Key Points – Harley-Davidson’s first-quarter sales improved, but profits fell sharply.
Global retail motorcycle sales rose 8% year over year, led by a 14% increase in North America, but consolidated revenue fell 12% and EPS dropped to $0.22 from $1.07 as tariffs, restructuring costs and changes at HDFS weighed on results. – The company unveiled a new “Back to the Bricks” strategy
Management plans to refocus on core brand strengths, grow dealer profitability, and expand parts and accessories, including the return of the Sportster in 2027 and a new Sprint model in the second half of 2026. – Harley-Davidson reaffirmed its guidance despite tariff pressure. The company expects 2026 tariff costs of $75 million to $90 million, but said they should ease later in the year and maintained its outlook while targeting long-term growth in retail units, margins, and EBITDA. – Harley Pivots Hard: Can New Bikes Fix an Old Brand? Harley-Davidson (NYSE:HOG) reported higher first-quarter retail motorcycle sales but sharply lower earnings as the company absorbed tariff costs, restructuring expenses and the effects of a new capital-light model at Harley-Davidson Financial Services.
The Milwaukee-based motorcycle maker also introduced a new strategic plan, called Back to the Bricks, which Chief Executive Officer Artie Starrs said is designed to restore volume growth, strengthen dealer profitability and refocus the company on its core brand strengths. – MarketBeat Week in Review – 04/20 – 04/24 “In what remains a challenging consumer environment, these results reflect the impact of the actions we’ve taken to drive demand and improve execution,” Starrs said on the company’s first-quarter investor call. Retail Sales Rise, Led by North America Harley-Davidson said global retail sales of new motorcycles rose 8% year over year in the first quarter to about 34,000 units. North America led the gains, with retail sales up 14% to roughly 24,000 motorcycles.