HARLEY-DAVIDSON® AND MOTOGP™ ANNOUNCE NEW GLOBAL RACING SERIES LAUNCHING IN 2026

Rhea-AI Summary

Harley-Davidson (NYSE:HOG) and MotoGP have announced a groundbreaking partnership to launch a new global racing championship in 2026. The series will feature race-prepared Harley-Davidson Road Glide motorcycles competing in twelve races across six Grands Prix in Europe and North America.

The racing bikes, engineered by Harley-Davidson Factory Racing, will deliver over 200 horsepower and reach speeds exceeding 300 km/h. The championship will include 6-8 teams with two riders each, with identical bikes ensuring competitive racing. This strategic partnership aims to expand Harley-Davidson's global reach while bringing a new spectacle to MotoGP race weekends.

Positive

• Strategic partnership with MotoGP expands Harley-Davidson's global racing presence and brand visibility
• New racing series creates additional revenue stream and marketing opportunities
• Platform to showcase Harley-Davidson's performance capabilities to new audiences
• Potential for increased brand awareness and market penetration in international markets

Negative

• Significant investment required for racing program development and operations
• Success of the new racing series remains unproven
• Competitive risks associated with racing performance and brand reputation

Insights

Motorsport Industry Analyst

Harley-Davidson's new MotoGP series leverages racing heritage to expand global reach and attract younger enthusiasts while revitalizing its performance reputation.

Harley-Davidson's partnership with MotoGP represents a strategic brand repositioning effort aimed at refreshing the company's image through high-performance racing. This collaboration gives HOG access to MotoGP's international audience across Europe and North America, potentially opening new market segments beyond their traditional customer base.

The racing series features specially-engineered Road Glide motorcycles producing over 200 horsepower - significantly more powerful than stock models - showcasing Harley's engineering capabilities while emphasizing performance credentials. This aligns with their recent product strategy seen in releases like the CVO RR and CVO Road Glide ST models, creating a cohesive narrative around performance.

From a market perspective, this represents Harley's continued efforts to evolve beyond its traditional cruiser image. The company is clearly using motorsport as a platform to attract younger enthusiasts while respecting its heritage through the use of their iconic bagger motorcycles rather than developing completely new race-specific models.

The identical bike format (all machines being the same) creates a rider-focused competition that emphasizes skill rather than engineering advantages between teams - a format that typically produces exciting, close racing that appeals to viewers. This entertainment value is crucial for building brand engagement with new audiences.

Importantly, this initiative builds on Harley's existing racing program in the MotoAmerica series but elevates it to a truly global stage, potentially helping address one of the company's persistent challenges: expanding international appeal beyond its strong American identity.

New Harley-Davidson championship series will race at six MotoGP weekends, pairing one of the
world's most iconic brands with the most exciting sport on Earth.

MLWAUKEE and LE MANS, FRANCE, May 10, 2025 /PRNewswire/ -- Harley-Davidson^® (NYSE:HOG) and MotoGP are launching a new global racing championship featuring Harley-Davidson bagger motorcycles, debuting in 2026. The twelve-race series will race at six Grands Prix across Europe and North America, with riders battling it out on race-prepared Harley-Davidson Road Glide^® motorcycles in two races per round.

The machines – engineered by Harley-Davidson Factory^® Racing and built for head-to-head competition – weigh approximately 280 kilograms (617 pounds) and produce over 200 horsepower and 245 Nm (180 lb-ft) of raw torque, reaching speeds over 300 kilometers per hour (186 mph). Every bike will be identical, ensuring close competition. The grid is expected to comprise six to eight teams, each fielding two riders –supported by Harley-Davidson Factory Racing.

"This is a bold new step for Harley-Davidson's global racing ambitions. Harley-Davidson has been pioneering performance on and off the road since our beginnings over 120 years ago. Most recently, we've showcased performance through our racing at the MotoAmerica Mission King of the Baggers series and through performance differentiated product such as our new CVO RR motorcycle and our CVO Road Glide ST. We've seen how performance has resonated with riders and fans, and we know that they're keen for more," said Jochen Zeitz, Chairman, President and CEO, Harley-Davidson. "With this new series, we're excited to bring a new form of racing to the world stage. Not only is this a bold and new chapter for our brand, celebrating our heritage while pushing into the future, but it will add an amazing spectacle to the greatest motorcycle show in the world."

"This collaboration with Harley-Davidson is an exciting opportunity for both parties," said Carmelo Ezpeleta, CEO of MotoGP rights holder Dorna Sports. "We offer a truly international platform for Harley-Davidson to expand their global reach, and Harley-Davidson is perfectly placed to join us in bringing our sport to new audiences as we team up with one of the most iconic lifestyle brands in the US. This partnership has big potential for both our strategies and will deliver a real spectacle for fans, bringing a completely new flavour to the Grand Prix weekends where the series will compete."

More details, including the calendar and how fans will be able to watch and stay up to date, will be revealed soon. Those looking to join the growing field or explore sponsorship and media opportunities can contact factoryracing@harley-davidson.com.

Harley-Davidson Background 
Harley-Davidson, Inc. is the parent company of Harley-Davidson Motor Company and Harley-Davidson Financial Services. Our vision: Building our legend and leading our industry through innovation, evolution and emotion. Our mission: More than building machines, we stand for the timeless pursuit of adventure. Freedom for the soul. Our ambition is to maintain our place as the most desirable motorcycle brand in the world. Since 1903, Harley-Davidson has defined motorcycle culture by delivering a motorcycle lifestyle with distinctive and customizable motorcycles, experiences, motorcycle accessories, riding gear and apparel. Harley-Davidson Financial Services provides financing, insurance and other programs to help get riders on the road. Harley-Davidson also has a controlling interest in LiveWire Group, Inc., the first publicly traded all-electric motorcycle company in the United States. LiveWire is the future in the making for the pursuit of urban adventure and beyond. Drawing on its DNA as an agile disruptor from the lineage of Harley-Davidson and capitalizing on a decade of learnings in the EV sector, LiveWire's ambition is to be the most desirable electric motorcycle brand in the world. Learn more at harley-davidson.com and livewire.com.

MotoGP Background 
Welcome to the most exciting sport on earth. The fastest bikes. The most forward-thinking manufacturers. The world's most fearless riders. This is the hunt, and there can only be one winner.

Come with us to the edge of possibility and the edge of your seat.

MotoGP. Faster. Forward. Fearless.

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SOURCE Harley-Davidson, Inc.

FAQ

When will Harley-Davidson's new MotoGP racing series begin?

The new Harley-Davidson racing championship will debut in 2026, featuring twelve races across six Grands Prix in Europe and North America.

What type of motorcycles will be used in HOG's MotoGP racing series?

The series will use race-prepared Harley-Davidson Road Glide motorcycles, producing over 200 horsepower and capable of speeds exceeding 300 km/h (186 mph).

How many teams will participate in the Harley-Davidson MotoGP series?

The grid is expected to comprise six to eight teams, with each team fielding two riders supported by Harley-Davidson Factory Racing.

What are the specifications of the HOG racing motorcycles?

The racing motorcycles weigh approximately 280 kg (617 pounds), produce over 200 horsepower and 245 Nm (180 lb-ft) of torque. All bikes will be identical to ensure close competition.

How will this partnership benefit Harley-Davidson (HOG)?

The partnership provides Harley-Davidson with an international platform to expand their global reach, showcase performance capabilities, and connect with new audiences through MotoGP's worldwide presence.