Overview
- Harley-Davidson, which reported first-quarter results Tuesday, posted $25 million in net income on $1.2 billion in revenue, a 12% drop from a year earlier.
- CEO Artie Starrs introduced the Back to the Bricks plan targeting more than $350 million in core motorcycle profit by 2027 with over $150 million in cost reductions.
- The product reset adds the Sprint, an entry 440cc bike priced near $6,000, and brings back the Sportster to attract younger and first-time riders.
- Retail traction improved as global units rose 8% and North America climbed 14%, while dealer inventories fell about 22% year over year.
- Tariff costs are now forecast at $75 million to $90 million in 2026 after $45 million in the quarter, and the company recorded a $15 million restructuring charge tied to job cuts.