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Harley-Davidson Posts $25M Profit, Sets $350M EBITDA Goal

5/5/2026

38 7 Full Breakdown

Summary

Starrs Unveils Turnaround

Harley-Davidson reported income of $25 million (22 c per share) with revenue down 12% to $1.2 billion.
Retail sales rose 14% to 23,803 and 8% to 33,500 while $45 million tariff costs cut the 2026 forecast to $75-$90 million from $105 million.
CEO Artie Starrs launched “Back to the Bricks” to double profitability by 2026, reach $350 million EBITDA by 2027, and launch Sprint bike at $6,000 and a revived Sportster at $10,000 built in York, Pa.

Summary

Harley-Davidson Revives

Harley-Davidson revived the Sportster with an air-cooled engine to attract budget-conscious purists.
The revised Sportster is priced around $10,000, positioning it between entry-level and premium lines.
Management announced the parts and accessories division will be re-established as a core growth driver.
Executives expect higher margins from “blank canvas” models that allow broader customization.

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Starrs Unveils Turnaround

Harley-Davidson reported income of $25 million (22 c per share) with revenue down 12% to $1.2 billion.
Retail sales rose 14% to 23,803 and 8% to 33,500 while $45 million tariff costs cut the 2026 forecast to $75-$90 million from $105 million.
CEO Artie Starrs launched “Back to the Bricks” to double profitability by 2026, reach $350 million EBITDA by 2027, and launch Sprint bike at $6,000 and a revived Sportster at $10,000 built in York, Pa.

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