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Harley-Davidson (NYSE: HOG) posts Q2 2026 results and raises 2026 outlook

Filing Impact
(High)
Filing Sentiment
(Neutral)
Form Type
8-K

Rhea-AI Filing Summary

Harley-Davidson reported second quarter 2026 consolidated revenue of $1,230 million, down 6% from 2025, and net income attributable to HDI of $80 million with diluted EPS of $0.75, a 15% decline, primarily reflecting Harley-Davidson Financial Services’ shift to a capital light model.

Harley-Davidson Motor Company (HDMC) performance improved, with revenue of $1.1 billion up 6%, global motorcycle shipments of 39,209 up 9%, and Adjusted EBITDA margin rising to 10.4% from 9.3%. Global retail motorcycle sales grew 1%, including North America up 3%, while global dealer inventory of new motorcycles ended the quarter down 17% versus a year earlier. HDFS revenue fell 55% to $117 million and operating income declined 69% to $22 million, while LiveWire revenue increased 52% to $9 million with a $18 million operating loss.

For the first half of 2026, net cash used in operating activities was $60 million; the company paid $41 million in dividends and repurchased $158 million of stock (7.9 million shares), ending with cash and cash equivalents of $1.9 billion. Based on first-half performance, Harley-Davidson raised 2026 guidance, now expecting HDMC global retail sales and wholesale shipments of 133,500–138,500 units, HDMC operating income of $10–$50 million, and HDFS operating income of $55–$65 million, while reiterating a LiveWire operating loss of $70–$80 million and capital investments of $175–$200 million.

Positive

  • Raised 2026 outlook, now guiding HDMC operating income to $10–$50 million, versus a prior range of a $40 million loss to a $10 million profit, and increasing HDFS operating income guidance to $55–$65 million from $45–$60 million.
  • Core HDMC segment strengthened: Q2 2026 revenue reached $1.1 billion, up 6% year over year, global motorcycle shipments rose 9% to 39,209 units, and HDMC Adjusted EBITDA margin improved to 10.4% from 9.3%.
  • Retail and inventory metrics improved, with North American retail motorcycle sales up 3%, worldwide retail up 1%, and global dealer inventory of new motorcycles ending Q2 2026 down 17% versus Q2 2025.

Negative

  • Company-level profitability weakened: Q2 2026 consolidated revenue was $1,230 million, down 6%, while net income attributable to HDI declined to $80 million, down 26%, and diluted EPS fell to $0.75, down 15% from the prior year.
  • Financial services contracted sharply as part of the capital light shift: HDFS Q2 2026 revenue dropped to $117 million, down 55%, and operating income decreased to $22 million, down 69% year over year, with net finance receivables falling 64% to $2.6 billion.
  • Cash generation turned negative in early 2026, with net cash use of $60 million from operating activities in the first six months, alongside $41 million of dividends and $158 million of share repurchases.

Filing Explained

HDFS has already reduced loan exposure through asset sales, lowering related debt; revised full-year guidance remains prospective.

The company uses this Form 8-K to furnish its July 23, 2026 results release and revised 2026 guidance, so the filing records reported results and an outlook rather than a newly completed operating transaction.

The material structural change described beneath those results is already completed at HDFS: loan-asset sales in the second half of 2025 reduced its retail finance receivables and related debt.

At quarter-end, total HDFS net finance receivables were $2.6 billion, down 64% from a year earlier; the smaller portfolio also drove lower interest and credit-loss expenses.

For existing common holders, the filing therefore changes the described balance-sheet and earnings mix toward a smaller HDFS lending exposure, while the revised full-year targets remain expectations rather than achieved results.

Item 2.02 Results of Operations and Financial Condition Financial
Disclosure of earnings results, typically an earnings press release or preliminary financials.
Item 9.01 Financial Statements and Exhibits Exhibits
Financial statements, pro forma financial information, and exhibit attachments filed with this report.
Consolidated revenue $1,230 million Second quarter 2026 consolidated revenue; down 6% versus 2025
Net income attributable to HDI $80 million Second quarter 2026 net income attributable to Harley-Davidson, Inc.; down 26% year over year
Diluted EPS $0.75 Second quarter 2026 diluted earnings per share; down 15% versus $0.88 in 2025
HDMC revenue $1.1 billion Second quarter 2026 Harley-Davidson Motor Company revenue; up 6% year over year
HDMC global motorcycle shipments 39,209 units Second quarter 2026 HDMC global motorcycle shipments; 9% increase vs prior year
HDFS revenue $117 million Second quarter 2026 Harley-Davidson Financial Services revenue; down 55% year over year
Cash and cash equivalents $1.9 billion Cash and cash equivalents as of June 30, 2026
2026 HDMC retail sales guidance 133,500–138,500 units Revised 2026 guidance for HDMC global motorcycle retail sales and wholesale shipments
Adjusted EBITDA financial
"HDMC Adjusted EBITDA margin of 10.4%, up from 9.3% in Q2 ’25"
Adjusted EBITDA is a way companies measure how much money they make from their core operations, like running a business, by removing certain costs or income that aren’t part of regular business activities. It helps investors see how well a company is doing without distractions from unusual expenses or gains, making it easier to compare companies or track performance over time.
capital light model financial
"down 26% from prior year primarily due to HDFS shift to capital light model"
Back to the Bricks financial
"progress against our Back to the Bricks strategic initiatives, strengthening execution"
securitization debt financial
"Repayments of securitization debt | — | | | (584,153)"
Securitization debt is financing created by bundling loans or receivables (like mortgages, car loans, or credit-card balances) and selling that bundle to investors as tradable debt securities. Think of pooling many IOUs into a single loaf and selling slices: investors receive the loan payments as income, but their return depends on how well the underlying borrowers pay and on the payment priority among slices. Investors care because it affects yield, credit risk, and how predictable cash flow is compared with plain corporate bonds.
noncontrolling interests financial
"Less: Loss attributable to noncontrolling interests | 824 | | | 1,824"
The portion of a subsidiary’s equity and profits that belongs to outside owners rather than the parent company; when a parent reports consolidated results it includes the whole subsidiary but shows the noncontrolling slice separately. Think of a company’s subsidiary as a pie where the parent owns most slices but some are held by other investors — noncontrolling interests tell you how much of the pie and its future earnings don’t belong to the parent, which affects how much profit and net assets are truly attributable to the parent’s shareholders.
Consolidated revenue $1,230 million -6%
Net income attributable to HDI $80 million -26%
Diluted EPS $0.75 -15%
HDMC global motorcycle shipments 39,209 units 9%
Guidance

Revised 2026 guidance: HDMC global retail sales and wholesale shipments 133,500–138,500 units; HDMC operating income $10–$50 million; HDFS operating income $55–$65 million; LiveWire operating loss $70–$80 million; Harley-Davidson, Inc. capital investments $175–$200 million.

AI-generated analysis. How Rhea-AI works. Not financial advice.

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FAQ

What were Harley-Davidson (HOG) Q2 2026 revenue and earnings?
Harley-Davidson posted Q2 2026 consolidated revenue of $1,230 million, down 6% year over year, and net income attributable to HDI of $80 million. Diluted EPS was $0.75, a 15% decline versus $0.88 in the prior-year quarter.

How did Harley-Davidson (HOG) motorcycle sales perform in Q2 2026?
Global retail motorcycle sales reached 42,467 units in Q2 2026, up 1% year over year. North America led with 29,751 units sold, a 3% increase, while HDMC global motorcycle shipments rose 9% to 39,209 units, supporting higher segment revenue.

What happened to Harley-Davidson Financial Services (HOG) in Q2 2026?
HDFS revenue fell to $117 million in Q2 2026, down 55% versus 2025, and operating income declined 69% to $22 million. Total quarter-end net finance receivables were $2.6 billion, a 64% decline, mainly due to prior loan asset sales.

What 2026 guidance did Harley-Davidson (HOG) raise?
For 2026, Harley-Davidson now expects HDMC global retail sales and wholesale shipments of 133,500–138,500 units. It raised HDMC operating income guidance to $10–$50 million and HDFS operating income to $55–$65 million, while keeping LiveWire and capital investment ranges unchanged.

How did LiveWire perform for Harley-Davidson (HOG) in Q2 2026?
LiveWire generated Q2 2026 revenue of $9 million, up 52% from the prior year, driven by higher electric motorcycle and STACYC sales. The segment reported an operating loss of $18 million and Adjusted EBITDA of −$15 million, both modestly improved year over year.

What is Harley-Davidson’s (HOG) cash and capital return position mid-2026?
As of June 30, 2026, Harley-Davidson held $1.9 billion in cash and cash equivalents. In the first half of 2026 it used $60 million of net cash in operations, paid $41 million in dividends, and repurchased $158 million of stock, totaling 7.9 million shares.
0000793952false00007939522026-07-232026-07-23

UNITED STATES
SECURITIES AND EXCHANGE COMMISSION
Washington, D.C. 20549 
FORM 8-K 

CURRENT REPORT
Pursuant to Section 13 or 15(d) of the
Securities Exchange Act of 1934
Date of Report (Date of earliest event reported): July 23, 2026
Harley-Davidson, Inc.
(Exact name of registrant as specified in its charter)
Wisconsin1-918339-1382325
(State or other jurisdiction
of incorporation)		     (Commission
     File Number)		(IRS Employer
Identification No.)
3700 West Juneau Avenue, Milwaukee, Wisconsin 53208
(Address of principal executive offices, including zip code)
(414) 342-4680
(Registrant’s telephone number, including area code)
Not Applicable
(Former name or former address, if changed since last report)
 
Check the appropriate box below if the Form 8-K filing is intended to simultaneously satisfy the filing obligation of the registrant under any of the following provisions:
☐Written communications pursuant to Rule 425 under the Securities Act (17 CFR 230.425)
 
☐Soliciting material pursuant to Rule 14a-12 under the Exchange Act (17 CFR 240.14a-12)
 
☐Pre-commencement communications pursuant to Rule 14d-2(b) under the Exchange Act (17 CFR 240.14d-2(b))
 
☐Pre-commencement communications pursuant to Rule 13e-4(c) under the Exchange Act (17 CFR 240.13e-4(c)
 
Securities registered pursuant to Section 12(b) of the Act:
Title of each class  Trading Symbol  Name of exchange on which registered
COMMON STOCK, $0.01 par value per share  HOG  New York Stock Exchange
Indicate by check mark whether the registrant is an emerging growth company as defined in Rule 405 of the Securities Act of 1933 (§230.405 of this chapter) or Rule 12b-2 of the Securities Exchange Act of 1934 (§240.12b-2 of this chapter).

Emerging growth company ☐

If an emerging growth company, indicate by check mark if the registrant has elected not to use the extended transition period for complying with any new or revised financial accounting standards provided pursuant to Section 13(a) of the Exchange Act. ☐



Item 2.02
Results of Operations and Financial Condition.
On July 23, 2026, Harley-Davidson, Inc. (the “Company”) issued a press release (the “Press Release”) announcing the Company’s second quarter 2026 results for the financial period ended June 30, 2026 and raised full-year guidance. A copy of the Press Release is being furnished as Exhibit 99.1 to this Current Report on Form 8-K.


Item 9.01 Financial Statements and Exhibits.

(d)Exhibits. The following exhibit is being furnished herewith:

Exhibit No.Description
99.1
Press Release of Harley-Davidson, Inc. dated July 23, 2026.
104Cover Page Interactive Data File (embedded within the Inline XBRL document).

SIGNATURES
Pursuant to the requirements of the Securities Exchange Act of 1934, the registrant has duly caused this report to be signed on its behalf by the undersigned hereunto duly authorized.
HARLEY-DAVIDSON, INC.
Date: July 23, 2026/s/ Gayle Littleton
Gayle Littleton
Secretary

2


harley-davidsonlogo2026x2ca.jpg

FOR IMMEDIATE RELEASE


Harley-Davidson Delivers Second Quarter Financial Results and Raises Full-Year Guidance


MILWAUKEE (July 23, 2026) – Harley-Davidson, Inc. (“Harley-Davidson,” “HDI,” or the “Company”) (NYSE: HOG) today reported second quarter 2026 results and raised full-year guidance.

“Our second-quarter performance reflects strength in our domestic retail business, continued focus on healthy dealer inventory levels and the exceptional commitment of our dealer network. We also made meaningful progress against our Back to the Bricks strategic initiatives, strengthening execution across the business and driving improved profitability. Given this progress, our first-half results, and our market share gains, we are raising our full-year guidance and remain confident in our ability to create long-term value for shareholders,” said Artie Starrs, President and CEO, Harley-Davidson.

Second Quarter 2026 Highlights

•North American retail motorcycle sales of 29,751 units, up 3% vs. prior year
•Global dealer inventory of new motorcycles ended Q2 ’26 down 17% vs. end Q2 ’25
•Introduced 2026 Super Glide® in June
•HDMC global motorcycle shipments of 39,209, up 9% vs. prior year
•Net Income attributable to HDI of $80 million, down 26% from prior year primarily due to HDFS shift to capital light model, partially offset by HDMC improvement
•HDMC revenue of $1.1 billion, up 6% vs. prior year
•HDMC Adjusted EBITDA margin of 10.4%, up from 9.3% in Q2 ’25
•HDFS operating income margin of 18.5%, down from 27.1% in Q2 ’25
•Delivered diluted EPS of $0.75, down 15% vs. prior year
•Q2 performance enabled raising FY 2026 guidance for retail sales and wholesale shipments as well as HDMC & HDFS operating income

Second Quarter 2026 Results

Harley-Davidson, Inc. Consolidated Financial Results


$ in millions (except EPS)		2nd quarter
20262025Change
Revenue$1,230$1,307-6%
Operating Income$76$112-32%
Net Income Attributable to HDI$80$108-26%
Diluted EPS$0.75$0.88-15%

Consolidated revenue in the second quarter was down 6 percent, driven largely by an HDFS revenue decrease of 55 percent.

Consolidated operating income in the second quarter was down 32 percent, driven largely by a decline of 69 percent at HDFS, partially offset by an increase of 18 percent at HDMC. At the LiveWire segment, the operating loss improved by $1 million and was 4 percent lower than the prior year loss. Consolidated operating income margin in the second quarter was 6.2 percent relative to 8.6 percent in the second quarter a year ago.


Harley-Davidson Motor Company (HDMC) – Results


$ in millions		2nd quarter
20262025Change
Motorcycle Shipments (thousands)39.235.89%
Revenue$1,104$1,0446%
   Motorcycles$848$7789%
   Parts & Accessories$177$187-5%
   Apparel & Licensing$62$612%
   Other$17$18-4%
Gross Margin 27.5%28.6%-1.1 pts.
Operating Income$72$6118%
Operating Margin 6.6%5.9%0.7 pts.
Adjusted EBITDA1
$115$9718%
Adjusted EBITDA Margin %1
10.4%9.3%1.1 pts.
1 “Adjusted EBITDA” and “Adjusted EBITDA Margin %” are non-GAAP terms. Please see below for full reconciliation to the most directly comparable GAAP financial measures.

Second quarter global motorcycle shipments increased 9 percent, while wholesale unit shipments were lower than retail unit sales. This is aligned with Company plans as dealer inventory management remains a top priority. Revenue was up 6 percent driven by increased shipments and favorable foreign exchange effects, partially offset by net pricing. Parts & Accessories revenue was down 5 percent and Apparel & Licensing revenue was up 2 percent.

Second quarter gross margin came in at 27.5 percent, which was down 108 basis points versus prior year. Gross profit was impacted favorably by manufacturing and other costs, including a tariff recovery that benefited gross profit. The favorability was offset by unfavorable product mix, net pricing, raw materials, and foreign exchange effects. Operating expenses came in $6 million lower than a year ago, at $232 million, including a restructuring expense of $3 million. Second quarter operating income margin was 6.6 percent compared to 5.9 percent in the prior year quarter.

Harley-Davidson Retail Motorcycle Sales


Motorcycles (thousands)
2nd quarter
20262025Change
North America29.828.93%
EMEA7.07.6-9%
Asia Pacific5.05.00%
Latin America0.80.74%
Worldwide Total42.542.31%

Global retail motorcycle sales in the second quarter were up 1 percent versus prior year, reflecting North American growth and soft international results. North American retail was up 3 percent, driven by continued strength in the Touring and Sport categories and a positive response to the new ’26 motorcycle line-up. EMEA retail performance, down 9 percent, was characterized by positive results in the Touring and Sport categories, while the German region2 experienced a decline. APAC retail performance was slightly positive in the quarter, where Australia & New Zealand led the region from a growth standpoint. Latin America retail was characterized by strong gains in Mexico and a modest decline in Brazil.

2 The German region includes Germany, Austria, and Switzerland

2

Harley-Davidson Financial Services (HDFS) – Results


$ in millions
2nd quarter
20262025Change
Revenue
$117$257-55%
Operating Income
$22$70-69%

In the second quarter, HDFS revenue was down 55 percent from prior year, driven by lower retail finance receivables. The decline in retail receivables was due to the sale of loan assets that took place in the second half of 2025. Other income within HDFS revenue was favorable year-over-year due to new servicing fees.

HDFS operating income came in at $22 million in the second quarter, a decrease of $48 million or 69 percent from the prior year period. On the expense side, both interest expense and the provision for credit loss expense were significantly lower, which was due to the decreased size of the retail loan portfolio and related debt on a year-over-year basis. Operating expenses increased by $3 million versus prior year. Total quarter-end net finance receivables, including both retail and wholesale loans, were $2.6 billion, a 64 percent decline compared to the prior year primarily due to the sale of loan assets that took place in the second half of 2025.

LiveWire – Results


$ in millions
2nd quarter
2026
2025
Change
Revenue$9$652%
Operating Loss($18)($19)4%
Adjusted EBITDA($15)($16)5%

LiveWire revenue for the second quarter increased by 52 percent. The revenue increase was due to higher electric motorcycle unit sales and higher STACYC electric balance bike sales. LiveWire’s operating loss of $18 million in the second quarter compared to a loss of $19 million in the prior year period.

Harley-Davidson, Inc. Other Results – Six Months ended June 30, 2026

•Net cash use of $60 million from operating activities
•Effective tax rate was 25%
•Paid cash dividends of $41 million
•Repurchased $158 million of shares (7.9 million shares) on a discretionary basis
•Cash and cash equivalents of $1.9 billion as of June 30

2026 Financial Outlook

For the full year 2026, the Company is revising its financial guidance and now expects:

•HDMC global motorcycle retail sales of 133,500 to 138,500 units from a previously expected range of 130,000 to 135,000 units
•HDMC global motorcycle wholesale shipments of 133,500 to 138,500 units from a previously expected range of 130,000 to 135,000 units
•HDMC operating income of $10 million to $50 million from a previously expected range of a $40 million loss to a $10 million profit
•HDFS operating income of $55 million to $65 million from a previously expected range of $45 million to $60 million

For the full year 2026, the Company continues to expect:

•LiveWire operating loss of $70 to $80 million
•Harley-Davidson, Inc. capital investments of $175 million to $200 million

3

Company Background
Since 1903, Harley-Davidson has defined motorcycle culture by delivering a motorcycle lifestyle with distinctive and customizable motorcycles, parts & accessories, experiences, riding gear and apparel. What We Make: The World’s Best Motorcycles. Period. Who We Serve: Motorcycle Riders Worldwide. Why We Do It: To Protect and Grow Motorcycle Culture. What We Stand For: Life, Liberty and the Pursuit of Happiness. Harley-Davidson, Inc. is the parent company of Harley-Davidson Motor Company and has a controlling interest in Harley-Davidson Financial Services and LiveWire Group, Inc. Harley-Davidson Financial Services provides financing, insurance and other programs to help get riders on the road. LiveWire is committed to developing the technology of the future and investing in the capabilities needed to lead the transformation of motorsports. Learn more at harley-davidson.com.

Webcast
Harley-Davidson will discuss its financial results and outlook on an audio webcast at 8:00 a.m. CDT today. The webcast login and supporting slides can be accessed at  http://investor.harley-davidson.com/news-and-events/events-and-presentations. The audio replay will be available by approximately 10:00 a.m. CDT.

Cautionary Note Regarding Forward-Looking Statements
The Company intends that certain matters discussed in this press release are “forward-looking statements” intended to qualify for the safe harbor from liability established by the Private Securities Litigation Reform Act of 1995. These forward-looking statements can generally be identified as such by reference to this footnote or because the context of the statement will include words such as the Company “believes,” “anticipates,” “expects,” “plans,” “projects,” “may,” “will,” “estimates,” “targets,” “intends,” “forecasts,” “is on track,” “remains confident,” “seeks,” “sees,” “should,” “feels,” “commits,” “assumes,” “envisions,” or words of similar meaning. Similarly, statements that describe or refer to future expectations, future plans, strategies, objectives, outlooks, targets, guidance, commitments or goals are also forward-looking statements. Such forward-looking statements are subject to certain risks and uncertainties that could cause actual results to differ materially, unfavorably or favorably, from those anticipated as of the date of this press release. Certain of such risks and uncertainties are described below. Shareholders, potential investors, and other readers are urged to consider these factors in evaluating the forward-looking statements and are cautioned not to place undue reliance on such forward-looking statements. The forward-looking statements included in this press release are only made as of the date of this press release, and the Company disclaims any obligation to publicly update such forward-looking statements to reflect subsequent events or circumstances.

Important factors that could affect future results and cause those results to differ materially from those expressed in the forward-looking statements include, among others, the Company’s ability to: (a) execute its business plans and strategies, including without limitation the Back to the Bricks strategic plan, successfully execute its approach to a full enterprise economic model, and strengthen its existing businesses while allowing for growth; (b) manage supply chain and logistics issues, including without limitation quality issues, unexpected interruptions or price increases caused by supplier volatility, raw material shortages, inflation, war or other hostilities, including the conflict in Iran, or natural disasters and longer shipping times and increased logistics costs; (c) manage and predict the impact that new, reinstated or adjusted tariffs may have on the Company’s ability to sell products domestically and internationally, and the cost of raw materials and components, including tariffs recently imposed or that may be imposed by the U.S. on foreign goods or rebalancing or other tariffs recently imposed or that may be imposed by foreign countries on U.S. goods; (d) accurately analyze, predict and react to changing market conditions, interest rates, and geopolitical environments, and successfully adjust to shifting global consumer needs and interests, including successfully realigning its product portfolio, which encompasses re-introducing the Sportster; (e) accurately predict the margins of its segments in light of, among other things, tariffs, rebalancing trade measures, inflation, foreign currency exchange rates, the cost associated with product development initiatives and the Company’s complex global supply chain; (f) maintain and enhance the value of the Harley-Davidson brand, including detecting and mitigating or remediating the impact of activist collective actions, such as calls for boycotts and other brand-damaging behaviors that could harm the Company’s brand or business; (g) manage through changes in general economic and business conditions, including changing capital, credit and retail markets, and the changing domestic and international political environments, including as a result of the conflict in Iran; (h) successfully access the capital and/or credit markets on terms that are acceptable to the Company and within its expectations; (i) successfully carry out its global manufacturing and assembly operations; (j) develop and introduce products, services and experiences on a timely basis that the market accepts, that enable the Company to generate desired sales levels and that provide the desired financial returns, including successfully implementing and executing plans to shift to a rider-centric portfolio that includes a focus on accessibility and customization and growing its Parts & Accessories and Motor Clothes and apparel businesses; (k) perform in a manner that enables the Company to benefit from market opportunities while competing against existing and new competitors; (l) successfully manage and reduce costs throughout the business; (m) manage the impact that prices for and supply of used motorcycles may have on its business, including on retail sales of new motorcycles; (n) prevent, detect and remediate any issues with its motorcycles or any issues associated with the design, manufacturing, or assembly processes to avoid delays in new model launches, recall campaigns, regulatory agency
4

investigations, increased warranty costs or litigation and adverse effects on its reputation and brand strength, and carry out any product programs or recalls within expected costs and timing; (o) successfully manage and reduce costs throughout the business; (p) continue to develop the capabilities of its distributors and dealers, effectively implement changes relating to its full enterprise economic model, and manage the risks that its dealers may have difficulty obtaining capital and managing through changing economic conditions and consumer demand; (q) realize the desired business benefits from LiveWire operating as a separate public company, which may be affected by, among other things: (i) the ability of LiveWire to execute its plans to develop, produce, market and sell its electric vehicles; (ii) the demand for and consumer willingness to adopt two- and three-wheeled electric vehicles; (iii) the ability of LiveWire to obtain sufficient funding from sources other than the Company to sustain its operations; and (iv) other risks and uncertainties indicated in documents filed with the SEC by the Company or LiveWire Group, Inc., including those risks and uncertainties noted in Risk Factors under Item 1.A of LiveWire Group Inc.’s most recent Annual Report on Form 10-K; (r) manage the quality and regulatory non-compliance issues relating to the brake hose assemblies provided to the Company by Proterial Cable America, Inc. in a manner that avoids future quality or non-compliance issues and additional costs or recall expenses that are material; (s) maintain a productive relationship with Hero MotoCorp as a distributor and licensee of the Harley-Davidson brand name; (t) successfully maintain or achieve a manner in which to sell motorcycles in Europe, China, and the Company’s Association of Southeast Asian Nations (ASEAN) countries that does not subject its motorcycles to incremental tariffs; (u) manage its Thailand corporate and manufacturing operation in a manner that allows the Company to avail itself of preferential free trade agreements and duty rates, and sufficiently lower prices of its motorcycles in certain markets; (v) retain and attract talented employees and leadership and qualified and experienced independent directors for its Board of Directors, eliminate personnel duplication, inefficiencies and complexity throughout the organization, and successfully complete transitions of executives, and effectively manage the return to on-site work of Milwaukee-based corporate employees at specified Company facilities; (w) accurately estimate and adjust to fluctuations in foreign currency exchange rates, interest rates and commodity prices; (x) manage the credit quality, the loan servicing and collection activities, and the recovery rates of Harley-Davidson Financial Services’ loan portfolio; (y) prevent a ransomware attack or cybersecurity incidents and data privacy breaches and respond to related evolving regulatory requirements; (z) adjust to tax reform, healthcare inflation and reform and pension reform, and successfully estimate the impact of any such reform on the Company’s business; (aa) manage through the effects inconsistent and unpredictable weather patterns may have on retail sales of motorcycles; (bb) implement and manage enterprise-wide information technology systems, including systems at its manufacturing facilities; (cc) manage changes, prepare for, and respond to evolving requirements in legislative and regulatory environments related to its products, services and operations, including increased environmental, safety, emissions or other regulations; (dd) manage its exposure to product liability claims in a manner that avoids or successfully mitigates the impact of substantial jury verdicts and manage exposure in commercial or contractual disputes; (ee) continue to manage the relationships and agreements that the Company has with its labor unions to help drive long-term competitiveness; (ff) realize the desired business benefits from KKR’s and PIMCO’s investments in Harley-Davidson Financial Services, Inc.; (gg) manage risks related to functions the Company outsources and the use of artificial intelligence by the Company and its vendors and suppliers; (hh) optimize capital allocation in light of the Company’s capital allocation priorities; (ii) manage the Company’s share repurchase strategy; (jj) manage issues related to climate change and related regulations; and (kk) realize the expected effects of the anticipated increase in Harley-Davidson Financial Services, Inc.’s retail finance receivable based on Harley-Davidson Financial Services, Inc.’s operating income.

The Company’s ability to sell its motorcycles and related products and services and to meet its financial expectations also depends on the ability of the Company’s dealers to sell its motorcycles and related products and services to retail customers. The Company depends on the capability and financial capacity of its dealers to develop and implement effective retail sales plans to create demand for the motorcycles and related products and services they purchase from the Company. In addition, the Company’s dealers and distributors may experience difficulties in operating their businesses and selling Harley-Davidson motorcycles and related products and services as a result of weather, economic conditions, or other factors.

Harley-Davidson Financial Services, Inc.’s retail credit losses will continue to change over time due to changing consumer credit behavior, macroeconomic conditions including the impact of inflation and Harley-Davidson Financial Services, Inc.’s efforts to increase prudently structured loan approvals to sub-prime borrowers. In addition, Harley-Davidson Financial Services, Inc.’s efforts to adjust underwriting criteria based on market and economic conditions, and actions that the Company has taken and could take that impact motorcycle values, may impact Harley-Davidson Financial Services, Inc.’s retail credit losses.

The Company’s operations, demand for its products, and its liquidity could be adversely impacted by changes in tariffs, inflation, work stoppages, facility closures, strikes, natural causes, widespread infectious disease, terrorism, war or other hostilities, including the conflict in Iran, or other factors. Refer to “Risk Factors” under Item 1.A of the Company’s Annual
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Report on Form 10-K for the year ended December 31, 2025, filed with the SEC on February 26, 2026, for a discussion of additional risk factors and a more complete discussion of some of the cautionary statements noted above.

Non-GAAP Financial Measures
This earnings release includes financial information that is not presented in accordance with generally accepted accounting principles in the United States (“U.S. GAAP”, “GAAP”), including Adjusted EBITDA for HDMC and LiveWire and Adjusted EBITDA Margin for HDMC. These non-GAAP financial measures, which may be different from similarly-titled measures disclosed by other companies, are presented to enhance investors’ overall understanding of the Company’s financial performance.

Adjusted EBITDA for HDMC and Adjusted EBITDA for LiveWire are defined as Harley-Davidson, Inc. consolidated net income, excluding, on a consolidated basis, interest expense, income tax provision, investment income, and other income, net. Depreciation and amortization for HDMC and LiveWire, respectively, are excluded from Adjusted EBITDA for HDMC and LiveWire, respectively. In addition, certain other items impacting consolidated net income are excluded from HDMC Adjusted EBITDA and/or LiveWire Adjusted EBITDA. For example, the Company may exclude from HDMC or LiveWire Adjusted EBITDA the impacts of certain events, gains, losses or other costs and charges, such as corporate restructuring activities, reorganizations or one-time employee termination benefits, that affect the period-to-period comparability of HDMC’s and LiveWire’s operating performance. Adjusted EBITDA Margin is used by HDMC and is defined as HDMC Adjusted EBITDA divided by HDMC revenue.

The Company believes that Adjusted EBITDA and Adjusted EBITDA Margin for HDMC and Adjusted EBITDA for LiveWire more clearly identify the core trends in the respective ongoing business operations that could otherwise be masked by the effects of the items that the Company excludes from Adjusted EBITDA and Adjusted EBITDA Margin for HDMC and Adjusted EBITDA for LiveWire. These non-GAAP measures allow management and investors to view operating trends, perform analytical comparisons, and benchmark performance with other comparable companies and between periods without regard to items the Company does not consider a component of core operating performance.

Adjusted EBITDA and Adjusted EBITDA Margin have limitations and should not be considered in isolation from, as a substitute for, or more meaningful than, consolidated net income as determined in accordance with U.S. GAAP. Certain items excluded from HDMC and LiveWire Adjusted EBITDA are significant components in understanding and assessing a company’s financial performance. The presentation of Adjusted EBITDA and Adjusted EBITDA Margin should not be construed as implying that the Company’s results will be unaffected by unusual or non-recurring items.

This earnings release includes a reconciliation of Harley-Davidson Inc. consolidated net income to HDMC Adjusted EBITDA and LiveWire Adjusted EBITDA.


Media Contact:
Jenni Coats
jenni.coats@Harley-Davidson.com
414.343.7902

Financial Contact:
Shawn Collins
shawn.collins@Harley-Davidson.com
414.343.8002

### (HOG-Earnings)
6

Harley-Davidson, Inc.
Condensed Consolidated Statements of Operations
(In thousands, except per share amounts)
(Unaudited)
 Three months endedSix months ended
June 30,
2026		June 30,
2025		June 30,
2026		June 30,
2025
HDMC revenue$1,104,280 $1,043,649 $2,159,751 $2,125,155 
Gross profit304,126 298,705 571,115 613,949 
Selling, administrative and engineering expense231,788 237,389 479,852 436,362 
Operating income from HDMC72,338 61,316 91,263 177,587 
LiveWire revenue9,114 6,011 14,230 8,754 
Gross (loss) profit(48)162 (583)(1,619)
Selling, administrative and engineering expense17,879 18,815 35,015 36,842 
Operating loss from LiveWire(17,927)(18,653)(35,598)(38,461)
HDFS revenue117,043 257,438 228,987 502,399 
HDFS expense95,444 187,665 185,150 368,590 
Operating income from HDFS21,599 69,773 43,837 133,809 
Operating income76,010 112,436 99,502 272,935 
Other income, net11,047 14,477 24,526 30,750 
Investment income11,840 10,950 20,536 19,891 
Interest expense(3,622)(7,696)(7,192)(15,382)
Income before income taxes95,275 130,167 137,372 308,194 
Income tax provision16,294 24,422 34,267 71,652 
Net income$78,981 $105,745 $103,105 $236,542 
Less: Loss attributable to noncontrolling interests824 1,824 1,473 4,131 
Net income attributable to Harley-Davidson, Inc. $79,805 $107,569 $104,578 $240,673 
Earnings per share:
Basic$0.76 $0.89 $0.97 $1.96 
Diluted$0.75 $0.88 $0.97 $1.95 
Weighted-average shares:
Basic105,099 121,521 107,544 122,727 
Diluted108,568 122,203 108,325 123,457 
Cash dividends per share:$0.1875 $0.18 $0.375 $0.36 
LiveWire results presented in the Company's financial statements represent the LiveWire reportable segment as determined in accordance with Financial Accounting Standards Board (FASB) Accounting Standards Codification (ASC) 280 Segment Reporting which may differ from LiveWire Group, Inc. results.


7

Harley-Davidson, Inc.
Condensed Consolidated Balance Sheets
(In thousands)
(Unaudited)(Unaudited)
June 30,
2026		December 31,
2025		June 30,
2025
ASSETS
Current assets:
Cash and cash equivalents$1,895,789 $3,091,744 $1,587,664 
Accounts receivable, net301,788 225,760 325,756 
Finance receivables held for sale, net545,761 264,238 — 
Finance receivables held for investment, net1,094,533 981,926 2,127,866 
Inventories, net500,935 730,898 630,287 
Restricted cash— — 149,782 
Other current assets250,420 292,383 327,260 
4,589,226 5,586,949 5,148,615 
Finance receivables held for investment, net1,004,886 719,060 5,198,356 
Other long-term assets1,651,753 1,738,806 1,703,474 
$7,245,865 $8,044,815 $12,050,445 
LIABILITIES AND SHAREHOLDERS’ EQUITY
Current liabilities:
Accounts payable and accrued liabilities$1,033,420 $1,061,194 $1,040,616 
Short-term deposits, net266,421 280,095 243,101 
Short-term debt613,141 497,776 503,353 
Current portion of long-term debt, net498,466 819,629 1,983,828 
2,411,448 2,658,694 3,770,898 
Long-term debt, net 1,130,847 1,649,612 4,367,553 
Other long-term liabilities587,551 579,659 604,061 
Shareholders’ equity3,116,019 3,156,850 3,307,933 
$7,245,865 $8,044,815 $12,050,445 



8

Harley-Davidson, Inc.
Condensed Consolidated Statements of Cash Flows
(In thousands)
(Unaudited)
Six months ended
 June 30,
2026		June 30,
2025
Net cash (used) provided by operating activities$(59,685)$509,492 
Cash flows from investing activities:
Capital expenditures(44,694)(65,560)
Finance receivables held for investment, net(296,798)(24,985)
Collection from retained securitization beneficial interests23,460 — 
Proceeds from derivative instruments51,574 — 
Other investing activities(280)691 
Net cash used by investing activities(266,738)(89,854)
Cash flows from financing activities:
Proceeds from issuance of medium-term notes— 647,088 
Repayments of medium-term notes (810,950)(700,000)
Proceeds from securitization debt— 497,790 
Repayments of securitization debt— (584,153)
Net increase (decrease) in unsecured commercial paper114,102 (135,902)
Borrowings of asset-backed commercial paper— 155,000 
Repayments of asset-backed commercial paper— (145,379)
Net decrease in deposits(20,554)(13,073)
Dividends paid(41,211)(44,756)
Repurchase of common stock(100,388)(93,140)
Other financing activities97 6 
Net cash used by financing activities(858,904)(416,519)
Effect of exchange rate changes on cash, cash equivalents and restricted cash(10,628)12,375 
Net (decrease) increase in cash, cash equivalents and restricted cash$(1,195,955)$15,494 
Cash, cash equivalents and restricted cash:
Cash, cash equivalents and restricted cash, beginning of period$3,091,744 $1,740,854 
Net (decrease) increase in cash, cash equivalents and restricted cash(1,195,955)15,494 
Cash, cash equivalents and restricted cash, end of period$1,895,789 $1,756,348 
Reconciliation of cash, cash equivalents and restricted cash on the Consolidated balance sheets to the Consolidated statements of cash flows:
Cash and cash equivalents$1,895,789 $1,587,664 
Restricted cash— 149,782 
Restricted cash included in Other long-term assets— 18,902 
Cash, cash equivalents and restricted cash per the Consolidated statements of cash flows$1,895,789 $1,756,348 




9



HDMC Revenue and Motorcycle Shipment Data
(Unaudited)
Three months endedSix months ended
June 30,
2026		June 30,
2025		June 30,
2026		June 30,
2025
HDMC REVENUE (in thousands)
Motorcycles$848,057 $778,051 $1,684,351 $1,641,929 
Parts and accessories176,950 186,874 319,193 330,307 
Apparel56,068 55,240 113,380 112,564 
Licensing6,298 5,944 12,345 9,002 
Other16,907 17,540 30,482 31,353 
$1,104,280 $1,043,649 $2,159,751 $2,125,155 
HDMC U.S. MOTORCYCLE SHIPMENTS25,322 21,736 49,206 46,601 
HDMC WORLDWIDE MOTORCYCLE SHIPMENTS
Grand American Touring(a)
19,641 18,080 41,161 41,758 
Cruiser13,550 13,110 24,209 24,970 
Sport and Lightweight4,617 3,188 8,348 5,296 
Adventure Touring1,401 1,459 2,786 2,414 
39,209 35,837 76,504 74,438 
(a)Includes Trike
LiveWire Motorcycle Shipments267 55 358 88 

HDMC Gross Profit
(Unaudited)

The estimated impact of significant factors affecting the comparability of gross profit from the second quarter of 2025 to the second quarter of 2026 were as follows (in millions):
2025 gross profit$299 $614 
Volume17 7 
Price and sales incentives(9)(32)
Foreign currency exchange rates and hedging(2)12 
Shipment mix(27)(47)
Raw material prices(4)(3)
Manufacturing and other costs30 20 
5 (43)
2026 gross profit$304 $571 



10

HDFS Finance Receivables Allowance for Credit Losses
(Unaudited)
Three months endedSix months ended
June 30,
2026		June 30,
2025		June 30,
2026		June 30,
2025
Balance, beginning of period$21,596 $393,178 $2,235 $401,183 
Provision for credit losses17,643 49,738 30,796 103,072 
Charge-offs, net of recoveries(1,079)(43,623)5,129 (104,962)
Balances, end of period$38,160 $399,293 $38,160 $399,293 


Worldwide Retail Sales of Harley-Davidson Motorcycles(a)
(Unaudited)
Three months endedSix months ended
June 30,
2026		June 30,
2025		June 30,
2026		June 30,
2025
United States27,574 26,704 49,819 45,911 
Canada2,177 2,227 3,735 3,912 
Total North America29,751 28,931 53,554 49,823 
EMEA6,959 7,621 11,993 12,796 
Asia Pacific4,990 4,967 8,957 9,329 
Latin America767 735 1,470 1,316 
Total worldwide retail sales42,467 42,254 75,974 73,264 
(a)Data source for retail sales figures shown above is new sales warranty and registration information provided by dealers and compiled by the Company. The Company must rely on information that its dealers supply concerning new retail sales, and the Company does not regularly verify the information that its dealers supply. This information is subject to revision.

Harley-Davidson, Inc.
Reconciliation from Harley-Davidson, Inc. Net Income to HDMC Adjusted EBITDA
(In thousands)
(Unaudited)
Three months endedSix months ended
June 30,
2026		June 30,
2025		June 30,
2026		June 30,
2025
Net Income$78,981 $105,745 $103,105 $236,542 
Interest expense3,622 7,696 7,192 15,382 
Provision for income taxes16,294 24,422 34,267 71,652 
Investment income(a)
(11,840)(10,950)(20,536)(19,891)
Other income, net(b)
(11,047)(14,477)(24,526)(30,750)
Operating income76,010 112,436 99,502 272,935 
Less:
LiveWire operating loss$(17,927)$(18,653)$(35,598)$(38,461)
HDFS operating income21,599 69,773 43,837 133,809 
HDMC operating income72,338 61,316 91,263 177,587 
HDMC depreciation and amortization39,644 35,420 80,651 71,679 
Adjustments(c)
2,618 — 17,203 — 
HDMC Adjusted EBITDA$114,600 $96,736 $189,117 $249,266 
HDMC Adjusted EBITDA Margin %10.4 %9.3 %8.8 %11.7 %

11

Harley-Davidson, Inc.
Reconciliation from Harley-Davidson, Inc. Net Income to LiveWire Adjusted EBITDA
(In thousands)
(Unaudited)
Three months endedSix months ended
June 30,
2026		June 30,
2025		June 30,
2026		June 30,
2025
Net Income$78,981 $105,745 $103,105 $236,542 
Interest expense3,622 7,696 7,192 15,382 
Provision for income taxes16,294 24,422 34,267 71,652 
Investment income(a)
(11,840)(10,950)(20,536)(19,891)
Other income, net(b)
(11,047)(14,477)(24,526)(30,750)
Operating income76,010 112,436 99,502 272,935 
Less:
HDMC operating income$72,338 $61,316 $91,263 $177,587 
HDFS operating income21,599 69,773 43,837 133,809 
LiveWire operating loss(17,927)(18,653)(35,598)(38,461)
LiveWire depreciation and amortization2,245 2,588 4,660 5,673 
Adjustments(d)
424 — 731 — 
LiveWire Adjusted EBITDA$(15,258)$(16,065)$(30,207)$(32,788)
(a)Represents non-operating investment income, primarily due to income from short-term investments.
(b)Represents non-operating other income, primarily related to the Company's defined benefit plans.
(c)Represents adjustments related to corporate restructuring, primarily due to one-time employee termination benefits.
(d)Represents adjustments related to transaction costs for the acquisition of Dust Motorcycles, Inc. and expenses associated with the LiveWire At-The-Market Program.


12

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