Harley-Davidson Inc
XMUN:HAR
Decide at what price you'd be comfortable buying and we'll help you stay ready.
|
H
|
Harley-Davidson Inc
XMUN:HAR
|
US |
|
FG Financial Group Inc
NASDAQ:FGF
|
US |
|
Mattel Inc
NASDAQ:MAT
|
US |
Harley-Davidson Inc
Harley-Davidson makes heavyweight motorcycles and sells them under one of the best-known names in motorcycling. Its core products are the bikes themselves, along with parts, accessories, apparel, and branded merchandise. The company also helps owners finance purchases through its lending business, which supports sales and gives it a bigger role in the ownership experience. Its main customers are riders who want large cruiser-style motorcycles and the lifestyle that goes with them. Harley-Davidson earns money when dealers sell motorcycles, when customers buy replacement parts and accessories, when fans buy clothing and licensed goods, and when borrowers use its financing products. This mix matters because the motorcycle sale often leads to years of follow-on spending on maintenance, upgrades, and gear. What makes Harley-Davidson different is that it is not just a vehicle maker; it is a brand built around a specific riding culture. That gives it stronger pricing power and a loyal customer base than a plain transportation company would have. At the same time, the business depends on keeping that brand relevant to new riders while continuing to serve long-time owners.
Harley-Davidson makes heavyweight motorcycles and sells them under one of the best-known names in motorcycling. Its core products are the bikes themselves, along with parts, accessories, apparel, and branded merchandise. The company also helps owners finance purchases through its lending business, which supports sales and gives it a bigger role in the ownership experience.
Its main customers are riders who want large cruiser-style motorcycles and the lifestyle that goes with them. Harley-Davidson earns money when dealers sell motorcycles, when customers buy replacement parts and accessories, when fans buy clothing and licensed goods, and when borrowers use its financing products. This mix matters because the motorcycle sale often leads to years of follow-on spending on maintenance, upgrades, and gear.
What makes Harley-Davidson different is that it is not just a vehicle maker; it is a brand built around a specific riding culture. That gives it stronger pricing power and a loyal customer base than a plain transportation company would have. At the same time, the business depends on keeping that brand relevant to new riders while continuing to serve long-time owners.
Retail rebound: Harley-Davidson said Q1 retail sales rose 8% globally, led by a 14% increase in North America, even as the consumer backdrop remained challenging.
Strategy reset: Management unveiled a new multi-year plan, "Back to the Bricks," centered on a more rider-focused lineup, stronger dealer economics, and better use of Parts & Accessories and financing.
Guidance held: The company kept full-year 2026 guidance unchanged, including HDMC retail and wholesale units of 130,000 to 135,000, while saying its outlook on the year has improved.
Tariffs still a drag: Harley-Davidson said Q1 tariff costs were $45 million and now expects full-year 2026 tariff costs of $75 million to $90 million, lower than its prior range.
Longer-term targets: Management laid out a path to more than $350 million of EBITDA in 2027 and mid-single-digit retail growth over the medium term, with gross margin approaching 30% and operating expenses below 20% of sales.
Product rebuild: The company said Sportster will return in 2027 and Sprint will launch in the back half of 2026, both aimed at making the brand more accessible and driving higher volume and accessory sales.
