HOG News & Events

Harley-Davidson announced "Back to the Bricks," its new strategic plan designed to restore the Company's performance and deliver profitable growth. Back to the Bricks is built on five key pillars: The Company's iconic brand, diversified and powerful revenue channels, and best-in-class dealer network provide a powerful foundation for growth; 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; 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. The Company is targeting more than $350M in EBITDA in 2027 for Harley-Davidson Motor Company, with additional future upside through execution against Harley-Davidson's strategic priorities. Over the medium term, Harley-Davidson is targeting Mid-single-digit CAGR for HDMC retail unit growth; HDMC gross margin of 25-30% Mid-single-digit CAGR for HDMC Parts & Accessories and Apparel & Licensing growth. HDMC operational expenditures of less than 20% of sales. HDMC EBITDA margin of 10%-12%.

Reports Q1 revenue $1.17B, consensus $996.62M. "We're pleased with our Q1 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%, and achieved a 22% year-over-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 growth strategy, Back to the Bricks," said Artie Starrs, President and CEO, Harley-Davidson.