Sources: AMD, IDN, FT, Reuters, PSB, MPN, BDN, MCN, AP, Bloomberg, MSNW, Electrek, electricmotorcycles. news, RideApart. com, Motor1. com, Cycle World, motorbikewriter. com
NEWS
BRIEFS
Royal Enfield has been recognized as the World ' s third strongest auto brand. The global leader in the mid-size motorcycle segment( 250 cc-750 cc), has been ranked the 3rd strongest auto brand in the world by Brand Finance, in its Automotive Industry 2026 report. Royal Enfield achieved a Brand Strength Index( BSI) score of 88.9 / 100 with an AAA rating, while recording a remarkable 30 % surge in brand value to $ 1.2bn.
Columbus, Ohio based insurer Nationwide says U. S. roads feel less predictable as driving behavior worsens, according to a new survey. " With phone use, reckless driving and aggression on the rise, 40 % of parents say they would trust an autonomous vehicle over their teen behind the wheel." Nearly 9 in 10 drivers say phone use behind the wheel has increased in the past year, alongside similar spikes in aggressive and reckless driving. As a result, 40 % say they experience stress while driving, and more than two-thirds frequently witness road rage.
USA- Triumph is sponsor of the AMA ' s National Adventure Riding Series, with a 12 ADV-based riding events schedule planned to take place across the US. Aimed at experienced ADV riders, Triumph says the annual event " creates opportunities for ADV riders to push their limits, discover new terrain, and build connections ". Running from March to November 2026, the series includes event destinations in ten different states( two each in Wisconsin and California).
Spain- Electric motorcycle manufacturer Stark Future is to enter the FIM EnduroGP World Championship. The Stark OxMoto EnduroGP Team is to race the Stark VARG in E2 and E3 classes of the 2026 Paulo Duarte FIM EnduroGP World Championship. " EnduroGP is not just another championship. It is one of the purest tests of rider, machine, consistency, and endurance in the world of off-road motorsport," said founder Anton Vass. The news comes just weeks after Stark claimed the 2026 FIM SuperEnduro Manufacturers ' World Championship title- the first time an electric motorcycle manufacturer has won the title in the series ". www. starkfuture. com
Harley ' s Artie Starrs Era Strategic Plan- ' Back To The Bricks '
Following the introduction of a new ' RIDE ' marketing platform last month, the ' MoCo ' used the occasion of its Q1, 2026 Fiscals release to confirm an outline framework and some details of the new Strategic Plan that will come to define the Artie Starrs era. Described as ' Back to the Bricks ', the simple common-sense brand and balance sheet management it encapsulates could equally well be described as ' Back to Basics '. For the record the ' Bricks ' that it references are the bricks with which the iconic Juneau Avenue, Milwaukee HQ was built. The company first occupied the site on what was then called Chestnut Street in 1906. Following major expansions in 1910-1913, the iconic red-brick, multi-story factory was finished around 1926. Added to the National Register of Historic Places in 1994, " Bricks " is the employee colloquial for that building and at a time when the decision has been taken to have staff return to office working and re-populate the building, ' Back to the Bricks ' is both the sentiment and mission behind a statement unifies legacy values and planning for growth. A strategy that is intended to " restore performance and deliver profitable growth " by leveraging " Harley- Davidson ' s competitive advantages to restore volumes and build a platform for value creation- targeting over $ 350m of HDMC EBITDA in 2027." Artie Starrs, President and CEO of Harley-Davidson went on to state that " having defined the motorcycle industry for more than 123 years, Harley-Davidson remains one of the world ' s most iconic and respected brands. ' Back to the Bricks ' builds on our core strengths and competitive advantages, harnessing the passion of our riders to deliver profitable growth for the Company and both our dealers and shareholders. " This next chapter in Harley- Davidson ' s evolution is already underway, and early momentum reinforces our confidence in the significant opportunities ahead. As we drive towards this new phase of growth, we remain committed to the craftsmanship and dedication that define our brand- while delivering meaningful value to the Company for our riders, dealers, and shareholders
alike." Quoted directly from their May 05 release, ' Back to the Bricks ' is built on five key pillars: A deep appreciation of Harley- Davidson ' s competitive advantages and legacy: The Company ' s iconic brand, diversified and powerful revenue channels, and best-in-class dealer network provide a powerful foundation for growth. Renewed commitment to exclusive dealer network to drive enterprise profitability: Harley-Davidson ' s dealers are a competitive advantage. The Company is planning actions to enable dealers to double profitability in 2026 and then double it again by 2029. Immediate actions to recapture share in areas where Harley-Davidson has the right to win: Harley-Davidson has strong legacy equity in existing markets including new motorcycles, used motorcycles, Parts & Accessories, and Apparel & Licensing. The Company ' s new strategy is focused on positioning the Company to regain share and drive meaningful volume growth in categories where it benefits from credibility, scale, and deep rider connection. Strong financial position with a path to stronger free cash flow and EBITDA margin: Cost and restructuring actions already underway support a path to stronger free cash flow and EBITDA margin over time. Bolstered management team with balance of fresh perspectives and institutional knowledge: Harley- Davidson has made a number of leadership appointments that support the Company as it leverages its innate strengths.
Financial Targets The Company is targeting more than $ 350m in EBITDA in 2027 for Harley- Davidson Motor Company( HDMC), with additional future upside through execution against Harley-Davidson ' s strategic priorities.
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12 AMERICAN MOTORCYCLE DEALER- JUNE 2026 www. AMDmag. com