large Cruiser and Trike, we work hard to continue to solidify our position as leaders, acknowledging that these segments are the most attractive of the global market in terms of our profit focus. With the Hardwire we also made a commitment to introduce a series of models that aligned with our commitment to further increase desirability and to drive the legacy of Harley-Davidson in our core segments. In this context, today I'm pleased to introduce our new icons collection and this year's icon model, the Electra Glide Revival. Launching April 26, icons will be extraordinary adaptations of production motorcycles, which look to our stories past and bright future. Produced only ones, each model will have a limited serialized production run of 1,500 bikes and deliver on what Harley-Davidson has always done so well, iconic design and historic moments. A new icons collection model will be released within each model year with no more than two models being released in any given year. Production will be enough to feel allocation of approximately one per dealer globally, making each icon a rare and highly coveted model for our riders, while increasing the overall desirability of our brand. Selective expansion. When we announced the Hardwire, we also identify the focused expansion into new segments. They are attractive and profitable segments that deliver balanced combination of volume, margin and potential. And they are well aligned with our product and brand capabilities with a clear path to leadership. By narrowing our focus on those opportunities that meet these criteria, we make our intention clear. We are in them to win, supported by the right allocation of time and energy, balanced with the right investments in product, brand and go-to-market capabilities. This gets me to our PR and marketing launch of the Pan America, our first adventure touring bike. With the Pan America, we see the potential to build an hour off-road heritage and to innovate into the high growth and attractive margin segment of Adventure Touring. We're targeting a new customer, but a new customer that wants the craftsmanship, heritage and legacy of Harley-Davidson and wants to be part of our community. Pan America was launched globally on February 22 at a virtual launch viewed by over 350,000 participants across the world. We caught up with movie star Jason Momoa to produce launch content that built is our ability and excitement for Pan America around the launch. If you haven't already watched Everything is a Road: The Path to Pan America, I'd encourage you to do so. To-date, the Pan America has received widespread global media acclaim with over 2 billion media impressions at a 97% positive media sentiment. With the Pan America launch earning Rob reports endorsement as I quote "the most important model release in memory, signaling a shift in both philosophy and demographic". The press writing reviews that have been going on for several weeks now around the world have also been exceptional, with overwhelmingly positive feedback from around the world. The launch delivered the full sellout of the preorder allocation, which is currently in production and on schedule to be delivered to our dealers around the world from May onwards. Adventure Touring is the largest segment in many European markets and is a largely untapped market in North America. We believe this buy places us in a position to take market share in Europe and become market leader in the segment in North America. There's also clear affinity for the bike and other high potential global markets with the Pan America being awarded best bike of 2021 at the 42nd Bangkok International Motor Show. And just this morning, I received extraordinary feedback from our team in China at the Shanghai Auto Motor Show, following the launch and press conference of Pan America. Looking forward, we have great plans to expand on Pan America with unrevealed [ph] innovation and design in new products that will reach new audiences as we look to unlock new customers and opportunity. Following on from the Pan America launch, we continue to execute on our priority to selectively compete in attractive segments where we can profit and win. And we're excited for the upcoming launch of our next product from the Revmax platform, which we redefine the premium middleweight Cruiser segment. We intend to increase the profitability of our offerings overall in the small to mid-size Cruiser segment and change the competitive landscape. Leading in electric. Combustion remains the core of our business. However, we see great potential for long-term growth in electric vehicles. With LiveWire widely regarded as the leading electric motorcycle in the world, we're excited about our future in this space. Earlier this year, we announced our intentions to work to with a dedicated EV division, and this work is now in full swing. This division will allow for dedicated level of strategic focus required to deliver desirable growth in the segment. In the quarter, we hired our Chief EV Officer to help guide this focus as we look to build on the success of LiveWire and win in electric. By investing in electric technology, it remains our intent to be at the forefront of innovation and development as we look to be the pioneers in EV. We'll be telling you more about our dedicated EV plans in Q2. Growth beyond bikes. We've always been about more than a machine and our related businesses are huge opportunities for long-term expansion of the brand. Parts and Accessories and General Merchandise form part of the Harley-Davidson lifestyle and together with HDFS plan an important role in inspiring existing and new customers to discover the adventure. Each business plays an important role in our overall vision and mission. We see enormous potential to grow our customer base, both with riders and non- riders, shaping our future success as a global lifestyle brand. In Parts and Accessories, with customization as part of our heritage, we continue working towards enhancing our position as the destination for high quality parts for all our riders, both with new and used motorcycles. As part of this new approach to our P&A business, the Pan America reveal included both P&A and General Merchandise designed specifically for Harley-Davidson Adventure Touring motorcycles and riders. Harley-Davidson heritage underpins our General Merchandise business. It is authentic to motorcycle culture and puts us in a unique position to reach beyond motorcycle riders and into the sport and lifestyle space. With prominent brand collaborations and the works for general merchandise, we see long-term potential to leverage our brand value. We'll be telling you more about this important strategic pillar for future growth in the second half of the year. As evidence by strong performance this quarter, HDFS is a strategic effort with a track record of delivering growth and profitability. It is our goal to make HDFS the preferred choice for all Harley-Davidson riders by building digital capabilities and the drive of the innovators of financial services. HDFS is integral to Harley-Davidson success. And with expansion in Europe on the horizon, we're excited about its future. Led by HDFS, earlier this month, as you know, we announced HD Certified, the first certified pre-owned Harley-Davidson motorcycle program designed to lead our industry, satisfy all existing loyal riders and also reach new customers venture into Holly ownership for the first time. HD Certified as a strategic effort to strengthen our competitive position and as part of our new approach to the used motorcycle marketplace, aligned to the strategic priorities of the Hardwire, targeting long-term profitable growth. In partnership with our strong dealer network, we want to enhance the overall customer experience, encouraging brand loyalty while supporting growth in Parts and Accessories, General Merchandise and HDFS built around the used Harley-Davidson market. Today, over 350 of our U.S. dealers have signed up to the program representing 63% of the U.S. dealer network on the day of launch. Each certified pre-owned motorcycle would be sold with a 12-month limited warranty on the engine and transmission and will include a 12-month complimentary membership in Hawk, our owners group. In addition, special financing rates would be available through HDFS to support the program. We believe HD Certified will drive Harley-Davidson connectivity and engagement with our customers and enhance the overall customer experience, allowing more riders to have access to our motorcycles, providing them with an added level of confidence in their purchase and an invitation into the Harley-Davidson community. A few words to summarize. The strong Q1 financial performance, despite the supply chain challenges of the quarter, and an increase in demand gives us the confidence to increase our guidance, as Gina mentioned, to deliver a strong performance for the full year. That said, we expect the unprecedented pandemic related supply chain and logistics challenges to continue and recognize the potential associated risks well into the year. Our brand is powerful and it is one of the most recognized globally. With 118 years of uninterrupted heritage, craftsmanship and iconic design, we are unique. No other brand even comes close to Harley-Davidson. We've been through significant change, but I believe this change has set us up to be stronger than ever before. We will not rest until we are best-in-class in everything we do. I will now take your questions.