The largest American motorcycle maker, and the world's top ranked, Harley-Davidson Inc. posted its first quarterly loss in earnings in about 16 long years, mainly on the back of consumers deciding against investing in purchase of a premium model.

The Milwaukee-based company today posted a loss of $218.7 Million, or 94 cents per share, which is in sharp contrast with the earnings of $77.8 Million, or 34 cents per share, posted last year. Sales declined by 40% to $764.5 Million.

Before finally coming down to a loss, the company's profit had continued to decline for 9 consecutive quarters on a year-on-year basis. Harley's last quarterly loss had been recorded in the three months up-to December 31 in 1993.

Chief Executive Officer Keith Wandell has said that the loss has been a reflection of the difficult economy as well as the bigger-than-anticipated cost of the restructuring which was required in order to bring the production in-line with the market demand.

For the coming times, the company has big plans, including hitting the Indian market.