Responding the reporting of Harley ' s Q1, 2026 results, President and CEO Artie Starrs is quoted as stating: " We ' re pleased with our first quarter results, which reflect actions we ' ve taken to drive demand and improve dealer health. " We saw a 14 % increase in retail performance in North America, which drove global retail sales growth of 8 % [ international retail unit sales were down, overall Global up due to strong domestic ], and achieved a 22 % yearover-year reduction in global dealer inventories, as we continue to prioritize aligning wholesale with retail demand. " We are energized by the positive early reception to our new RIDE marketing platform, and excited to activate against our new ' Back to the Bricks ' growth strategy." Highlights of that strategy will see a big win for dealer demand with an MY 2027 / 2028 return for an air-cooled Sportster( starting at $ 10k), with domestic US units being made at the York, Pa. Facility, and the longawaited |
appearance of the Sprint- still expected to be based on the Hero MotorCorp, India developed X440cc oil-cooled single- for some stage of the 2027 model year. While the Sprint is thought likely to have a sub $ 10k entry level pricepoint, giving it breathing room beneath the pricing of the new
' lifetime value creation ' Sportster, it not now expected to hit the sub $ 6,000 mark that Jochen Zeitz had projected last summer. Overall, the new strategy(' Bricks ' refers to the employee colloquial for the iconic Juneau Avenue, Milwaukee HQ that Harley is now re-populating) could equally well be thought of as a ' Back to Basics ' strategy. Harley will build on the recently announced new ' RIDE ' marketing
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platform with a focus on accessibility( Starr ' s preferred way of referencing affordability), dealer profits, Parts and Accessory revenues( with what, in the May 5 Investor Call appeared to be confirmation that aftermarket P & A will get a fairer shake when it comes to authorized showroom access and inventory), and customising with a recalibration of " blank canvas " model offers to stimulate P & A and individual personal expression. The re-focus on the importance of ensuring that the dealer network is financially healthy, as well having the right number of sellable motorcycles( rather than " too many of too few motorcycles on dealer floors "), is being widely welcomed. The overall recalibration of what unit " lifetime value creation " looks like has the potential to revolutionize ' MoCo ' and dealer balance sheets with Starrs adding that he and his team are " relaxed " about a mixed network of legacy, family owned stores alongside
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HDFS Deal |