Harley Davidson ($HD) will announce earnings today, April 28, with analysts dialing back expectations in the face of a global pandemic. But what remains to be seen next is how - and how well - the Hog maker is able to rebound.
Harley's job postings have been slashed to lows not seen since December 2016 and fell more than 80% since March.
It comes as the company's stock has been pounded for nearly 50% losses in 2020, putting its shares behind broader market benchmarks as we continue our rebound through the pandemic. And, these stock losses could reverberate in the company's growth plans for years to come.
Harley is reportedly cutting staff and scaling back production globally - so the trend we spot in our chart above, likely isn't going to hold for long. Harley appears to have added more than 100 staffers so far in 2020, judging by its LinkedIn ($MSFT) headcount chart, above.
As US automakers shift production to ventilators, even they aren't scaling up hiring much. And in economies that have either better mitigated the spread of Coronavirus, or began their outbreak sooner than the US', even when major automakers get operations back online, they aren't hiring very much.
Our final graphic, the map below, tracks dealerships and locations where consumers can pick up a Harley. Globally, Harley has more than 1,600 locations where people can buy a bike. But it's unclear how it will rebound, particularly since - for many - a motorcycle is more of a luxury item than a lifestyle essential.
That said, for those that do consider it essential, Harley's business can likely bounce back. Whether or not it does so with as much headcount, hiring or locations, remains to be seen, though.
About the Data:
Thinknum tracks companies using the information they post online - jobs, social and web traffic, product sales, and app ratings - and creates data sets that measure factors like hiring, revenue, and foot traffic. Data sets may not be fully comprehensive (they only account for what is available on the web), but they can be used to gauge performance factors like staffing and sales.
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