Overview
- Harley-Davidson rolled out its Back to the Bricks strategy under CEO Artie Starrs, emphasizing cheaper motorcycles and steadier dealer profits through a fixed holdback and tighter inventory discipline.
- The company will introduce an entry 440cc Sprint at about $6,000, revive the Sportster, and expand “blank canvas” models designed for rider customization.
- Management set targets of more than $350 million in core profit by 2027 and more than $150 million in cost reductions to rebuild margins.
- First-quarter net income fell to $25 million as revenue dropped about 12% to roughly $1.2 billion, with $45 million in tariff costs weighing on results and a 2026 tariff hit of $75 million to $90 million projected.
- Harley-Davidson Financial Services will sell about two thirds of future loan originations to outside buyers, which reduces in-house interest income and puts more emphasis on parts, service, and dealer economics.