Harley-Davidson Revives U.S. Manufacturing to Boost Performance
Written by Emily J. Thompson, Senior Investment Analyst
Updated: Jun 09 2026
0mins
Source: seekingalpha
- Platform Revival: Harley-Davidson is bringing back its Revolution Max platform to U.S. manufacturing to attract new riders and enhance performance, with production expected to be completed ahead of the 2028 model year at facilities in Pennsylvania and Wisconsin.
- Production Goals: The company plans to manufacture over 100,000 motorcycles from its Pennsylvania facility in 2027, which not only strengthens its commitment to American manufacturing but also aims to improve financial conditions affected by declining sales.
- Strategic Shift: Under new CEO Artie Starrs, the 'Back to the Bricks' plan aims to optimize inventory, strengthen dealer relationships, and reignite brand enthusiasm, including the reintroduction of the iconic Sportster and the lightweight entry-level motorcycle Sprint.
- Tariff Impact: Moving 100% of manufacturing to the U.S. will mitigate tariff costs, expected to be between $75 million and $90 million for FY26, thereby enhancing the company's overall financial performance.
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Analyst Views on HOG
Wall Street analysts forecast HOG stock price to rise
4 Analyst Rating
3 Buy
1 Hold
0 Sell
Strong Buy
Current: 25.410
Low
32.00
Averages
32.67
High
34.00
Current: 25.410
Low
32.00
Averages
32.67
High
34.00
About HOG
Harley-Davidson, Inc. is the parent company of Harley-Davidson Motor Company and Harley-Davidson Financial Services. The Company's segments include Harley-Davidson Motor Company (HDMC), LiveWire, and Harley-Davidson Financial Services (HDFS). HDMC segment designs, manufactures and sells Harley-Davidson motorcycles. The HDMC also sells motorcycle parts, accessories, and apparel as well as licenses its trademarks. The HDMC conducts business on a global basis, with sales in the United States, Canada, Europe/Middle East/Africa (EMEA), Asia Pacific, and Latin America. The LiveWire segment sells electric motorcycles, electric balance bikes for kids, electric bikes, parts and accessories and apparel in the United States and certain international markets. The HDFS segment is engaged in the business of financing and servicing wholesale inventory receivables and retail consumer loans, primarily for the purchase of Harley-Davidson and LiveWire motorcycles.
About the author
Emily J. Thompson
Emily J. Thompson, a Chartered Financial Analyst (CFA) with 12 years in investment research, graduated with honors from the Wharton School. Specializing in industrial and technology stocks, she provides in-depth analysis for Intellectia’s earnings and market brief reports.
Escalation of Rivalry Between Indian Motorcycle and Harley-Davidson
- Intensified Brand Rivalry: The competition between Indian Motorcycle and Harley-Davidson has escalated on social media, particularly following MMA fighter Sean Strickland's remarks that sparked attacks on Harley, highlighting the divisiveness within the motorcycle community.
- Shift in Marketing Strategy: Indian Motorcycle's new owner, Carolwood, has accelerated the 'Indian vs. Harley' campaign by hiring a PR firm linked to Trump and Israel, aiming to enhance brand image through aggressive marketing, although this strategy has drawn backlash from the community.
- Clash of History and Culture: Both brands boast a century-long legacy, with Indian's founders George Hendee and Harley's William Harley establishing their motorcycle empires in the early 20th century, yet today's rivalry has become more complex due to cultural warfare.
- Consumer Reaction: Motorcycle riders express disappointment over the feud between brands, arguing against categorizing motorcycle brands as 'red' or 'blue', reflecting societal divisions, and emphasizing a desire for brands to focus on products rather than conflicts.
See More
Harley-Davidson Revives U.S. Manufacturing to Boost Performance
- Platform Revival: Harley-Davidson is bringing back its Revolution Max platform to U.S. manufacturing to attract new riders and enhance performance, with production expected to be completed ahead of the 2028 model year at facilities in Pennsylvania and Wisconsin.
- Production Goals: The company plans to manufacture over 100,000 motorcycles from its Pennsylvania facility in 2027, which not only strengthens its commitment to American manufacturing but also aims to improve financial conditions affected by declining sales.
- Strategic Shift: Under new CEO Artie Starrs, the 'Back to the Bricks' plan aims to optimize inventory, strengthen dealer relationships, and reignite brand enthusiasm, including the reintroduction of the iconic Sportster and the lightweight entry-level motorcycle Sprint.
- Tariff Impact: Moving 100% of manufacturing to the U.S. will mitigate tariff costs, expected to be between $75 million and $90 million for FY26, thereby enhancing the company's overall financial performance.
See More
Harley-Davidson Returns Production to U.S.
- Production Return to U.S.: Harley-Davidson announced the return of Revolution Max platform production to the U.S. as part of its Back to the Bricks strategy, with the transition expected to be completed by 2027, supporting American manufacturing and union jobs.
- New Model Production: This move will include the production of models such as Pan America, Sportster S, and Nightster, with expectations to manufacture over 100,000 motorcycles from the York, Pennsylvania facility in 2027, significantly enhancing production capacity.
- Job Opportunities Increase: The production transition will create dozens of additional manufacturing and union jobs at Harley-Davidson facilities in Pennsylvania and Wisconsin, further stimulating local economic development.
- Strategic Implications: This initiative not only reflects Harley-Davidson's commitment to American manufacturing but also aims to enhance brand image and market competitiveness by increasing production capacity and job opportunities.
See More
Harley-Davidson to Relocate Engine Production Back to U.S.
- Production Relocation: Harley-Davidson announced the return of its Revolution Max engine platform production to the U.S., aiming to enhance domestic manufacturing capabilities and reduce supply chain risks, thereby strengthening its market competitiveness.
- Model Application: This engine platform is widely used in Harley's Sportster S, Nightster, and Pan America 1250 models, and relocating production is expected to improve the efficiency and responsiveness of these motorcycle lines.
- Market Strategy: By bringing production back to the U.S., Harley can better meet North American market demands while reinforcing its brand image to attract consumers who prefer domestically manufactured products.
- Economic Impact: This move is anticipated to create more local jobs in the U.S., further driving local economic development, while potentially affecting Harley's overall cost structure and pricing strategies.
See More
Harley-Davidson Returns Production to U.S. Manufacturing
- Production Return to U.S.: Harley-Davidson announced the relocation of the Revolution® Max platform production back to the U.S., with plans to manufacture over 100,000 motorcycles at its Pennsylvania facility in 2027, thereby enhancing its manufacturing capacity and competitiveness in the North American market.
- Supporting Worker Employment: This move brings machining, powertrain assembly, painting, and final vehicle assembly back to facilities in Pennsylvania and Wisconsin, supporting dozens of American manufacturing and union jobs, reflecting the company's commitment to U.S. manufacturing.
- Strategic Investment Opportunities: In light of changes in trade policy under the Trump administration, new CEO Artie Starrs indicated that this production return provides further opportunities for the company to invest in domestic manufacturing, aiming to strengthen its manufacturing base for the long term.
- Brand Legacy and Values: Since 1903, Harley-Davidson has defined motorcycle culture, and this return not only honors American craftsmanship but also solidifies its position as one of the most iconic motorcycle brands in the world.
See More
Harley-Davidson Returns Production to U.S. Manufacturing
- Production Return to U.S.: Harley-Davidson announced the relocation of its Revolution® Max platform production back to the U.S., expected to be completed before 2027, supporting the manufacture of over 100,000 motorcycles, thereby enhancing the company's manufacturing capabilities and competitiveness in the North American market.
- Support for Worker Employment: This move brings machining, powertrain assembly, painting, and final vehicle assembly back to facilities in Pennsylvania and Wisconsin, directly supporting dozens of American union jobs and reflecting the company's commitment to American manufacturing.
- Strategic Adjustment Opportunity: Under the leadership of new CEO Artie Starrs, Harley-Davidson is seizing new opportunities for domestic manufacturing investment created by changes in trade policy under the Trump administration, further solidifying its manufacturing base in the U.S.
- Brand Legacy and Values: Since 1903, Harley-Davidson has represented freedom and independence, and this production return not only continues the brand's historical legacy but also reaffirms its status as an iconic brand within the global motorcycle culture.
See More
Escalation of Rivalry Between Indian Motorcycle and Harley-Davidson
- Intensified Brand Rivalry: The competition between Indian Motorcycle and Harley-Davidson has escalated on social media, particularly following MMA fighter Sean Strickland's remarks that sparked attacks on Harley, highlighting the divisiveness within the motorcycle community.
- Shift in Marketing Strategy: Indian Motorcycle's new owner, Carolwood, has accelerated the 'Indian vs. Harley' campaign by hiring a PR firm linked to Trump and Israel, aiming to enhance brand image through aggressive marketing, although this strategy has drawn backlash from the community.
- Clash of History and Culture: Both brands boast a century-long legacy, with Indian's founders George Hendee and Harley's William Harley establishing their motorcycle empires in the early 20th century, yet today's rivalry has become more complex due to cultural warfare.
- Consumer Reaction: Motorcycle riders express disappointment over the feud between brands, arguing against categorizing motorcycle brands as 'red' or 'blue', reflecting societal divisions, and emphasizing a desire for brands to focus on products rather than conflicts.
See More
Harley-Davidson Revives U.S. Manufacturing to Boost Performance
- Platform Revival: Harley-Davidson is bringing back its Revolution Max platform to U.S. manufacturing to attract new riders and enhance performance, with production expected to be completed ahead of the 2028 model year at facilities in Pennsylvania and Wisconsin.
- Production Goals: The company plans to manufacture over 100,000 motorcycles from its Pennsylvania facility in 2027, which not only strengthens its commitment to American manufacturing but also aims to improve financial conditions affected by declining sales.
- Strategic Shift: Under new CEO Artie Starrs, the 'Back to the Bricks' plan aims to optimize inventory, strengthen dealer relationships, and reignite brand enthusiasm, including the reintroduction of the iconic Sportster and the lightweight entry-level motorcycle Sprint.
- Tariff Impact: Moving 100% of manufacturing to the U.S. will mitigate tariff costs, expected to be between $75 million and $90 million for FY26, thereby enhancing the company's overall financial performance.
See More
Harley-Davidson Returns Production to U.S.
- Production Return to U.S.: Harley-Davidson announced the return of Revolution Max platform production to the U.S. as part of its Back to the Bricks strategy, with the transition expected to be completed by 2027, supporting American manufacturing and union jobs.
- New Model Production: This move will include the production of models such as Pan America, Sportster S, and Nightster, with expectations to manufacture over 100,000 motorcycles from the York, Pennsylvania facility in 2027, significantly enhancing production capacity.
- Job Opportunities Increase: The production transition will create dozens of additional manufacturing and union jobs at Harley-Davidson facilities in Pennsylvania and Wisconsin, further stimulating local economic development.
- Strategic Implications: This initiative not only reflects Harley-Davidson's commitment to American manufacturing but also aims to enhance brand image and market competitiveness by increasing production capacity and job opportunities.
See More
Harley-Davidson to Relocate Engine Production Back to U.S.
- Production Relocation: Harley-Davidson announced the return of its Revolution Max engine platform production to the U.S., aiming to enhance domestic manufacturing capabilities and reduce supply chain risks, thereby strengthening its market competitiveness.
- Model Application: This engine platform is widely used in Harley's Sportster S, Nightster, and Pan America 1250 models, and relocating production is expected to improve the efficiency and responsiveness of these motorcycle lines.
- Market Strategy: By bringing production back to the U.S., Harley can better meet North American market demands while reinforcing its brand image to attract consumers who prefer domestically manufactured products.
- Economic Impact: This move is anticipated to create more local jobs in the U.S., further driving local economic development, while potentially affecting Harley's overall cost structure and pricing strategies.
See More
Harley-Davidson Returns Production to U.S. Manufacturing
- Production Return to U.S.: Harley-Davidson announced the relocation of the Revolution® Max platform production back to the U.S., with plans to manufacture over 100,000 motorcycles at its Pennsylvania facility in 2027, thereby enhancing its manufacturing capacity and competitiveness in the North American market.
- Supporting Worker Employment: This move brings machining, powertrain assembly, painting, and final vehicle assembly back to facilities in Pennsylvania and Wisconsin, supporting dozens of American manufacturing and union jobs, reflecting the company's commitment to U.S. manufacturing.
- Strategic Investment Opportunities: In light of changes in trade policy under the Trump administration, new CEO Artie Starrs indicated that this production return provides further opportunities for the company to invest in domestic manufacturing, aiming to strengthen its manufacturing base for the long term.
- Brand Legacy and Values: Since 1903, Harley-Davidson has defined motorcycle culture, and this return not only honors American craftsmanship but also solidifies its position as one of the most iconic motorcycle brands in the world.
See More
Harley-Davidson Returns Production to U.S. Manufacturing
- Production Return to U.S.: Harley-Davidson announced the relocation of its Revolution® Max platform production back to the U.S., expected to be completed before 2027, supporting the manufacture of over 100,000 motorcycles, thereby enhancing the company's manufacturing capabilities and competitiveness in the North American market.
- Support for Worker Employment: This move brings machining, powertrain assembly, painting, and final vehicle assembly back to facilities in Pennsylvania and Wisconsin, directly supporting dozens of American union jobs and reflecting the company's commitment to American manufacturing.
- Strategic Adjustment Opportunity: Under the leadership of new CEO Artie Starrs, Harley-Davidson is seizing new opportunities for domestic manufacturing investment created by changes in trade policy under the Trump administration, further solidifying its manufacturing base in the U.S.
- Brand Legacy and Values: Since 1903, Harley-Davidson has represented freedom and independence, and this production return not only continues the brand's historical legacy but also reaffirms its status as an iconic brand within the global motorcycle culture.
See More
