Harley Davidson Inc (HOG)

Harley-Davidson Announces Return of Revolution® Max Production to U.S. FacilitiesJune 9, 2026 9:15 AM
PR Newswire (US) Move supports Back to the Bricks strategy and leans into Company's American manufacturing footprintMILWAUKEE, June 9, 2026 /PRNewswire/ -- Harley-Davidson, Inc. ("Harley-Davidson" or the "Company") (NYSE: HOG) today announced that it is bringing production of the Revolution® Max platform for North America back to the United States as part of the Company's Back to the Bricks strategy. The move brings machining, powertrain assembly, painting, and final vehicle assembly work back to Harley-Davidson facilities in Pennsylvania and Wisconsin, supporting skilled union jobs and strengthening the Company's American manufacturing footprint.The production transition is expected to be completed ahead of the start of Model Year 2028 production in 2027. Harley-Davidson expects to manufacture over 100,000 motorcycles out of the Company's York, Pennsylvania facility in 2027.The Company shared the following statement:For more than a century, Harley-Davidson has invested in American manufacturing, skilled workers, and the communities that build our motorcycles. Today, we're proud to announce another step forward by bringing production of the Revolution® Max platform for North America—including Pan America, Sportster® S, and Nightster models—back to the United States. This move returns machining, powertrain assembly, painting, and final vehicle assembly work to our facilities in Pennsylvania and Wisconsin, supporting dozens of additional American manufacturing and union jobs.The Trump Administration's changes to U.S. trade policy, combined with shifts in the global trade environment, have created new opportunities for companies to invest in domestic manufacturing. For Harley-Davidson under our new CEO Artie Starrs, this means we are able to lean even further into our American manufacturing footprint and build more motorcycles here at home. This decision, which has been months in the making, reflects our commitment to strengthening Harley-Davidson's manufacturing base for the long term.Harley-Davidson has built motorcycles that represent freedom, independence, and American craftsmanship for 123 consecutive years. That legacy was built by generations of employees, many of them union workers, whose skill and dedication continue to define this company today. We are grateful to our employees, our network of 500+ U.S. dealers, and most importantly our riders for their continued support as we get back to basics that have made Harley-Davidson an enduring symbol of freedom and the most iconic motorcycle brand in the world.Bill Davidson, Vice President, Special Advisor to the CEO and Global Brand Ambassador, said, "My family has spent generations working in this company, and I've seen firsthand the pride, craftsmanship, and hard work that go into building Harley-Davidson motorcycles in America. My father, Willie, my sister, Karen, and I are incredibly excited about what's happening at Harley-Davidson. Bringing this work back home is another important step in getting back to the bricks, investing in American manufacturing, and building on the values that have made Harley-Davidson one of the most iconic brands in the world."Company Background
Since 1903, Harley-Davidson has defined motorcycle culture by delivering a motorcycle lifestyle with distinctive and customizable motorcycles, Parts & Accessories, experiences, riding gear and apparel. What We Make: The World's Best Motorcycles. Period. Who We Serve: Motorcycle Riders Worldwide. Why We Do It: To Protect and Grow Motorcycle Culture. What We Stand For: Life, Liberty and the Pursuit of Happiness. Harley-Davidson, Inc. is the parent company of Harley-Davidson Motor Company and has a controlling interest in Harley-Davidson Financial Services and LiveWire Group, Inc. Harley-Davidson Financial Services provides financing, insurance and other programs to help get riders on the road. LiveWire is committed to developing the technology of the future and investing in the capabilities needed to lead the transformation of motorsports. Learn more at harley-davidson.com.Cautionary Note Regarding Forward-Looking Statements
The Company intends that certain matters discussed in this press release are "forward-looking statements" intended to qualify for the safe harbor from liability established by the Private Securities Litigation Reform Act of 1995. These forward-looking statements can generally be identified as such by reference to this footnote or because the context of the statement will include words such as the Company "believes," "anticipates," "expects," "plans," "projects," "may," "will," "estimates," "targets," "intends," "forecasts," "seeks," "sees," "should," "feels," "commits," "assumes," "envisions," or words of similar meaning. Similarly, statements that describe or refer to future expectations, future plans, strategies, objectives, outlooks, targets, guidance, commitments or goals are also forward-looking statements. Such forward-looking statements are subject to certain risks and uncertainties that could cause actual results to differ materially, unfavorably or favorably, from those anticipated as of the date of this press release. Certain of such risks and uncertainties are described below. Shareholders, potential investors, and other readers are urged to consider these factors in evaluating the forward-looking statements and are cautioned not to place undue reliance on such forward-looking statements. The forward-looking statements included in this press release are only made as of the date of this press release, and the Company disclaims any obligation to publicly update such forward-looking statements to reflect subsequent events or circumstances.Important factors that could affect future results and cause those results to differ materially from those expressed in the forward-looking statements include, among others, the Company's ability to: (a) execute its business plans and strategies, including the Company's new strategic plan announced in the second quarter of 2026, successfully execute its approach to a full enterprise economic model, and strengthen its existing businesses while allowing for growth; (b) effectively move production at all or on expected timelines, including production of the Revolution® Max platform for North America back to the United States; (c) manufacture motorcycles at or near its production goals; and (d) strengthen its manufacturing capabilities.### (HOG-OTHER)   View original content to download multimedia:https://www.prnewswire.com/news-releases/harleydavidson-announces-return-of-revolution-max-production-to-us-facilities-302795288.htmlSOURCE Harley-Davidson, Inc. Original: Harley-Davidson Announces Return of Revolution® Max Production to U.S. Facilities

Harley-Davidson, Inc. to Present at Baird 2026 Global Consumer, Technology & Services ConferenceJune 2, 2026 12:06 PM
PR Newswire (US) MILWAUKEE, June 2, 2026 /PRNewswire/ -- Harley-Davidson, Inc. (the "Company") (NYSE: HOG) announced today that it will present at Baird 2026 Global Consumer, Technology & Services Conference at the InterContinental New York Barclay in New York, New York on Wednesday, June 3, 2026. President and Chief Executive Officer Artie Starrs and Head of Investor Relations Shawn Collins will present in one-on-one and group sessions and answer questions about the Company.Company Background 
Harley-Davidson, Inc.?is the parent company of?Harley-Davidson Motor Company and Harley-Davidson Financial Services. ### (HOG-OTHER)  View original content to download multimedia:https://www.prnewswire.com/news-releases/harley-davidson-inc-to-present-at-baird-2026-global-consumer-technology--services-conference-302788905.htmlSOURCE Harley-Davidson, Inc. Original: Harley-Davidson, Inc. to Present at Baird 2026 Global Consumer, Technology & Services Conference

Harley-Davidson, Inc. Declares DividendMay 21, 2026 4:40 PM
PR Newswire (US) MILWAUKEE, May 21, 2026 /PRNewswire/ -- The Harley-Davidson, Inc. (NYSE: HOG) Board of Directors has approved a cash dividend of $0.1875 per share for the second quarter of 2026. The dividend is payable June 25, 2026 to the shareholders of record of the Company's common stock as of June 8, 2026.Harley-Davidson, Inc. is the parent company of Harley-Davidson Motor Company and Harley-Davidson Financial Services.### (HOG-DIVIDEND) View original content to download multimedia:https://www.prnewswire.com/news-releases/harley-davidson-inc-declares-dividend-302779317.htmlSOURCE Harley-Davidson, Inc. Original: Harley-Davidson, Inc. Declares Dividend

Harley-Davidson stock rises as revenue tops estimates despite earnings shortfallMay 5, 2026 11:12 AM
IH Market News Harley-Davidson Inc. (NYSE:HOG) reported mixed first-quarter results on Tuesday, delivering stronger-than-expected revenue while missing on earnings as tariff pressures and restructuring efforts weighed on profitability.Shares of the motorcycle maker moved 1.51% higher in pre-market trading following the release.Adjusted earnings per share came in at $0.22, falling just short of the $0.23 consensus estimate. Revenue totaled $1.1 billion, beating expectations of $1.01 billion but declining 12% compared to the same period last year.The drop in revenue was largely tied to a sharp 54% decline in Harley-Davidson Financial Services (HDFS), following the company’s sale of loan assets in the second half of 2025.Within the core Harley-Davidson Motor Company business, revenue slipped 2% to $1.1 billion, while global motorcycle shipments fell 3% to 37,295 units. However, retail demand showed strength, with global motorcycle sales rising 8% to 33,507 units. North America led the gains, posting a 14% increase in retail sales.Profitability took a hit, with operating income in the motorcycle segment plunging 84% to $19 million. Gross margin contracted by 3.9 percentage points, reflecting tariff-related costs and pricing pressures.“We’re pleased with our first quarter results, which reflect actions we’ve taken to drive demand and improve dealer health,” said Artie Starrs, President and CEO. “We saw a 14% increase in retail performance in North America, which drove global retail sales growth of 8%.”Looking ahead, the company reaffirmed its full-year 2026 outlook. It expects operating income for its motorcycle segment to range from a $40 million loss to a $10 million profit, with a midpoint of negative $15 million. Meanwhile, HDFS operating income is projected to fall between $45 million and $60 million.Harley-Davidson stock price Original: Harley-Davidson stock rises as revenue tops estimates despite earnings shortfall

Harley-Davidson Announces "Back to the Bricks" Strategic Plan to Restore Performance and Deliver Profitable GrowthMay 5, 2026 7:00 AM
PR Newswire (US) Strategy Leverages Harley-Davidson's Competitive Advantages to Restore Volumes and Build Platform for Value Creation; Targeting over $350 million of HDMC EBITDA in 2027Conference Call at 8 a.m. CT to Present Strategy and Discuss First Quarter 2026 Financial Results; Presentation Available on Harley-Davidson's Investor Relations WebsiteMILWAUKEE, May 5, 2026 /PRNewswire/ -- Harley-Davidson, Inc. ("Harley-Davidson" or the "Company") (NYSE: HOG) today announced "Back to the Bricks," its new strategic plan designed to restore the Company's performance and deliver profitable growth."Having defined the motorcycle industry for more than 123 years, Harley-Davidson remains one of the world's most iconic and respected brands," said Artie Starrs, President and CEO, Harley-Davidson. "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."Back to the Bricks is built on five key pillars: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 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 $350 million in EBITDA in 2027 for Harley-Davidson Motor Company (HDMC), 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 growthHDMC gross margin of 25-30%Mid-single-digit CAGR for HDMC Parts & Accessories and Apparel & Licensing growthHDMC operational expenditures of less than 20% of salesHDMC EBITDA margin of 10-12%Webcast 
Harley-Davidson will discuss the Company's strategic plan, first quarter financial results, developments in the business, and updates to the Company's outlook on an audio webcast at 8:00 a.m. CST today. Webcast participants should log-on and register at least 10 minutes prior to the start time and can access the slide presentation here: https://investor.harley-davidson.com/events-and-presentations/default.aspx. A replay of the audio webcast will be available approximately two hours after the call concludes.First Quarter 2026 Financial Results
In a separate press release, Harley-Davidson today reported first quarter 2026 financial results and provided updates to the Company's outlook. The press release and supporting slides can be accessed at http://investor.harley-davidson.com/news-and-events/events-and-presentations. Company Background  
Since 1903, Harley-Davidson has defined motorcycle culture by delivering a motorcycle lifestyle with distinctive and customizable motorcycles, Parts & Accessories, experiences, riding gear and apparel. What We Make: The World's Best Motorcycles. Period. Who We Serve: Motorcycle Riders Worldwide. Why We Do It: To Protect and Grow Motorcycle Culture. What We Stand For: Life, Liberty and the Pursuit of Happiness. Harley-Davidson, Inc. is the parent company of Harley-Davidson Motor Company and has a controlling interest in Harley-Davidson Financial Services and LiveWire Group, Inc. Harley-Davidson Financial Services provides financing, insurance and other programs to help get riders on the road. LiveWire is committed to developing the technology of the future and investing in the capabilities needed to lead the transformation of motorsports. Learn more at harley-davidson.com. Cautionary Note Regarding Forward-Looking Statements
The Company intends that certain matters discussed in this press release are "forward-looking statements" intended to qualify for the safe harbor from liability established by the Private Securities Litigation Reform Act of 1995. These forward-looking statements can generally be identified as such by reference to this footnote or because the context of the statement will include words such as the Company "believes," "anticipates," "expects," "plans," "projects," "may," "will," "estimates," "targets," "intends," "forecasts," "seeks," "sees," "should," "feels," "commits," "assumes," "envisions," or words of similar meaning. Similarly, statements that describe or refer to future expectations, future plans, strategies, objectives, outlooks, targets, guidance, commitments or goals are also forward-looking statements. Such forward-looking statements are subject to certain risks and uncertainties that could cause actual results to differ materially, unfavorably or favorably, from those anticipated as of the date of this press release. Certain of such risks and uncertainties are described below. Shareholders, potential investors, and other readers are urged to consider these factors in evaluating the forward-looking statements and are cautioned not to place undue reliance on such forward-looking statements. The forward-looking statements included in this press release are only made as of the date of this press release, and the Company disclaims any obligation to publicly update such forward-looking statements to reflect subsequent events or circumstances.Important factors that could affect future results and cause those results to differ materially from those expressed in the forward-looking statements include, among others, the Company's ability to: (a) execute its business plans and strategies, including the Company's new strategic plan announced in the second quarter of 2026, successfully execute its approach to a full enterprise economic model, and strengthen its existing businesses while allowing for growth; (b) manage supply chain and logistics issues, including without limitation quality issues, unexpected interruptions or price increases caused by supplier volatility, raw material shortages, inflation, war or other hostilities, including the conflict in Iran, or natural disasters and longer shipping times and increased logistics costs; (c) manage and predict the impact that new, reinstated or adjusted tariffs may have on the Company's ability to sell products domestically and internationally, and the cost of raw materials and components, including tariffs recently imposed or that may be imposed by the U.S. on foreign goods or rebalancing or other tariffs recently imposed or that may be imposed by foreign countries on U.S. goods; (d) accurately analyze, predict and react to changing market conditions, interest rates, and geopolitical environments, and successfully adjust to shifting global consumer needs and interests, including successfully realigning its product portfolio, which encompasses re-introducing the Sportster; (e) accurately predict the margins of its segments in light of, among other things, tariffs, rebalancing trade measures, inflation, foreign currency exchange rates, the cost associated with product development initiatives and the Company's complex global supply chain; (f) maintain and enhance the value of the Harley-Davidson brand, including detecting and mitigating or remediating the impact of activist collective actions, such as calls for boycotts and other brand-damaging behaviors that could harm the Company's brand or business; (g) manage through changes in general economic and business conditions, including changing capital, credit and retail markets, and the changing domestic and international political environments, including as a result of the conflict in Iran; (h) successfully access the capital and/or credit markets on terms that are acceptable to the Company and within its expectations; (i) successfully carry out its global manufacturing and assembly operations; (j) develop and introduce products, services and experiences on a timely basis that the market accepts, that enable the Company to generate desired sales levels and that provide the desired financial returns, including successfully implementing and executing plans to shift to a rider-centric portfolio that includes a focus on accessibility and customization and growing its Parts & Accessories and Motor Clothes and apparel businesses; (k) perform in a manner that enables the Company to benefit from market opportunities while competing against existing and new competitors; (l) successfully manage and reduce costs throughout the business; (m) manage the impact that prices for and supply of used motorcycles may have on its business, including on retail sales of new motorcycles; (n) prevent, detect and remediate any issues with its motorcycles or any issues associated with the design, manufacturing, or assembly processes to avoid delays in new model launches, recall campaigns, regulatory agency investigations, increased warranty costs or litigation and adverse effects on its reputation and brand strength, and carry out any product programs or recalls within expected costs and timing; (o) successfully manage and reduce costs throughout the business; (p) continue to develop the capabilities of its distributors and dealers, effectively implement changes relating to its  full enterprise economic model, and manage the risks that its dealers may have difficulty obtaining capital and managing through changing economic conditions and consumer demand; (q) realize the desired business benefits from LiveWire operating as a separate public company, which may be affected by, among other things: (i) the ability of LiveWire to execute its plans to develop, produce, market and sell its electric vehicles; (ii) the demand for and consumer willingness to adopt two- and three-wheeled electric vehicles; (iii) the ability of LiveWire to obtain sufficient funding from sources other than the Company to sustain its operations; and (iv) other risks and uncertainties indicated in documents filed with the SEC by the Company or LiveWire Group, Inc., including those risks and uncertainties noted in Risk Factors under Item 1.A of LiveWire Group Inc.'s most recent Annual Report on Form 10-K; (r) manage the quality and regulatory non-compliance issues relating to the brake hose assemblies provided to the Company by Proterial Cable America, Inc. in a manner that avoids future quality or non-compliance issues and additional costs or recall expenses that are material; (s) maintain a productive relationship with Hero MotoCorp as a distributor and licensee of the Harley-Davidson brand name; (t) successfully maintain or achieve a manner in which to sell motorcycles in Europe, China, and the Company's Association of Southeast Asian Nations (ASEAN) countries that does not subject its motorcycles to incremental tariffs; (u) manage its Thailand corporate and manufacturing operation in a manner that allows the Company to avail itself of preferential free trade agreements and duty rates, and sufficiently lower prices of its motorcycles in certain markets; (v) retain and attract talented employees and leadership and qualified and experienced independent directors for its Board of Directors, eliminate personnel duplication, inefficiencies and complexity throughout the organization, and successfully complete transitions of executives, and effectively manage the return to on-site work of Milwaukee-based corporate employees at specified Company facilities; (w) accurately estimate and adjust to fluctuations in foreign currency exchange rates, interest rates and commodity prices; (x) manage the credit quality, the loan servicing and collection activities, and the recovery rates of Harley-Davidson Financial Services' loan portfolio; (y) prevent a ransomware attack or cybersecurity incidents and data privacy breaches and respond to related evolving regulatory requirements; (z) adjust to tax reform, healthcare inflation and reform and pension reform, and successfully estimate the impact of any such reform on the Company's business; (aa) manage through the effects inconsistent and unpredictable weather patterns may have on retail sales of motorcycles; (bb) implement and manage enterprise-wide information technology systems, including systems at its manufacturing facilities; (cc) manage changes, prepare for, and respond to evolving requirements in legislative and regulatory environments related to its products, services and operations, including increased environmental, safety, emissions or other regulations; (dd) manage its exposure to product liability claims in a manner that avoids or successfully mitigates the impact of substantial jury verdicts and manage exposure in commercial or contractual disputes; (ee) continue to manage the relationships and agreements that the Company has with its labor unions to help drive long-term competitiveness; (ff) realize the desired business benefits from KKR's and PIMCO's investments in Harley-Davidson Financial Services, Inc.; (gg) manage risks related to functions the Company outsources and the use of artificial intelligence by the Company and its vendors and suppliers; (hh) achieve anticipated results with respect to the Company's preowned motorcycle program, Harley-Davidson Certified, the Company's H-D1 Marketplace, and Apparel and Licensing; (ii) optimize capital allocation in light of the Company's capital allocation priorities; (jj) manage the Company's share repurchase strategy; (kk) manage issues related to climate change and related regulations; and (ll) realize the expected effects of the anticipated increase in Harley-Davidson Financial Services, Inc.'s retail finance receivable base on Harley-Davidson Financial Services, Inc.'s operating income.The Company's ability to sell its motorcycles and related products and services and to meet its financial expectations also depends on the ability of the Company's dealers to sell its motorcycles and related products and services to retail customers. The Company depends on the capability and financial capacity of its dealers to develop and implement effective retail sales plans to create demand for the motorcycles and related products and services they purchase from the Company. In addition, the Company's dealers and distributors may experience difficulties in operating their businesses and selling Harley-Davidson motorcycles and related products and services as a result of weather, economic conditions, or other factors.Harley-Davidson Financial Services, Inc.'s retail credit losses will continue to change over time due to changing consumer credit behavior, macroeconomic conditions including the impact of inflation and Harley-Davidson Financial Services, Inc.'s efforts to increase prudently structured loan approvals to sub-prime borrowers. In addition, Harley-Davidson Financial Services, Inc.'s efforts to adjust underwriting criteria based on market and economic conditions, and actions that the Company has taken and could take that impact motorcycle values, may impact Harley-Davidson Financial Services, Inc.'s retail credit losses.The Company's operations, demand for its products, and its liquidity could be adversely impacted by changes in tariffs, inflation, work stoppages, facility closures, strikes, natural causes, widespread infectious disease, terrorism, war or other hostilities, including the conflict in Iran, or other factors. Refer to "Risk Factors" under Item 1.A of the Company's Annual Report on Form 10-K for the year ended December 31, 2025, filed with the SEC on February 26, 2026, for a discussion of additional risk factors and a more complete discussion of some of the cautionary statements noted above.Non-GAAP Considerations
The Company has not provided a reconciliation of guidance for EBITDA margin because the Company is unable, without unreasonable efforts, to reconcile this measure to a comparable U.S. GAAP financial measure as the target is medium term and not based on a given year nor based on a specific set of U.S. GAAP financial measures and is instead a general profitability target for the HDMC segment.### (HOG-Other)  View original content to download multimedia:https://www.prnewswire.com/news-releases/harley-davidson-announces-back-to-the-bricks-strategic-plan-to-restore-performance-and-deliver-profitable-growth-302762417.htmlSOURCE Harley-Davidson, Inc. Original: Harley-Davidson Announces "Back to the Bricks" Strategic Plan to Restore Performance and Deliver Profitable Growth

Harley-Davidson Delivers First Quarter Financial ResultsMay 5, 2026 7:00 AM
PR Newswire (US) MILWAUKEE, May 5, 2026 /PRNewswire/ -- Harley-Davidson, Inc. ("Harley-Davidson," "HDI," or the "Company") (NYSE: HOG) today reported first quarter 2026 results."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%, 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.First Quarter 2026 Highlights and ResultsNorth American retail motorcycle sales of 23,803 units, up 14% vs. prior yearGlobal retail motorcycle sales of 33,507 units, up 8% vs. prior yearGlobal dealer inventory levels of new motorcycles ended Q1 '26 down 22% vs. end Q1 '25HDMC global motorcycle shipments of 37,295, down 3% vs. prior yearHDMC revenue of $1.1 billion, down 2% vs. prior yearHDFS operating income margin of 19.9%Delivered diluted EPS of $0.22Repurchased $128 million of shares (6.6 million shares) on a discretionary basisIncurred $15 million of costs related to strategic changes, including termination benefits and other restructuring chargesFirst Quarter 2026 Results Harley-Davidson, Inc. Consolidated Financial Results $ in millions (except EPS)1st quarter20262025ChangeRevenue$1,173$1,329-12 %Operating Income$23$160-85 %Net Income Attributable to HDI$25$133-81 %Diluted EPS$0.22$1.07-79 %Consolidated revenue in the first quarter was down 12 percent, driven largely by an HDFS revenue decrease of 54 percent.Consolidated operating income in the first quarter was down 85 percent, driven by a decline of 84 percent at HDMC and a decline of 65 percent at HDFS. At the LiveWire segment, the operating loss improved by $2 million or 11 percent lower than the prior year's loss. Consolidated operating income margin in the first quarter was 2 percent relative to 12.1 percent in the first quarter a year ago.Harley-Davidson Motor Company (HDMC) – Results$ in millions1st quarter20262025ChangeMotorcycle Shipments (thousands)37.338.6-3 %Revenue$1,055$1,082-2 %   Motorcycles$836$864-3 %   Parts & Accessories$142$143-1 %   Apparel$57$570 %   Licensing$6$398 %   Other$14$14-2 %Gross Margin 25.3 %29.1 %-3.9 pts.Operating Income$19$116-84 %Operating Margin 1.8 %10.8 %-9.0 pts.First quarter global motorcycle shipments decreased 3 percent, in-line with the Company's  expectations. Revenue was down 2 percent, driven by the decrease in wholesale shipments and the unfavorable net effect of global pricing and sales incentives, partially offset by favorable foreign currency. Parts & Accessories revenue was down 1 percent and Apparel revenue was flat.First quarter gross margin was down 3.9 points due to the cost of new or increased tariffs, the net effect of global pricing and sales incentives, and unfavorable product mix. These factors were partially offset by a favorable court judgement resulting in a tariff refund in the EU and favorable foreign currency. First quarter operating income margin was down 9.0 points due to the factors above, while operating expense was $49 million higher than a year ago, including restructuring expense of $15 million in the quarter.Harley-Davidson Retail Motorcycle SalesMotorcycles (thousands) 1st quarter20262025ChangeNorth America23.820.914 %EMEA5.05.2-3 %Asia Pacific 4.04.4-9 %Latin America0.70.621 %Worldwide Total33.531.08 %Global retail motorcycle sales in the first quarter were up 8 percent versus the prior year, reflecting strong year-over-year results in North America and soft International results. North America retail experienced 16 percent growth in the US, driven by strength in the Touring category and a positive response to the new '26 motorcycle line-up. EMEA retail performance, down 3 percent, was characterized by modest growth in France, the Benelux region and the UK, while the German region experienced a decline. APAC retail performance, down 9 percent, saw declines in most major countries. Latin America retail was characterized by strong gains in Brazil and Mexico.Harley-Davidson Financial Services (HDFS) – Results$ in millions1st quarter20262025ChangeRevenue$112$245-54 %Operating Income$22$64-65 %In the first quarter, HDFS revenue was down 54 percent from prior year, driven by lower retail and wholesale finance receivables at lower yields. The decline in retail receivables was due to the sale of loan assets as part of the HDFS transaction, which took place in the second half of 2025. Other income within HDFS revenue was favorable year-over-year due to new servicing fees, investment income, and new gains on third party loan sales.HDFS' operating income decreased by $42 million in the first quarter or 65 percent. On the expense side, both interest expense and the provision for credit loss expense were significantly lower, which was due to the decreased size of the retail loan portfolio and related debt on a year-over-year basis. Operating expenses decreased by $1 million versus prior year. Total quarter-end net finance receivables, including both retail and wholesale loans, were $2.4 billion, a 67 percent decline over the prior year primarily due to the HDFS transaction.LiveWire – Results$ in millions1st quarter20262025ChangeRevenue$5$387 %Operating Loss($18)($20)-11 %LiveWire revenue for the first quarter increased by 87 percent. The revenue increase was due to higher electric motorcycle unit sales and higher STACYC electric bike sales. LiveWire's operating loss of $18 million in the first quarter compared to a loss of $20 million in the prior year period.Harley-Davidson, Inc. Other Results – First Quarter 2026Net cash use of $228 million from operating activitiesEffective tax rate was 43%Paid cash dividends of $22 millionRepurchased $128 million of shares (6.6 million shares) on a discretionary basis, which included 3.1 million shares (valued at $65 million based on share price at delivery) pursuant to the accelerated share repurchase agreement entered into in Q4 '25 with no additional cash outflow in Q1 '26 and 3.5 million shares repurchased on a discretionary basis with an associated cash outflow of $63 million in Q1 '26Cash and cash equivalents of $1.8 billion at the end of the quarter2026 Financial Outlook
For the full year 2026, the Company reaffirms its guidance and continues to expect:HDMC global motorcycle retail sales of 130,000 to 135,000 unitsHDMC global motorcycle wholesale shipments of 130,000 to 135,000 unitsHDMC operating income of a $40 million loss to a $10 million profitHDFS operating income of $45 to $60 millionLiveWire operating loss of $70 to $80 millionHarley-Davidson, Inc. capital investments of $175 to $200 millionCompany Background
Since 1903, Harley-Davidson has defined motorcycle culture by delivering a motorcycle lifestyle with distinctive and customizable motorcycles, parts & accessories, experiences, riding gear and apparel. What We Make: The World's Best Motorcycles. Period. Who We Serve: Motorcycle Riders Worldwide. Why We Do It: To Protect and Grow Motorcycle Culture. What We Stand For: Life, Liberty and the Pursuit of Happiness. Harley-Davidson, Inc. is the parent company of Harley-Davidson Motor Company and has a controlling interest in Harley-Davidson Financial Services and LiveWire Group, Inc. Harley-Davidson Financial Services provides financing, insurance and other programs to help get riders on the road. LiveWire is committed to developing the technology of the future and investing in the capabilities needed to lead the transformation of motorsports. Learn more at harley-davidson.com. Webcast
Harley-Davidson will discuss its financial results and outlook on an audio webcast at?8:00 a.m. CDT?today. The webcast login and supporting slides can be accessed at?http://investor.harley-davidson.com/news-and-events/events-and-presentations. The audio replay will be available by approximately 10:00 a.m. CDT.Cautionary Note Regarding Forward-Looking Statements
The Company intends that certain matters discussed in this press release are "forward-looking statements" intended to qualify for the safe harbor from liability established by the Private Securities Litigation Reform Act of 1995. These forward-looking statements can generally be identified as such by reference to this footnote or because the context of the statement will include words such as the Company "believes," "anticipates," "expects," "plans," "projects," "may," "will," "estimates," "targets," "intends," "forecasts," "seeks," "sees," "should," "feels," "commits," "assumes," "envisions,"  or words of similar meaning. Similarly, statements that describe or refer to future expectations, future plans, strategies, objectives, outlooks, targets, guidance, commitments or goals are also forward-looking statements. Such forward-looking statements are subject to certain risks and uncertainties that could cause actual results to differ materially, unfavorably or favorably, from those anticipated as of the date of this press release. Certain of such risks and uncertainties are described below. Shareholders, potential investors, and other readers are urged to consider these factors in evaluating the forward-looking statements and are cautioned not to place undue reliance on such forward-looking statements. The forward-looking statements included in this press release are only made as of the date of this press release, and the Company disclaims any obligation to publicly update such forward-looking statements to reflect subsequent events or circumstances.Important factors that could affect future results and cause those results to differ materially from those expressed in the forward-looking statements include, among others, the Company's ability to: (a) execute its business plans and strategies, including the Company's new strategic plan announced in the second quarter of 2026, successfully execute its approach to a full enterprise economic model, and strengthen its existing businesses while allowing for growth; (b) manage supply chain and logistics issues, including without limitation quality issues, unexpected interruptions or price increases caused by supplier volatility, raw material shortages, inflation, war or other hostilities, including the conflict in Iran, or natural disasters and longer shipping times and increased logistics costs; (c) manage and predict the impact that new, reinstated or adjusted tariffs may have on the Company's ability to sell products domestically and internationally, and the cost of raw materials and components, including tariffs recently imposed or that may be imposed by the U.S. on foreign goods or rebalancing or other tariffs recently imposed or that may be imposed by foreign countries on U.S. goods; (d) accurately analyze, predict and react to changing market conditions, interest rates, and geopolitical environments, and successfully adjust to shifting global consumer needs and interests, including successfully realigning its product portfolio, which encompasses re-introducing the Sportster; (e) accurately predict the margins of its segments in light of, among other things, tariffs, rebalancing trade measures, inflation, foreign currency exchange rates, the cost associated with product development initiatives and the Company's complex global supply chain; (f) maintain and enhance the value of the Harley-Davidson brand, including detecting and mitigating or remediating the impact of activist collective actions, such as calls for boycotts and other brand-damaging behaviors that could harm the Company's brand or business; (g) manage through changes in general economic and business conditions, including changing capital, credit and retail markets, and the changing domestic and international political environments, including as a result of the conflict in Iran; (h) successfully access the capital and/or credit markets on terms that are acceptable to the Company and within its expectations; (i) successfully carry out its global manufacturing and assembly operations; (j) develop and introduce products, services and experiences on a timely basis that the market accepts, that enable the Company to generate desired sales levels and that provide the desired financial returns, including successfully implementing and executing plans to shift to a rider-centric portfolio that includes a focus on accessibility and customization and growing its Parts & Accessories and Motor Clothes and apparel businesses; (k) perform in a manner that enables the Company to benefit from market opportunities while competing against existing and new competitors; (l) successfully manage and reduce costs throughout the business; (m) manage the impact that prices for and supply of used motorcycles may have on its business, including on retail sales of new motorcycles; (n) prevent, detect and remediate any issues with its motorcycles or any issues associated with the design, manufacturing, or assembly processes to avoid delays in new model launches, recall campaigns, regulatory agency investigations, increased warranty costs or litigation and adverse effects on its reputation and brand strength, and carry out any product programs or recalls within expected costs and timing; (o) successfully manage and reduce costs throughout the business; (p) continue to develop the capabilities of its distributors and dealers, effectively implement changes relating to its  full enterprise economic model, and manage the risks that its dealers may have difficulty obtaining capital and managing through changing economic conditions and consumer demand; (q) realize the desired business benefits from LiveWire operating as a separate public company, which may be affected by, among other things: (i) the ability of LiveWire to execute its plans to develop, produce, market and sell its electric vehicles; (ii) the demand for and consumer willingness to adopt two- and three-wheeled electric vehicles; (iii) the ability of LiveWire to obtain sufficient funding from sources other than the Company to sustain its operations; and (iv) other risks and uncertainties indicated in documents filed with the SEC by the Company or LiveWire Group, Inc., including those risks and uncertainties noted in Risk Factors under Item 1.A of LiveWire Group Inc.'s most recent Annual Report on Form 10-K; (r) manage the quality and regulatory non-compliance issues relating to the brake hose assemblies provided to the Company by Proterial Cable America, Inc. in a manner that avoids future quality or non-compliance issues and additional costs or recall expenses that are material; (s) maintain a productive relationship with Hero MotoCorp as a distributor and licensee of the Harley-Davidson brand name; (t) successfully maintain or achieve a manner in which to sell motorcycles in Europe, China, and the Company's Association of Southeast Asian Nations (ASEAN) countries that does not subject its motorcycles to incremental tariffs; (u) manage its Thailand corporate and manufacturing operation in a manner that allows the Company to avail itself of preferential free trade agreements and duty rates, and sufficiently lower prices of its motorcycles in certain markets; (v) retain and attract talented employees and leadership and qualified and experienced independent directors for its Board of Directors, eliminate personnel duplication, inefficiencies and complexity throughout the organization, and successfully complete transitions of executives, and effectively manage the return to on-site work of Milwaukee-based corporate employees at specified Company facilities; (w) accurately estimate and adjust to fluctuations in foreign currency exchange rates, interest rates and commodity prices; (x) manage the credit quality, the loan servicing and collection activities, and the recovery rates of Harley-Davidson Financial Services' loan portfolio; (y) prevent a ransomware attack or cybersecurity incidents and data privacy breaches and respond to related evolving regulatory requirements; (z) adjust to tax reform, healthcare inflation and reform and pension reform, and successfully estimate the impact of any such reform on the Company's business; (aa) manage through the effects inconsistent and unpredictable weather patterns may have on retail sales of motorcycles; (bb) implement and manage enterprise-wide information technology systems, including systems at its manufacturing facilities; (cc) manage changes, prepare for, and respond to evolving requirements in legislative and regulatory environments related to its products, services and operations, including increased environmental, safety, emissions or other regulations; (dd) manage its exposure to product liability claims in a manner that avoids or successfully mitigates the impact of substantial jury verdicts and manage exposure in commercial or contractual disputes; (ee) continue to manage the relationships and agreements that the Company has with its labor unions to help drive long-term competitiveness; (ff) realize the desired business benefits from KKR's and PIMCO's investments in Harley-Davidson Financial Services, Inc.; (gg) manage risks related to functions the Company outsources and the use of artificial intelligence by the Company and its vendors and suppliers; (hh) achieve anticipated results with respect to the Company's preowned motorcycle program, Harley-Davidson Certified, the Company's H-D1 Marketplace, and Apparel and Licensing; (ii) optimize capital allocation in light of the Company's capital allocation priorities; (jj) manage the Company's share repurchase strategy; (kk) manage issues related to climate change and related regulations; and (ll) realize the expected effects of the anticipated increase in Harley-Davidson Financial Services, Inc.'s retail finance receivable base on Harley-Davidson Financial Services, Inc.'s operating income.The Company's ability to sell its motorcycles and related products and services and to meet its financial expectations also depends on the ability of the Company's dealers to sell its motorcycles and related products and services to retail customers. The Company depends on the capability and financial capacity of its dealers to develop and implement effective retail sales plans to create demand for the motorcycles and related products and services they purchase from the Company. In addition, the Company's dealers and distributors may experience difficulties in operating their businesses and selling Harley-Davidson motorcycles and related products and services as a result of weather, economic conditions, or other factors.Harley-Davidson Financial Services, Inc.'s retail credit losses will continue to change over time due to changing consumer credit behavior, macroeconomic conditions including the impact of inflation and Harley-Davidson Financial Services, Inc.'s efforts to increase prudently structured loan approvals to sub-prime borrowers. In addition, Harley-Davidson Financial Services, Inc.'s efforts to adjust underwriting criteria based on market and economic conditions, and actions that the Company has taken and could take that impact motorcycle values, may impact Harley-Davidson Financial Services, Inc.'s retail credit losses.The Company's operations, demand for its products, and its liquidity could be adversely impacted by changes in tariffs, inflation, work stoppages, facility closures, strikes, natural causes, widespread infectious disease, terrorism, war or other hostilities, including the conflict in Iran, or other factors. Refer to "Risk Factors" under Item 1.A of the Company's Annual Report on Form 10-K for the year ended December 31, 2025, filed with the SEC on February 26, 2026, for a discussion of additional risk factors and a more complete discussion of some of the cautionary statements noted above.### (HOG-Earnings)Harley-Davidson, Inc.Condensed Consolidated Statements of Operations(In thousands, except per share amounts)(Unaudited)






Three months ended

March 31,
March 31,

2026
2025




HDMC revenue
$    1,055,471
$     1,081,505Gross profit
266,989
315,244Selling, administrative and engineering expense
248,064
198,972  Operating income from HDMC
18,925
116,272




LiveWire revenue
5,116
2,743Gross loss
(535)
(1,781)Selling, administrative and engineering expense
17,136
18,028  Operating loss from Livewire
(17,671)
(19,809)




HDFS revenue
111,944
244,961HDFS expense
89,704
180,925  Operating income from HDFS
22,240
64,036




Operating income
23,494
160,499Other income, net
13,477
16,273Investment income
8,696
8,941Interest expense
(3,570)
(7,686)Income before income taxes
42,097
178,027Income tax provision
17,974
47,230Net income
$         24,123
$        130,797Less: Loss attributable to noncontrolling interests
650
2,307Net income attributable to Harley-Davidson, Inc. 
$         24,773
$        133,104




Earnings per share:



  Basic
$              0.23
$               1.07  Diluted
$              0.22
$               1.07




Weighted-average shares:



  Basic
110,016
123,947  Diluted
110,768
124,724




Cash dividends per share:
$         0.1875
$           0.1800
LiveWire results presented in the Company's financial statements represent the LiveWire reportable segment as determined in accordance with Financial Accounting Standards Board (FASB) Accounting Standards Codification (ASC) 280 Segment Reporting which may differ from LiveWire Group, Inc. results. Harley-Davidson, Inc.Condensed Consolidated Balance Sheets(In thousands)








(Unaudited)


(Unaudited)

March 31,
December 31,
March 31,

2026
2025
2025ASSETS





Current assets:





    Cash and cash equivalents
1,805,068
3,091,744
1,931,175    Accounts receivable, net
285,786
225,760
313,334    Finance receivables held for sale, net
426,792
264,238
-    Finance receivables held for investment, net
1,187,550
981,926
2,286,672    Inventories, net
622,189
730,898
712,312    Restricted cash
-
-
150,132    Other current assets
415,301
292,383
253,687

4,742,686
5,586,949
5,647,312






Finance receivables held for investment, net
827,061
719,060
5,112,935Other long-term assets
1,675,914
1,738,806
1,622,134

$     7,245,661
$    8,044,815
$   12,382,381






LIABILITIES AND SHAREHOLDERS' EQUITY





Current liabilities:





    Accounts payable and accrued liabilities
$     1,232,554
$    1,061,194
$     1,105,802    Short-term deposits, net
248,642
280,095
178,376    Short-term debt
498,685
497,776
498,500    Current portion of long-term debt, net
498,246
819,629
1,839,100

2,478,127
2,658,694
3,621,778






Long-term debt, net
1,134,865
1,649,612
4,963,261Other long-term liabilities
552,534
579,659
623,652






Shareholders' equity
3,080,135
3,156,850
3,173,690

$     7,245,661
$    8,044,815
$   12,382,381 Harley-Davidson, Inc.Condensed Consolidated Statements of Cash Flows (In thousands)(Unaudited)






Three months ended

March 31,
March 31,

2026
2025




Net cash (used) provided by operating activities
$      (228,021)
$        141,534




Cash flows from investing activities:



  Capital expenditures
(31,792)
(29,973)  Finance receivables held for investment, net
(122,138)
91,197  Collection from retained securitization beneficial interests
10,261
-  Proceeds from derivative instruments
51,574
-  Other investing activities
91
171Net cash (used) provided by investing activities
(92,004)
61,395




Cash flows from financing activities:



  Proceeds from issuance of medium-term notes
-
647,088  Repayments of medium-term notes
(810,950)
-  Repayments of securitization debt
-
(292,671)  Net increase (decrease) in unsecured commercial paper
2,364
(140,778)  Borrowings of asset-backed commercial paper
-
155,000  Repayments of asset-backed commercial paper
-
(65,004)  Net decrease in deposits
(59,193)
(37,439)  Dividends paid
(21,540)
(22,921)  Repurchase of common stock
(70,018)
(93,095)  Other financing activities
-
5Net cash (used) provided by financing activities
(959,337)
150,185




Effect of exchange rate changes on cash, cash equivalents and restricted cash
(7,314)
3,299




Net (decrease) increase in cash, cash equivalents and restricted cash
$  (1,286,676)
$        356,413




Cash, cash equivalents and restricted cash:



Cash, cash equivalents and restricted cash, beginning of period
$    3,091,744
$     1,740,854Net (decrease) increase in cash, cash equivalents and restricted cash
(1,286,676)
356,413Cash, cash equivalents and restricted cash, end of period
$    1,805,068
$     2,097,267




Reconciliation of cash, cash equivalents and restricted cash on the Consolidated balance sheets to the Consolidated statements of cash flows: 



  Cash and cash equivalents
$    1,805,068
$     1,931,175  Restricted cash
-
150,132  Restricted cash included in Other long-term assets
-
15,960  Cash, cash equivalents and restricted cash per the Consolidated statements of cash flows
$    1,805,068
$     2,097,267 HDMC Revenue and Motorcycle Shipment Data(Unaudited)






Three months ended

March 31,
March 31,

2026
2025HDMC REVENUE (in thousands)



  Motorcycles
$       836,294
$        863,863  Parts and accessories
142,243
143,433  Apparel
57,313
57,322  Licensing
6,048
3,058  Other
13,573
13,829

$    1,055,471
$     1,081,505




HDMC U.S. MOTORCYCLE SHIPMENTS
23,884
24,865




HDMC WORLDWIDE MOTORCYCLE SHIPMENTS



    Grand American Touring(a)
21,520
23,678    Cruiser
10,659
11,860    Sport and Lightweight
3,731
2,108    Adventure Touring
1,385
955

37,295
38,601(a) Includes Trike








LiveWire Motorcycle Shipments
91
33 HDMC Gross Profit(Unaudited)
The estimated impact of significant factors affecting the comparability of gross profit from the first quarter of 2025 to the
first quarter of 2026 were as follows (in millions):

2025 gross profit
$               315Volume
(10)Price and sales incentives
(22)Foreign currency exchange rates and hedging
14Shipment mix
(21)Raw material prices
1Manufacturing and other costs
(10)

(48)2026 gross profit
$               267 HDFS Finance Receivables Allowance for Credit Losses(Unaudited)






Three months ended

March 31,
March 31,

2026
2025Balance, beginning of period
$            2,235
$        401,183Provision for credit losses
13,153
53,334Charge-offs, net of recoveries
6,208
(61,339)Balance, end of period
$         21,596
$        393,178




 Worldwide Retail Sales of Harley-Davidson Motorcycles(a)(Unaudited)






Three months ended

March 31,
March 31,

2026
2025




United States
22,245
19,207Canada
1,558
1,685Total North America
23,803
20,892EMEA
5,034
5,175Asia Pacific
3,967
4,362Latin America
703
581      Total worldwide retail sales
33,507
31,010
(a) Data source for retail sales figures shown above is new sales warranty and registration information provided by dealers and compiled by the Company. The Company must rely on information that its dealers supply concerning new retail sales, and the Company does not regularly verify the information that its dealers supply. This information is subject to revision.   View original content to download multimedia:https://www.prnewswire.com/news-releases/harley-davidson-delivers-first-quarter-financial-results-302762342.htmlSOURCE Harley-Davidson, Inc. Original: Harley-Davidson Delivers First Quarter Financial Results

if I can come up with $12 bln, ama buy HOG on the spot at $100 pps

just the name Harley-Davidson and the logo are worth $10 billion

Dickies® x Harley-Davidson® Return with "Built to Outlast" CollectionApril 22, 2026 11:00 AM
PR Newswire (US)

This sophomore limited-edition capsule honors those who are known to leave their mark MILWAUKEE, April 22, 2026 /PRNewswire/ -- Dickies® and Harley-Davidson (NYSE:HOG) reunite for their second limited-edition apparel collection, "Built to Outlast." Merging the enduring spirit of American workwear with the grit of motorcycle culture, this collection is made to be worn hard and built to last.







Inspired by America's industrial heritage, the collection brings together Dickies' trusted durability with Harley-Davidson's legacy of rebellion. The result is a lineup built for those who work hard, ride far, and leave their mark along the way.Building on the momentum of the fast-selling first collaboration, the new capsule refreshes fan favorites like the Eisenhower Jacket and Original 874® Work Pant, while introducing all-new denim offerings, including the Boxy Denim Jacket, Denim Vest, and more. Available for both men and women, every piece reflects the uncompromising mindset shared by workers and riders alike.Highlights from the collection include:
Dickies x H-D® Quilted Lined Eisenhower Jacket – This beloved Dickies® silhouette returns with a Harley-Davidson upgrade. The Dickies x H-D Quilted Lined Eisenhower Jacket is ruggedly made from a heavyweight recycled twill blend and insulated for added warmth. It features an action back, pre-curved sleeves, two-way zip front, a D-ring utility loop on the inside chest pocket, and a hidden snap-down collar that won't flap around under riding gear. The unisex outerwear is finished with a montage of custom graphics that commemorate the inception date and longevity of these two iconic brands.Dickies x H-D® Denim Carpenter Pant – Style and comfort go beyond the 40-hour work week in the Dickies x H-D Denim Carpenter Pant. Constructed from a hearty cut of 14 oz. cotton denim that's rinsed and washed for softness, this unisex silhouette delivers a high-rise relaxed fit. Designed with durability in mind, the pants feature wide tunnel belt loops for added support, front leg panel piecing, and ample pocket space. Subtly co-branded for a go-with-anything look.Dickies x H-D® Boxy Denim Jacket – Workwear style gets a moto upgrade with the Dickies x H-D Boxy Denim Jacket. Durably constructed from 14 oz. cotton denim with polyester tricot lining, this unisex jacket delivers a boxy fit. It features a hidden zip placket, dual-entry front patch pockets with rivet detail, and a hidden snap-down collar. Finished with custom graphics that nod to the heritage of both brands, including an arched design on the back that resembles 1930s Harley-Davidson® racing apparel.Dickies x H-D® Denim Vest – Workwear style never expires with the Dickies x H-D Denim Vest. Made from heavyweight 14 oz. cotton denim that's rinsed and washed for softness, this unisex vest delivers a regular fit with a V-neckline and straight hem plus dual-entry front patch pockets with rivet detail. A custom embroidered patch on the front delivers a clean, classic co-branded finish.Dickies x H-D® Winged Bar & Shield Ribbed Tank – Staying cool is as easy as looking cool in the Dickies x H-D Winged Bar & Shield Ribbed Tank. Made from 100% breathable cotton that's ribbed for a textured look, the slightly cropped silhouette features signature Dickies branding and the Harley-Davidson 1930s Silver Wing logo.The Dickies® x Harley-Davidson® "Built to Outlast" collection will be available beginning April 22, 2026 on h-d.com and dickies.com, as well as at select Harley-Davidson® dealerships.About Harley-Davidson
Harley-Davidson, Inc. is the parent company of Harley-Davidson Motor Company and Harley-Davidson Financial Services. Our vision: Building our legend and leading our industry through innovation, evolution and emotion. Our mission: More than building machines, we stand for the timeless pursuit of adventure. Freedom for the soul. Since 1903, Harley-Davidson has defined motorcycle culture with an expanding range of leading-edge, distinctive and customizable motorcycles in addition to riding experiences and exceptional motorcycle accessories, riding gear and apparel. Harley-Davidson Financial Services provides financing, insurance and other programs to help get Harley-Davidson riders on the road. Learn more at www.harley-davidson.com.About Dickies®
Founded in 1922 in Fort Worth, Texas, Dickies has stood alongside generations of proud workers, equipping them with the tough, durable workwear that has enabled them to make and shape our world. A brand of VF Corporation, Dickies has grown to represent a global community of people who have taken inspiration from the traditional world of work and made it their own. For nearly 100 years and available in over 100 countries, what began as a humble workwear company has grown into a worldwide force, weaving together cultural movements with a rigorous commitment to straightforward style and long-lasting ingenuity. For more information, please visit dickies.com.For more information about the Dickies brand, please follow @dickies and @dickiesskate on Instagram.About Bluestar Alliance, LLC
Founded in 2007 by Joseph Gabbay and Ralph Gindi, Bluestar Alliance is a global brand management leader, overseeing a portfolio of premium fashion and lifestyle brands generating more than $13 billion in global retail sales. Bluestar Alliance is recognized for transforming iconic consumer names into dynamic, best-in-class lifestyle brands with worldwide reach. Its portfolio includes Off-White™, Palm Angels®, Dickies®, Scotch & Soda®, Hurley®, Justice®, Bebe®, Tahari®, Limited Too®, Brookstone®, and more—each re-energized through creative vision, strategic partnerships, and a deep understanding of global markets. With more than 600 licensees and a growing network of over 500 branded retail stores across North America, Europe, Australia, South America, India, Asia, the Middle East, and the United Arab Emirates, Bluestar Alliance continues to expand its global presence—most notably through the Bluestar Luxury Group, focused on building the next generation of luxury and lifestyle brands. Bluestar Alliance stands at the intersection of innovation, influence, and brand authority, shaping the future of how consumers experience brands around the world.


































View original content to download multimedia:https://www.prnewswire.com/news-releases/dickies-x-harley-davidson-return-with-built-to-outlast-collection-302750479.htmlSOURCE Harley-Davidson Motor Company

Original: Dickies® x Harley-Davidson® Return with "Built to Outlast" Collection

Harley-Davidson, Inc. to Host Audio Webcast to Provide an Investor Discussion of Harley-Davidson Financial Services (HDFS) on Thursday, April 16, 2026April 14, 2026 5:29 PM
PR Newswire (US)

Webcast Conference Call Scheduled for Thursday, April 16, 2026 at 9 a.m. CTMILWAUKEE, April 14, 2026 /PRNewswire/ -- Harley-Davidson, Inc. (NYSE: HOG) will host an audio webcast to provide an investor discussion of Harley-Davison Financial Services (HDFS). Harley-Davidson, Inc. and HDFS senior management will discuss the HDFS business with a focus on the updated HDFS business model since entering into strategic partnerships with KKR and PIMCO, in late 2025. A slide presentation supporting the discussion will be available prior to the audio webcast.The public is invited to attend an audio webcast starting at 9:00 a.m. CDT. An interactive Q&A session will not be part of the presentation. The event is expected to conclude before 9:45 a.m. CDT.Webcast participants should log-on and register at least 10 minutes prior to the start time and can access the slide presentation here: https://investor.harley-davidson.com/events-and-presentations/default.aspx. A replay of the audio webcast will be available approximately two hours after the call concludes.Company Background 
Harley-Davidson, Inc.?is the parent company of?Harley-Davidson Motor Company and Harley-Davidson Financial Services.### (HOG-OTHER)





View original content to download multimedia:https://www.prnewswire.com/news-releases/harley-davidson-inc-to-host-audio-webcast-to-provide-an-investor-discussion-of-harley-davidson-financial-services-hdfs-on-thursday-april-16-2026-302742354.htmlSOURCE Harley-Davidson, Inc.

Original: Harley-Davidson, Inc. to Host Audio Webcast to Provide an Investor Discussion of Harley-Davidson Financial Services (HDFS) on Thursday, April 16, 2026

HARLEY-DAVIDSON LAUNCHES RIDEApril 9, 2026 11:00 AM
PR Newswire (US)

A New Global Brand Platform Sets Stage For a New Era of Harley-Davidson, While Honoring Its HeritageMILWAUKEE, April 9, 2026 /PRNewswire/ -- Harley-Davidson (NYSE:HOG) reignites the brand with the global launch of RIDE, a refreshed brand platform that honors more than a century of driving motorcycle culture, designed for the riders of today, and paves a path forward for Harley-Davidson.  







More than a word, RIDE is, at its core, the very idea that defines and drives Harley-Davidson. It is an action, a feeling, and a way of life that has been embedded into the brand since its founding in 1903. Harley-Davidson doesn't have merely owners, rather a community of passionate riders. The very notion of RIDE brings people together, clears the mind, and turns miles into stories, reaffirming that life is better on two wheels. "I'm thrilled to launch the RIDE platform as a full reset of the brand ahead of our company strategy rollout in May. It celebrates the fun and joy people experience riding the world's greatest motorcycle, a Harley-Davidson," said Artie Starrs, President and CEO, Harley-Davidson.With the launch of RIDE, Harley-Davidson unveils a new visual identity, anchored by the return of the historic Harley-Davidson bar and shield logo; a nod to where it all began and a signal to the role heritage continues to play in shaping the future of Harley-Davidson.The platform debut comes to life through a video set to the iconic Willie Nelson's "On the Road Again," featuring raw, authentic footage of real riders and the joy of the RIDE. The visual spotlights the true spirit of the open road and the culture that exists around it, a community Harley-Davidson originated and continues to champion. The video will air nationally across broadcast and streaming platforms, along with a comprehensive internal and external integrated campaign.For over a century, Harley-Davidson has defined what it means to ride. RIDE is the next chapter, celebrating every rider, those who have been with us from the beginning and opening the road to anyone ready to join in. More riders. More rides. More freedom. More stories to be told.Check out the full-length RIDE video here. About Harley-Davidson
Harley-Davidson, Inc. is the parent company of Harley-Davidson Motor Company and Harley-Davidson Financial Services. Our vision: Building our legend and leading our industry through innovation, evolution and emotion. Our mission: More than building machines, we stand for the timeless pursuit of adventure. Freedom for the soul. Since 1903, Harley-Davidson has defined motorcycle culture with an expanding range of leading-edge, distinctive and customizable motorcycles in addition to riding experiences and exceptional motorcycle accessories, riding gear and apparel. Harley-Davidson Financial Services provides financing, insurance and other programs to help get Harley-Davidson riders on the road. Learn more at www.harley-davidson.com.### (HOG-OTHER)










View original content to download multimedia:https://www.prnewswire.com/news-releases/harley-davidson-launches-ride-302737726.htmlSOURCE Harley-Davidson Motor Company

Original: HARLEY-DAVIDSON LAUNCHES RIDE

started a position here, this is a worldwide recognized American brand, just like Coca Cola, that is dirt cheap right now. market value is a pocket change for many people...

Harley-Davidson Recalls More Than 9,000 Sportster S Motorcycles Over Safety ConcernFebruary 18, 2026 5:22 AM
IH Market News
Harley-Davidson (NYSE:HOG) is recalling 9,401 motorcycles due to a possible defect involving the upper triple clamp, according to a filing with the National Highway Traffic Safety Administration.The recall covers model years 2021 through 2026 of the RH1250S, also known as the Sportster S. The issue relates to the upper triple clamp, which could crack while the motorcycle is in use.A fracture in the component during operation may result in loss of steering control, heightening the risk of an accident.Harley-Davidson dealerships will examine the affected bikes and replace the upper triple clamp if required. All necessary repairs will be carried out at no cost to owners.Harley-Davidson stock price

Original: Harley-Davidson Recalls More Than 9,000 Sportster S Motorcycles Over Safety Concern

Harley-Davidson, Inc. Declares DividendFebruary 13, 2026 5:00 PM
PR Newswire (US)

MILWAUKEE, Feb. 13, 2026 /PRNewswire/ -- The Harley-Davidson, Inc. (NYSE: HOG) Board of Directors has approved a cash dividend of $0.1875 per share for the first quarter of 2026. The dividend is payable March 17, 2026 to the shareholders of record of the Company's common stock as of March 2, 2026.Harley-Davidson, Inc. is the parent company of Harley-Davidson Motor Company and Harley-Davidson Financial Services.### (HOG-DIVIDEND) 





View original content to download multimedia:https://www.prnewswire.com/news-releases/harley-davidson-inc-declares-dividend-302688007.htmlSOURCE Harley-Davidson, Inc.

Original: Harley-Davidson, Inc. Declares Dividend

Harley-Davidson slides despite Q4 beat as cautious 2026 outlook rattles investorsFebruary 10, 2026 10:21 AM
IH Market News
Harley-Davidson (NYSE:HOG) saw its shares sink sharply on Tuesday after issuing downbeat guidance for 2026, overshadowing fourth-quarter results that came in ahead of expectations. The company is attempting to steady operations as retail demand softens and market conditions remain tough.The storied motorcycle brand’s stock dropped 8.14% in pre-market trading following the announcement.For the fourth quarter, the Milwaukee-based group reported a loss of -$2.44 per share, narrower than analysts’ forecasts for a -$1.06 loss. Revenue totaled $496 million, beating the consensus estimate of $486.61 million. Even so, sales were down 28% from a year earlier, and global retail motorcycle volumes slipped 1% year on year to 25,287 units.Looking at the full year, Harley-Davidson posted diluted earnings per share of $2.78 for 2025, down from $3.44 in 2024. Global retail motorcycle sales fell 12% to 132,535 units, with North America volumes declining 13%.Investor sentiment was hit hardest by the company’s outlook for 2026. Harley-Davidson expects operating income at its motorcycle segment (HDMC) to range from a loss of $40 million to a profit of $10 million, signaling ongoing pressure as the company works to better match wholesale shipments with retail demand.“As we close out a challenging year for the Company, we are taking deliberate actions to stabilize the business, restore dealer confidence, and align wholesale activity with retail demand,” said Artie Starrs, President and CEO of Harley-Davidson. “While near-term results reflect these actions, the progress we are seeing reinforces our confidence in the reset underway.”One positive note came from Harley-Davidson Financial Services (HDFS), which paid a $1 billion dividend to the parent company in the fourth quarter following a strategic partnership with KKR and PIMCO. The move helped reposition HDFS as what the company described as a “capital-light, de-risked business.”In total, Harley-Davidson returned $434 million to shareholders in 2025, comprising $347 million in share buybacks and $86 million in dividends.Harley-Davidson stock price

Original: Harley-Davidson slides despite Q4 beat as cautious 2026 outlook rattles investors

Harley-Davidson, Inc. To Report Fourth Quarter and Year-End 2025 Results on February 10, 2026January 26, 2026 2:30 PM
PR Newswire (US)

Webcast Conference Call Scheduled for 8 a.m. CSTMILWAUKEE, Jan. 26, 2026 /PRNewswire/ -- Harley-Davidson, Inc. (NYSE: HOG) will release its fourth quarter and year-end 2025 financial results before market hours Tuesday, February 10, 2026. The public is invited to attend an audio webcast from 8-9 a.m. CST. Harley-Davidson, Inc. senior management will discuss financial results, developments in the business, and the Company's outlook. A slide presentation supporting the discussion will be available prior to the audio webcast.Webcast participants should log-on and register at least 10 minutes prior to the start time and can access the slide presentation here: https://investor.harley-davidson.com/events-and-presentations/default.aspx . A replay of the audio webcast will be available approximately two hours after the call concludes.Company Background
Harley-Davidson, Inc. is the parent company of Harley-Davidson Motor Company and Harley-Davidson Financial Services.### (HOG-Earnings) 





View original content to download multimedia:https://www.prnewswire.com/news-releases/harley-davidson-inc-to-report-fourth-quarter-and-year-end-2025-results-on-february-10-2026-302670063.htmlSOURCE Harley-Davidson, Inc.

Original: Harley-Davidson, Inc. To Report Fourth Quarter and Year-End 2025 Results on February 10, 2026

Good time to add $20. HOG

HOG 10 Q due 5/1 at a recent 52 week low

HOG, new 52 week low

Another one bites the dust!

Man, are these “CEO’s” going to learn who their customer is and isn’t? https://www.zerohedge.com/political/harley-davidson-receives-bud-light-treatment-sturgis-motorcycle-rally

Woke management policies also are turning off customers.

Sales are down as people unable to afford during this inflationary period. People spending more and getting less on life sustaining products.

HOG new 52 week hi

Harley’s new LiveWire Del Mar electric motorcycles begin deliveries in US:

https://electrek.co/2023/09/13/harleys-new-livewire-del-mar-electric-motorcycles-begin-deliveries-in-us/

"I liked a business where customers tattoo_your_name on their chest," he continued. "But figuring out the economic value of that ... I'm not sure even going out and questioning those guys I'd learn much from them.""

"'I knew enough to lend them money'
Buffett struck a bunch of similar deals during the crisis. For example, he invested $5 billion in Goldman Sachs and $3 billion in General Electric in the fall of 2008.

"Credit remained virtually nonexistent," Alice Schroeder said about that period in "The Snowball: Warren Buffett and the Business of Life."

Schroeder added: "Buffett lent at interest rates that in some instances bordered on usurious."

The famed investor also displayed his ruthlessness when he refused Harley-Davidson's request to repay its loan early. Berkshire said it was happy with the agreed terms, the company told Fortune.

Buffett likely netted a solid $150 million in profit from the loan. Yet he could have raked in over $1 billion by investing $300 million in Harley-Davidson stock instead, as its shares more than quadrupled in value between 2009 and 2014.

A shareholder asked Buffett why he opted for debt instead of equity during Berkshire's annual meeting in 2010.

"I knew enough to lend them money; I didn't know enough to buy the equity," the investor replied.

"I kind of like a business where your customers tattoo your name on their chest," he continued. "But figuring out the economic value of that ... I'm not sure even going out and questioning those guys I'd learn much from them."

Buffett added that he made the loan because he felt confident at the time that "a) Harley-Davidson was not going out of business, and that b) 15% was going to look pretty damned attractive."

https://www.msn.com/en-us/money/savingandinvesting/warren-buffett-loaned-dollar300-million-to-harley-davidson-during-the-financial-crisis-heres-a-look-back-at-how-he-helped-the-motorcycle-maker/ar-AA16AHtE

Buffett's little-known role in saving Harley Davidson

"Warren Buffett loaned about $300 million to Harley-Davidson during the financial crisis.

The motorcycle maker needed cash in the face of softer demand and liquidity drying up.

Buffett made about $150 million in five years, but could have raked in $1 billion owning the stock."

"The pair effectively loaned it a combined $600 million for five years at a hefty 15% annual interest rate."

"The high-interest loan was its only option to borrow money without giving up a stake in the company, he added".

https://www.msn.com/en-us/money/savingandinvesting/warren-buffett-loaned-dollar300-million-to-harley-davidson-during-the-financial-crisis-heres-a-look-back-at-how-he-helped-the-motorcycle-maker/ar-AA16AHtE

Over 50% of Harley-Davidson’s electric revenue came from selling kids’ e-bikes, not motorcycles:

https://electrek.co/2022/02/11/over-50-of-harley-davidsons-electric-revenue-came-from-selling-kids-e-bikes-not-motorcycles/

Harley-Davidson stock soars after surprise profit:

https://www.marketwatch.com/story/harley-davidson-stock-soars-after-surprise-profit-2022-02-08?siteid=bigcharts&dist=bigcharts

Harley-Davidson’s Serial 1 electric bicycles expand into Canada after rolling out in EU, US:

https://electrek.co/2022/01/07/harley-davidsons-serial-1-electric-bicycles-expand-into-canada-after-rolling-out-in-eu-us/

Harley’s "ELECTRIC" motorcycle goes public via $1.7 billion SPAC deal:

https://www.cnbc.com/2021/12/13/harleys-electric-motorcycle-division-to-go-public-via-1point7-billion-spac-deal.html


Harley-Davidson’s LiveWire to become first publicly traded electric motorcycle company:

https://electrek.co/2021/12/13/harley-davidsons-livewire-to-become-first-publicly-traded-electric-motorcycle-company/

https://ih.advfn.com/stock-market/NYSE/harley-davidson-HOG/stock-news/86791460/livewire-to-become-the-first-publicly-traded-ev-mo

$HOG another EV motorcycle nearly $2 a share https://www.prnewswire.com/news-releases/ideanomics-to-fuel-growth-of-energica-motor-companys-electric-motorcycle-dealer-network-in-us-301380220.html

Harley-Davidson’s "electric" bicycles roll out all over Europe in latest expansion:

https://electrek.co/2021/08/05/harley-davidsons-electric-bicycles-roll-out-all-over-europe-in-latest-expansion/

Harley-Davidson is now building custom "electric" bicycles

https://electrek.co/2021/08/09/harley-davidson-is-now-building-custom-electric-bicycles-that-actually-look-incredible/

I'd like me one of these in a HOG version, a lit'l more grunt in the engines

https://www.yahoo.com/lifestyle/world-first-flying-motorcycle-aces-160936865.html

I havent paid attention to this until the divy check arrived and its MUCH lower than usual, when did they cut the dividend?

* * $HOG Video Chart 10-27-2020 * *

Link to Video - click here to watch the technical chart video

BREAKING NEWS: $HOG Why Shares of Harley-Davidson Are Roaring Higher Today

Shares of Harley-Davidson (NYSE: HOG) jumped 20% on Tuesday morning after the motorcycle manufacturer reported third-quarter results that came in well ahead of expectations. There are some reasons for caution, but investors are focused on the positive after the strong release. ...

Read the whole news HOG - Why Shares of Harley-Davidson Are Roaring Higher Today

NEWS: $HOG Harley-Davidson & Hero Motocorp Announce Agreements for India Market

DELHI, India, Oct. 27, 2020 (GLOBE NEWSWIRE) -- Embarking on a new journey together, Harley-Davidson, Inc. (“Harley-Davidson”), the legendary motorcycle manufacturer and Hero MotoCorp, the world’s largest maker of motorcycles and scooters in terms of unit volumes, today...

Got this from HOG - Harley-Davidson & Hero Motocorp Announce Agreements for India Market

BREAKING NEWS: $HOG Harley-Davidson Sharpens Focus and Reignites Culture; Delivers Best Third Quarter Net Income Since 2015

Harley-Davidson Sharpens Focus and Reignites Culture; Delivers Best Third Quarter Net Income Since 2015 PR Newswire MILWAUKEE, Oct. 27, 2020 MILWAUKEE , Oct. 27, 2020 /PRNewswire/ -- Harley-Davidson, Inc. ("Harley-Davidson") (NYSE: HOG) today announced f...

In case you are interested HOG - Harley-Davidson Sharpens Focus and Reignites Culture; Delivers Best Third Quarter Net Income Since 2015

Instead of mass producing Harleys, they will build per order. Waiting list coming back. That will make the stock rise.

got me some HOG on the earnings' drop. quiet ihub board here.

I think you'll see an uptick in share price, WGO beat the hell out of estimates, people want to see the open road, what better way then on a Harley.
Time will tell. GL

See there are some long term holders of HOG

Knowing the history of the company and stock,
can they reverse the trend of the last few years?


Stock had slid to about 60% of what it was 4 years ago, and that
was pre-Covid19

HOG had issues before the crisis, now they really have some problems to
overcome short term.

.. I think they weather the storm but emerge quite a bit smaller, leaner and meaner?

How do they deal with traditional riders "aging out", ebikes competition,
debt, etc.

So far havent been overly impressed with their new bikes, especially the ebike.

Thoughts on how they manage the next few years, and when the stock will take off again?

Decent upside action earlier today. We'll see what the next day or two brings.

I originally bought this stock in the late 80's, when it went public.. It split 2 for 1, 5 times! After 9-11, like all of the other companies, not so much.. I am far more ahead with this company from my original purchase!! I will forever be a share holder, and rider!!! USA , and HOG!!!!!

So no basis to thinking its headed up further?

Toured the Milwaukee factory, was pretty impressed.

.. really liked watching bikes get put together,


but I seperate the bikes from the stock.

Harley, decent bike decent company

.. but right now Harley has a bunch of headwinds
and the stock wont do well for the next year or so







"I was born to ride."

AMEN!!!!!! HOG !!!!!!!! Life Member!!!!!!!

I was born to ride.

Why? Sales are decimated, loans arent being paid, debt mounting?

... why would you think this is headed up?









"See you guys at $40!