Story perspectives

Harley-Davidson Faces 26% Revenue Drop Amid Turnaround Plans

2/12/2026

Summary

Story summary

Harley-Davidson, Inc., the motorcycle manufacturer, reported a 26% revenue decline for 2025.
United States motorcycle sales rose slightly, while global shipments fell due to tariffs.
Artie Starrs, the company’s new chief executive officer, expressed optimism about the brand’s future.
He also outlined a turnaround plan to improve dealer relationships and reduce production.
The company must diversify beyond cruisers and appeal to younger riders ahead of a 2026 strategic reset.

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Story summary

Harley-Davidson, Inc., the motorcycle manufacturer, reported a 26% revenue decline for 2025.
United States motorcycle sales rose slightly, while global shipments fell due to tariffs.
Artie Starrs, the company’s new chief executive officer, expressed optimism about the brand’s future.
He also outlined a turnaround plan to improve dealer relationships and reduce production.
The company must diversify beyond cruisers and appeal to younger riders ahead of a 2026 strategic reset.