Harley-Davidson reported a first quarter profit of $25 million, down significantly from $133 million at this point in 2025.
The Milwaukee-based motorcycle maker reported the earnings on May 5, along with a new strategy called “Back to the Bricks” which it is hoping to change its fortunes for the year.
Motorcycle sales increased 14% in North America to 23,803 units. Overall, motorcycle shipments were down 3% globally to roughly 37,300.
Harley-Davidson licensing increased from $3 million in first quarter of 2025 to roughly $6 million in 2026.
The electric motorcycle LiveWire reported $5 million in revenue, up from $3 million in 2025. LiveWire also reported a $18 million loss, which is also an improvement from the $20 million loss in the first quarter of 2025.
Artie Starrs, president and CEO of Harley-Davidson said the results are showing the changes the company has made are having a positive impact.
“We’re pleased with our first quarter results, which reflect actions we’ve taken to drive demand and improve dealer health,” Starrs said in a statement. “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.”
Harley-Davidson’s new plan for growth
The first quarter has not been easy for Harley-Davidson.
In February, Harley-Davidson announced a $339 million profit for 2025, a 26% decrease compared to 2024. The company followed up in March by announcing it was laying off part of its global workforce, but the Wisconsin impact was not clear.
In April, Harley-Davidson also launched a new effort to rebrand the company called “ride,” to show the “fun and joy” of its customers.
Along with quarterly results, Harley-Davidson revealed the “Back to Bricks” plan.
As part of the strategy, the company plans to lean heavily on its dealership network to “enable dealers to double profitability in 2026 and then double it again by 2029.”
The company has not been specific on how it plans to accomplish those goals.
“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,” Starrs said.
“This next chapter in Harley-Davidson’s evolution is already underway, and early momentum reinforces our confidence in the significant opportunities ahead.”
This is a developing story.
This article originally appeared on Milwaukee Journal Sentinel: Harley-Davidson’s profit drops sharply, new strategy aims for growth
Reporting by Ricardo Torres, Milwaukee Journal Sentinel / Milwaukee Journal Sentinel
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