Harley-Davidson, Inc. reports developments across its motorcycle, rider-lifestyle and financing businesses. The company is the parent of Harley-Davidson Motor Company and Harley-Davidson Financial Services, with news commonly covering motorcycle retail sales, dealer inventory, shipments, accessories, riding gear, apparel collaborations and brand platforms such as RIDE.
Updates also cover the Back to the Bricks strategic plan, quarterly results, share repurchases, restructuring costs, HDFS financing activity and the company’s controlling interest in LiveWire Group. Coverage reflects the company’s mix of heavyweight motorcycles, customizable products, rider experiences, consumer finance, insurance programs and electric-motorcycle exposure.
Harley-Davidson (HOG) raised its full-year motorcycle and financial-services guidance while reporting lower third-quarter earnings despite growth in retail motorcycle sales. Net income attributable to Harley-Davidson fell to $42.762 million from $377.366 million; diluted earnings per share declined to $0.40 from $3.10. The prior-year quarter benefited from financial-services asset sales.
Global retail sales rose 5% year over year, while shipments fell 8% to 33,616 motorcycles and dealer inventory declined 26%. Motorcycle-business revenue fell 10% to $964 million, but gross margin rose 173 basis points to 28.1%. For 2026, Harley-Davidson now expects motorcycle-business operating income of $25–$55 million and financial-services operating income of $60–$70 million. Expected global retail sales and wholesale shipments are each 135,500–139,000 units. LiveWire withdrew its guidance. Quarterly shareholder returns totaled $110 million.
Harley-Davidson (NYSE: HOG) will release its third quarter 2026 financial results before market hours on October 29, 2026.
An audio webcast runs from 8–9 a.m. CT. Senior management will discuss financial results, business developments and updates to the company's outlook. A replay will be available approximately two hours after the call concludes.
Harley-Davidson (HOG) and outdoor brand Realtree have launched their second limited-edition collaborative collection of apparel and accessories for riders and hunters in the U.S.
The Harley-Davidson x Realtree line combines Realtree’s camouflage patterns with Harley-Davidson styling and expands on the first collection with new pieces such as men’s reversible vests, cargo pants, work shirts, a women’s hoodie, and a unisex Switchback adjustable cap. Items feature water-resistant or warm materials, multiple pockets, and allover Realtree APG camo. The collection is available now through h-d.com/realtree and participating Harley-Davidson dealerships across the United States.
Harley-Davidson (HOG) declared a quarterly cash dividend of $0.1875 per share for the third quarter of 2026. The dividend will be paid on September 29, 2026 to shareholders of record as of September 15, 2026. The company is the parent of Harley-Davidson Motor Company and Harley-Davidson Financial Services.
Harley-Davidson (NYSE: HOG) reported Q2 2026 consolidated revenue of $1.23 billion, down 6% year over year, with net income attributable to the company of $80 million (-26%) and diluted EPS of $0.75 (-15%), pressured mainly by Harley-Davidson Financial Services (HDFS).
Harley-Davidson Motor Company (HDMC) performed stronger, with revenue up 6% to $1.1 billion, global motorcycle shipments up 9% to 39,209 units and adjusted EBITDA margin improving to 10.4%. North American retail sales rose 3%, while global dealer inventory of new motorcycles ended the quarter 17% below Q2 2025.
HDFS revenue fell 55% to $117 million and operating income declined 69% to $22 million, reflecting a shift to a capital-light model following 2025 loan asset sales. LiveWire revenue grew 52% to $9 million with a modestly lower operating loss. Based on first-half progress, Harley-Davidson raised full-year 2026 guidance for HDMC retail and wholesale units and now expects HDMC operating income of $10–$50 million (from a prior range of a $40 million loss to a $10 million profit) and HDFS operating income of $55–$65 million.
Harley-Davidson (NYSE:HOG) will release its second quarter 2026 financial results before market hours on Thursday, July 23, 2026. Senior management will host an audio webcast from 8–9 a.m. CT to discuss results, business developments, and outlook updates. A replay will be available about two hours after the call.
Harley-Davidson (NYSE:HOG) will return production of the Revolution® Max platform for North America to U.S. facilities in Pennsylvania and Wisconsin as part of its Back to the Bricks strategy.
The transition is targeted before Model Year 2028 and includes expected 2027 output of over 100,000 motorcycles from York, Pennsylvania.
Harley-Davidson (NYSE:HOG) will present at the Baird 2026 Global Consumer, Technology & Services Conference on June 3, 2026, at the InterContinental New York Barclay in New York.
President & CEO Artie Starrs and Head of Investor Relations Shawn Collins will host one-on-one and group investor sessions.
Harley-Davidson (NYSE:HOG) declared a cash dividend of $0.1875 per share for the second quarter of 2026. The dividend will be paid on June 25, 2026 to shareholders of record as of June 8, 2026.
Harley-Davidson (NYSE: HOG) unveiled the "Back to the Bricks" strategic plan on May 5, 2026 to restore performance and drive profitable growth. Key targets include more than $350 million of HDMC EBITDA in 2027, HDMC gross margin of 25–30%, and HDMC EBITDA margin of 10–12%.
The plan emphasizes dealer profitability improvements (aiming to double dealer profitability in 2026 and again by 2029), mid-single-digit CAGRs for retail units and parts & accessories, OpEx below 20% of sales, and actions to recapture market share.